Embarrassing Questions for BMW Motorrad Canada about charitable donation for demo rides

 

I hoped to test ride a BMW motorcycle but received confusing messages from BMW Canada. I found their request for a charitable donation combined with their no-receipt policy strange.

I reviewed the BMW Canada website, called the dealer rep and read the email from the BMW Canada marketing rep. There were some holes in their story and the messages didn’t ring true -which raised the followings questions for BMW Motorrad Canada.

(This is part two of this BMW Motorcycle Demo Ride review. Click here to read partone.)

Questions for BMW Motorrad Canada about Charitable Donations

Purpose, Policy and Procedure

Why do you charge a fee to test ride your motorcycles? What’s the real purpose?

Do you also charge for a test ride of your automobiles? If not, why the different practices?

If a person buys a motorcycle after a test ride, will their test-ride fee be refunded?

The Myth of the Charitable Donation

Why do you call the fee a charitable donation?

Your practice and the email from your marketing rep suggest otherwise.

Are you aware that a charitable donation is normally recognized with a charitable receipt?

Why do you believe that a fee to test ride your product is similar to a hospital selling lottery tickets?

Fee to Ride

If it’s not a donation it must be a fee for service. Why not call it what it is?

Why do you not issue a receipt for the money collected? Is that normal practice at your dealerships? What else don’t they issue receipts for?

Do you accept payment by cheque, debit or credit card? The dealer rep emphasized cash payment. As we all know cash is harder to trace.

Official Charity Recognition

Is your intended charity aware of your fundraising? How are you working together? Is there a link on their website to accept donation for your ride?

Did you ask them to provide official charity receipts?

Why was there no link from your site to the charity website to make it easier for people to donate?

The Money Trail

When there are no receipts issued how do we know where the money goes?

Is the money received recorded as taxable income by the local dealer or BMW Canada?

What is the difference between the money paid by demo riders, the amount reported by the dealer, the amount reported received by BMW Canada and the actual amount submitted to the charity? Those are four different transactions.

How much of the money donated by riders is used for coffee, refreshments and other promotional activity (as suggested in the email from your marketing rep)?

When and how are those numbers reported to all the parties involved? Who can I contact for that financial report? Are the numbers from last year available yet?

Who gets credit for the donation?

If an individual gives you money why doesn’t the individual get credit for his/her donation?

Your website states that you donate on behalf of your dealers. What does that mean? Do the dealers each receive a charitable receipt?

Does BMW Canada claim the charitable donation against their income tax?

That might appear to be a lot of questions. When something doesn’t smell right it raises questions. The stranger the smell – the more questions.

Here’s that email from the marketing rep at BMW Canada

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“Hello Gentlemen,

Just to clarify the test ride donations, the reason we do not give receipts is because you are receiving something in exchange for the donations.  In this case you are getting a ride on a new motorcycle and also lunch or a refreshment.  It is just like if you buy a hospital lottery ticket, no receipts because you are getting the chance to win something.  If you donate directly to the COC then yes you can get a receipt because you are not getting anything in return for the donation.

Our test ride program is not set up for you to donate directly to the COC and then to show us a receipt.

If you are interested in riding a new BMW, please follow the regulations we have set up.  We pool all the money collected during our rides and donate it on behalf of the Motorrad retailers at the end of the season and make an announcement on the total when done.”

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Here’s the text from the BMW-Motorrad.ca Website

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All riders must arrive at least 15 mins prior to your scheduled ride time in order to:

• Complete the Test Ride Waiver
• Pay your charitable donation
• Participate in the Rider’s Meeting
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Click here to read part one of the BMW Demo Ride charitable donation issue.

What other questions spring to mind? Add them below.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing  
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

 

BMW Motorcycle Demo rides – charity donation - a sad tale

I’m a motorcycle rider. Last year I was delighted to discover “Motorcycle Demo Ride Days”. That means that anyone with a valid motorcycle license could test ride the newest bikes at a local motorcycle dealer. I visited events at six motorcycle brands and created a shortlist of bikes that I’d never considered but now must have.

