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Harley Davidson Dealership Subscription Campaign

Objective:

To maintain its visibility with current customers and add new customers and revenue through a holiday promotion.

Campaign:

  • They ran a promotion for the 12 Days of Christmas where Harley Davidson’s mobile club members received daily alerts offering a 20% discount on a different product for each of the 12 days preceding Christmas.

  • Prior to this campaign, the dealership had used their mobile club to increase customer awareness of the merchandise inventory and draw more customers into the store through events and promotions.

Call to Action:
  • Harley Davidson mobile club membership was promoted through social media, in-store marketing and previous customers of the dealership.

  • Consumers were encouraged to text the keyword RT66 to 55678 to be the first to know about Harley product news and announcements regarding events and promotions.

Results:
  • While the campaign was live the dealership saw a 250% increase of in-store traffic and a 16% increase in leather jacket sales over the previous week.

  • On Helmet Day alone, the number of helmets sold with the 20 percent discount equaled the number sold for the entire previous week.

*To download the full case study, click the link below:
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