ST. JOE HARLEY DAVIDSON

Story:

St. Joe Harley-Davidson® (SJHD) is a local, family-owned-and-operated motorcycle dealership celebrating the freedom of the open roads since 1969. Featuring one of the largest showrooms for new and pre-owned bikes, the dealership knew that it needed to expand into a larger market in order to continue to grow market share. Instead of holding fast to traditional marketing and industry status quo, SJHD hired their first outside digital marketing agency. What happened next? Well…

Problem:

As a whole, Harley-Davidson is struggling to maintain sales momentum as its core target market of baby boomers is entering its senior years and causing many to give up their motorcycles. The New York Times noted that “as Harley keeps most of its focus on its aging customers, rivals like BMW, Honda and Yamaha are attracting younger customers who seem less interested in cruising on what their old man rides.”
Despite these statistics, the corporation of Harley-Davidson continues to market and focus on this aging customer. Thus, with little help from the marketing endeavors of their franchisor, SJHD knew it had its work cut out if it wanted to continue to increase motorcycle sales, encourage brand switching, and increase dealership loyalty.

Solution:

After conducting much market research, it was clear that the younger generations had the same affinity for noise, heavyweight motorcycles, and the cultural values that Harley-Davidson represents. However, to ensure SJHD brand longevity, On The Top Search knew that it needed to reach the new generation, but also continue to engage the older generation.

Thus, OTTS worked side-by-side with SJHD to implement a new online experience and an aggressive digital marketing strategy. This included promulgating a comprehensive digital marketing strategy through dozens of geofenned brand awareness videos, weekly event marketing, and hyper-targeted lead generation campaigns. As a result, SJHD is driving conversions from baby-boomers and Generation X/Y as well as maintaining a highly-profitable digital footprint.
Here is what Terry Trimmer (owner) had to say: “we had been doing our own in-house marketing, but after finally sitting down with the OTTS team, we decided to give them a trial run. OTTS creates outstanding ads and videos for our social media pages; which has helped generate tons of leads that has led to increased sales. OTTS will work with you to help grow your business too!”

Results:

SJHD is growing in market share in St. Joseph and the surrounding communities. OTTS’s digital marketing expertise continues to ensure that SJHD’s has a consistent lead funnel, their events are packed, and the brand is consistent and attractive to all 21st century buyers.
Here’s what one of the owners had to say: “we had been doing our own in-house marketing, but after finally sitting down with Kevin and Justin, we decided to give OTTS a trial run. OTTS creates outstanding ads and videos for our Facebook page and other media channels, which has helped generate tons of leads that have increased sales. Plus, their event marketing is outstanding. OTTS will work with you to help grow your business too!”

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