RSG

In This Issue2 SRI - Explained 4 Retail Focus - Tools for Every Department

10-11 DME Template Builder 14 P.O.P. Merchandising & Installation

20 A Look Ahead

SEASONAL RETAIL INTEGRATION FOCUSHOLIDAYEncourage holiday shopper traffic

November December

Vehicle Sales

General Merchandise

H-D1™ Parts & Accessories

Authorized Service

Authorized Rentals

Rider’s Edge® New Rider Course

Experiential Events

110TH, Street Bob®, HCC

Holiday Collection

Gift-giving

Accessory Installation

Give the Gift of Riding

Give the Gift of Riding

Black Friday, Men’s & Ladies’ Nights, H.O.G.®/V.I.P. and Photos with Santa

Retail Success • Holiday 2012 32 Retail Success • Holiday 2012

MARKETING COMMUNICATIONSOUR NATIONAL STRATEGY The theme of the National Holiday campaign is “Liberate the Holidays” meant to drive customer interest and traffic of H-D® owners and their loved ones to shop Harley-Davidson® for freedom from the same old gifts. Our goal is to increase the number of H-D® owner households that shop for holiday gifts at their local dealer by 10% compared to last year while maintaining current average purchase levels.

To reinforce that Harley-Davidson® is THE brand to give and H-D® dealers are THE place to shop for the best holiday gifts, the National campaign will target millions of H-D® owners, passengers and intenders and drive them to visit their Harley® dealer and give what their loved ones really want, Harley-Davidson®.

OUR RETAIL fOcUS The holiday SRI campaign aligns the closest with the National strategy than any previous SRI campaign. This will help your store leverage all the attention the National strategy will receive.

More than 40 million impressions will be delivered from online paid media and print ads in top magazines that reach H-D® enthusiasts with the goal of driving them to H-D.com to find a holiday event near them. Be sure to post your store’s event information to take full advantage of this increased web traffic.

The Motor Company is also mailing gift guides and creating National messaging encouraging consumers to visit their nearest H-D® dealer. Retailers, likewise, will be involved in holiday messaging by promoting holiday events through social media to some four million H-D® Facebook fans and Twitters followers.

The campaign theme — LIBERATE THE HOLIDAYS — has been built to create interest and excitement with the new line of

SEASONAL RETAILINTEGRATION PROGRAM-SRI

The Seasonal Retail Integration (SRI) program is designed specifically for Harley-Davidson® dealers and dedicated to driving immediate retail results. The SRI campaigns are both focused and integrated to provide you with cost-effective, turnkey, easy-to-execute marketing materials for your entire store. Best of all these tools are available 45 days in advance, allowing you the time you need to develop an effective marketing plan.

YOUR STORE. YOUR VOICE.Seasonal Retail Integration gives you more sales power while preserving the individual feel of your dealership. Showcase the uniqueness of your dealership through focused departmental and local messages. This program offers you the freedom and flexibility to do just that. Use the DME templates and resources to create custom messages specific to your dealership and remain consistent with the seasonal look and feel of your P.O.P. assets.

DEDICATED TO PROVIDING YOU WITh IMMEDIATE RETAIL RESULTSWe continue to ask for your feedback through surveys, webinars and field reports to build the program to better meet your needs. Here are a few samples from the latest voice of the dealer surveys:

You Said:

• We need more event ideas and general templates for events

• We need more consistency between National and Local marketing efforts

• We need more marketing assistance and communication of the overall marketing efforts

We Listened:

• We need more event ideas and general templates for events

• We need more consistency between National and Local marketing efforts

• We need more marketing assistance and communication of the overall marketing efforts

The success of this program is hinged on your participation and feedback. Together we can be best-in-class retail marketers.

Sincerely,

Your Harley-Davidson® North American Marketing Team

HOLIDAY P&A AND GM MEDIA PLANDIGITAL RUN DATES IMPRESSIONS

PRINT

Motorcycle.com NADA (KBBMotorcycleUSAMSNYahooAudience On DemandFacebookSearch

11/1 - 12/2411/1 - 12/2411/1 - 12/2411/1 - 12/2411/1 - 12/2411/1 - 12/2411/1 - 12/2411/1 - 12/2411/1 - 12/24

HOG

830,1612,476,7801,500,0001,779,3592,380,9526,302,5216,666,6671,170,000

N/A

750,000

ADDITIONAL Ad Serving N/A11/1 - 12/24

DECEMBER ISSUE (ON-SALE PAGE)


GETtING ThE WORD OUTWith the natural excitement around the Holidays, this is a perfect time to attract traffic to your store and give your customers a reason to come to your dealership. Be sure to post your events to reinforce National’s strategy of pushing consumers to visit H-D.com to find an H-D® dealer holiday event nearest them.

