| This Labor Day weekend, we in Wisconsin will again | | | | Second: Culture. Harley has built a distinct culture |
| experience the genius of Harley Davidson's marketing | | | | surrounding their product, which includes |
| machine. For those of you in other parts of the world | | | | non-motorcycle merchandise that accounts for 5% |
| who were not kept awake by the continual thunder | | | | of the company's revenue. Rarely would you see |
| of thousands of Harleys riding down the road, let me | | | | someone riding a Hog that is not dressed the part. |
| explain. Each year, Harley Davidson Motor Company | | | | HD has carefully chosen their target market, and built |
| hosts an anniversary celebration in Milwaukee, which | | | | their marketing around them. Sure, there are other |
| includes various satellite celebrations at dealerships | | | | motorcycles out there, but if you are in Harley's |
| throughout the area. | | | | target market there is no other bike to buy. Many |
| You may ask, "Marketing? This was a celebration -- a | | | | who now can't afford a Harley are waiting and |
| phenomenon." Exactly! Think about it, thousands of | | | | aspiring to the point when they can join the club. And |
| people traveled thousands of miles and spent a lot of | | | | that's just the point. Harley has built a community of |
| money to celebrate their past purchase. There were | | | | people that espouse the culture that perpetually |
| events all weekend long in Milwaukee and at every | | | | builds the mystique. |
| Harley dealership where people gathered to socialize, | | | | Of course, there are other products that build on |
| admire each other's bikes, buy more Harley | | | | these elements. Sports teams are the classic |
| merchandise, and (probably) plan their next bike | | | | example from which Harley has taken many pages. A |
| purchase. | | | | few teams have a unique cult stature, such as the |
| This did not happen on its own. It was a carefully | | | | Green Bay Packers and the Chicago Cubs. What |
| orchestrated marketing plan that HD has worked | | | | would happen if you saw these ads: "Two for One |
| over decades. While there are many facets to this | | | | Deal at Lambeau Field!" or "Cheap Seats Available at |
| marketing plan, there are two things that really stand | | | | Wrigley Field!"? It would be disastrous for their |
| out. | | | | marketing! |
| First: Mystique. People don't buy a motorcycle when | | | | So, how can you build mystique and a supporting |
| they buy a Harley, they buy an idea. There is a | | | | culture around your product? What can you do to |
| mystique about Harley Davidson that is unique in the | | | | separate yourself from the competition so you no |
| automobile marketplace. I don't know of any other | | | | longer have to ask for the sale -- so your customers |
| vehicle that draws thousands of people from all over | | | | are asking to buy from you? How would it be if you |
| the world to celebrate it. Sure, some have fan clubs | | | | never had to explain your price, but that your chosen |
| where enthusiasts will gather; but none have the | | | | customers are grateful to pay any price just so they |
| same volume of fans. Over the last few decades, | | | | can be in your club? This is my challenge to all of you |
| Harley carefully formed this mystique, saving the | | | | business owners. What is your genius marketing idea? |
| company from almost certain bankruptcy. | | | | |