Marketing to women: membership in an exclusive club
This is the year Harley-Davidson really hopes to crack the women's market. And this ring, offered as a premium, almost makes me want to surrender my Vespa.
The ring is available to women who complete a Rider's Edge course and buy a new Harley-Davidson or Buell motorcycle before the end of October. Having one will instantly identify you to the rest of the secret community of Harley riders.
H-D has a whole section of their site geared to women, and includes some fabulous historical images and stories of iconic women riders. There's a book of stories that highlights core brand values in a way that resonates with women:
- the feeling of freedom and confidence that come with riding a Harley
- feeling like your own person
- doing what you really want to do
- being in the moment, being one with your bike
For the women, there's a subtle emphasis on making life changes, often involving a mate. Here are a couple of excerpts from the stories:
"After a long days ride, dirty from the road, sunburned and windblown, I have to say that I've never felt more beautiful!"
"As I ride through the mountains ... I am overwhelmed by the beauty around me. I have never looked at this landscape the way the Sportster shows it to me. As I turn my head to admire the splendor of these mountains, I hear the roar of the Sportster engine. It speaks to me as if to say, "Hold on to me and leave all your cares behind".
For the experience marketer, there are several great take-aways from Harley's efforts.
The historical photos make it clear that Harley has always wanted women as riders. They're no fair-weather friend. And they've taken the operational steps to support this, by having dealer events geared to women, and responding to women's concerns about body size and strength as barriers to riding.
Harley has also managed to be female friendly without watering down the very masculine nature of the brand. They've done this by emphasizing their core values rather than their masculinity. And they haven't gone all pink in their marketing.
There's too much to the Harley story to cover it in one post. These folks are engagement experts. Next post, we'll deconstruct it a bit more.
Resources:
Mediapost: Harley-Davidson reaches out to women, July 9, 2008
Harley-Davidson web site
