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You've
got a Harley Too
The
28 August 2003 edition of the Zeitgeist e-Zine
It’s
an exciting week in the Heartland.
It’s being called “The Ride Home.” Harley-Davidson’s
100th Anniversary Celebration in Milwaukee.
It’s Labor Day Weekend 2003…and there’s not a hotel
room to be found for 100 miles in all directions.
I had time to ponder this cultural phenomenon yesterday as I returned
by car from an assignment in Illinois. I was working with a DMO that
was struggling to find its “hook.” Like many destinations,
its diversity of product and experience was complicating the process.
But as I drove back to my home, I was surrounded by an incredible
experience. Harley enthusiasts from every walk of life were making a
pilgrimage to mecca…and the interstate was overflowing with bikes.
As I made my way back to Wisconsin, I waved and offered thumbs up to
riders from around the world. At a truck stop, I met the faithful from
New Jersey, California, Tennessee and Arizona. I welcomed visitors that
brought their hogs from New Zealand and Great Britain. And, as I watched
them ride the wide open spaces of the Great Midwest, I wondered what
their impression was of the Illinois and Wisconsin countryside. Were
they as awed as I was when I toured the Cotswolds? I hope so…
Nobody has created a culture as rabid as Harley. And, while the world
has icon-ized this product that was left for dead in the 70s, it’s
just a motorcycle! There are lots of motorcycles out there. Motorcycles
are a commodity! And yet, people from all over the world are flocking
to Milwaukee this weekend to connect with the mothership.
Of course, we all know it’s not just another motorcycle. It’s
a brand that resonates.
But, herein lies the point…you have one too. Sure Milwaukee is
the home to Harley-Davidson. But they’re not the only hometown
of an attractive and compelling product icon.
Chances are, your community is home to a product that has an excitable
following, too. Not as big or fanatical as Harley’s, but a following
just the same. In Fort
Wayne, it’s Vera
Bradley. In Madison,
it’s Pleasant
Company. In Lynchburg, it’s Jack
Daniels.
And in your destination? Look for companies that have or are building
a relationship with their customers. While it may not be as large as
Harley’s, it’s a relationship that could very well develop
into overnight stays if the DMO and the company work together to communicate
the experience that awaits a product enthusiast.
After all, Harley didn’t set out to make Milwaukee a visitor mecca.
Drawing visitors to Milwaukee was the farthest thing from Bill Harley’s
and Arthur Davidson’s minds in 1903. But Milwaukee is a visitor
mecca this weekend because Harley has customers that are converts to
the cause.
What about your town? Look for those companies that have a faithful
following. And then, find ways to invite those customers to town to
touch the temple. Even if it’s a company that has a rabid following
of 100, that’s 100 people that may never have considered visiting
your destination…but would come in a heartbeat to touch their
favorite product.
Today’s travelers are searching for unique and real. The companies
in your town are just that.
Find the connection. Build the relationship. Welcome the faithful.
And have a great weekend,
Bill Geist
Wanna comment on this or other topics. E-mail Bill at bg@Zgeist.com.
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