Harley-Davidson is a household name across America. They are known for their quality, iconic bikes and now, their riding academy.
With this campaign, we had two overall goals. Increase sign-ups and participation over the summer for the Harley-Davidson Riding Academy and along with that, promote the availability of used inventory to new riders who would be likely to be interested in making a purchase.
Increasing sign-ups for the academy was the first challenge that we tackled. Our initial planning and research indicated a few things that were important as we began planning the ads and structure. First, we hypothesized that someone who is taking the riding academy for the first time probably did not own a bike. We also predicted (not unexpectedly) that after taking the class, the rider would then be likely to be interested in making a bike purchase. Research indicated that most new riders purchased used bikes. So everything fits together in this case quite nicely for targeting.
There were a lot of demographic pieces that we took into consideration but a couple of big factors for us were age, income, and general interests. Through split test targeting, we quickly realized that a 30+ demographic produced a higher ROI. These people were more likely to have disposable income and be stabilized if they had a family in the works. They also had about 10 years in their jobs so they would likely be a group to have credit to be able to make a purchase. The income demographic is a key piece as well. Having the income to be able to purchase a bike and maintain the requisite lifestyle is important. We wanted to target our ads at people who had the interest and the means to become a lifelong Harley rider. By targeting these specific potential riders, were we able to reduce cost per acquisition by 20% across the board and reach more engaged users.
The second goal ended up being a product of the first result. Once we had engaged with someone interested in the academy we then targeted those people with in-stream ads and follow up campaigns with specific inventory images and price points based on their interest and income level. The theory here is that if they were interested in the class, and had clicked something related to the class, then it was time to target them with options to purchase.
Overall the campaign was regarded as a success and we were able to bring ROI from our efforts to the dealers and deliver on our promise.
Osterfeld Agency can manage campaigns for small businesses to large business, locally, nationally or globally. Our team has the experience to create engaging content and share it with audiencues to produce the RIO you are looking for. Talk to us today about how we can help!
Michael Osterfeld is the President of The Osterfeld Agency and Mikes Big Mouth Media. He is an expert in digital marketing strategy including social media, search, web and brand design. Over the last 10 years, his sites have created billions of traffic clicks for companies around the globe.
This post may have been written by a staff member and not Michael Osterfeld personally.