Try-before-you-buy is a simple yet powerful marketing technique based on the principle that if you give them a free taste and they like it - they’ll want more.

How it Works

The manufacturer or national distributor trucks a dozen or so of their newest models around the country to dealers. The local dealer hosts the event, manages the logistics and even provides refreshments. And it’s all free with no obligation or high pressure sales pitch.

BMW Motorrad

This year I searched online for more demo rides. Near the top of my wish list was BMW. I had visited the BMW Museum in Munich, Germany decades ago and have long dreamed of owning and riding a BMW motorcycle.

I was excited to uncover a BMW demo ride at a local dealer. And yes, I had to “uncover” it because there was no mention on the local dealer website or their Facebook page and only one mention on the national site. The national site listed an email to contact for more information.

Charitable Donation?

Riding a BMW motorcycle wasn’t free. The website stated “for a small charitable donation you receive a lengthy ride on a variety of roads that are chosen to highlight the unique qualities of a BMW motorcycle…”

That sounded reasonable and I was willing to donate to the charity in order to ride a BMW motorcycle.

When I called the local dealer I heard that, “It’s $25 for a ride”. He sounded like a side-show barker. I asked him, “Will I get a charity receipt for my donation?”  He replied, “No. We picked $25 because a receipt isn’t required under $30. We don’t want to deal with the paperwork.”

His comments sounded strange so I checked the website of Canada Olympic Foundation – which was the charity. That site stated that a “charitable receipt was automatically generated for a donation of $10 or more”. I emailed that information to the dealer rep and asked “If I make my donation directly to the Canada Olympic Foundation online and bring my receipt – would that be okay?”. The dealer rep didn’t apologize or explain the discrepancy between that fact and his “under $30” statement. He simply forwarded my question to the BMW Canada marketing rep who responded…

------------

“Hello Gentlemen,

Just to clarify the test ride donations, the reason we do not give receipts is because you are receiving something in exchange for the donations.  In this case you are getting a ride on a new motorcycle and also lunch or a refreshment.  It is just like if you buy a hospital lottery ticket,  no receipts because you are getting the chance to win something.  If you donate directly to the COC then yes you can get a receipt because you are not getting anything in return for the donation.

Our test ride program is not set up for you to donate directly to the COC and then to show us a receipt.

If you are interested in riding a new BMW, please follow the regulations we have set up.  We pool all the money collected during our rides and donate it on behalf of the Motorrad retailers at the end of the season and make an announcement on the total when done.”

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Is this the Way to Build Trust?

This email raises several questions which I list and discuss on another post. The first discrepancy is that BMW Motorrad Canada seems to be using their own definition of the word “donation”. This so-called donation looks like a fee for service. The second curiosity is the refusal to give a receipt for the money they receive. Apparently some of that money collected might be donated to a charity by BMW Canada.

I decided not to attend the BMW demo motorcycle ride because I believe that the BMW people were misleading at best. If you’re a stickler for the truth you might consider those statements lies.

The feeling of being deceived tarnished the shine of BMW motorcycles. The local dealer was either misinformed or misleading. The message from the national office was misleading.

If one deceives (or lies) about a simple thing as “charitable donation” you might wonder what other deceptions (or lies) have they, and will they tell?

This experience did not build trust with me – which is an important part of inviting prospects into your store to examine your products.

Scratch

Buying and riding a motorcycle has little to do with logic. It’s all about the feeling. One of those feelings is trust. Normally I’d be writing about the riding experience but the experience before the ride turned me off so I canceled my ride.

I’ve scratched BMW motorcycles off my wish list.

Read the next post for the questions this strange promotion raised – or should raise.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing  
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter
 

You Only Need to be Slightly Better than the Competition

On a Sunday motorcycle ride my bike suffered a flat tire. I wasn’t hurt and the bike wasn’t damaged. Fortunately I was close to a mall. The Canadian Tire store in that mall wasn’t able to repair the flat but the service manager allowed me to store my bike in the shop over the weekend. That was an unexpected friendly gesture. Storing the bike inside was much better than leaving the bike in the parking lot over the weekend.

