6-Month Plan: Harley Davidson (DS MA)

Note: You may have to adjust this slightly if August occurs during the 6-month plan as new units are released in August

Month: 1

Overview: Top 3 Family Nurture Tracks

PlayType: Nurture Campaign

Why do we need this: Identifying which Harley-Davidson® family a user is interested in helps us target future email communications and tailor our message to a user’s specific interests. We will first focus on the top 3 families carried by your dealership.

How will we accomplish: We will create a series of emails focused on your top three families featuring information on picking the perfect unit, where to ride in your geographical area, and an exclusive test ride offer. Family-specific content will dynamically generate based on the user’s identified interests.

Month: 2

Overview: Remaining Family Nurture Track

PlayType: Nurture Campaign

Why do we need this: To make sure we’re nurturing all possible leads, we will focus on creating the nurture emails and dynamic content for the families not covered last month.

How will we accomplish: We will create a series of emails focused on the remaining Harley-Davidson families featuring information on picking the perfect unit, where to ride in your geographical area, and an exclusive test ride offer. Family-specific content will dynamically generate based on the user’s identified interests.

Month: 3

Overview: Post-Sale Nurture Track

PlayType: Nurture Campaign

Why do we need this: Post-sale follow-ups keep your dealership at top of mind when searching for parts, service, and future vehicle purchases.

How will we accomplish: We will create a 3-4 email series covering recommended parts, service reminders, and trade-in reminders. We will create a workflow for this campaign.

Month: 4

Overview: Feedback Campaign

PlayType: Rate and Review request

Why do we need this: Word of mouth is one of the most important types of advertising and your online reputation is more important than ever. Hearing from verified customers about their experience would not only benefit future customers but increase your overall online.

How will we accomplish: Using purchase data, we will set up a workflow that emails a customer encouraging the customers to fill out a review and detail their experience working with your dealership.

Month: 5

Overview: Used Bike Nurture Campaign

PlayType: Nurture Campaign

Why do we need this: Not every lead is interested in or willing to purchase a brand-new bike. We have the ability to determine which leads might be better suited to purchase a pre-owned bike.

How will we accomplish: We will create a series of emails sent to users identified in used units. These emails will feature your used inventory, info on purchasing a used bike, and an offer to schedule a test ride to encourage users to come into the dealership.

Month: 6 (if no new bikes released)

Overview: A/B Test and Campaign Optimization

PlayType: Campaign Optimization

Why do we need this: Now that we’ve had a few campaigns running for at least three months, it’s a good time to take a look at the campaign performance and look for opportunities to optimize and target the campaigns.

How will we accomplish: We will look at your nurture and informational campaigns to determine their effectiveness and look for opportunities

Month: NEW BIKE RELEASES IN AUGUST

Overview: New Bike Features

PlayType: Informational Campaign

Why do we need this: This time of year, new products and bikes are hitting the showroom floor. Letting your leads know about these new bikes is a good way to get them back to the site and excited about purchasing a brand new Harley-Davidson Motorcycle.

How will we accomplish: This will be set up as a newsletter and workflow combo where we will design a newsletter outlining all the new features. Based on the user's interaction with that email, we will segment and nurture those leads that have shown interest.