Each year, M2W® presents the ‘Full Circle Award’ to the brand that has successfully incorporated what they have learned at M2W® into a creative campaign with excellent results. We thought it would be interesting to re-visit some of our past ‘Full Circle Award’ winners to see how they have continued to use their M2W® knowledge and connections to further connect their brand with today’s female consumers.
In 2008, Leslie Prevish stood on the M2W® stage to accept the coveted ‘Full Circle Award’ on behalf of her company, Harley-Davidson. So, what did Leslie learn from her M2W® experience? “I learned to go beyond the emotional appeal of why we should be reaching out to women,” says Prevish, women’s outreach manager, Harley-Davidson. “I boosted our research focus and gathered the facts that showed others in the company—and at our dealerships– how more women customers would actually add value to our overall bottom line.”
Those facts have led Harley-Davidson to create some of the most innovative campaigns and programs targeting women. In addition to creating specific women-focused activities during major motorcycle events such as Daytona Bike Week, last year Harley-Davidson updated the Harley-Davidson.com/womenriders website, dedicated to educating and entertaining those women who are interested in riding, with a focus on women’s inspirational stories. “We are not selling tissues,” says Prevish. “We are not a product that every woman may want or need. We dig deep into the psychographics of our female consumers and build our strategies around helping the women most likely to seek adventure and live life to the fullest to start their own Harley-Davidson journey. We know from research that women riders talking about their experiences is a huge motivator for others to say, ‘if she can do it, so can I.’”
As they engage their consumers, they are also working to engage their many dealerships. This month, more than 400 dealerships will be hosting a “Garage Party”. These women-only social events are hosted after hours and offer hands-on tips and seminars in key areas of motorcycling basics. This year, Harley-Davidson has partnered with popular wellness expert Jillian Michaels (also a Harley rider) and is giving women the opportunity to win a weekend getaway in LA with three girlfriends where they can participate in the Harley-Davidson Rider’s Edge® New Rider Course, spa treatments and a motivational talk with Jillian on how to live a better, healthier life. In May, Harley-Davidson will be celebrating Women Riders Month by hosting events and activities at dealerships around the world, as well as an exciting event to be held in true Harley fashion at the Harley-Davidson® Museum in downtown Milwaukee. Riders and non-riders are encouraged to come and participate in the activities, which include a Harley-Davidson Experience ride simulator, a Group Ride that ends at a Downtown Street Party, and several seminars.
At the core of their initiatives is the Women Consumer Team. Led by Prevish, the team with representatives from various functional areas such as sales, e-marketing and retail environment, meets monthly to discuss new ways to reach out and engage women with their brand. And the person who comes up with the best idea, has worked the hardest on an initiative or is just the fresh, new thinker of the month? He or she gets to take the ‘Full Circle Award’ and place it in a prominent location on his or her desk or office until the next team meeting. “Yes, we are here to sell motorcycles,” says Prevish. “But we are also very passionate about Harley-Davidson and riding. That’s what makes it so satisfying to find new ways to make our brand a part of people’s lives because we know how motorcycling has changed our lives in ways we never knew possible—until we found our own adventure on two wheels.”
Join us for the 6th Annual M2W®-The Marketing To Women Conference, April 21 & 22, at the Chicago Cultural Center to see which brand will be honored with this year’s ‘Full Circle Award’!
