The Harley Davidson Lesson - Every Business Should Know!

iyazamiyazam Posts: 33subscriber
Harley Davidson is a motorcycle company that was established back in 1903. We
can all learn a very important lesson from this company.
You see, Harley Davidson is not just a Motorcycle company. Its almost like a
whole new religion or some might even call it a "colt". What did the management
at Harley Davidson do to create such a culture? How did they turn their
customers into a loyal followers?

Harley-Davidson`s President and CEO, Richard Teerlink said
the following: "The adventurous pioneer spirit, the wild west, having your `own
horse`, and going where you want to go - the motorcycle takes on some attributes
of the iron horse. It suggests personal freedom and independence...", Harley
Davidson connected with the emotional side of their customers. Their symbols are
the American flag, the eagle and focusing on the `American freedom`. They take
the concept of the cowboys and the wild west from the past and apply it to the
present..something which many Americans find this experience as if they are
living in some other fantasy world.
When you buy a Harley Davidson - You are not only buying a motorcycle, but
into a whole new social club. You get to wear the shirts and hats and have a
unique way of dressing. They have festivals and in many areas - Harley Davidson
owners belong to a club where they meet up and drive together around town once a
week.
This is an incredible lesson every company should learn how to create loyal
customers. Obviously not every one can do it like Harley Davidson with the
Motorcycle life - but to figure out how to get your customers to love
you.

Comments

  • JmesJmes Posts: 4subscriber
    Indeed
    You could also see these in Coca Cola commercials and beer commercials. All they`re advertising is the mood, the atmosphere, the "illusion"
    To be able to achieve this kind of marketing you`d have to A. come up with a better-than-average product. B. come up with a great marketing campaign. and C. actually set it in motion.
    Keep it in mind that today, when people are constantly referred to as `customers`, they are exposed to an over-dose of marketing offers and publicity stunts. What will make your product stand out? and for how long?
    It`s a very tough market to compete in, let alone achieve what Craig called "selling the dream"
    Jmes
  • iyazamiyazam Posts: 33subscriber
    So I guess that in marketing its %90 focus on the dream and the remaining part on the product or service?..
    Another company that does a great job is the social media company: Stompernet. - they do a great job of turning social media marketing and internet marketing in general into something "cool"  and not just for geeks. 
    This is why some MLM companies are so successful and even more so in a bad economy, because they manage to sell the "dream life" - we all know it and have seen it: Someone sitting on a beach with a laptop etc.... People are not just buying the products - they are hoping to "buy into" this way of life and escape their current troubles. 
    Brainwashing the masses! 
  • iyazamiyazam Posts: 33subscriber
    Get this quote: "Advertising may be described as the science of arresting the human intelligence long enough to get money from it."
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