Forums: Discussions for entrepreneurs and small business.

Harley Davidson is a motorcycle company that was established back in 1903. We can all learn a very important lesson from this company.

You see, Harley Davidson is not just a Motorcycle company. Its almost like a whole new religion or some might even call it a "colt". What did the management at Harley Davidson do to create such a culture? How did they turn their customers into a loyal followers?

Harley-Davidson`s President and CEO, Richard Teerlink said the following: "The adventurous pioneer spirit, the wild west, having your `own horse`, and going where you want to go - the motorcycle takes on some attributes of the iron horse. It suggests personal freedom and independence...", Harley Davidson connected with the emotional side of their customers. Their symbols are the American flag, the eagle and focusing on the `American freedom`. They take the concept of the cowboys and the wild west from the past and apply it to the present..something which many Americans find this experience as if they are living in some other fantasy world.

When you buy a Harley Davidson - You are not only buying a motorcycle, but into a whole new social club. You get to wear the shirts and hats and have a unique way of dressing. They have festivals and in many areas - Harley Davidson owners belong to a club where they meet up and drive together around town once a week.

This is an incredible lesson every company should learn how to create loyal customers. Obviously not every one can do it like Harley Davidson with the Motorcycle life - but to figure out how to get your customers to love you.

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IsraelExporter.com - Marketing and Lead Generation for Israel's Leading Export Companies PiTag Media - PiTag Media uses online tools to provide increased value for start ups and large companies. Connect with me on LinkedIN

This actually comes under the heading of marketing, particularly high-end marketing. When you get away from the day-to-day stuff, it comes down to selling a dream...an illusion. We`ve had a couple of discussions about it, but it`s one key reason why sophisticated marketing professionals get paid a boatload of money. They`re the ones who can figure out that dream

Anyone see the movie, "What Women Want" with Mel Gibson and Helen Hunt? Setting aside some of the humor of a man telepathically hearing women`s thoughts, the overall plot driver was finding the illusion. A marketing team has the task of finding a new way to sell running shoes.

The final marketing campaign does a fine job of demonstrating how people don`t really buy "things," they buy "visions." Particularly, they buy visions of themselves, where whatever the product is it makes them fabulous.

Indeed
You could also see these in Coca Cola commercials and beer commercials. All they`re advertising is the mood, the atmosphere, the "illusion"

To be able to achieve this kind of marketing you`d have to A. come up with a better-than-average product. B. come up with a great marketing campaign. and C. actually set it in motion.
Keep it in mind that today, when people are constantly referred to as `customers`, they are exposed to an over-dose of marketing offers and publicity stunts. What will make your product stand out? and for how long?
It`s a very tough market to compete in, let alone achieve what Craig called "selling the dream"

Jmes



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So I guess that in marketing its %90 focus on the dream and the remaining part on the product or service?..

Another company that does a great job is the social media company: Stompernet. - they do a great job of turning social media marketing and internet marketing in general into something "cool"  and not just for geeks. 

This is why some MLM companies are so successful and even more so in a bad economy, because they manage to sell the "dream life" - we all know it and have seen it: Someone sitting on a beach with a laptop etc.... People are not just buying the products - they are hoping to "buy into" this way of life and escape their current troubles. 

Brainwashing the masses! 



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IsraelExporter.com - Marketing and Lead Generation for Israel's Leading Export Companies PiTag Media - PiTag Media uses online tools to provide increased value for start ups and large companies. Connect with me on LinkedIN

Get this quote:
"Advertising may be described as the science of arresting the human intelligence long enough to get money from it."



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IsraelExporter.com - Marketing and Lead Generation for Israel's Leading Export Companies PiTag Media - PiTag Media uses online tools to provide increased value for start ups and large companies. Connect with me on LinkedIN

LOL! Excellent quote... :-D

Remember how many people saved their pennies to go to the movies during the Great Depression. Why? Because their daily lives were so dull and depressing, they looked to the movie screens for the hope that there was a way out. They saw the vivid lifestyles of the people out of Hollywood, and for a little while could believe that life might even be that way for themselves.