On Monday I started calling motorcycle shops to arrange pick up and repair. I was surprised at the responses.

The first shop was less than a mile from the Canadian Tire store. The person who answered the phone said,

 “Nah, I’m booked solid and everyone’s screaming for their bike. I have to turn you down. I don’t want your business.”

Wow. That was a brutal rejection that I didn’t expect. I won’t call them again and I can only imagine why people might be screaming.

The second shop was closest to my home. The person responded with,  

“I’m busy today. Call me tomorrow.”

I wondered, “Why can’t you take my call now? Why should I call you back tomorrow?”

By the time I called the third shop my expectations were greatly diminished. The person said, “I can pick it up tomorrow.”

Wow! That sounded promising. Tomorrow was the best promise I’d heard so far. Then he added that he might not examine the bike until Thursday. The bike might not be available until Saturday. That was the best promise yet. I told him that I’m a weekend rider so Saturday or Sunday was good.

A Few Questions

Why were the people at the first two shops so negative? Why did no one ask me about my expectations? Is that a symptom of the industry or simply bad retail service?

Tuesday morning I waited for the service truck at the arranged time. Fifteen minutes after the scheduled pick-up time I called the shop to check the status. The shop person didn’t apologize for the lateness. Instead she said that the truck should be there soon. The person picking up my bike was 30 minutes late. He didn’t apologize either.

It looks like there is room for motorcycle shops to improve their attitude and customer service. Naturally attitude and customer service have much in common.

It’s curious that the friendliest person was the service manager at the Canadian Tire store. He had no immediate gain from me. They don’t repair motorcycles nor do they sell motorcycle accessories. They specialize in automotive, house and garden.

I will remember the snubs and the kind gesture.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

You Need to be Slightly Better than the Competition

On a weekend motorcycle ride my bike suffered a flat tire. I wasn’t hurt and the bike wasn’t damaged. Fortunately I was close to a mall. The Canadian Tire store in that mall wasn’t able to repair the flat but the service manager allowed me to store my bike in the shop over the weekend. That was an unexpected friendly gesture. Storing the bike inside was much better than leaving the bike in the parking lot over the weekend.

On Monday I started calling motorcycle shops to arrange pick up and repair. I was surprised at the responses.

The first shop was less than a mile from the Canadian Tire store. The person who answered the phone said, “Nah, I’m booked solid and everyone’s screaming for their bike. I have to turn you down. I don’t want your business.”

Wow. That was a rejection that I didn’t expect. I won’t call them again and I can only imagine why people might be screaming.

The second shop was closest to my home. The person responded with, “I’m busy today. Call me tomorrow.”

I wondered, “Why can’t you take my call now? Why should I call you back?”

By the time I called the third shop my expectations were greatly diminished. The person said, “I can pick it up tomorrow.”

Wow! That sounded promising. Tomorrow was the best promise I’d heard so far. Then he added that he might not examine the bike until Thursday. The bike might not be available until Saturday. That was the best promise yet as I told him I am a weekend rider so Saturday or Sunday was good.

A Few Questions

Why were the first two shops so negative? Why did no one ask me about my expectations? Is that a symptom of the industry or simply bad retail service?

Tuesday morning I waited for the service truck at the arranged time. Fifteen minutes after the scheduled pick-up time I called the shop to check the status. The shop person didn’t apologize for the lateness. Instead she said that the truck should be there soon. The person picking up my bike was 30 minutes late. He didn’t apologize either.

Looks like there is a lot of room to improve customer service in the motorcycle business.

It’s curious that the friendliest person was the service manager at the Canadian Tire store. Too bad that they don't fix motorcycle tires.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Marketing Lessons from Port Dover Friday 13

It’s Friday 13.
For Port Dover, a normally sleepy cottage and fishing village on the North shore of Lake Erie, Friday 13 is a bonanza. “Unlucky” Friday 13 has become the luckiest day for the businesses of Port Dover. It’s like the typical retailers’ Christmas & Boxing sales rolled into one.

