In an industry where Harley-Davidson controls a vast majority of the market, the biggest competition for Harley-Davidson dealers is with their counterparts within the region. Cajun Harley-Davidson has the clear advantage with more than three decades of business, high rate of repeat business, excellent customer service and work in the community. Yet perception drove their target audience to other locations seeking out what they thought were better deals from neighboring dealerships. The challenge was to break through the clutter to reach target audiences, build upon the existing brand and get their target audience’s attention with a consistent message to set this Harley-Davidson dealership apart from its neighbors.
Through creative that positioned the shop as not just a Harley but as a Cajun Harley, we were able to make the dealership stand out amongst its counterparts. An aggressive marketing campaign involved a mix of media that included TV, radio, outdoor, online, direct mail, and social media. The use of different media across several platforms enabled Cajun Harley-Davidson to reach all key audiences from first time riders to seasoned veterans. Events and workshops at the dealership are also a huge part of the Cajun Harley-Davidson strategy, and now include the new positioning in all promotional materials.
In the first six months, Cajun Harley-Davidson was consistently one of the top-producing dealerships in their district with more than 30% growth in a single year.