How Harley-Davidson Became a Globally Recognized Brand Thanks to a Community of Motorcyclists
Harley Owners Group (HOG) is one of the largest communities of motorcyclists in the world, created by the company Harley Davidson. HOG was founded in 1983 and currently has over one million members in 140 countries.
This is an example of a successful business community. HOG helped the company increase sales and strengthen customer loyalty to the brand by bridging the gap between the company and its customers through a sense of community and belonging.
In this article, we will explore HOG as a marketing tool that helped Harley-Davidson establish itself as a globally recognized brand.
How was HOG created?
In the early 1980s, Harley-Davidson faced a deep crisis. It suffered significant losses and needed innovation that could unite its fans and attract new ones.
In such circumstances, the company’s management came up with the idea of creating the Harley-Davidson Owners Group or HOG. The company wanted to strengthen relationships with its current customers to survive the crisis.
The community turned owning a Harley motorcycle into a real lifestyle with its own rules and attributes. This significantly increased customer loyalty and seriously increased the company’s sales.
Harley-Davidson emerged from the crisis, and its customers became part of the largest motorcycle community. Now any Harley-Davidson motorcycle owner could find friends and like-minded people in any city in the United States where the company has a dealer.
What does HOG offer to its members?
HOG is a community that offers exclusive benefits to Harley-Davidson motorcycle owners, including access to special events and group rides with entertainment along the way, discounts on merchandise, and, of course, like-minded individuals.
The “Harley Owners Group” promotes a lifestyle on the move and helps its members lead the same lifestyle by creating opportunities for meetings, events, and travel. The community becomes an additional family for many Harley-Davidson owners who enjoy their motorcycles and the lifestyle associated with them.
The company’s marketing strategy showcases a life on the move and conveys this dynamism to customers. This way, it transmits its values to the masses and unites people who share them.
What does HOG give to the company?
Transmission of brand values
HOG is a community based on a passion for Harley-Davidson motorcycles, attracting people who share this passion. The brand becomes more famous thanks to HOG, and its members become ambassadors of the company, promoting its brand and values.
Customer retention
HOG also helps Harley Davidson retain customers. HOG members receive a range of privileges, including discounts on Harley Davidson products and invitations to events. Moreover, they gain friends and a community that can stay with them for life. This creates a sense of attachment, community, and loyalty to the brand among HOG members. They cease to be mere customers and become brand followers.
Increased sales
The HOG community helps the company sell more motorcycles and accessories. The community itself is a factor that encourages purchases, but HOG members also often buy Harley-Davidson products and recommend them to their friends and acquaintances.
Additionally, the company regularly organizes events and trips that can lead to additional sales.
Furthermore, the community constantly provides a revenue stream from monthly payments, which covers the budget for organizing any events.
Brand recognition
HOG members wear vests and clothing with Harley-Davidson logos, which attracts attention and creates additional advertising for the company. Thanks to this, the company can increase its brand recognition and attract new buyers.
Understanding customer needs
Moreover, the HOG community helps the company better understand the needs and preferences of its customers. The company regularly conducts surveys and research among HOG members to understand what they expect from their motorcycles and what improvements they would like to see in future models.
This helps the company develop higher-quality products and satisfy the needs of its customers.
The HOG community is not only an important tool for customer retention and building loyalty to the Harley-Davidson brand, but also a useful tool for promoting and increasing the company’s sales.
The Harley-Davidson case demonstrates that investing in creating personal relationships with customers, providing them with unique advantages within the community, and creating a strong bond between the brand and the customer contributes to the formation of a strong brand image and customer loyalty. Social capital is becoming an increasingly important factor in creating successful brands.
If you want to build a community around your brand, you can contact us and we will discuss the possibilities with you in person.