Every Friday 13, depending on the time of the year and the weather, thousands or tens of thousands of people visit Port Dover to celebrate Friday 13. Because this is a sunny August 13, there might be over 100,000 celebrants on the streets of Port Dover. The population of Port Dover is 6,000.

Most of these pilgrims arrive by motorcycle. The streets become transformed into miles of parking lots for lines of thousands of motorcycles.

And these motorcycle riders bring and spend money – lots of it. They buy food, drink, accommodation and souvenirs. These are your weekend warrior motorcyclists. There are accountants, managers, entrepreneurs, retirees, mechanics, doctors, lawyers, teachers, administrators, executives, production workers, electricians, plumbers, truck drivers, politicians…

You get the picture. Good customers with money to spend looking for an experience. They just happen to ride and like motorcycles.


What can marketers learn from this phenomenon?

One Person Had an Idea And Made Phone Calls
This event started by chance in 1981 when 25 motorcycle riding friends got together at the Commercial Hotel in Port Dover for a few beers on November, Friday 13. They decided to meet again on the next Friday 13. Perhaps the beer influenced their enthusiasm for more. They had no other agenda. They were just friends getting together.

People Tell Friends About Good Experiences
The next meet there were more, then more again. The original organizer promoted the event around his network. He did this before FaceBook, Twitter and blogs. Friends told motorcycle riding friends about Friday 13 in Port Dover. At some point the event attracted the media. That captured more attention. The event hit what bestselling author Malcolm Gladwell calls the “Tipping Point”. It went viral. Almost nothing can stop it now.

The Date is Memorable
Friday 13 was already notorious because of the superstition associated with that date and the corresponding fear known as triskaidekaphobia. The string of “Friday the 13th” movies helped to anchor that date in people’s minds.

The superstition around the date might even have appealed to motorcycle riders because they know that they are fighting the odds against cars and trucks every time they are on the road. I think that there is a rebel in every motorcycle rider.

Controversy Grabs Attention
Motorcycles are controversial. Some people hate them. Some love them. Motorcyclists might be considered undesirables in some places. Think motorcycles and it’s easy to think about the criminal gangs – the one percenters - Hells Angles, Satan’s Choice and Outlaws. The date “Friday 13” is controversial. You can imagine that at some point the town council, business owners and residents of Port Dover had some controversial meetings about what to do about this event – “should they allow it or ban it?”


Marketing Lessons

Look at new ideas. Don’t discount the source of the idea or the lack of immediate profitability.

The best marketing is word of mouth. Look for under-satisfied communities. A community could be a group of people with a common interest, joy and/or pain.

It might take awhile for it to hit the tipping point and catch fire. If it’s a good idea and the conditions are right you will have a winner.

People want a unique experience. Give them that and they will reward you. They’ll buy, they buy again and they tell their friends.

Grab attention with controversy. Take a position. Embrace the rebels and you will have loyal fans. Be prepared to alienate dissenters.


George Torok
Marketing Author & Expert
Business Speaker

Cycle City Declares Bankruptcy

Cycle City in Burlington declares bankruptcy

My motorcycle dealer is bankrupt. The notice in the newspaper screamed that message and announced the two-day bankruptcy sale. By “my” dealer I mean the one where I bought my motorcycle.

Naturally I was unhappy to read that news because now I would have to look elsewhere for motorcycle service. My bike is a Suzuki and Cycle City was the only Suzuki dealer in Burlington.

I attended the bankruptcy sale and noticed that there were some real deals on motorcycle clothing and accessories. I picked up a $40 manual for $10. The bikes were already gone.

A lot of bargain hunters were picking up deals. I noticed one of the owners behind the part's counter dispensing friendly advice to a customer. At least he didn’t seem bitter about his failed business venture.