NEW TO P.O.P.: We’ve included a customizable calendar in your P.O.P. kits to help you promote the holiday events at your store. Here are a few ideas on how you can bring core and new customers into your store.

We know that each dealership has their own unique events, so we created customizable event decals on the DME for you to print and customize for your calendar.

Calendar Decals: Be sure to place calendar in banner stand fixture prior to applying lug ons. Since they stick out from the board to add a 3D effect, they will not to fit if you apply them to the board before.

Consider hosting a Garage Party™ and Boot Camp in November and/or December. Attach a holiday spin to these events by making them both an educational and a shopping experience for attendees.

The holiday season is the perfect time to introduce new people to everything Harley-Davidson®. They don’t have to be a rider to enjoy the Harley® lifestyle. Plus, they will find great gifts for everyone on their list.

• Host a fashion show to showcase the great selection of MotorClothes® Apparel and General Merchandise.

• Hold a raffle or prize drawing where customers fill out their information for lead capture. Participating dealers, consider giving away a Rider’s Edge® New Rider Course gift certificate.

PhOTOS WITh SANTANothing brings Holiday cheer quite like Santa Claus, especially with our Harley-Davidson® twist. Take this old standard and make it exciting and new with your own dealer flair and set the stage to maximize Holiday Shopping.

Use the assets on the DME to invite customers to your store for the time honored tradition of “photos with Santa”. Encourage them to bring the kids and the rest of the family. While they are waiting on their photo with Santa, they can browse the store and stock up on their holiday shopping needs.

• Have a staff member dress up like Santa or hire an outside person for the role. Make it even better - hire a few other people to dress up like elves and Mrs. Claus.

• Hire a local photographer for professional photos.

• Offer refreshments during the event.

• Consider using a sign in sheet to capture each customer’s information and ask if they want to receive an email with their photo(s) and/or if they give permission for their photos to be uploaded to your dealership’s Facebook page. Assign an employee to email customers their photo(s) if requested.

• If a customer allows, upload photos to Facebook and encourage customers to like your page to view and tag the photos as well as share with their friends.

• Promote this event on your calendar included in your P.O.P. kits, on your website, e-newsletter and social media outlets and encourage appointments to avoid chaos during the times Santa will be on-site. Also, print out flyers using the templates on the DME to hand out as bag stuffers.

ExPERIENTIAL EVENTSplan. promote. profit.Winter or not, there’s no better holiday gift than a brand new Harley-Davidson® motorcycle. So why not give ’em what they really want? Encourage your customers to buy a loved one (or possibly themselves) that truly once in a lifetime gift. Be sure to make your customers aware that the bike of their dreams is only a brief consultation away.

BLACK FRIDAYBlack Friday is the nation’s busiest retail holiday of the year. Position your dealership as a one-stop Holiday shopping destination for riders and non-riders alike. Your dealership will not only have what your customers want, but will also offer a breath of fresh air from the hustle and bustle of the holidays and the chaos associated with shopping malls.

Many shoppers who have never stepped foot inside a Harley-Davidson® dealership are not aware of the wide array of gift ideas you carry. Encourage customers to liberate the holidays and break free from the norm by shopping Harley-Davidson®.

• Consider offering a free breakfast or coffee and bagels.

• Hold hourly raffles and door prizes to keep customers at your store longer.

• Hire a band or DJ to have music playing that differentiates your dealership from all other Black Friday stores.

• Consider opening your store early to capture the traffic of early Black Friday shoppers.

• Contact the business or assignment editor of your local newspaper or TV station to cover this event. Reporters and photographers are always covering Black Friday events and seemingly head to the same electronic and big box stores each year. Give them something different to think about and get some free publicity with no cost in return.

• Create a display of great gift ideas under $25 or $50 for price conscious shoppers.

