September 11, 2007

Best Direct Marketing Ever!! (60% conversion rate)

Harley Davidson and marketing genius - there seems to be a connect. For the cult brand it is, its not easy to market to the evolved consumer. Every marketing effort has to surpass any previous effort and uphold expectations of the consumer.

Just check out the direct marketing effort below.

A 'Freedom Box' was sent across to potential customers. When the box was opened, a ventilator released fresh air on the consumer's face. "Feel free" were the words mentioned on the box. The effect it generated was that of a ride in the country side with the wind blowing against your face.

Did It Work?

According to this claim, 18 out of 30 consumers reached bought a Harley (To put it in perspective, normally Direct Marketing efforts have a response rate of just about 3-4%). A classic example of how experiential marketing was built into a Direct Marketing effort. This will rate as one of my best Direct Marketing efforts of all time. Any other brand upto the challenge?

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