just replace the word motorcycle with skateboard, and I think you'd agree, this ad speaks volumes...I dig it and I dig what HD does. Sure, it's not an ad for skateboarding, but sure as hell could be...
Published: May 06, 2008
DETROIT (AdAge.com) -- Economy got you down? Take some advice from Harley-Davidson: "Screw it; Let's ride."
The motorcycle maker's bold new U.S. ad campaign carries an in-your-face theme and tough-talking copy ("Fear sucks") that came from the company's customers, said Mark-Hans Richer, who last summer became Harley-Davidson's first CMO after leaving General Motors Corp. The print and online ads, from Carmichael Lynch, Minneapolis, are the result of "road research," gathered by the marketer and staffers by interacting with customers at rallies, races and rides, Mr. Richer said.
According to market research conducted by Harley Davidson and Carmichael Lynch, Minneapolis, customers would rather be out riding their bikes than obsessing over the economy.
"We started hearing it a few months ago" from owners who don't fret about the economy or financial doom and gloom in the press, Mr. Richer said. "We wanted to reflect that mindset."
No fear here
That's why copy in print ads and online reads "Fear sucks." There was some discussion about the wording, Mr. Richer said, but the agency nailed the big idea on the first try.
Mr. Richer said research with "real people in the real world is probably more meaningful than getting 12 people in a room" for a focus group. He didn't pre-test the ads because the work reflects how Harley's customers think and feel.
The media flight, which started a few days ago, runs through mid-June.
Since then, more than 3,125 visitors to harley-davidson.com have signed on to "Write your rally cry," although most are adopting the "Screw it" credo. Whitman-Hart, Chicago, handles the site, while Carmichael Lynch created the online and offline ads.
Profit dips, but revenue rises
The effort comes just weeks after the marketer announced first-quarter results, posting net income of $187.6 million, a 2.5% drop vs. the year-ago period on revenue of $1.31 billion, nearly 11% better than a year ago.
Jim Ziemer, CEO of Harley-Davidson, said U.S. retail sales of its motorcycles slid by 12.8% in an increasingly weakening economy. "Although these retail results are disappointing, Harley-Davidson's U.S. dealers outperformed the heavyweight-motorcycle industry, which was down 14%," he said in a statement.
Interesting. Plays off the history of individualism and standing outside the culture. All while playing to a demographic segment that isn't. Because what HD needs to do to cure what ails it is to move merchandise, not encourage those who already own to go ride.
Who is buying new bikes off the showroom floor? It certainly isn't the rebels without a cause. They're likely to buying from Mr. Middleclass who needs to lighten his debt load because the OT down at the plant has been cut back.
But to your point, it is a great sentiment to say "Screw the bad news, let's skate!"
But against all demographic expectations, that sent a sentimental chill down my thoroughly blue-state-latte-sipping-volvo-driving-peace-loving-baby-killing spine!
To be honest with you I like it. I wish I could afford a Harley. They just charge too much. Harley's have become a luxury item rather than a practical means of transportation. Which is how they got their start back in the early 50s. As cheap, affordable alternative transportation. The only guys who can afford harleys are lawyers, doctors and other folks with high incomes. The ones who are less likely to be effected by this little economic recession. If only they'd make more stripped down less chrome covered versions of their more expensive bikes and young guys like me could buy an American bike to stimulate the economy and not be stuck looking at rice grinders. The folks at Harley have taken a step in the right direction towards remembering their roots. They just need to go one further and make an affordable bike that still has some power. It's either that or buy a sportster with less power than my mom's riding mower.
__________________
"Are you hurt?"
"Just my bones.... and organs..."
Last edited by Jemwielder; 05-07-2008 at 08:19 AM..
knowing the #### will soon hit the proverbial fan doesn't mean you have to be afraid. just be prepared. knowledge keeps fear of the unknown at bay. that being said, I agree, less worry more skate.
To be honest with you I like it. I wish I could afford a Harley. They just charge too much. Harley's have become a luxury item rather than a practical means of transportation. Which is how they got their start back in the early 50s. As cheap, affordable alternative transportation. The only guys who can afford harleys are lawyers, doctors and other folks with high incomes. The ones who are less likely to be effected by this little economic recession. If only they'd make more stripped down less chrome covered versions of their more expensive bikes and young guys like me could buy an American bike to stimulate the economy and not be stuck looking at rice grinders. It's either that or buy a sportster with less power than my mom's riding mower.
LOL!
Harley sells some bikes, but I'll bet you'll find that they make more selling t-shirts.
It reminds me of all the posts there are about posers on the fish. How many people are rocking The Motor Company shirts while they drive their foreign cars?
And someone was talking about S9 and their "strongarm" techniques, but (and I could be wrong here) I have heard that HD won't sell bikes to dealers that don't meet their criteria, ie large percentage of their floor space dedicated to "lifestyle"
But yeah, HD caters to the police and the outlaw. That's kinda cool.
(even if it's 40's technology, unless it's the V-rod motor, thanks to Porsche)
As the yuppies continue to age - HD will see its market eventually end up in old folks homes.
They did a great job rebuilding themselves - and growing the company by targeting the segment of the population that would not only "get it" but could also "afford it".
What they have not done is look of an alternative demographic.
Yes they do have Buell and they made the V-Rod - but everything else that they make is 50 year old technology. The youth of today (and the potential HD buyers of tomorrow) are all about technology.
Yes they do have Buell and they made the V-Rod - but everything else that they make is 50 year old technology. The youth of today (and the potential HD buyers of tomorrow) are all about technology.
Also the VRSC line of bikes are their second most expensive line. Granted, it's because they're the high performance models but still... I want one!!! Anything with an engine so big that they had to redo the frame is awesome!
__________________
"Are you hurt?"
"Just my bones.... and organs..."
^^^ But it is still 50 year old technology - - it took them until only a few few years ago to even introduce fuel injection. Most of their bikes still use carbs.
^^^ But it is still 50 year old technology - - it took them until only a few few years ago to even introduce fuel injection. Most of their bikes still use carbs.
As for "what the youth want"
Anything new and up to date - and that is not HD.
Yah, harleys handle like a shopping cart and drive like a tractor. But that's not what they are about, I get that part. "Unsafe at any speed" comes to mind - where are you Ralph Nader.
Think clay wheels and loose ball bearings, that's what you get with a Hardly Drivable.
harley davidson GETS it..check out this ad...
At the moment, debating on the commitment...
Linear Mode