• Promote this event on your calendar included in your P.O.P. kits, on your website, e-newsletter and social media outlets. Also, print out flyers using the templates on the DME to hand out as bag stuffers. This is a great event to put out to the masses via radio, TV or direct mail if budget allows.

MEN’S & LADIES’ NIGhTS OUTSince the holidays are a busy time for everyone, host a Men’s Night Out and Ladies’ Night Out event to give your customers a break from the hassle. This event should be framed as a shopping night where your staff can provide one-on-one assistance to your customers for their shopping needs. This is a great opportunity to highlight your dealership and the products and services you offer.

Use the assets on the DME to invite men and women to your store for an exclusive shopping event just for them. Encourage them to bring a non-riding friend.

• Hold a raffle or prize drawing where customers fill out their information for lead capture.

• Offer refreshments during the event or partner with a local restaurant to cater the event.


• Create a display of the top ten selling gift ideas for men

and women.

• Offer free gift wrapping.

• Reinforce the value and excitement of the gift with purchase.

• Push gift cards as the perfect gift.

• Have an H-D1™ consultant do a customization demonstration using specially outfitted bikes.

• Provide part numbers for easy shopping.

• Promote this event on your calendar included in your P.O.P. kits, on your website, e-newsletter and social media outlets. Also, print out flyers using the templates on the DME to hand out as bag stuffers. Add an RSVP element to be able to track how many attendees you need to provide refreshments for.

h.O.G.® & V.I.P. ShOPPING NIGhTS As always we want to help dealers create external evangelists for your community by leveraging your local H.O.G.® Chapter members and/or V.I.P. customers. These customers spend the most money in your dealership so make them feel special by hosting a private shopping event just for them.

Part of the intrinsic value of being a local H.O.G®. Chapter member is the perception of “insider status” with their home dealership. The same should hold true for your most loyal customers.

Use the assets on the DME to invite your H.O.G®. and/or V.I.P. customers to your store for this exclusive shopping event. The tools provided are meant to act as invitation-only and are not for the masses.

• Offer refreshments during the event or partner with a local restaurant to cater the event.


• Reinforce the value and excitement of the gift with purchase.

• Introduce the P&A customization options and have an H-D1™ consultant do a customization demonstration using specially outfitted bikes.

• Provide part numbers for easy shopping.

• Showcase the new 2013 models including the 110th Limited Editions as the “ultimate gift” and encourage trades.

• Promote this event on your calendar included in your P.O.P. kits, on your H.O.G.® Chapter’s website, in your H.O.G.® Chapter’s newsletter and via e-blast and/or direct mail to just these customers.


FREE GIFT WITh PURChASEThis Commemorative Limited Edition 110th Anniversary Tin with Harley-Davidson Museum® Membership is a $75 Value – Free with a Qualifying $300 Purchase.

TimefRame: November 1 – December 24

TaRgeTed demogRapHicS: Core & Intenders

maRkeTing SuppoRT: DME & P.O.P. Materials

deLiveRY daTe:

Harley-Davidson Museum® membership ranks high on every H-D® enthusiast’s wish list, regardless of where they live. This is their free access to the inner circle of Harley-Davidson®. Even if your customers don’t make the pilgrimage to Milwaukee during the 110th Anniversary year, they are able to experience exclusive benefits and content online, 24 hours/day from wherever they live. This free gift will deepen their relationship with the Harley-Davidson brand and the Harley-Davidson Museum®.

Participating dealers are encouraged to use this gift as an up-sell opportunity for customers in your store making purchases. Inform them they can gift it or keep it for themselves.

• Create a display using the P.O.P. assets included in your kits to create awareness.

• Place easels on cashier counters throughout your dealership. Each kit comes with (3) easels to display the tin gift with purchase.

• Encourage cashiers and frontline staff to inform customers of the free gift during engagement or at the time of purchase. Every customer during each transaction should be made aware.

VEhICLESWinter or not, there’s no better holiday gift than a brand new Harley-Davidson® motorcycle. So why not give ’em what they really want? Encourage your customers to buy a loved one (or possibly themselves) that truly once in a lifetime gift. Be sure to make your customers aware that the bike of their dreams is only a brief consultation away.

Help shoppers find the bike that’s best for them by showcasing the arrival of new bikes including the 110th Limited Editions, the Hard Candy Custom™ models and the entire 2013 line-up.

