Indian motorcycle event marketing

Indian Motorcycle Co Founded in 1902

Indian Motorcycle Co Founded in 1902

•   Iconic  Brand  –  became  #1  Brand  in  the  US  prior  to  the    1950’s.      •   Following  WWII  &  Returning  to  Market  –  Closed  its  doors  

• No  Dealer  Network  • No  consumer  connecting  points  • Deluge  of  returning  motorcycles  brought  back  by  troops  

•   Needed  to  connect  with  consumer  •   Small  Dealer  Network  –  not  enough  touch  points  •   Dealers  not  stocking  entire  product  line  –  poor  customer  experience  •   Dealers  not  presenting  overall  brand  message  –  What  is  Indian?  

Indian Motorcycle Co Iconic American Brand

Crazy  Horse  Monument  Sturgis,  South  Dakota  

•   Opportunities:  •   Show  the  historical  values  associated  with  new  products  launched  •   Reinforce  customer  purchase  decision  •   Expose  brand  message  •   Present  breadth  of  offerings  •   Validate  brand  attributes  to  core  consumers  –  build  consumer  pull  •   Build  Franchise  opportunities  • Maximizing  the  Return  on  Investments  made  in  promotions  &  event  marketing    

Indian Motorcycle Co Opportunities Explored

Indian Motorcycle Co – Mobile Marketing