Harley-Davidson Digital Strategy

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ADV Final Presentation, by Anna Walker

ADV Final Presentation, by Anna Walker

More in: Automotive
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  • 1. By America, For Americaby Anna Walker
  • 2. Our Dream CustomerSEX: Male INCOME: 40K+EDUCATION: AGE: 25-54Some College
  • 3. The PlanFor OurBrand‣Increase brandawareness usingvarious social mediasites.‣Create a new loyalbase of consumers,while still appealing tothe existing customer
  • 4. What’s The Big Idea?We plan to run a digitalcampaign using theslogan “By America, ForAmerica”This slogan will stay trueto the idea that Harley-Davidson is themechanicalembodiment of theamerican dream.Implement GoogleAnalytics
  • 5. Blogging BuildsBusiness Increase awareness Increase awareness for ‘Unofficial Harley-Davidson’ Blog Monitor what similar blogs are saying about us Be more interactive with related blogs
  • 6. Pinterest for BusinessLaunch a ByAmerica, ForAmerica PinterestcontestContestants mustupload and/or repinphotos that expressHarley as theultimate Americanchopper
  • 7. Post interesting andengaging photos atleast once a dayShould includebikes themselves,merchandise,and/or loyalcustomersphotographed witha HD product
  • 8. Like us on FacebookUpdate facebook atleast twice a weekMust ‘like’ page inorder to seecontentWeekly give-awaysof Harley-DavidsonmerchandiseGain 250 likes daily
  • 9. Twitter InvigoratedTweet at least three Key Performancetimes a day IndicatorsAvidly promote Number of ‘retweets’#ByAmericaForAme Tweets ‘favorited’rica Followers gained overRespond to 20% campaigntweets a day, Positivity of tweetspositive and relating to Brand &negative Campaign
  • 10. Summary of Expenses6 month campaign 5 hrs/wk, Increase of Facebook $250/hr=$30,000 ‘likes’ & Twitter+$120,000 for twitter ‘followers’, increasedpromotion traffic to mainTotal=$150,000 website and blog Increase of annual sales by 4% Total Sales Gain=$5.3Million