• Continue to push test rides. Vehicle sales closing rates increase by 30% from customers who take a test ride.

• Get more butts on seats. Keep your JUMPSTART™ revving during this naturally busy time.

• Consider offering a dealer funded finance offer of no payments until spring (or 90 days) to help reduce the fear of customers buying a bike during off season when they won’t be able to ride for a few months and the fear of spending too much money during the holidays.

Major unit sales are the lifeblood of your business. Don’t miss out on the opportunity to sell more units during a normally high-traffic time of year.

GENERAL MERChANDISEThe holiday shopping season results in increased traffic and gift purchases making this time of year one of the best-selling quarters with higher than average sell-through rates on MotorClothes® items. As gift-givers shop for the Harley-Davidson® enthusiast on their list, be aware that they may not be familiar with H-D® and all the different products offered. Liberate the holiday shoppers who have grown weary of fighting crowds and darting to mall after mall to stand in lines.

This quarter focuses on the seasonal Holiday Collection. The men’s line takes on a vintage feel with bold colorblock varsity styling and elements of Military influence while the women’s collection is a season of contrasts where cozy casual meets Holiday glam.

We have provided you with tools to deliver an enhanced marketing focus on the limited quantities and time frame of the seasonal products to create a stronger sense of urgency to the consumer. Use the assets in your P.O.P. kits and from the DME to position your dealership as your customer’s one-stop-shop for everything Holiday.

• Highlight the wide array of gifts available for the holiday season during your events.

• Create product displays using the wide array of top-selling products that make great gift ideas.

PARTS & ACCESSORIES Since the strategy for the holiday season is to increase purchases by H-D® owner households, these customers are already introduced to the lifestyle. Give them reasons to expand on it for themselves or their loved ones.

The holiday season presents a perfect time to encourage customers to buy parts and accessories for riders on their list. While each and every part is a personal representation for a rider, encourage customers to purchase a gift card to be applied towards parts and accessories. This will bring the receiving individual back into the store and you’ll have the opportunity to upsell them while they are spending their gift card.

• Be sure to take full advantage of the motorcycle Custom Coverage Program. Using the two-year warranty as a selling tool should be leveraged by every dealership.

• Display a factory-customized bike on your showroom floor to

doWnLoad THe aSSeTS HeReH-dnet > dealer marketing engine > calendar & SRi assets >Holiday


AUThORIZED SERVICE The Holiday SRI campaign continues to reinforce the fact that Harley-Davidson® Authorized Service is the best-equipped, best-prepared and most qualified to assist in your customers’ transformations.

For those of you who are in their slow season, the holidays are the perfect time to remind customers this is the chance for them to service and transform their bike so they never have to worry about down time come riding season.

•

• Encourage your customers to bring their part and accessory “wish list” to the dealership and have Authorized Service assist in the transformation of their motorcycle.

• Continue to leverage the Service Handbook on the DME to help position your service department’s technicians as the only qualified individuals that should perform work on a customer’s bike.

Take advantage of the many bikes that will be off the roads this

winter! Use the assets included in your P.O.P. kits and available on the DME to drive service business to your dealership.

RIDER’S EDGE® NEW RIDER COURSE This quarter’s SRI focus for Rider’s Edge® is “Give the Gift of Riding” with a Rider’s Edge® New Rider Course gift certificate. For customers who are already introduced to the riding lifestyle, this is the perfect gift to get their loved ones riding too. While riding may not be at the top of mind for most of the country during this time

of year, this gift will get customers eager for spring.

Liberate the holidays by offering freedom from the same old gifts. Participating dealers are encouraged to use the assets available on the DME and found in their P.O.P. kits to push a Rider’s Edge® New Rider Course gift certificate as the perfect gift this holiday season.

AUThORIZED RENTALS Use the natural down time of the season to encourage your customers to give an Authorized Rentals gift certificate. This will keep their loved ones looking forward to spring when they can hop on a Harley-Davidson® motorcycle and enjoy the freedom of the open road that’s been missing all winter.

This is the perfect gift for every rider. Winter and the holidays can be a stressful time, but this is an opportunity to showcase Authorized Rentals as a means of escape. They can look forward to spring, get away from the stress and the daily grind, or just try something new.

Participating dealers are encouraged to use the assets available on the DME and found in their P.O.P. kits to push Authorized Rentals gift certificates as the perfect gift this holiday season.

