Looking to target both ‘highly-engaged’ prospects (consumers who were likely to purchase a motorcycle within the year) and ‘interested’ prospects (consumers who had taken a test drive and/or were already in the existing email database), Harley-Davidson counted on Spider to develop a compelling creative solution that would increase motorcycle sales during the key summer period.
The It’s Yours to Win campaign was introduced in response to Harley-Davidson’s wish to increase trial among competitive owners (a group with considerably strong growth opportunity). Through the distribution of 4,800 personalized VIP direct mail packages, ‘highly-engaged’ prospects were invited to visit a Harley-Davidson retail store and test ride a motorcycle for a chance to ride out a winner. Personalized IVR phone line instructions were included to simplify the experience, connecting VIP consumers with their local Retailer to schedule their VIP test ride. Additionally, the It’s Yours to Win promotion was supported by email blasts, the itsyourstowin.ca promotional Website, in-store POP, print and online advertising.
The program was measured a huge success. Our VIP DM packages garnered twice the average response rate for the automotive sector, and we cruised past the finish line with a whopping 44% conversion rate.
For the fifth consecutive year, Spider was challenged to grow both participation and sales for the Pro-Line brand. This time around, however, our job was complicated by not being able to include in-store POS as a key media vehicle in over 8,000 stores. The success of the promotion relied not only on Spider’s ability to keep things fresh and interesting for the target audience, but our ability to drive awareness among core Pro-Line users while preserving the high level of contest entries from previous years.
Challenged to increase out-of-store activity, Spider developed a highly-targeted media plan with an increased investment in promotional advertising. With the fresh integration of sports trivia, Spider simplified the game, participation and prizing in an effort to focus more heavily on the Pro-Line player.
In the end, the program was a resounding success, attracting almost a quarter-million site visits. Boosting player opt-ins, it aided yet another record year of sales growth.