Case Studies: Harley-Davidson

Harley-Davidson is known to have one of the most active social media programs of any major brand, but the use of mobile marketing by Route 66 Harley-Davidson was exceptionally impressive.

At Christmas time in 2011, the local Oklahoma Harley-Davidson dealership, Route 66 Harley-Davidson, decided to launch a social media campaign, designed by 7 Media Group, that took advantage of the growing number of mobile users. The holidays are always a time for marketing innovation and that has been especially true with social media. And the 12 Days of Christmas campaign by Route 66 is a perfect example of that.

The Campaign and Goals

Route 66 had a very specific goal in mind: they wanted to maintain visibility with current customers and generate increased revenue by attracting a new customer base during the holiday season. Sounds simple enough. After all, the holidays are a great time for promoting your products since consumers are out looking to buy. But when every brand from Wal-Mart to Microsoft is promoting holiday specials, and your brand is known as a luxury item that not everyone can afford, you need to find a way to compete.

Route 66 decided they would take advantage of social media and promote a 12-day SMS campaign to their fans, followers and customers. Essentially, Route 66 created a Call-to-Action (CTA) encouraging users both in-store and online to text RT66 to a designated number. If they did, they would receive twelve days of discounts, whereby the dealership offered a 20% discount on different items each day.

For Route 66, the holidays were typically slower. People seemed to forget that there is so much more to the Harley-Davidson brand than just motorcycles. So Route 66 decided to do the most obvious thing with a social media twist: remind them!

The results were outstanding. For the items being promoted in the campaign, sales skyrocketed. For example, one of the promotions was for T-shirts. On that particular day, sales were 250% more than a normal day of business. On Helmet Day, the single-day sales equaled the previous week’s in their entirety. Furthermore, there was an increase in dealership traffic as a result, and that could easily turn into new customers down the road.

The Lessons

There are a few important takeaways from the social media and mobile marketing techniques used by Route 66.

Always Use a Call-to-Action

For Route 66, it was simply encouraging social media users and customers to opt-in. Where was the incentive? They were receiving discounts. Your CTA’s should be direct, clear and require little from the customer, regardless of what your campaign is.

Campaigns, emails, posts, and anything else you can think of with CTA’s often see at least twice as much engagement as those without. Don’t rely on people to take that next step on their own – help them out!

Cover All Your Bases

Route 66 engaged customers and fans both in-store and on social media. Why? Because choosing one or the other no longer applies when you want to have a successful campaign. As the promotion approached, Route 66 needed to ensure that every avenue through which they could engage with their audience was covered and covered thoroughly. So next time you are putting together a campaign – regardless of its nature – be sure you reach out to your leads on every avenue and do it often.

Keep Them Coming Back

Route 66 had twelve promotions over twelve days leading up to Christmas. (The campaign ran from December 12-24.) Users could opt-in at any time, and the campaign was promoted simultaneously with the live event. Don’t stop promoting your campaigns once they have started. People hate the idea of feeling like they missed out, and if you can put together a longer campaign that gives people a chance to take advantage of your offer, you stand to generate a much greater return than if you create a campaign that is somewhat exclusive.

Keep It Simple

Sure, a fancy, multi-layered campaign might wow your audience, but what it has in flash it lacks in simplicity. Simple is good. People like the idea of taking one step and reaching the finish line. Making your clients jump through hoops creates a disincentive to participate. Do you think Route 66 would have seen the same success if customers had to go online, create an account, fill out a survey, print coupons and, after all that, be in the store on the right day to redeem it? Probably not. This is a method that deters a lot of people and can be much more expensive. So, put yourself in the customer’s shoes and ask yourself, really, if you would participate in the promotion.

By engaging an audience on social media and creating a simple, straightforward campaign, Route 66 was able to do exactly what they set out to do. The goals were clear from the start and the methods were easy for both Route 66 and the customer. The results speak for themselves.

Have you tried your hand at a mobile marketing campaign? Was it successful? Why or why not? Tell us in the comments below or on Twitter!