2012 Marketing Outline2012 Marketing Outline

Bumpus Harley Bumpus Harley DavidsonDavidson

Preamble Preamble

► To Set A Reference To A Strategy By Which Bumpus Harley To Set A Reference To A Strategy By Which Bumpus Harley Davidson Will Be Synonymous With In Overall Presentation.Davidson Will Be Synonymous With In Overall Presentation.

► Help Define And Focus Management and Personnel Toward A Help Define And Focus Management and Personnel Toward A Common GoalCommon Goal

► Establish a Basis By Which a Customer’s Experience and Establish a Basis By Which a Customer’s Experience and

Satisfaction Increases Multifold.Satisfaction Increases Multifold. ► Provide the Motivation By Which Activities In Three Key Area’s Provide the Motivation By Which Activities In Three Key Area’s

Are ConstantAre Constant► 1. Visibility 2. Targeting 3. Customer Base 1. Visibility 2. Targeting 3. Customer Base

DevelopmentDevelopment► We’d like to introduce : We’d like to introduce :

Bumpus Harley Bumpus Harley DavidsonDavidsonPresents Presents

Share The RideShare The Ride

Tell The StoryTell The Story

Tell The StoryTell The Story CustomersCustomers

#1 : Enhance customers experience throughout the store, #1 : Enhance customers experience throughout the store,

• Drive focus on the history of Harley-Davidson and that Bumpus Drive focus on the history of Harley-Davidson and that Bumpus Harley-Davidson shares concepts and values with Harley-Harley-Davidson shares concepts and values with Harley-Davidson as a whole. Davidson as a whole.

• Utilize tools on H-D net to accompany local level focus as being Utilize tools on H-D net to accompany local level focus as being more a part of the overall plan from Harley-Davidson.more a part of the overall plan from Harley-Davidson.

• Continue to show and tell of Harley-Davidson's support of the Continue to show and tell of Harley-Davidson's support of the military. military. (H-D’s 5 year marketing focus beginning 2010) (H-D’s 5 year marketing focus beginning 2010)

• Drive home to prospective new buyers the history of the story, Drive home to prospective new buyers the history of the story, and how it came to be. and how it came to be.

• Express through in store and external media thr historical Express through in store and external media thr historical education to prospective “new era” customer prospects.education to prospective “new era” customer prospects.

• Develop new means of reaching a changing, and sometime Develop new means of reaching a changing, and sometime fading, target audience.fading, target audience.

Tell The StoryTell The Story Customer ExperienceCustomer Experience

• #1 Enhance customers experience through out #1 Enhance customers experience through out the store, all departments. the store, all departments.

• Define additional areas where the customers Define additional areas where the customers experience can meet and exceed expectations. experience can meet and exceed expectations.

• Define the expectations. ( Extremely Important ) Define the expectations. ( Extremely Important ) • Including Improvement in F&I, products and Including Improvement in F&I, products and

offerings. offerings. • Offer volunteers to receive “Internships” of Offer volunteers to receive “Internships” of

training and insight for minimal part time, training and insight for minimal part time, Saturday, evening and event work.Saturday, evening and event work.

• Delve into of personnel to customer ratio’s.Delve into of personnel to customer ratio’s.

Tell The Story Tell The Story A Place To Work, TeamworkA Place To Work, Teamwork

• Hire, Educate and train and re train employees with the Hire, Educate and train and re train employees with the same focus and vigor as the theme portrays.same focus and vigor as the theme portrays.

• Install new process’ and procedures to acquire conceptual Install new process’ and procedures to acquire conceptual through “Teaming” hiring, practices, best practices.through “Teaming” hiring, practices, best practices.

• Bumpus Harley Davidson should not only be a desirous Bumpus Harley Davidson should not only be a desirous place to shop, but a privileged place to work as well. place to shop, but a privileged place to work as well.

• In place and training from both outside and insideIn place and training from both outside and inside

• To Employees, internal training in pride, and ownership of To Employees, internal training in pride, and ownership of the story and how it applies to everyday.the story and how it applies to everyday.

Share The RideShare The Ride Employees And CustomersEmployees And Customers

• Add experiences through the Riders Training Course, Add experiences through the Riders Training Course,

• Train Employees to Ride, encourage employees to Train Employees to Ride, encourage employees to acquire motorcycle endorsement. (Mandatory in acquire motorcycle endorsement. (Mandatory in cases?) cases?)

• Utilize additional experience through live social Utilize additional experience through live social interaction by sharing stories. interaction by sharing stories.

• Encourage mature and active customers to share Encourage mature and active customers to share experiences through live interaction with employees.experiences through live interaction with employees.

•

On The Social SideOn The Social Side • Social media usage should be used with Social media usage should be used with

commonality. Consistent loops of commonality. Consistent loops of marketing.marketing.

• Similarities from all Locations online.Similarities from all Locations online.• Customers need to have a “Bumpus Feel” Customers need to have a “Bumpus Feel” • All forms of Social interaction are defined as All forms of Social interaction are defined as

Websites, Facebook, My-Space, Linkedin Websites, Facebook, My-Space, Linkedin and others. and others.

• Commonality between Websites, look, Feel, Commonality between Websites, look, Feel, messagemessage and transfer easily from store to and transfer easily from store to store.store.

• Increased presence in interaction with Increased presence in interaction with YouTube and Slide-Share type YouTube and Slide-Share type presentations. presentations.

• All Roads through whatever media should All Roads through whatever media should lead to the Front Door of lead to the Front Door of Bumpus Harley Bumpus Harley Davidson.Davidson...

The Brand Is the FamilyThe Brand Is the FamilyThe Family the Brand The Family the Brand

Family Defined as 1.The ownership, 2.The employees3.Vendors 4.Dedicated men and women

who support the manufacturer and the Harley Davidson brand

5.Honest, trustworthy, fair . . .

Data Mine, Data Mine, Data Data Mine, Data Mine, Data MineMine

• By definition define the steps to proactive By definition define the steps to proactive

researchresearch • Define what actions and reactions need or made Define what actions and reactions need or made

necessary as a result of information garnered.necessary as a result of information garnered.

Events Events

• Coordinate between stores various even Coordinate between stores various even schedules. schedules.

• Plan Events with some focus on Plan Events with some focus on accommodating a fair percentage toward accommodating a fair percentage toward newly defined potential customer groups.newly defined potential customer groups.

Additional Add In’sAdditional Add In’s

• Establish a set communication between Establish a set communication between various levels of store interaction.various levels of store interaction.

• Periodoc reviews and updates of the overall Periodoc reviews and updates of the overall master plan between marketing groups. master plan between marketing groups.