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Harley Owners Groups
The Harley Owners Group (HOG) is a sponsored community marketing club, operated by Harley-Davidson for enthusiasts of that brand's motorcycles. The HOG is "the grandaddy of all community-building efforts," serving to promote not just a consumer product, but a lifestyle. The HOG has also served to open new revenue streams for the company, with the production of tie-in merchandise offered to club members, numbering over one million strong, making it the largest factory-sponsored riding club in the world. The Harley-Davidson community was the prototype for the ethnographic term ''subculture of consumption'', defined as "a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity." The Harley Owners Group was created in 1983 as a way to build longer-lasting and stronger relationships with Harley-Davidson's customers, by making ties between the company, its employees, and consumers. HOG membe ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Harley-Davidson
Harley-Davidson, Inc. (H-D, or simply Harley) is an American motorcycle manufacturer headquartered in Milwaukee, Wisconsin, United States. Founded in 1903, it is one of two major American motorcycle manufacturers to survive the Great Depression along with its historical rival, Indian Motorcycles.Automotive – RSS Feed . ''Popular Mechanics''. Retrieved July 7, 2011. The company has survived numerous ownership arrangements, subsidiary arrangements, periods of poor economic health and product quality, and intense global competition to become one of the world's largest motorcycle manufacturers and an iconic brand widely known for its loyal following. There are owner clubs and events worldwide, as well as a company-sponsored, brand-focused museum. Harley-Davidson is ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Community Marketing
Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. Definition Whereas marketing communication strategies such as advertising, promotion, PR, and sales all focus on attaining customers, community marketing focuses on the perceived needs of existing customers. This accomplishes four things for a business: * Connects existing customers with prospects * Connects prospects with each other * Connects a company with customers/prospects to solidify loyalty * Connects customers with customers to improve product adoption, satisfaction, etc. There are two types: * Organic or natural marketing occurs without the assistance of the company. Organic marketing is word-of-mouth marketing and is one of the most effective marketing methods * Sponsored community marketing is promoted by company through activities like investments in the local community improvement initiatives or corporate social responsibility. Skeptici ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
