bkenosha magazine

This Labor Day weekend, we in Wisconsin will again experience the genius of Harley Davidson’s marketing machine. For those of you in other parts of the world who were not kept awake by the continual thunder of thousands of Harleys riding down the road, let me explain. Each year, Harley Davidson Motor Company hosts an anniversary celebration in Milwaukee, which includes various satellite celebrations at dealerships throughout the area.

You may ask, “Marketing? This was a celebration — a phenomenon.” Exactly! Think about it, thousands of people traveled thousands of miles and spent a lot of money to celebrate their past purchase. There were events all weekend long in Milwaukee and at every Harley dealership where people gathered to socialize, admire each other’s bikes, buy more Harley merchandise, and (probably) plan their next bike purchase.

This did not happen on its own. It was a carefully orchestrated marketing plan that HD has worked over decades. While there are many facets to this marketing plan, there are two things that really stand out.

First: Mystique. People don’t buy a motorcycle when they buy a Harley, they buy an idea. There is a mystique about Harley Davidson that is unique in the automobile marketplace. I don’t know of any other vehicle that draws thousands of people from all over the world to celebrate it. Sure, some have fan clubs where enthusiasts will gather; but none have the same volume of fans. Over the last few decades, Harley carefully formed this mystique, saving the company from almost certain bankruptcy.

Second: Culture. Harley has built a distinct culture surrounding their product, which includes non-motorcycle merchandise that accounts for 5% of the company’s revenue. Rarely would you see someone riding a Hog that is not dressed the part. HD has carefully chosen their target market, and built their marketing around them. Sure, there are other motorcycles out there, but if you are in Harley’s target market there is no other bike to buy. Many who now can’t afford a Harley are waiting and aspiring to the point when they can join the club. And that’s just the point. Harley has built a community of people that espouse the culture that perpetually builds the mystique.

Of course, there are other products that build on these elements. Sports teams are the classic example from which Harley has taken many pages. A few teams have a unique cult stature, such as the Green Bay Packers and the Chicago Cubs. What would happen if you saw these ads: “Two for One Deal at Lambeau Field!” or “Cheap Seats Available at Wrigley Field!”? It would be disastrous for their marketing!

So, how can you build mystique and a