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 (5/30)
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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Score 81: Account in Jeopardy – Harley-Davidson's CMO departs after announcing 65% marketing hike
Subject: TV, radio, magazines, online, digital, online, social media, video, multicultural
Company: Winmo Profile), which is headquartered in Milwaukee, Wis.
Update (11/5): Less than a month after announcing a 65% increase in marketing (more below), HD’s top marketer has ridden into the sunset. Mark-Hans Richer, who had been SVP of marketing since 2007, has left the company, effective immediately. In 2013, Richer spoke of “striking the phrase ‘agency of record’ fro HD’s marketing vocabulary.” Therefore, Richer’s departure could signal a return to the AOR model – or at the very least, a review of current agency partners.
Agency readers should pitch ideas that will appeal not only to HD’s current base, but those that will reach a wider audience (particularly millennials and women). Sellers should 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.
HD also announced that Sean Cummings has been promoted to SVP of global demand. In this role, he will lead the Americas, Europe, Middle East, Africa and Asia-Pacific regional teams, as well as the go-to-market functions, primarily marketing, retail excellence and sales operations.
Richer’s departure revs HD’s score up to an 81, placing it at No.31 on our VAI (“Account in Jeopardy” status).
Below was originally published 10.21:
Opportunity: In the Q3 earnings call, HD CEO Matthew Levatich stated that the company would invest in customer-facing marketing by approximately 65% above 2015 levels. Combined with a commitment to increase investments in product development as well, HD is looking to allocate $70 million to drive demand in 2016. These investments will be focused in four areas: (1) product and brand awareness; (2) growing new ridership in the US; (3) increasing and enhancing brand access; and (4) accelerating the cadence and impact of new products. Levatich stated: “I want to be crystal clear. The path forward will play out over a number of years. This isn't about improving results for a quarter or even a year. This is about where we want to be in three years, five years and even 10 years.”
He explained that HD's share of voice has never been as high as its share of market, but with the increase in competitors dollars, now is the time to increase SOV. Levatich's remarks are an extension of what SVP and CFO John Olin said in the Q2 call (more here).
Media planning and buying moved earlier this year to Publicis's Starcom, Chicago from the Detroit office. In 2010, HD parted ways with creative AOR Carmichael Lynch after three decades. In 2013, CMO Mark-Hans Richer spoke of “striking the phrase ‘agency of record' from HD's marketing vocabulary” – at least in the US. This means that HD may be open to pitches for specific projects over the next few years.
National TV Spend: For FY 2014, HD spent $9.3 million on national TV ads – $7.2 million from Jan. to Oct., according to iSpot. So far this year, HD has increased spend to $17.04 million. For 2015, the most money has been spent to air ads on FOX, ABC, ESPN, Comedy Central and TBS during shows such as “UFC Fight Night,” “2015 NCAA Basketball Tournament,” “World of X Games,” “X Games” and NASCAR Racing (2014 channel/show targeting was similar to this).
Digital Breakdown: Per Moat, HD has run 282 standard display ads on 3,494 publishers so far this year (1% mobile). Top ad destinations include cycleworld.com, motorcyclelistonline.com, ufc.com, hotbikeweb.com, nadaguides.com and baggersmag.com. Much like TV spend, this is basically flat to the same period 2014 (322 creatives on 1,654 publishers). For FY 2014, digital ads were run at basically the same levels all year – the same is true for 2015 so far, with HD's digital presence really picking up in mid-March.
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.
Target Customers: HarleyDavidson 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.
3700 W. Juneau Ave.
Milwaukee, WI 53201
Chief Executive Officer (since May 1)
Vice President, Global Integrated Marketing