• Download and print the gift certificates from the DME and

keep them stocked at all cashiers.

• Inform your entire frontline staff of the gift certificates. Make sure they fill in the amount, write in your dealership name and sign their name to make the gift certificate valid.

• Apply the Rentals door cling included in your P.O.P. kits to a secondary entrance or a service entrance. The “Liberate the Holidays” door cling should be used at your main entrance.

DME TEMPLATE BUILDER WITh ENhANCED CUSTOMIZATION OPTIONS

The examples show you how you can use the DME to easily create marketing messages geared at driving traffic.

WANT A PRE-MADE AD?opTion 1Choose from the available ad options on the DME to easily cre-ate your marketing pieces. We have provided each department with a default image, headline, and sub copy for your conve-nience. Use the recommended CTA’s provided or write your own. Each ad template incorporates the Holiday theme and is backed with the strategy to drive traffic and sales.

*These pre-designed templates have all been approved by MAP/PAM.

WANT MORE FLExIBILITY?opTion 2Use the general templates on the DME and build your own customized ad. This option allows you to upload your own im-ages, write your own copy and create your own offers while still keeping the same look and feel as the SRI campaign.

*If you write your own copy, be sure to submit all ads for MAP/PAM approval.

WANT TOTAL CUSTOMIZATION?option 3For dealers who would like full control of your designs, we make the design files available for download on the DME. This allows you to manipulate the marketing materials in a variety of ways using Adobe PhotoShop®. You have the ability to change the images and copy as well as add your dealer-ship’s branded elements such as fonts, backgrounds, etc. to make the marketing materials best represent your store and your local culture while staying in theme with the campaign. *If you write your own copy, be sure to submit all ads for MAP/PAM approval.

HeadLine

Default •

offer areaDefault•

Alternateoptions•

SuB-copY

•Default

imaGe area

•Default

HeadLine

Writeyourown•

offer area

Writeyourown•

SuB-copY

•Writeyourown

imaGe area

•Uploadyourown

HEADLINE

•Writeyourown• Use your own fonts

SUB-COPY

•Writeyourown•Useyourownfonts

IMAGE AREA

•Uploadyourown

OFFER AREA

•Writeyourown•Useyourownfonts

option 3 Requirements:adobe photoshop® cS3 or higher

did you know photoshop® qualifies for co-op reimbursement?contact co-op Headquarters at 800-842-0347 for more information.

*MAP/PAM: Please make sure to submit all modified ads to

CREATE ADS BASED ON YOUR OWN SPECIFICATIONS


The Holiday SRi campaign includes a comprehensive collection of tools to leverage national H-d® marketing efforts, provide focus and allow you to activate locally. This campaign consists of three key elements to help you personalize marketing assets and make the most impact at your dealership:

1. DEALER MARKETING ENGINE AD PACKAGE (DME) 2. P.O.P. KIT 3. SIGN SHOP TEMPLATES

1. deaLeR maRkeTing engine (dme) USAGE – OUTBOUND MARKETING MESSAGING

The Holiday SRi dme assets shown below provide advertising resources with the same level of focus but offers you the flexibility you need to customize and meet the needs of your marketing plan. enhanced customization options shown on pages 10-11 allow you to adapt and provide separation from the competition, focus on specific inventory or target specific customers. use these tools to help you drive more traffic and generate more sales.

RETAIL CAMPAIGN

paRTS & acceSSoRieS - Boom!™ aUDio auTHoRiZed SeRvice

geneRaL meRcHandiSe - HoLidaY coLLecTionveHicLe SaLeS - Hcc™/ /Street BoB™//110TH LimiTed ediTionS

riDer’S eDGe® neW RideR couRSe auTHoRiZed RenTaLS

evenT - pHoToS WiTH SanTa evenT - BLack fRidaY

evenT - H.o.g.®/ v.i.p. SHopping nigHT evenT - men’S nigHT ouT

evenT - LadieS’ nigHT ouT gifT WiTH puRcHaSe

caLendaR decaLS

muLTi-caTegoRY eBLaST

e-newsletters are the quickest and most cost-effective way to get your message out to your customer base. With our “plug and play” custom template we make it easier than ever to highlight multiple gifts available at your dealership. Highlight gifts in all price ranges, from bikes and leather jackets to coffee mugs and key chains. create “his” and “her” specific ads to give customers ideas for everyone on their list.

