what can bikers teach us about communities?
Sure, Harley-Davidson sells motorcycles, parts, and clothing, but what they really sell is an experience. In fact, their product is not unlike that offered by Disney World who invented the whole experience paradigm.
Harley’s marketing objectives include extending the experience they sell even further into their customer’s lives. The part of the customer’s life that isn’t easily identified as part of the experience: the living room.
They did so by creating an on-line community, complete with profiles and pictures of themselves, communities, and the ability to add friends. Harley friends can login and collaborate with each other by performing brand relevant tasks like sharing maps for road trips, exchanging parts information, or sharing pics from their latest rally.
Its a fairly profound accomplishment. Through their community, Harley has been able to extend their experience product from the garage into intimate and private space of the living room.
