Category Archives: marketing and promotion

beware the v-word

is harley’s age finally beginning to show?

Surprising to see H-D’s 1st quarter earnings reported on yesterday’s NBC Evening News, highlighted because of disappointing financials leading to layoffs and more temporary shutdowns.

TMC’s spin defends the nearly 13% drop in sales by pointing out it’s not as bad as the general slump for heavyweights pegged at 14% give-take. Ohhhh-kay. More grist for the mill; per share earnings for the year expected to be off 20%. And although revenue was up nearly 11%, Q1 net dropped 2.5%. Overall, the brand expects total shipments in ’08 to be off by 23-27,000 units.

Those are the financials. Here’s a thought about the uncontrollables, in this instance the unintended by HD crossbranding by Schering-Plough’s heavily promoted Viagra. You know these spots, set to a reanimated Elvis warbling about the drug with lyrics set to Viva, Las Vegas.

The ads feature a gaggle of presumably “still vital” mostly white guys who seem so thrilled by the prospect of getting it up “for up to 4 hours” that they invariably head for some duck shack in the swamp and bang on the drums by themselves until finally – and here’s the rub – saddling up and heading for the, what, nearest titty bar? Mode of transportation in the inaugeral spot? Softail. Overall method of here’s how we roll? Cruiser.

Not convinced about subliminals? If you’re not the drug companies are. And they’ve got the focus groups to prove it. The message here is about as clear as an anvil through stained glass – as if real life sagging demos weren’t enough to contend with, along comes a King Kong marketer to bolster the notion that cruisers are the prime domain of solo boomers with a problem getting wood. And that’s gotta’ hurt Harley’s image pitch to their core market.

expanding your market? – just look north

canadians get it right - nifty book from our north of the border neighbors

MX Performance is one of those books that just feels fresh. Cutting edge without that familiar snarky tone that’s becoming a little too common elsewhere, MXP covers the events and lifestyle of it’s title from BC to Nova Scotia and everything inbetween, including action from below the border.

Does the sport need another pub? Wrong question. What enthusiast magazine is delivered to each and every CMRC (Canadian Motorsport Racing Club) member? That’s a qualified mailing list of a little more than 14,000 riders. Then there’s subscribers, and single-issue sales. Hip graphics, groovy chicks and plenty of content.

echoes of the past

the blue fish sushi delivers high energy asian cuisine

Was the time when any restaurateur worthy of his salt wrapped the dining experience around a book of matches. Like miniature billboards, these relics of a time when smokers accompanied their meals with between rounds cigarettes and end of the evening cigars have pretty much died out as a marketing tool – too many negatives.

I quit smoking in ’96 and haven’t looked back since, but last weekend I came across this nostalgic collectable while exploring a new restaurant, The Blue Fish Sushi, in Boca Raton.

I grabbed one of the colorful mementos on the way out with the idea of adding it to my small, packed away collection of dusty keepsakes from another era. Matchbooks were a fine example of the graphic designer’s art and it struck me as ironic that even though the heyday of this particular vehicle’s come and gone, a new need for small format graphics has taken its place: the cell phone.

market targets two-wheelers

mainstream swims downstream - bikers a demonstrable sub-demo

The New York Times Media and Advertising critic Stuart Elliot writes in this week’s column that the nation’s insurers are casting a new net to fetch up bikers, separate and apart from campaigns targeting car, truck and suv owners and none so aggressively as Allstate.

You’ve probably seen Allstate’s print versions in the obvious enthusiast books. The effort from Leo Burnett is also running broadcast, cable and web banners, all circled around the Allstate Garage microsite, a really nifty little piece of Flash ingenuity that’s surprisingly practical and used Indian Larry’s Legacy shop for content. Dissin’ OCC? Looks like, well okay with us.

The $10MM campaign’s aimed squarely at the owners of the country’s estimated 9-million registered bikes. What’s the point? To create awareness of Allstate’s mc channel.

Other industry players include market top dog Progressive, Geico and State Farm.

dealer expo – it has to be said

this shouldn’t be happening - but it is

For the record, as an advertising agency we pay to attend most trade shows. This year’s admission to Dealer Expo was $100.  SEMA charged me $15. Performance Racing Industries charged me $0. So when I packed for Indy did I expect a show almost seven times shinier than that automotive mecca in the desert? No. But we also didn’t expect holes in the traditional powersports categories large enough to fly a space shuttle through, holes plugged with some truly questionable merchandise. By the time I finished the dome I halfway wondered how I’d missed the Hoodia franchise booth. Read the followup to February’s report here.

pixels vs. pulp – do you know where your message should be?

reading the tea leaves becomes more challenging

You can’t turn a page these days, online or off, without stepping right into the old print-new media “controversy”. I use those cutesy little finger quotes to indicate my suspicions that this is less about controversy and more about contrived drama.

My pal Robin Hartfiel, recent gatekeeper at Motorcycle Product News and Dealernews and industry sage whose card index is legendary even as he eschews a personal cell phone (for now), takes some delight in referring to himself as a print dinosaur simply because he picks and chooses those digital media aids many of us take for granted, discarding most along the way but happily pounding out copy on a wifi enabled laptop nonetheless. More out of the closet than in, I’d say.

I, however, am a true print dinosaur of the Paleozoic age. He’s a poseur, dating only back to the late Jurassic era. I can say that because I know for a fact he never worked on a Linotype, with it’s jingling strands of brass letters imprinting their lines of type into a lead slug. True, he also experienced the heady days when pasteup required double-ought Staedtler tech pens, sniffing Bestine and rubber cement while trying to avoid dicing your fingertips to shreds with an X-acto blade, but sad to say, he wasn’t in the trenches when the hot lead was flying.
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yeah – what about jobs?

Timing’s everything. The Michigan primary has the current crop of politicians stating the obvious: the state’s in trouble, and promising the banal: the plan out of unemployment is retraining. Okay so far, we don’t disagree.

But. In case you didn’t know, and I sure didn’t, the leading black hole darlings for investor capital continue to be dot coms, like, well, YouTube. Purchased by Google in 2006 for $One-with-a-B billion. Spread out over about 60 employees. No, I can’t do the math.
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’08 forecast – more biz-based social networks

reading the tea leaves becomes more challenging

British-based vnunet.com thinks 2008 will mark several milestones as social networking becomes increasingly integrated into the consumer business model, a shift predicted for ’07 that wasn’t as widespread as imagined.

Feedback and influence from social networks will ultimately become more significant factors in the purchasing decision cycle.

Our view is that print will remain the media of record even as consumers make the wholesale move to web-driven info for purchase-related decisions.

Social nets – for better or worse – will get more and more use as endorsement gateways offering peer-to-peer near-realtime dialogues. In practical terms, if as seems likely, I’ll now have to replace a perfectly decent HD DVD player with a Blu-ray DVD player to go with all my other DVD dammit players that have become useful as kickstand supports. Sorting out the pluses and minuses will take place on a social net somewhere, as opposed to waiting for the latest “Electronics Monthly” to show up on Border’s magazine rack.

Conclusion? If you’re not blogging your product, and/or watching what’s being blogged about your product, your competitor is. Which means their widget will come up, and your widget won’t.