This is to recommend continued sponsorship of the Posse ride. In order to maximize the effectiveness and profit-making potential, I propose the following changes in this program – 1) Repeating successful routes. 2) Involvement of HOG members in route selection. 3) Follow up with Posse participants 30 days after the completion of events. 4) Creating spontaneity during the ride. 5) Increased participation of employees on the rides.
These new initiatives would help us better understand customer needs and build long lasting relationship with customers. A Harley-Davidson motorcycle is more than just a mode of transportation or ordinary product. It ” san American icon that is much loved and recognized around the world. So, while we are dedicated to continuous innovation, we have opted for evolution more than revolution to carefully preserve the elements that make a Harley distinct – Posse ride is one of the key elements.
Riding is the essence of motorcycling experience. The Posse ride builds resonance between die hard members of the Harley community. The stories narrated by riders attract non Harley/HOG members. The Posse ride presents us with an opportunity to gain feedback from customers in an environment of extended accessibility and intimacy. Furthermore, it enables us to provide promotional offering satisfying the need of die-hard HOG members. The Posse Ride links riders together into a broad community.
The rite of passage provided during various rallies legitimizes premium exclusivity of the Harley brand and lifestyle associated with it. Reinforcement of the brand leads to more sales and profits. In addition, it provides our dealers to generate revenue and sell merchandise at stores. Currently only 1 in 1, 000 members took part in 1999 Posse ride. Repeating successful routes attracts new riders who have heard stories from other HOG members. Using the same route leads to greater efficiency and builds better relationship with dealers.
The Essay on Harley Posse Ride
In the Posse Ride II survey results report, around 83% of customers think they have made lifelong friends because of Harley. The number indicates that Posse Ride offers a good opportunity for HOG members to develop or rekindle friendship when they ride together. So even though Harley riders may be from different states and different professional fields, they still have a common topic and interest ...
We could also utilize the experience of existing riders in ironing out rough patches on existing routes and building new routes. This would lead to active participation from members in creating new rallies and increasing participation as well. We need to follow up with Posse participants after the rally as well, rather than take a survey immediately after the end of the rally, we should get feedback after 30 days. This would provide us with candid refection and input for improvement with future rides. In order to negate the effect of overdose of Posse Rides we should add some creative spontaneity to each event. This would provide the riders with flair of expecting the unexpected.
In order to understand and gel with the customer I recommend increased involvement of employees in Posse rides. The involvement should not be from outside but they should actually ride with HOG members and experience the same feeling. This would enable employees to build lasting relationship and gather feedback from riders. Through the Posse Ride we can target three critical areas – Retention, Customer Satisfaction and Brand Equity. By retaining our existing customer we can count on them for future rides. In addition, satisfied customers will return to buy bikes from Harley-Davidson and refer to friends and family about the bike and Posse.
The Posse enables riders to build life long relationships which in turn increases brand value and loyalty. The Posse ride is a way of Harley Davidson making its customers feel more special and gather feedback from them. In addition it enables us to build a brand image and connect directly with customers strong emotional feelings towards our product.
