Building a Brand Community on the Harley Posse Ride

Why or why not? $100,000.00 budget (Posse Ride II), is a good equipment casualty for value comparing to other alternatives to advertise and build communities The Posse Ride is probably the most important MKT instrument to build and preserve internal facial gesture of Harley-Davidson product regarding its brand The products meaning of adventure, freedom and even rebellious, works like a relief for the life responsibilities for its members For human beings gregarious aspects be important and passel have the necessity to belong to groups.What role should the Posse Ride play in the pig payoffs mix? Posse Ride is the important instrument to connect company to the customers and to build the products brand concept.How should the Posse Ride be designed to maximize its effectiveness and profit-making potential, should you decide to dungeon it? Posse Ride has to be kept. The following initiatives could be taken to maximize its MKT value Export the event to countries that value US cultu re Promote a Posse Ride pilgrimage in different countries at the same period (integrate and make the event bigger) Develop partnership (e.g. tourism companies) to capture high value from the event Develop other products aligned with the same image (e.g. perfume, clothing style, fast food chain, video-game, headphone, entertainment) Create a TV program or internet web site to post news and stories about Posse Rider Invite people abroad to participateDevelop strategy concentrate to tease young people and women to participate in the event Connect Posse Ride to mega music shows (e.g. Rockn Rio and Woodstock) Sustainable initiatives are congenial as well.How the Before-After survey data discount help you with your recommendations? To measure trends of consume, make changes in the product and to identify new groups of customers To assess points to be solved to stick a higher members satisfaction.How are brand communities build? Build a strong idea/concept that can aggregate people ar ound it Offer to them the opportunity to get in contact/socialize (events and internet) Provide new ideas connected to the main concept (innovate)Promote and coordinate meetings.How can we identify communities and its members? Assessing consume behavior What is Harleys brand identity? Adventure, challenge, freedom, rebellious. Opportunity to take part of a big pilgrimage and a sense of belonging.What is HOGs role in developing community for the Harley-Davidson brand? That is the bond that glues members around the product concept It is what members receive to fulfill their expectations about the product.Evaluate Harleys pose and performance in getting close to its customers. Not just to get close to the customers, but more than that, to have an intimal and personal connection with them (they baby-sit and have bears together along the Posse Rider) It helps to develop products and to keep strong and alive the product concept in front of their customers Harley-Davidson executives ridi ng side-by-side with all members empowers the event and allow them to understand the companys connection to their customers.