Harley-Davidson is working on collecting data to better develop brand engagement activities with the objective of engaging with a younger audience. According to reports, the American motorcycle brand has tasked OA Experiential to collect data at various motorcycling events, to try to better understand the demographics of the attendees and to market more effectively. The idea behind this move is ostensibly that the better Harley-Davidson understands the people interested in motorcycles, and specifically Harley bikes, the easier it will be to sell and build bikes these people want to ride.
It is a novel way of preparing for the future, more specifically to millennial customers, even as the motorcycle industry globally is going through a slowdown. And instead of just building bikes which follow current trends, the research and accompanying data will help Harley-Davidson make informed decisions, and hopefully building itself into a company ready for the modern world. The data collection will take place when a person attends an event, like the popular X-Games. Another company called Meshh will actually undertake the data collection, and will determine how much time individuals spend at an event or event at a particular display, and if he or she returns to the display more than once.
Needless to say, this whole effort will likely involve a considerably big budget and expenditure. Harley-Davidson has a tough path ahead as the company prepares to introduce new motorcycles in different segments and genres as it tries to attract new riders into the Harley-Davidson family. Globally, Harley-Davidson is going through a slowdown in sales, and while experiential events and communities like the Harley Owners Group have played an important role in Harley's marketing efforts, it will be another challenge to bring newer, and younger riders into the Harley-Davidson family. So far, there's been no official communication from Harley-Davidson on this latest enterprise, but Meshh has come out with statements confirming that a test case was indeed carried out at the X-Games in Aspen, Colorado.
And the initiative apparently helped Harley-Davidson analyse how people are engaging with the brand, whether it is showcasing Harley-Davidson's new electric bikes such as the LiveWire, or to identify clear commercial opportunities in key areas.