By Doris Weber and Mark Jorgensen
It has been an interesting month for
Harley-Davidson enthusiasts. There has been a
series of articles detailing the reduction of
touring bike production and the of HD workforce.
Harley has rolled out a multitude of urban and
cruiser models in pursuit of a changing
marketplace. They are recognizing that one of the
most under-served customer demographics is women.
Data supports the marketing shift as their
previous primary market of white males over 50 is
dwindling. Harley is strategically positioning
their marketing communication and product lines to
attract more females to their brand. The message
being conveyed is "empowerment" of
women and building their confidence to ride.
We in marketing are asking does ABATE of Wisconsin
approach beginner and accomplished women riders in
an empowering/supportive way so that they join?
Our organization has many strong confident female
members, one of which is co-authoring this
article. But what is the percentage of female to
male members within our organization? Could we do
a better job of connecting with the growing
population of female riders? We know many
accomplished women (years of experience/miles)
that will not consider joining ABATE as it is
"an old boys club". From their
perspective it is a reality. So how is ABATE
perceived by the female riding population? These
are questions we should ask our current female
members and non-members. What do we do well and
where can we improve when recruiting from the
female population? Constructive criticism is not a
bad but necessary thing. Consider discussing this
at your regional meetings and/or ask female
stakeholders their thoughts and let us know.
In closing, many regions have completed their
recruitment activities for 2017. Congratulations
on your successes and thank you for all your hard
work for ABATE. Please have your regional rep
for the promotional
items (including the pop-up tent) for your planned
2018 events. Till then ride safe and ride free!
Weber, Doris, and Mark Jorgensen. "Marketing Report." ABATE of Wisconsin Newsletter Oct. 2017.