NEW TO DME: We’ve included a customizable calendar with event decals in your P.O.P. kit to help you promote holiday events at your store.

Don’t see an event your having at your store? Use the downloadable template on the DME to build your own specific event decals.


RETAIL CAMPAIGN

p.o.p. impoRTanT daTeS: acTion ReQuiRed___________________________________________________________________________________________

p.o.p. kit delivery: october 15-19, 2012p.o.p. install: november 1, 2012See pages 16-17 for merchandising installationgift With purchase p.o.p. Tear down: december 24, 2012p.o.p. kit Tear down: January 1, 2013

(1) 22” X 38” Banner (2 Sided, Different Art, H-D1™ Factory Customization)(1) 22” X 38” Banner (2 Sided, Same Art, Hard Candy Custom™)(1) 22.25” X 28” Poster (2 Sided, Same Art)(6) 5” X 7” Handlebar Signs (2 Sided, Same Art)

veHicLe SaLeS

need more handlebar clips? Order them directly:Carlson JPM Store FixturesPart # 7064$1.17 each with a 10% H-D® dealer discount

diana Johnson800-388-8043 [email protected]

geneRaL meRcHandiSe - HoLidaY coLLecTion

paRTS & acceSSoRieS - H-d1™ cuSTomiZaTion

(1) 22.25” X 28” Poster (2 Sided, Same Art, Men’s)(1) 22.25” X 28” Poster (2 Sided, Same Art, Women’s)(1) 10” X 48” Floor Fixture Banner (2 Sided, Different Art, Men’s)(1) 10” X 48” Floor Fixture Banner (2 Sided, Different Art, Women’s)(4) 7” X 5” Promo Cards (2 Sided, Same Art, General)(4) 7” X 5” Promo Cards (2 Sided, Same Art, 110th)

(1) 17” X 11” Counter Mat Insert(1) 10” X 48” Floor Fixture Banner (2 Sided, Same Art)(1) 22.25” X 28” Poster (2 Sided, Same Art)(6) 7” X 5” Promo Cards (3 Versions, 2 Sided, Same Art)

auTHoRiZed SeRvice

(1) 17” X 11” Counter Mat Insert(1) 22.25” X 28” Poster (2 Sided, Same Art)

gifT WiTH puRcHaSe

auTHoRiZed RenTaLS

riDer’S eDGe® neW RideR couRSe

(1) 22.25” X 28” Poster (2 Sided, Same Art)(6) 5” X 7” Promo Cards (2 Sided, Same Art)(1) 17” X 11” Counter Mat Insert(3) Tin Display Easels (Not Shown)

(1) 22.25” X 28” Poster (2 Sided, Same Art)(1) 24” X 8” Door Cling (2 Sided, Same Art)(6) 5” X 7” Promo Cards (2 Sided, Same Art)

(1) 22.25” X 28” Poster (2 Sided, Same Art)(6) 5” X 7” Promo Cards (2 Sided, Same Art)

2. poinT of puRcHaSe kiT (p.o.p.)USAGE – IN-STORE MARKETING MESSAGING

Your in-store environment provides tremendous opportunity to highlight targeted product and service marketing messages. The point of purchase kit shown below provides a unified look and feel, focuses on key messages, refreshes the look of the retail environment and provides a cohesive retail experience for consumers. introduce the Holiday campaign to your customers in every area of your dealership.

3. Sign SHop TempLaTeSUSAGE – IN-STORE MARKETING MESSAGING

complete your Holiday retail campaign’s marketing messaging by replacing sign holders on all your in-store product fixtures.

Accessible through the DME.

geneRaL HoLidaY

(1) 22.25” X 28” Calendar (2 Sided, Different Art)(20) 2.25” X 1.75”Event Decals (1 Sided)(1) 24” X 8” Door Cling (2 Sided, Same Art)


ReTaiL THemeTraffic naturally flows during the holiday season. Take the time to make sure your dealership is presented well. Transform your store to enhance your customers’ purchasing experience and drive sales. follow the merchandising installation guide instructions listed here to assist you in pulling together key collections and retail displays using the assets provided in your p.o.p. kit. These instructions provide an optimal retail approach to your fall campaign efforts. Refer to the showroom diagram on page 19 for suggested P.O.P. implementation.

p.o.p. iTem TooLS To uSe HoW To impLemenT

P.O.P. MERChANDISING& INSTALLATION GUIDE


Adjustable Signholder Part # 97900032

veHicLe SaLeS - 22.25” X 28” poSTeR (2 Sided, Same art)

= RefeR To SHoWRoom fLooR diagRam (page 21)

Place counter mat insert in counter mat and place on the General Merchandise counter to encourage customers to take a test ride on a new model (counter mat provided in Q1 SRI kit).

