Harley Davidson Extranet
How can we preserve our brand in a rapidly expanding region spanning over 29 countries without employing an army of guardians?
That's the question Harley-Davidson Strategic Growth Markets posed when they first partnered with Room 58 back in 2006.
Idea
We started by developing a communications strategy that focused on controlling the distribution of centrally created assets, whilst allowing materials to be localized in-market. At the heart lies an extranet facility, accessed by Regional Marketing Managers, Agencies and the
dealers themselves.
Impact
The hub delivers cost efficiencies across this vast region, enables expedient delivery of strategic and tactical campaigns, whilst providing insight and measurement to central and regional marketing managers. Brand control and consistency has improved. It has also facilitated engagement of new dealers which is critical to the growth of this very important region for Harley-Davidson.
Harley Davidson Online Dealer Marketing Solution
How can we support our new and existing dealers and regional marketing managers with their online marketing and deliver a platform that allows us to preserve our brand equity across borders?
That’s the challenge Harley-Davidson faced in the rapidly developing Strategic Growth Markets region that spans over 29 countries and more than 16 languages.
Idea
We started by creating a communications platform that offers dealers a web site for their dealership, an ecommerce store and a solution for their H.O.G. Chapter site.
The solution not only provides the dealer with flexibility to add their own personalised content, but also benefits from centralised updates from Harley-Davidson at model year change, alleviating the headache of updating the full suite of motorcycles. Regional marketing managers also utilise the platform for the dissemination of tactical campaigns throughout the riding calendar.
Impact
The platform delivers cost efficiencies across this vast region, enables expedient delivery of model updates and strategic and tactical campaigns, whilst providing insight and measurement to the dealer and central and regional
marketing managers.
Brand control and consistency has improved, and it is an ideal solution for new dealers who no longer have to worry about their online presence.
Online shops have transformed many dealers’ businesses, providing them with a new revenue stream. The ability to offer an ordering facility that can be fulfilled from the European central distribution warehouse has also assisted cashflow in these austere economic conditions.
