Brand Dots

Posts Tagged ‘consumer’

Understanding the consumer is more important now than ever. So why not focus on our most profitable patrons?

The classic 80/20 principle claims 20 percent of all customers generate 80 percent of the demand. For example, heavy users make more than 60 percent of fast-food visits, but they only account for one of five fast-food patrons. If we can understand what these super-consumers want and then offer it to them, it will be mutually beneficial.

Tap into Your Super-Consumers reinforces this philosophy. Some of the examples provided by author Eddie Yoon boast a 20% increase in sales and a migration to the top spot within the respective industry. If companies keep brand-loyal customers happy, they will continue to come back for more.

Research can help us make informed decisions. Interviews, focus groups, surveys, questionnaires, and observation can all be useful tools. However, knowing the right questions to ask is equally important. It’s important to ask your best customers what matters most to them.

Are your star patrons looking for additional features, distinctiveness, better quality, improved service? Most consumers will pay a premium for their ideal product. It’s up to us to give them what they want.

Harley-Davidson is one of the most celebrated American brands today and there’s a good reason for their popularity. The motorcycle company has been around for over a century and has had to do very little advertising.  They have built such a strong sense of community among its owners that the brand practically sells itself.

They clearly embrace the outlaw archetype.  When you think Harley-Davidson you think of rebellion, leather, freedom, nonconformity, and endless possibilities.

This commercial says it all.  When you ride a Harley, you’re not just purchasing a motorcycle; you’re becoming a part of something larger.  You’re joining a fleet of black shirt wearing rebels. You’re becoming a part of a group of people that share common interests: the love of the road, riding, and the H-D brand.  It’s not just a bike; it’s a way of life!

Here are several ways that Harley-Davidson has built community among it faithful fans and loyal customers:

• The Harley-Davisdon Owners Group (HOG) was established in 1983.  This group’s membership is restricted to owners.  Brand loyalists are the only welcome members of this community.
• They’ve started Harley-Davidson rituals and traditions through virtual interactivity.  They sponsor Harley rallies, encourage members to share their brand experiences, and even created a H-D Museum .  Harley fans can plan an entire trip through the company website.  They can make travel accommodations, rent bikes, and plan their travel routes. They’ve created a virtual community online.  Their website allows enthusiasts to participate in the brand experience, even when they are away from their motorcycles – Internet marketing and brand building brilliance!
• They give back!  The H-D Foundation encourages employees to volunteer for service organizations, such as Big Brothers Big Sisters, veteran groups, and community revitalization projects, among other things.

Harley-Davidson outlets are more than just retail stores and motorcycle dealerships.  They are a gathering place where riders can trade stories and talk to others that share the same passion.

Every company should strive to create the same type of meaningful brand experience.

So, how many logos would you consider tattooing on your body?  For Harley-Davidson followers, there is no question.  Harley Davidson is more than just a brand – IT’S A LIFESTYLE!