While browsing about the store I heard at least one person comment on the bankruptcy that “it was a sign of the times.” I couldn’t help but wonder what this bankruptcy might be really a sign of.


Here are some of the random thoughts that occurred to me.

When a business fails in tough times – the people responsible absolve themselves of responsibility and blame their failure on the economy. Yet they claimed responsibility for their growth in a growing economy. Why were they so smart in a growing market and so blameless in a declining market? GM, Ford and Chrysler demonstrate this “not my fault’ syndrome well.

The current owners bought the business less than two years ago. I believe that it was a father and son team. After the previous owner ran the business for over 20 years which included some bad times why did it fail now? Did the new owners pay too much for the business? Were they qualified to run this type of business? What assumptions did they make that blindsided them? What part of the business did they neglect?

The fastest growing segment of motorcycle buyers is the aging baby boomers. These are folks who have grown their own business or career. They have money to treat themselves. Their children have probably left the nest and the mortgage is manageable or nonexistent. If they want a motorcycle they will buy one. If they are downsizing their expectations then they are more likely to buy a Suzuki instead of a more expensive Harley Davidson.

I bought my motorcycle from Cycle City in Burlington more than three years ago. I have never received a communication from them. That includes the previous owner as well as the “current owners”. They did not remind me to come in for my spring tune-up or winter storage program. They never invited me to their open houses or demo ride days. Why did they not realize that their greatest asset is their database of customers? When the new owners started – a note, email or phone call would have made me feel important. But none of that happened.

As a midlife renewed motorcycle owner I was aware of gaps in my motorcycle knowledge, so I asked clarifying questions when I bought accessories. The parts manager at Cycle City was annoyingly sarcastic when I asked him to explain the benefits of the special oil. Customer service can make or kill your business. I wonder how many other customers that parts manager pissed off.

I wondered if the new owners of Cycle City understood the changing nature of their business. Did they really know what business they were in? The answer is not “motorcycles”. Nobody buys a motorcycle because they need it. They buy because they want it. And the competition for your customers’ money is not necessarily other motorcycle dealers.

Even if sales of new motorcycles were declining – that would not kill the business. In the business of selling rolling stock – automotive, motorcycles and farm equipment – there are two ways to make profit. That is the sale of used goods and the sale of service. Those are the profit generators in these types of business. Competition for new goods is so competitive that little profit is made on that. The value is in the customer database. What else can you sell them?

What other programs, events or value did they offer to the clients on their database? Judging from what I received from them – none. Smart business owners offer their clients extra value – value that the competition hasn’t even thought about yet.

Cycle City used to have a pretty good website. It was especially good for their listing of used bikes. But lately I can't even find it when searching on Google. And the new owners didn't seem to upgrade the web presence. If you're new - we expect you to offer something new. Imagine if they posted a YouTube video every month.

I’m sorry to witness the bankruptcy of Cycle City in Burlington. But let’s be real. It’s not about the economy. Businesses fail because of mistakes by the business owners. Some learn from their mistakes. The rest of us can learn from the mistakes of others.


George Torok
Motorcycle Rider
Marketing Expert
Motivational Business Speaker

Tom Cruise getting Ducati superbike

There is an important marketing lesson about getting media coverage in this recent news item about the new Ducati superbike.

Below is a copy of the news as reported on Yahoo News. If you Google "Tom Cruise Ducati" you will find the same item almost word-for-word from several other news sources. What does that tell you? That the news release aka press release was used word-for-word. It's not often that your news release gets used exactly as is because the media try to improve on it and add their own slant to your news. In this case the Ducati media relationships people did such a good job of their news releases that the media used it as is.

Read the news below and notice what Ducati did so well - and how you as a marketer can learn from this successful example.


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Tom Cruise getting Ducati superbike


BEVERLY HILLS, Calif. - Tom Cruise is the first on the list to get Ducati's newest motorcycle — a $72,500 superbike bristling with titanium, magnesium and carbon fiber technology that can scoot up to 200 mph.

