Aligning the brand and its dealer network
H-D’s many departments and business units were developing plans, promotions, marketing tactics, training and communications independently and often overlapping one another, leaving dealers struggling to prioritize and activate. The result was a splintered retail brand presence and a highly unaligned dealer network.
We developed a Retail Integration program to align the H-D business units and provide dealers a cohesive, turn-key retail marketing program that would deliver brand consistency and drive retail performance.
The approach focused on:
Driving immediate retail results and maximizing dealer profitability
Providing solutions that would act as the foundation of a dealership’s marketing strategy
Delivering a single integrated solution across the entire dealership, focusing on key products and services
Streamlining all the marketing guidance to support dealers into comprehensive 2-3-month programs
Integrating and aligning business unit and retail-facing corporate objectives
Delivering campaigns, promotions and consumer experiences that allow dealers to fully leverage the power of the H-D brand while maintaining the uniqueness of their dealership