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Harley-Davidson

Loyalty Programme Saves Iconic Brand

13/10/2011

Harley-Davidson is the brand that captured the American spirit of freedom and rugged individualism like no other. But if you think its customers have always been loyal, you’re wrong. It very nearly died not so long ago. But just at the point of no return, it came roaring back, tougher and stronger than ever. On Thursday 13th October, Clyde Fessler told Ireland's top direct marketers how he did it.

Clyde Fessler wowed and inspired
As Harley-Davidson’s former Vice President of Business Development, Clyde Fessler could see Japanese competitors outperforming Harley in terms of price, performance and innovation. Something had to be done – and Clyde did it. He created such a genuine sense of community amongst Harley-Davidson owners that hundreds of thousands happily pay $45 a year to join H.O.G, the Harley Owners Group®.

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Michelle Russell, Axa Insurance, Sinéad Ní Ghaora, Dialogue Marketing, Louise Cronje, An Post.

Eibhin Eviston, An Post, Amie Peters, An Post, Clyde Fessler, Fiona Heffernan, An Post.

Clyde Fessler

Morwenna Rice & Laura Wall, both Drury PR.

Jason Byrne, An Post, Ger Nolan, Dialogue, Gary McLoughlin, Dialogue.

Paula Thomas, O2 Treats Team, Susan McNulty, DM Consultancy, Nora Duggan, Modus Link.

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