Cruise is scheduled to take delivery of the Desmosedici RR at Beverly Hills Ducati this week. Only 1,500 of the red-and-white Moto GP racing replica motorcycles will be made and Cruise gets the first.

Michael Lock, chief of Cupertino-based Ducati North America, said the Desmosedici RR "is the impossible dream — made possible."
"We are delighted to be able to deliver the world's first production unit here in the USA to Tom Cruise, who is a well-known Ducati enthusiast," Lock said in a statement.

------------


The Media-Relations Lesson

Lead with the biggest story and in this case, Tom Cruise is a bigger story than Ducati. Ducati launching a new big is news to Ducati owners and fans and owners and fans of other makes of superbikes. And even fans and owners of other bikes might be interested to know about a $72,000 bike that can go 200 miles per hour. However the biggest audience is people who like or adore Tom Cruise. Many of these people don't even care about motorcycles but they want to read about almost anything that Tom Cruise does.

This is the win-win outcome. The media publishes a story that their readers want and Ducati gets the coverage both inside and outside of their market.

Notice too that the photo that accompanies each of these articles is of Tom Cruise. Not the Ducati, not even Tom Cruise near a motorcycle.

The big mistake would have been to write a news release that starts with "Ducati is pleased to announce..."

And yet that is the way that too many marketers write their news release.

So, tip of the hat to Ducati media relations people on a job very well done.

Here's another thing for you to think about. Do you think that Tom Cruise asked to be first? Of course not - why would he care. And do you think that Tom Cruise paid for this $72,000 bike? Of course not. I wonder how much Ducati paid Cruise over and above the value of the Ducati.

If you are launching a new product and you want publicity how will you tie it to a bigger story? Remember when Microsoft launched Windows 95 they used the Rolling Stones song "Start me Up" as the theme song

PS: I posted the photo of the Ducati here - because I would rather look at that than Tom Cruise.

PPS: If you want to see Tom Cruise photos click here

How to write your news release click here.

More tips on grabbing media exposure click here


George Torok
Marketing Expert and Author
Marketing Speaker
George Torok in the media

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Tom Cruise 1st in line to snag Ducati superbike - Autos- msnbc.com
29 Jan 2008 ... Tom Cruise is the first on the list to get Ducati's newest motorcycle — a $72500 superbike bristling with titanium, magnesium and carbon fiber technology

Tom Cruise Gets a Pricey Ducati - Luxist
With only 1500 of these primo bikes produced, he'll be part of an elite group of motorcycle enthusiasts and Ducati collectors. Now Cruise will have the ..

Top Celebrity News Stories for Wednesday Jan. 30, 2008 Donald ...
Sugar Bits — Tom Cruise Gets First Ducati Superbike ... Tom Cruise will be the first customer to receive the new $72500 Ducati "superbike,"

Valleywag: The Tom Cruise Ducati bike
This is the Ducati superbike that Hollywood star Tom Cruise will become the first person in the world to own.

Port Dover & Friday 13th

Port Dover – Viral Marketing

Port Dover & Friday 13th. What image does that stir up in your mind? Port Dover, Ontario is a sleepy little cottage town on the northern shores of Lake Erie.

If you are a motorcycle rider then you might know that Port Dover is the place to be on Friday the 13th. This week Friday the 13th falls on July 13, 2007. Port Dover expects to receive up to 100,000 visitors. Many of them will arrive on motorcycles. Some will stay for the day and many will stay for a few days. For the town of Port Dover that means a huge influx of business. There is an important marketing lesson in this.

Port Dover used to be a sleepy little fishing village on Lake Erie. Lake Erie Perch makes a delicious meal. Port Dover still has a small fishing industry. When you are in Port Dover you might eat at the Arbor which is famous for its foot long hotdogs and fries. (The fries are not a foot long.)

How did this Port Dover Friday the 13th thing start?

