Harley Davidson

From MobileMarketer.com

See how two Harley-Davidson dealerships in Texas used SMS to maintain conversations with loyal consumers.

Brand
Fort Thunder Harley-Davidson & Central Texas Harley-DavidsonProgram name
Integrated Mobile Marketing

Duration
January 2010 to present

Objective
Fort Thunder Harley-Davidson and Central Texas Harley-Davidson wanted to create an integrated mobile marketing strategy to expand the brand of Harley-Davidson to a new demographic, maintain conversations with loyal consumers and create hyper awareness of the specials and events involved at each dealership.

Through the use of mobile marketing with SMS, the dealerships were able to provide special deals, stronger loyalty and deeper conversations with both new customers and long-term customers.

Additionally, through the use of text messaging, the dealerships were able to boost sales and increase visits to each store through VIP mobile clubs. Through this unique strategy, the dealerships were able to extend their reach to the largest demographic possible and build a robust database of loyal and engaged customers.

Strategy
The goal of services for the dealerships in 2010 was to grow their mobile and social element.

As the social space becomes more and more relevant to all businesses, The Fort Thunder and Central Texas dealerships needed to reach outside of their usual demographic and reward long-standing customers.

With a unique and integrated mobile and social strategy, the dealerships were able to extend their offerings to a broader target audience, expand their brand image to more people and bring in a new business through special deals, events and VIP mobile club memberships.

Call to action
The dealerships were able to integrate mobile marketing and a social campaign by inviting new and existing customers to opt-in to a mobile VIP club.

Customers were able to receive updates via text message about special sales, events and members-only deals.

Results
The two dealerships were able to track significant growth through mobile marketing in their social media efforts and mobile club.

Most importantly, they saw a tremendous response almost immediately via mobile alerts on sales and walk-in visitors to the stores.

In one case, following a mobile message advertising a special sale, Central Texas Harley-Davidson reported the best sales day in nine months.

Testimonials

Ric Van Vleet, events coordinator for Central Texas Harley-Davidson

We use text messages to inform our customers about sales and events throughout the dealership. It's used to inform customers about where our Bike Night locations are as well as any other off-site, company-sponsored events.

The first time we used our text messaging to inform our customers about a sale, we had our best sales day in nine months. Every time we use our texts to inform customers about events or sales, our store traffic greatly increases.

Mobile messaging plays a huge role for us. Being involved has helped us to realize the old ways of marketing and advertising are gone. In our market especially, the population of tech savvy customers is huge.

The use of text messages and the Internet is the way to go. We still occasionally use mail-outs, but it seems that using messaging creates a much larger impact.

The benefits can be quantified as well. There is no doubt that the money being spent is definitely being recouped.

Matt Baker, Service Manager for Fort Thunder Harley-Davidson

We use mobile alerts for info on events, specials surveys, and we also have an exclusive VIP mobile club.

One event to build our VIP mobile club was Ten Days of Christmas. You had to be part of the club to win a $100 gift card given away daily.

That drove hundreds of people to our store.

We advertise through many different types of media, but mobile alerts seem to show some of the most impact. We started off slow not really knowing much about it or if it would really work.

After one 20-minute meeting, we got it and we're using it all the time.

About one month after the first meeting, I forgot how to use the survey function. I sent a text and within 5 minutes, I was getting responses back from the survey. This is an awesome company.