First, who is Harley-Davidson?
Harley-Davidson, Inc. is a global leader in fulfilling dreams inspired by the many roads of the world. By providing exceptional, highly customized motorcycles and customer experiences, Harley-Davidson fulfills its consumers' passion for individuality.
The Harley-Davidson Challenge:
Dealers worldwide relied on traditional mail to receive corporate approved marketing material, including campaigns, promotional kits, print advertising, TV spots, video, radio, image libraries and more. Campaign rollouts needed to be distributed in a more immediate manner to maximize campaign effectiveness and to allow dealers worldwide a more active roll in their individual marketing efforts. Furthermore, a forum for dialog between dealers would provide the means for idea sharing, feedback and increased brand awareness.
The Merge Solution:
Harley-Davidson (H-D), along with Merge, identified several core challenges that needed to be addressed technically:
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Design and develop a comprehensive and efficient dealer marketing solution to be used by all Harley-Davidson dealerships worldwide for any and all marketing and promotional materials. |
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Create a "one stop shop" for dealers to obtain marketing materials and control costs for all H-D promotions and campaigns, including custom advertisements, imagery, video, TV and radio spots. |
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Create an environment that promotes idea sharing and discussion between dealers in order to maximize marketing success and brand awareness. |
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Develop a custom content management system to allow Harley-Davidson to manage all site content, including campaign and promotional materials in real-time and on-demand, cutting down significant turnaround time on launching new content via manual updates to the website. |
The Dealer Marketing Engine (DME), built on the Merge Framework™, answered these challenges and more, quickly becoming the marketing g-to resource for dealerships worldwide.
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Provides a visual user experience that lives and breathes the Harley-Davidson brand, and that presents content in a usable, rich interactive manner that promotes site usage and makes launching promotions for dealerships an easy and cost effective experience. |
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Tools included an Ad Builder, Digital Asset Management/ Image Library, Comprehensive Campaign Management, Online Ordering, Promotional Kits and more. |
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This Ad Planner allows dealers to customize corporate approved print and web materials to their specific needs with dynamic rules based publishing. |
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Dealerships worldwide can discuss and share best practices and campaign feedback instantly. Sections such as "From the Field" focus on sales performance and dealership marketing, and includes dialog on increasing in-store traffic, motivation of sales teams, reaching out to various audiences, social media and more. |