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Harley d newmediastrategy


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Harley d newmediastrategy

  1. 1. New Media Marketing Strategy Michael Meurer
  2. 2. Audience <ul><li>People who show interest in motorcycles </li></ul><ul><li>Mostly males, though trying to reach more females recently </li></ul><ul><li>Mostly middle to high-age adults </li></ul><ul><li>Teens can also be targeted through other Harley Davidson products </li></ul><ul><li>Keep in mind licensed products, anything with logos (shirts) </li></ul>The best way to reach the targeted audience would be through television or print (easiest to show product for certain age group) Although internet and social media is a growing way to reach possible younger consumers
  3. 3. Competition <ul><li>Honda </li></ul><ul><li>Kawasaki </li></ul><ul><li>Yamaha </li></ul><ul><li>Suzuki </li></ul>15,993 followers 47,390 likes 5,855 followers 32,317 likes 7,326 followers 325,230 likes 5,920 subscribers 192,899 likes 3,865 subscribers Harley-Davidson 47,052 followers 2,876,832 likes 13,682 subscribers Vs.
  4. 4. Practice throughout the industry <ul><li>The most common way of communicating with potential buyers and current owners is through facebook </li></ul><ul><li>Many companies should consider the use of youtube, this might help the audience get a better view of the product since a large investment will be made </li></ul>
  5. 5. Budget <ul><li>Motorcycles cost anywhere from around $8,000 - $40,000 </li></ul><ul><li>In 2010 over 210,000 shipments were made </li></ul><ul><li>United states shipments are decrease while international shipments are increasing </li></ul><ul><li>People usually buy 1 or 2 motorcycles </li></ul><ul><li>4,177 million dollars of revenue was made last year including licensed products </li></ul><ul><li>Over a million customers (including the 210,000 cycle customers) </li></ul>
  6. 6. Goals <ul><li>To double sales </li></ul><ul><li>420,000 shipments must be made </li></ul><ul><li>If only 10% buy from site, we need 4,200,000 visitors to the site this year </li></ul><ul><li>To do this, make buying process easier than ever </li></ul>
  7. 7. Buying Process <ul><li>The buying process is real easy </li></ul><ul><li>Allow you to search a dealer </li></ul><ul><li>Make a payment on company website </li></ul><ul><li>Buy directly from website </li></ul><ul><li>Social media directs you to website and buying process </li></ul>
  8. 8. Plan <ul><li>Gain customer attraction in the united states </li></ul><ul><li>Already have the attention of the older crowd, try reaching new audience </li></ul><ul><li>Attract a younger crowd through the use of social media (younger people are become more interested in motorcycles) </li></ul>
  9. 9. How to drive traffic <ul><li>Get the attention of the younger crowd </li></ul><ul><li>Expand the online community through twitter and facebook </li></ul><ul><li>Get involved with google+ (google+ can be expected to grow in the future and mostly younger people know how to use it) </li></ul><ul><li>Use many keywords when blogging or writing a new release </li></ul><ul><li>“ Harley Davidson”, “Motorcycle”, “Harley”, “Bike”, “Davidson”, “Biker”, and any plural form of those words. </li></ul>
  10. 10. Search volume of business <ul><li>Almost every time you type Harley-Davidson in the search bar, you can easily be directed to the company website </li></ul><ul><li>Already on page 1 of google searches </li></ul><ul><li>Based on google trends </li></ul><ul><li>searches are highest in the summer months, and in the united states (makes sense because most people in the US ride during the summer months) </li></ul>