Since the 1920’s Harley-Davidson, America’s extremely macho motorcycle brand, has realized that focusing on women delivers the best to everyone.
There is a disconnect between how marketers view women and women’s perceptions of themselves. Most women feel advertisers don’t understand them and this has something to do with the fact that creative departments within companies are dominated by men. It is so easy to put women’s ‘needs’ data through a male filter and get it wrong. One of Harley’s communications managers is female, Amanda Lee.
Looking at what women want, you will see they are demanding more out of brands. They want companies to reach out to them, keep in touch, and come up with a tailored marketing campaign towards them. A brilliant way of incorporating these needs is in an informative website. Harley has a website dedicated to women. Thousands of women are interested in riding but do not know where to start; the internet is where they are going to look for further information. Harley’s website does not disappoint; it is educational and inspirational for all types of women.
Social Media is a productive way to reach out to women; fifty-two percent of women “friend” a brand they like on Facebook. Harley-Davidson is using social media to promote realistic female riders in its communications. You see a lot of real women in Harley’s marketing — and it comes off authentic. These women are not just the stereotypical ‘biker chick;’ a butch woman or a supermodel. The company is building awareness of its women riders, and women are responding positively.
Women have control of their own finances and have more spending influence than men. Before expert marketers even realized focusing advertising on women was an impressive idea, Harley knew they had to gear marketing efforts towards women because they are such a profitable segment. If you meet the needs of these women, you will exceed those of men. All in all, Harley-Davidson does it right!