Finalharleydavidsonmediaplan 121115145430-phpapp01
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Finalharleydavidsonmediaplan 121115145430-phpapp01
- 1. HARLEY DAVIDSON MEDIA PLAN How to expand the female motorcycle riders market. PRESENTED BY: JCLMT Advertising (TCU Schieffer School Project)
- 2. WHAT IF? …there was a more feminine side to the motorcycle industry? A way for professional women to escape their daily lives.
- 3. KEY BRAND ISSUES -masculine reputation
- 4. KEY BRAND ISSUES - “The Sportster” - Increase sales
- 5. CURRENT SALES & COMPETITORS Harley’s market share of women increased 7 percent, while the competitors declined 4.5 percent. MAIN COMPETITORS: • Honda Motor • Suzuki Motor • Yamaha Motor • Kawasaki
- 7. MEET SARAH Age: 46 Location: Sacramento, California Occupation: Financial Consultant Hobbies: Riding her motorcycle, Kings basketball season ticket holder, Director of NCL
- 8. TARGET AUDIENCE - Generation X Women between the ages of 35-54 - Full time employees - Household income at or above $75,000 - Married with children The size of our target audience for female consumers is 6,914,000. This campaign aims to reach 73% of these women, for a total of 5,047,220.
- 9. MEDIA OBJECTIVES: Reach 73% of the target audience for a total of 5,047,220 women Create greater market share by 15%
- 10. 0 10 20 30 40 50 60 70 80 90 january February March April May June July August September October November December Series1 FLIGHTING STRATEGY
- 11. GEOGRAPHICS - Selected top 10 states for motor vehicle sales and their most populated cities - Already exposed to motorcycling as a common pastime
- 12. TOP 10 U.S. STATES FOR MOTOR VEHICLE SALES: 1. Florida- 12.46% 2. California- 9.17% 3. Texas- 6.49% 4. Ohio- 5.15% 5. New York- 3.23% 6. Washington- 3.13% 7. North Carolina- 3.01% 8. Michigan- 3.00% 9. Pennsylvania- 2.81% 10. Illinois- 2.71%
- 17. NON- TRADITIONAL MEDIA Social Media 47% Blog Advertising 13% Display Advertising 22% Event 18%
- 18. MEDIA MIX:
- 19. TRADITIONAL- TELEVISION MORNING & PRIMETIME SLOTS Popular shows with high indexes amongst target market were selected MORNING SPOTS- TALK SHOWS 1. Good Morning America (101) 2. The View 3. The Today Show (117) PRIMETIME SPOTS- REALITY BASED SHOWS 1. Dancing with the Stars (141) 2. Amazing Race (160) 3. 20/20 (142) 4. The Voice
- 20. MEDIA MIX- MAGAZINES • WOMEN’S MAGAZINES
- 21. MEDIA MIX- MAGAZINES • GENERAL INTERST MAGAZINES
- 22. MEDIA MIX- RADIO & OUTDOOR • Gen Xers report an average of 3.9 hours spend weekly commuting to and from work • Female motorcycle audience has the highest propensity to listen to: 1. Country (135) 2. Alternative (132) • Allocating radio & outdoor to top 3 markets for motorcycle sales (FL, CA & TX) • Implementing billboards along major highways for June, July & August in top market cities
- 23. NON-TRADITIONAL: • Blog Advertising • Display Advertising • Facebook • Twitter • Pinterest • “Working Heels to Biker Wheels” Event
- 28. “Working Heels to Harley Wheels” • Harley’s first females-only event • Emulating professional, fun, adventuro us women • Promotion for the “Sportster” bike. • Women-only environment creates a comfortable environment EVENT:
- 29. HOW MUCH WILL IT COST?:
- 30. BUDGET: TRADITIONAL TV-Morning TV-Primetime Radio-Morning Drive Radio-Evening Drive Magazines- Women's Magazines- General Outdoor Series1 $1,801,000 $4,564,000 $747,000 $734,800 $1,517,100 $1,800,900 $3,812,400 $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000 $4,500,000 $5,000,000 AmountinDollars
- 31. Pinterest Facebook YouTube Twitter Paid Placements CPC Ads Page Take- Overs Banner Ads Event Series1 3,000 720,000 1,200,000 1,800,000 475,000 600,000 600,000 1,200,000 1,402,000 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000 Budget BUDGET: NON-TRADITIONAL
- 32. FUTURE STRATEGY PLANS • Increase awareness amongst female target market • Increase market share by 15% in U.S. market • Keep up-to-date with market forms of communication & technology • Make “Working Heels to Harley Wheels” an annual and successful event • Attract more women to the Harley brand in the future
Editor's Notes
- Start off talking about where Harley stands today. (we can put charts in here).
- Talk about key brand issues here.
- Jess: “Meet sarah. She is a 46 year old full time mom, wife, and financial consultant for a large corporation. Between juggling two teenage girls, a full social calendar, and a career that demands almost every second of her time, she desperately needs a stress reliever. The weekends is when she can break free. If even only for a few hours, she can get on her motorcycle, leave her hectic life behind her, and feel revitalized and alive.”
- Jess: “Sarah is not the only women with this type of lifestyle. She is just one member of the target audience selected for this campaign. Generation X Women between the ages of 35-54, who are full time employees with a household income at or above $75,000 and who are married with children. Sarah is a primeillustration of this target audience for Harley Davidson becauseaccording to MRI data, the largestnumber of thesewomenarebetweenages 35-54 areworkingprofessional in management, business orfinancialoperations, aremarried, have children livingathome, and place a high priority on balancing their family life and career and greatly value maximizing their leisure time and quality of life. Now these women just have to be convinced that riding a Harley Davidson should be part of that leisure time they value so much.”
- Talk about geographic considerations
- Talk about our target markets media usage.
- Talk about our target markets media usage.
- Jess: “Another way to reach these women is through one of the top growing sites in the U.S., Pinterest. Over 68.2% of people on Pinterest are women, and over 50% of users have children. Forty percent of all Pinterest users are between the ages of 35 and 54. There is no other site currently on the web that attracts more women from the exact target market that this media plan aims to reach and this is where Harley needs to be making its “pinning” presence known as the hottest new trend in fun, female pastimes.”
- Jess: “To maintain a strong presence on the site, two giveaway contest will take place. One in March and one in August each lasting two weeks. In the March contest women will compete in putting together a Pinterest board all about women’s experiences with Harley. The best creator of the pinboard will win a free invitation to the “Working Heels to Harley Wheels event and $1000 to spend there. The second contest will be held in August in which contestants create a memory board that documents their summer with Harley. It will be their motorcycle scrapbook via the web. The winner will receive $1000 to spend at the Harley store. These contests puts a fun spin on promotional content for the brand, and will also provide even more brand exposure for Harley on Pinterest.”
- Talk about our target markets media usage.