Place poster in the sign holder and display in your MotorClothes® department to increase awareness about the new Fall Collection and 110TH Anniversary Collection.

geneRaL meRcHandiSe - HoLidaY coLLecTion 22.25” X 28” poSTeRS (2 versions, 2 Sided, Same art)



geneRaL meRcHandiSe - HoLidaY coLLecTion/110TH 7” X 5” pRomo caRdS (2 versions, 2 Sided, Same art)

MCW

Place promo cards in the 7” X 5” sign holder on the H-D® branded “I”, “T”, or “H” floor fixture to promote the new collections.

noT SHoWn on SHoWRoom fLooR diagRam

7” X 5” signholder for H-D® branded “I,” “T,” or “H” metal mesh floor fixture


MCM

geneRaL meRcHandiSe (2 Sided/different art)/paRTS & acceSSoRieS (2 Sided, Same art) 10” X 48” fLooR fiXTuRe BanneRS


Place the H-D® branded “I” or “T” floor fixture front and forward in your MotorClothes® department area to create an impactful display of your Fall Collection.

MCM

P&A

MCW

H-D® branded “I” or “T” slatwall floor fixture using a 12” claw bracket

gifT WiTH puRcHaSe - 22.25” X 28” poSTeR (2 Sided, Same art)Place the door cling on prominent, high-traffic door or window to increase awareness of the new model launch.


geneRaL HoLidaY - 24” X 8” dooR cLing (2 Sided, Same art)Place the door cling on prominent, high-traffic door or window to increase awareness of the new model launch.Smoothing Object


Place banners in signholders and display on your showroom floor along with a display of motorcycles.

Place 5” X 7” handlebar signs in handlebar clips and display on bikes throughout your showroom floor or in the acrylic sign holders on sales desks.

gifT WiTH puRcHaSe - 17” X 11” counTeR maT inSeRT

gifT WiTH puRcHaSe - eaSeL STand (2 parts)



Place poster in signholder and display on your showroom floor along with a display of motorcycles.

gifT WiTH puRcHaSe - 7” X 5” pRomo caRdS (2 Sided, Same art)



Place banners in signholders and display on your showroom floor along with a display of motorcycles.

veHicLe SaLeS - H-d1™ facToRY cuSTomiZaTion (2 Sided, different art) & HaRd candY cuSTom™ (2 Sided, Same art)


N/A

H-D1

HCC

Place 5” X 7” handlebar signs in handlebar clips and display on bikes throughout your showroom floor or in the acrylic sign holders on sales desks.

veHicLe SaLeS - 5” X 7” HandLeBaR SignS (2 Sided, different art)


OR

Place poster in signholder and display on your showroom floor along with a display of motorcycles.

geneRaL HoLidaY - 22.25” X 28” caLendaR poSTeR (2 Sided, Same art) & evenT decaLS



CAL

VS

GWP

GWP

GWP



This generic showroom floor plan represents ideal placement of each of the Fall P.O.P. assets. Ensure key products are front and forward in their respective departments with updated Fall campaign fixture sign holders used to draw atten-tion to new products. As suggested earlier in this guide, we suggest using your posters and/or banners to create multi-department vignettes around Hard Candy Custom™ and 110th Anniversary motorcycles, products and gear.

Use the handlebar clips provided in your Spring and Summer P.O.P. kits. Replace with accompanying signage to call more attention to bikes in your vehicle sales area promoting test rides, customization and Authorized Rentals (if applicable).

***Please remove all outdated P.O.P. materials including your Summer and H-D1™ P.O.P. Kit components that you received in January of 2011. This includes posters, banners, paint & display boards, etc. ***

consider how one department can help promote sales in another at your store.

eXampLeS:

•MostcustomersshoppingforP&Aownamotorcycle.Consider adding service marketing messaging in your P&A department.