From Wikipedia
“Since 1981, there has been a tradition of motorcycle enthusiasts gathering in the town of Port Dover on Friday the 13th. Chris Simons and approximately 25 friends, through word of mouth, got together at the Commercial Hotel, now known as Angelos of Dover. It was in November and it was Friday the 13th. They decided they should do it every Friday the 13th. On May 13, 2005, an estimated 75,000 bikers and spectators crammed into Port Dover.”

This is a great example of viral marketing in action. Because a group of 25 motorcycle riders got together on Friday the 13th in 1981 a tradition has blossomed. Twenty-five blossomed into tens of thousands. That’s how viral marketing works. Word of mouth and it takes time. Predictions are for 100,000 visitors this Friday 13th in Port Dover.

I often advise my clients to claim one day of the year for their annual promotion. This is even better because Port Dover claims Friday the 13th which comes up two or three times a year.

George Torok
Marketing Expert
Motorcycle rider
Port Dover Friday 13

Brand Harley Davidson

Brand Harley Davidson

Read the mission statement of Harley Davidson, the motorcycle company.

Mission
“We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.”

Harley Davidson is a strong brand. Why? Because of the emotion and imagery it evokes.

Say “Harley Davidson” and what do you see?
The quintessential motorcycle and some cool dudes.

Say Harley Davidson and what do you hear?
Vroom, vroom….

Say Harley Davidson and what do you smell?
A mixture of burning gasoline and oil – and leather.

Say “Harley Davidson” and what do you feel?
Depending on your perspective you will feel different emotions.
If you are not a motorcyclist you might feel fear, disgust or curiosity.
If you are a motorcyclist and you own a Harley you might feel pride.
If you are a motorcyclist and you do not own a Harley you might feel respect or envy.

Branding is about tugging at your senses. Harley Davidson is a powerful brand because it grabs the senses and evokes strong emotions. That is what a strong brand does. It had nothing to do with the logo, fonts and pantone colors. Yet that is what many advertising agencies and marketing minions waste their time on.

Branding is about evoking emotion. No other motorcycle evokes the emotion that Harley Davidson does. That is the power of branding.

Branding is about building emotional wants that triumph over petty logic.

Branding is about wants.

Branding is about making you doing illogical things.

No one needs a Harley Davidson motorcycle – but many want it.

Is your brand as strong as Harley Davidson? And what are you going to do about that/

George Torok
Power Marketing

Ghost Rider Marketing

Ghost Rider Marketing

Ghost Rider, another comic character from Marvel Comics becomes a movie. For Marvel Comic fans a reason to rejoice. For action starved movie goers a reason to plunk down another $10 to $20 for 2 hours of fictional escape and dazzling graphics. For savvy marketers another incredible marketing opportunity.

How is your product or service like Johnny Blaze or his alter ego Ghost Rider? Or how is your product or service not like Johnny Blaze and Ghost Rider?

How can you leverage the attention on the launch of the Ghost Rider movie to help market or sell your product?

How can you connect with Ghost Rider to leverage your marketing?

The obvious connection is the motorcycle. Johnny Blaze is a motorcycle stunt rider and Ghost Rider rides a flaming motorcycle. So if you sell motorcycles – duh!

Johnny Blaze’s motivation to sell his soul to the devil was love. That could be an interesting angle for companies selling products and services catering to couples, lovers and singles. That might include restaurants, vacations, spas, lingerie and jewelers.

Ghost Rider is the Spirit of Vengeance. If you are a lawyer, social worker or marriage consular you could warn about the dangers and cost of pursuing vengeance.

If you sell security systems – you might offer a Ghost Rider special – to keep out the evil undesirables.

Ghost Rider’s flaming skull might represent the dependability of your heating system, the spice of your peppers or the warmth of your hot tubs.

If you are a consultant, advisor or teacher you will note that when dealing with strange new challenges – one needs help and guidance.

If you are a parent you might remind your children to be careful of who they hang around with and what promises they make.

The Ghost Rider movie is a marketing opportunity for you.


George Torok
A Ghost Rider comic book reader since the 70’s

Marketing Expert