media mix
The Harley-Davidson Media Plan for 2013 will be comprised of a national and spot campaign, featuring pulsed media buys in traditional and non-traditional media beginning in the first quarter, January 2013. We will use an array of different advertising channels to portray our message. We will continue using our seven most popular types of media: magazines, cable TV, Internet, network TV, national newspapers, network radio, and outdoor ads. In addition to this media, we will take advantage of social media and product placement to reach our younger audience.
vehicle selection
Magazines : sportbike, chopper, and young men's magazines; for example: Sportrider, Sportbikes Inc, Throttle Nation, Fastbikes,
GQ, Esquire, Maxim, Men's Journal
Cable TV : Speed Channel, Adult Swim, Comedy Central, Spike TV, ESPN
Internet : banner ads, interactive ads; for example: have an interactive banner on yahoo.com, team up with Google to have a
Harley related logo for a day
Network TV : ABC, CBS, NBC, and Fox
National Newspapers : NY Times, USA Today, The Washington Post
Network Radio : active rock and metal stations for the primary audience; classic rock stations for secondary
Outdoor Ads : billboards, guerrilla marketing, transit places (bus stops, subway stations, train stations)
Product Placement : placing a Harley in a popular TV show or movie targeted to our same target audience will increase our
'cool' factor and awareness; for example: in Walking Dead, one the main character Daryl could ride a
Harley
Social Media : Facebook fan page, Twitter profile, YouTube channel
Mobile: Harley Davidson phone app for both iPhone and Android devices
Licensing Apparel : have trendy, young brands using Harley Davidson logos and images on their clothing; for example: Urban
Outfitters, PacSun, and Zumiez
GQ, Esquire, Maxim, Men's Journal
Cable TV : Speed Channel, Adult Swim, Comedy Central, Spike TV, ESPN
Internet : banner ads, interactive ads; for example: have an interactive banner on yahoo.com, team up with Google to have a
Harley related logo for a day
Network TV : ABC, CBS, NBC, and Fox
National Newspapers : NY Times, USA Today, The Washington Post
Network Radio : active rock and metal stations for the primary audience; classic rock stations for secondary
Outdoor Ads : billboards, guerrilla marketing, transit places (bus stops, subway stations, train stations)
Product Placement : placing a Harley in a popular TV show or movie targeted to our same target audience will increase our
'cool' factor and awareness; for example: in Walking Dead, one the main character Daryl could ride a
Harley
Social Media : Facebook fan page, Twitter profile, YouTube channel
Mobile: Harley Davidson phone app for both iPhone and Android devices
Licensing Apparel : have trendy, young brands using Harley Davidson logos and images on their clothing; for example: Urban
Outfitters, PacSun, and Zumiez