Harley's marketing as good as it's motorcycles
The Staff of Clutch and Chrome
June 16th 2008
Some would say
that Harley-Davidson has perfected the art of marketing as
well as they build a motorcycle.
In May,
Harley-Davidson Motor Company received the 2008 M2W Full
Circle Award for taking what they learned at the 2007
Marketing to Women Conference (M2W) and translating it into
working campaigns with marked results. The M2W Full Circle
Award is given to brands who have best demonstrated how M2W
has impacted their marketing to women strategies and
campaigns.
Since M2W last year, Harley-Davidson created a Women's
Outreach team with a dedicated focus on integrating the
women's strategies across the Motor Company. The team worked
with several internal stakeholders to launch and execute Get
Down to Daytona, a unique video contest highlighting female
riders and the importance of their mentors. They also hosted
many women's activities at Daytona Bike Week in March 2008,
including a ride with hundreds of female Harley riders that
raised more than $67,000 for Muscular Dystrophy Association
Summer Camps.
Harley-Davidson recently announced the Let Freedom Ring
Promotion, which encourages women to learn to ride
motorcycles and celebrates women who have a passion for
freedom and adventure on two wheels. The promotion awards a
ring custom-designed by Karen Davidson for any woman who
purchases a new Harley-Davidson or Buell motorcycle and has
successfully completed either the Rider's Edge New Rider
Course or Skilled Rider Course before October 1, 2008.
Details can
be found at Harley-Davidson's Women Riders
page. |
