Harley-Davidson, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Harley-Davidson, Inc., headquartered in Milwaukee, WI, is a manufacturer of motorcycles. It operates in two business segments: Motorcycles & Related Products and Financial Services. The company offers touring and custom bike models through a worldwide network of dealers. Harley-Davidson also sells goods licensed with the company name include a line of clothing and accessories.
|Main Telephone||(414) 342-4680|
|Main Fax||(414) 343-4977|
Harley-Davidson, Inc. ContactsContacts (5/28)
Sample of Associated Brands
|Perry G.||Vice President & Chief Accounting Officer||WI|
|Matthew L.||President & Chief Executive Officer||WI|
|John O.||Senior Vice President, Chief Financial Officer & Controller||WI|
|Dave C.||Chief Information Officer & Vice President||WI|
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Campaign Imminent Update: Harley-Davidson eliminates CMO position following Richer's departure
Subject: TV, radio, magazines, online, digital, online, social media, video, multicultural
Company: Winmo Profile), which is headquartered in Milwaukee, Wis.
Update (1/27): A quick note on Harley Davidson’s marketing structure. After Mark-Hans Richer left the company in November (more here), HD decided to eliminate the CMO position altogether. Shelley Paxton, VP of global marketing and brand, is now the lead decision maker in the marketing department, so she’s your top decision maker for pitches. Read more about HD’s recently announced global agency review and marketing plans below.
Below was originally published 1/21/16:
Opportunity: Just afterStarcom, Chicago from the Detroit office. No word yet if these shops will participate in the review, which will involve global creative, media and digital assignments.
According to a company representative, RFPs have been issued “at a holding company level.” Moving forward, HD is focused on “driving demand and growing [its] reach and impact with customers globally.” Hopefully, agency readers, you reached out and were already on HD's radar, but if not, there's no time like the present. HD faces an increasingly competitive market and has recently undertaken a number of initiatives to reverse falling sales. Those with high ROI ideas that differentiate HD from the pack and reach large swaths of potential customers should have the advantage here.
Sellers - reach out for digital and TV revenue, as HD is looking to increase SOV over the next few years. Focus particularly on Q2, HD's largest spend period, historically. Keep in mind, as well, that HD has been focusing on audiences outside its traditional Boomer demographic lately. This includes women and ,illennials, mostly, but African-American and Hispanic-focused sellers should look for 2016 revenue too.
Marketing Increase Plans: In October 2015, CEO Matthew Levatich stated that HD would increase customer-facing marketing spend in 2016 by approximately 65% above 2015 levels (morehere).
Target Customers: Harley Davidson is currently the leader in the 18-to-34-year-old male demographic, but according to Keith Wandell in HD's Q4 2014 earnings call, 2014 was the third consecutive year in which sales of new Harleys to other demographics such as women, African-Americans and Hispanics grew at more than twice the rate of sales to core customers.
Media Spend: Kantar Media reports that HD spent $15.3 million on measured media through Q3 2015 – only $1.5 million shy of FY 2014 spend. The bulk of this spend is allocated to broadcast ads, with digital buys coming in a distant second.
TV Breakdown: iSpot reports that HD spent $19.6 million on national TV ads last year – up from $9.3 million in 2014. See charts for 2015 channel/show targeting.
Digital Breakdown: In 2015, Moat reports that HD ran 395 display ads on 3,532 publishers (2% mobile). Top ad destinations included cycleworld.com, motorcyclelistonline.com, ufc.com, hotbikeweb.com and nadaguides.com (65% placed site direct versus programmatic). HD also ran 301 high impact ads and six video ads last year. For 2014, 431 display ads and 315 high impact ads (but no video ads) on 2,027 publishers (2% mobile, 75% placed site direct).
Sponsorships: Over the past year, HD has sponsored a number of events, including the Sturgis Motorcycle Rally, “Avengers: Age of Ultron,” AMA Pro Racing and the Winter X Games.
3700 W. Juneau Ave.
Milwaukee, WI 53201
Chief Executive Officer (since May 1)
Vice President, Global Integrated Marketing