Marketing

Marketing Abate
By Doris Weber & Mark Jorgensen 

Marketing is a fluid discipline. The targets are continuously in flux and the tools to achieve success are always being revised. Evidence for this hypothesis is around us in our everyday lives. From the food we buy, to the motorcycle we ride, we are targeted by specific messaging and supporting visuals. All via an emotional appeal to our wants and needs.

Marketers are scrambling to connect to new generations of buyers that have an entirely different perspective on life. Harley -Davidson for example has introduced a series of Street model bikes with 500/750 engines for a large population of urban riders that will likely never ride outside a metropolitan area. Rumor is that Harley will be introducing a third trike model for a quickly aging baby boomer group that wants to continue to ride in their later years. Trikes are also very popular with the female population that seeks the adventure of motorcycling. It should not surprise many when Harley shrinks the touring group of bikes to make room for those models that are selling and in demand by new riders and/or changing lifestyles.

The marketing committee has reached out to influencers of the population of riders that ABATE of Wisconsin has yet attracted as members. There is a central theme in the intel collected on the younger generations suggests that "they don't want to be told what to do". Does this sound familiar? Is this not what drove the founders of ABATE of Wisconsin to create our organization back in 1974? This message is in our name: A Brotherhood Against Totalitarian Enactments! Yes, we don't want to be told how to ride our motorcycles (obviously within the constraints of traffic laws).

The marketing committee will develop messaging with visual accompaniment to share this core value and describe what we mean about totalitarian enactments. In essence flaunt our fight to protect our freedom to ride. Because we do not want to be told what to do! It's a mindset that ABATE shares with younger generations, they just don't know it .It is time to "get loud" about our mission to not accept the status quo.

As always, your thoughts are welcome at mailto:marketing@abatewis.org .


Jorgensen, Doris Weber & Mark. "Marketing Abate." ABATE of Wisconsin Newsletter May. 2017.

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