Gender Marketing encounters, interview n°10

HARLEY-DAVIDSON Interview
With Isabelle Zammit, Marketing and Communication Manager – female segment
16th February 2012

Agence L / Womenology
You are Marketing and Communication Manager, specifically for the female market; is this a new position at Harley-Davidson?

Isabelle Zammit
Harley-Davidson has always been interested in women, they make up a real part of the brand’s DNA and history. It was in 1907 that a Harley-Davidson motorcycle was first ridden by a woman. Nowadays, more and more women who are looking for action-packed activities take an interest in motorcycles, they want to give them a go, and they come to a dealership or bike show because they feel that Harley-Davidson is a brand that’s adapted to who they are.

Harley-Davidson simply wants to accompany women in a concrete way. It’s an open brand that endorses fun for all people. It’s this respect for an individual’s rhythm that appeals the most to women.

To understand our female audience properly, we launched a national study with the IPSOS market research company. We wanted to understand women’s aspirations with regards to motorcycles, as well as their perception of our brand.
Among other things, we noticed that a lot of women don’t know Harley-Davidson and think that we only have one type of motorcycle. In reality, we have over 35 models in our range which are customisable for all body shapes and types of riding.

Our role is to introduce them to our universe and show them that they’re welcome at Harley-Davidson.

Agence L / Womenology
What’s the typical profile of the Harley woman?

Isabelle Zammit
There’s no typical profile. We have riders of all ages, mums, single women, women whose partners either do or don’t ride a Harley-Davidson. What hits you about what they have in common is that they’re all in the midst of the action and yet lead very busy lives as women.

Agence L / Womenology
Can you tell us about the “Ladies of Harley”?

Isabelle Zammit
We have the H.O.G (Harley Owners Group) which is an association of customers, bringing together more than a million members throughout the world. The H.O.G is made up of Chapters, the aims of which are to organise trips, parties and events to keep the community of Harley-Davidson customers alive. Each Chapter is animated by a small group of volunteer customers, in which you’ll find a director, a treasurer, a secretary… and a “Lady of Harley”, who will organise activities that are more specifically aimed at women.

Agence L / Womenology
Do women feel reluctant to enter a Harley-Davidson dealership?

Isabelle Zammit
Our IPSOS study showed that women actually don’t feel very comfortable in dealerships, including car dealerships, and that’s regardless of the brand. This is why we’re focusing a lot of attention on the reception in dealerships by putting particular emphasis on the advice given.
The aesthetic aspect is an important factor for women but they are also particularly attentive to safety. We obviously have female sales assistants and managers in our dealerships but what’s more important to women is to be given advice by a competent person who listens to them and understands their concerns. As indeed is also the case for men who are fussier about the technical details or the engine.
Beyond these factors, what’s really interesting is that Harley has the same message for both markets: Harley doesn’t sell motorcycles, it sells an experience. There are therefore no bikes for men and bikes for women.

Agence L / Womenology
Who are women mostly influenced by when it comes to purchasing a motorcycle?

Isabelle Zammit
Behind a woman who rides a motorcycle, there’s often a man! At the age of 20, having a biker father or brother will have an influence. At 40, the decision to get a motorcycle licence or to get back behind the handlebars of a bike they neglected when they had children, for example, is motivated by the desire for freedom and thrills. But they simultaneously want to maintain their femininity and share the road with their partner.
It’s also a reason why we associate men with women in our communications and approach.
However, it should be noted that women also have a big influence on men. Very often, they come to the dealership together to choose their bike and the woman will have her say on it! Riding a Harley-Davidson equals a lot of trips out as a couple during weekends, holidays… Women spend a lot of time on bikes, even as passengers, and they value their comfort…

Agence L / Womenology
Do you communicate differently towards men and women?

Isabelle Zammit
Our brand’s messages are based on experience… of life, of freedom, of a dream. These notions speak to both men and women equally.
Given that women are an integral part of the Harley-Davidson community, there isn’t a systematic need to split the message. For example, we have operations that are common to both genders. We recently launched a big online game (www.jouer-avec-Harley-Davidson.com) that adapts the visuals and texts according to one’s gender.
However, it’s clear that women are less concerned by the world of motorcycles, our wish is therefore to go and meet them. The difference will, more often than not, be based on the choice of communication channels.
This is why we chose to be very active in female networks. For example, we sponsored the 10-year anniversary of the HEC au Féminin association and Connecting Women, the gender equality and diversity forum.
We’ve also established partnerships with motorcycle schools whose instructors are very educational and who provide lower motorcycles which are more suitable for women.
Our wish is simply to work on an enriching image of women and motorbikes.

Agence L / Womenology
What other things are you involved in relating to the female market?

Isabelle Zammit
We’ve just launched a “Pour Elle” (For Her) section on our Harley-Davidson.fr website which is dedicated to women. It contains information on motorbike licences, the choice of bike, accessories, the “Ladies of Harley” and testimonies from our female customers about their travels by bike. Even though this dedicated space has its own message, it fits in perfectly with the overall position of the Harley-Davidson brand.
Our dealerships also organise evenings for women only. For these occasions, they can discover the world of Harley-Davidson, meet women who are in the process of obtaining their licences and get involved in specific workshops.
We also work with the “Ladies of Harley” in order to better meet the expectations of our female clients. This year, during the Port Grimaud European Rally, women will be honoured. The parade will be opened by female bikers and there will also be a technical workshop where they can develop their knowledge about bikes and ask our experts questions. But given that women, either bikers or passengers, want to remain feminine whatever the occasion, we also have the pleasure of welcoming them to a Make Up For Ever workshop. They will be able to learn all the techniques for a long-lasting look that will withstand any tests.

Agence L / Womenology
Have you measured the impact of all these actions on your market?

Isabelle Zammit
In 2011, sales increased by 30%. We’re market leader for +650cc bikes with a 28% share of the market in January 2012, plus sales at the start of the year had doubled in relation to 2012. The results are therefore very encouraging. I think that this trend will be confirmed over time – during the many encounters I have with women from all walks of life, I realise just how much of an aspiration motorbikes are for many of them and we’re delighted to be able to accompany them in bringing this project to life.

Agence L / Womenology
Merci

Contact Agence L : Marie-Estelle Wittersheim / mewittersheim@agencel.fr
Contact aufeminin.com / Womenology: Benjamin Smadja / benjamin.smadja@aufeminin.com
Website of the agency : Agence L

Lire aussi :

1. Gender Marketing encounters, interview n°5
2. Gender Marketing encounters, interview n°9
3. Gender Marketing encounters, interview n°3
4. Gender Marketing encounters, interview n°2
5. Gender Marketing encounters, interview n°4

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