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Indian Motorcycle Gets Personal with URLs
Campaign: Ride105.com an educational piece
Vertical Market: Motorcycle Retail
After an unsuccessful run of sales in the late 1990s, Stephen Julius and Steve Heese
turned their attention toward Indian Motorcycle in 2004. In 2008, production on the new
Indian line began, and in 2009 Indian’s Chief motorcycles were rolling through the assembly
line. Indian Motorcycle of Wichita, Kansas faced a challenge when it decided to reenter the
motorcycle market with its new models in a struggling economy. Indian wanted a fresh start
and the opportunity to educate riders on their improved company.
Indian Motorcycle of Wichita wanted to spread awareness of its new dealership
location and educate their audience about Indian’s quality motorcycles. The company
joined hands with Postcard Planet, Inc. to implement a unique integrated marketing
campaign using direct mail and personalized URLs to circulate interest.
• Educate motorcyclist about Indian Motorycle
• Create awareness about the new Wichita dealership
• Direct customers to their personalized URL to find out more about Indian
• 3269 (8.2%) mail recipients visited their personalized Web site
• 2893 (7.26%) of unique visitors completed the entire survey
• 2283 (73.17%) wanted to learn more about Indian Motorcycle
• 265 (8.49%) are looking to purchase a motorcycle in 6 months or less
• 1115 (35.74%) are looking to purchase in a year
• 389 visitors wanted to be called right away
• 450 unique guests visited Ride105.com
• 227 visitors completed the survey
First, Postcard Planet was able to pull a list of specific demographics that met the
Indian Motorcycle stereotype. Within these demographics, a specific target audience was
established. Postcards, 6×11 inches in size and printed in Xerox Igen4, were created, using
a personalized greeting and the recipient’s first name, and sent out to the targeted
prospects. The postcards also included a unique domain name and personalized URL
address (JenniferSpaeny.Ride105.com) to direct prospects to visit their own URL address.
The first 105 visitors to visit their URL address and complete a survey received an Indian
Motorcycle T shirt.
The personalized Web sites were created uniquely for the use of the specific Ride105
campaign. The entire look and feel of the Web site replicated the postcards.
The personalized Web sites were introduced displaying an engaging seven‐second
video introduction, produced and developed by Postcard Planet, Inc. After the introduction
the visitor was greeted with the welcome page where they had to enter their email address
to receive their limited edition Indian Motorcycle T shirt. After the prospect entered their
email address, the survey page appeared. Within the survey page, there were five questions
regarding the history of Indian Motorcycle and the prospect’s motorcycle interest. After
answering the questions, Indian Motorcycle facts appeared to educate the visitor about
Indian Motorcycle history.
After completing the survey, the recipient was directed to an updated contact profile
page that gave the visitor an option to submit alternative email addresses or phone
numbers. This step was very important in retrieving up‐to‐date contact information for the
selected target audience. We wanted to get the most accurate information so that we were
able to follow up with the customers with Ride105’s partner campaign, Ride Indian.
To thank the visitors for taking time to look at the Web site and completing the
survey, a versioned thank you email is sent to the visitor’s email address based on the way
they responded to the survey questions.
The target audience for the campaign was established using Acxiom Consumer from
Acculeads. We wanted to focus on motorcycle users with an income of $40,000 or more. By
using geographical mapping we were able to target local Wichita residents both male and
female between the ages of 28 and 54.
To take part in the Ride 105 experience, visit Ride105.com
Reasons for Success
Wichita Indian Motorcycle and Postcard Planet, Inc., created a successful integrated
marketing campaign by specifying a target audience and objectives. Postcard Planet used
this specific target market, combined with Indian’s objectives and created personalized
direct mail and URLs to gain the attention of its leads. The campaign used the chance to win
a free T shirt to help direct visitors and by creating an engaging, simple and interactive
Web site for visitors. The Web site was password free and user friendly which, in turn,
made the experience a more personal and fun experience for visitors. The unity throughout
the entire campaign, including the look and feel of the direct mail and Web site, made the
material attractive and relevant to the recipient.
PRINT PROJECT ORIGINATOR
Client Indian Motorcyle of Wichita
Company Indian, the first American motorcycle, has 13 dealerships operating in
Description the United States, and one to open soon. The dealerships sell the high‐
end motorcycles, including its four Chief motorcycles and other
motorcycle merchandise. The Wichita dealership opened in June of
Contact Mark Hambelton
Title Wichita Dealership Owner
Web site IndianofWichita.com
ADDITIONAL PROGRAM DETAILS
The Ride105 educational campaign began in April of 2009. Ride105 was used to
educate motorcyclist before its partner and invitational campaign, RideIndian, began. The
campaign consisted of one printed piece that was produced and mailed a single time. After
Postcard Planet purchased the mailing list, CAAS certification was used to update the
contact information for the recipients.
Production Equipment ADR digital printer and Xerox DocuColor
IGen4 (note: PPML was not used in the
production of workflow)
Design Tools Photoshop, Flash, Dreamweaver, After Effects,
HTML and ASP
Date May 2009