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  • 2012marketingoutline

    1. 1. 2012 Marketing Outline Bumpus Harley Davidson
    2. 2. Preamble <ul><li>To Set A Reference To A Strategy By Which Bumpus Harley Davidson Will Be Synonymous With In Overall Presentation. </li></ul><ul><li>Help Define And Focus Management and Personnel Toward A Common Goal </li></ul><ul><li>Establish a Basis By Which a Customer’s Experience and Satisfaction Increases Multifold. </li></ul><ul><li>Provide the Motivation By Which Activities In Three Key Area’s Are Constant </li></ul><ul><li>1. Visibility 2. Targeting 3. Customer Base Development </li></ul><ul><li>We’d like to introduce : </li></ul>
    3. 3. Bumpus Harley Davidson Presents
    4. 4. Share The Ride Tell The Story
    5. 5. Tell The Story Customers <ul><li>#1 : Enhance customers experience throughout the store, </li></ul><ul><li>Drive focus on the history of Harley-Davidson and that Bumpus Harley-Davidson shares concepts and values with Harley-Davidson as a whole. </li></ul><ul><li>Utilize tools on H-D net to accompany local level focus as being more a part of the overall plan from Harley-Davidson. </li></ul><ul><li>Continue to show and tell of Harley-Davidson's support of the military. (H-D’s 5 year marketing focus beginning 2010) </li></ul><ul><li>Drive home to prospective new buyers the history of the story, and how it came to be. </li></ul><ul><li>Express through in store and external media thr historical education to prospective “new era” customer prospects. </li></ul><ul><li>Develop new means of reaching a changing, and sometime fading, target audience. </li></ul>
    6. 6. Tell The Story Customer Experience <ul><li>#1 Enhance customers experience through out the store, all departments. </li></ul><ul><li>Define additional areas where the customers experience can meet and exceed expectations. </li></ul><ul><li>Define the expectations. ( Extremely Important ) </li></ul><ul><li>Including Improvement in F&I, products and offerings. </li></ul><ul><li>Offer volunteers to receive “Internships” of training and insight for minimal part time, Saturday, evening and event work. </li></ul><ul><li>Delve into of personnel to customer ratio’s. </li></ul>
    7. 7. Tell The Story A Place To Work, Teamwork <ul><li>Hire, Educate and train and re train employees with the same focus and vigor as the theme portrays. </li></ul><ul><li>Install new process’ and procedures to acquire conceptual through “Teaming” hiring, practices, best practices. </li></ul><ul><li>Bumpus Harley Davidson should not only be a desirous place to shop, but a privileged place to work as well. </li></ul><ul><li>In place and training from both outside and inside </li></ul><ul><li>To Employees, internal training in pride, and ownership of the story and how it applies to everyday. </li></ul>
    8. 8. Share The Ride Employees And Customers <ul><li>Add experiences through the Riders Training Course, </li></ul><ul><li>Train Employees to Ride, encourage employees to acquire motorcycle endorsement. (Mandatory in cases?) </li></ul><ul><li>Utilize additional experience through live social interaction by sharing stories. </li></ul><ul><li>Encourage mature and active customers to share experiences through live interaction with employees. </li></ul>
    9. 9. On The Social Side <ul><li>Social media usage should be used with commonality. Consistent loops of marketing. </li></ul><ul><li>Similarities from all Locations online. </li></ul><ul><li>Customers need to have a “Bumpus Feel” </li></ul><ul><li>All forms of Social interaction are defined as Websites, Facebook, My-Space, Linkedin and others. </li></ul><ul><li>Commonality between Websites, look, Feel, message and transfer easily from store to store. </li></ul><ul><li>Increased presence in interaction with YouTube and Slide-Share type presentations. </li></ul><ul><li>All Roads through whatever media should lead to the Front Door of Bumpus Harley Davidson. . </li></ul>
    10. 10. The Brand Is the Family The Family the Brand <ul><li>Family Defined as </li></ul><ul><li>The ownership, </li></ul><ul><li>The employees </li></ul><ul><li>Vendors </li></ul><ul><li>Dedicated men and women who support the manufacturer and the Harley Davidson brand </li></ul><ul><li>Honest, trustworthy, fair . . . </li></ul>
    11. 11. Data Mine, Data Mine, Data Mine <ul><li>By definition define the steps to proactive research </li></ul><ul><li>Define what actions and reactions need or made necessary as a result of information garnered. </li></ul>
    12. 12. Events <ul><li>Coordinate between stores various even schedules. </li></ul><ul><li>Plan Events with some focus on accommodating a fair percentage toward newly defined potential customer groups. </li></ul>
    13. 13. Additional Add In’s <ul><li>Establish a set communication between various levels of store interaction. </li></ul><ul><li>Periodoc reviews and updates of the overall master plan between marketing groups. </li></ul>