•Mostcustomersservicingtheirmotorcycleswillbeunabletoride. Consider adding test ride messages in your service department.

P.O.P. IMPLEMENTATION

Entry

- KEY -

Handlebar Clips

Counter Mat

22.25” X 28” Signholder

22” X 38” Banner

24” X 8” Door Cling

GWP Easel Stand

10” X 48” Floor Fixture

General Merchandise

Parts Counter

Service

GWP

P&A

MCW

MCM

SVC

P&A

SVC

MCW

P&A

HCC

MCM

HCC

110

HCC

GWP


SVC

P&A

Place Authorized Rentals poster in your Rider Services department or in a high traffic area of your store to increase awareness about your Rentals Department. Place the Rider’s Edge® poster in your classroom to encourage students to continue their riding journey.

riDer’S eDGe® & auTHoRiZed RenTaLS - 22.25” X 28” poSTeRS (2 Sided, Same art)


Place 5” X 7” promo cards in the acrylic sign holders and display throughout your dealership. Place 5” X 7” handlebar signs in handlebar clips and display on bikes that are part of your rental fleet to increase awareness about your Authorized Rentals department and encourage

riDer’S eDGe® & auTHoRiZed RenTaLS - 5” X 7” pRomo caRdS (2 Sided, Same art)


auTHoRiZed RenTaLS - 24” X 8” dooR cLing (2 Sided, Same art)Place door clings on prominent, high-traffic door or window to increase awareness of your Authorized Rentals department and encourage customers to rent a new model.

Smoothing Object


OR


Place counter mat insert in counter mat and place on the Parts counter to encourage customers to customize their bikes (counter mat provided in Q1 SRI kit).

Place counter mat insert in counter mat and place on the Parts counter to encourage customers to customize their bikes (counter mat provided in Q1 SRI kit).

paRTS & acceSSoRieS 7” X 5” pRomo caRdS (3 versions, 2 Sided, Same art)

paRTS & acceSSoRieS & SeRvice 17” X 11” counTeR maT inSeRTS

= RefeR To SHoWRoom fLooR diagRam (page 21)SVC

P&A



paRTS & acceSSoRieS & SeRvice - 22.25” X 28” poSTeRS (2 Sided, Same art)


Place 5” X 7” handlebar signs in handlebar clips and display on bikes throughout your showroom floor or in the acrylic sign holders to increase awareness of customization options.


SUPPORTThe Seasonal Retail integration program has an abundance of no-cost marketing tools and solutions available for your use. We also encourage you to utilize the useful support information available on the dealer marketing engine (dme). To learn more on ways to better leverage the marketing tools within this campaign, including planning, customizing ad materials, deployment tactics and more, please join us for one of the following webinars:

To register, visit the fall Seasonal assets page of the dme.•Tuesday,August281:00-2:00pm(CentralTime)•Thursday,August301:00-2:00pm(CentralTime)

dealer principals, general managers, marketing personnel and any other team members interested in marketingare encouraged to attend!

Should you need additional assistance, please contact:

Michael Spaeth Marketing - Retail Integration [email protected] 414-343-7441

optional marKetinG SUpportTake Your marketing To The next Level

Parr Moto, agency partner to Harley-Davidson Motor Company®, provides a subscription-based service for dealers interested in improving marketing performance and sales results. The Dealer Marketing System (DMS) is a comprehensive program that provides Harley-Davidson® dealers’ marketing personnel real-time access to retail marketing tools, solutions and live support to conduct more effective marketing and better leverage sales opportunities for their dealership.

Components of the system include: •Directsalesdriversforalldepartments •Turn-keyeventsandpromotionideas •Step-by-stepmarketingexecutionguides •Planning&scoringtools •Personalsupport&guidance

For more information and to schedule a personal webinar contact:

Bill Taylor - Managing Partner Dana Parr - Vice President/Operations [email protected] [email protected] 866-772-1381 ext. 230 866-772-1381 ext. 225

*The dealer marketing System is approved for co-op reimbursement.

©2012 H-D, Harley, Harley-Davidson and the Bar & Shield logo are among the trademarks of H-D Michigan, LLC.Please recycle. Certain items in the POP kit are recyclable and have been labeled with

logo. Recycling programs for these items may not exist in all areas.

RSG

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Transcript of RSG