Brand: Appleton Harley-Davidson – Appleton, WI
Campaign: Mobile Club Sign-Up Incentive
Duration: Launched January 18, 2017 – Ongoing
The Challenge
Appleton Harley-Davidson wanted to grow its mobile club membership by 150%. Their previous provider hadn’t delivered strong results, and they needed a partner who could:
- Drive rapid membership growth
- Deliver measurable ROI
- Offer better tools, support, and campaign flexibility
The Strategy
7 Media Group partnered with Appleton Harley-Davidson to launch a simple, high-value incentive campaign:
Offer: $10 off any purchase of $50 or more for all new mobile club members.
Execution Tactics:
- Customer database imported and phone numbers validated through 7 Media Group’s proprietary mobile system
- Targeted text invitation sent to all existing customers
- Clear, low-friction opt-in process:
Appleton Harley: Reply Y to join our NEW mobile club and get $10 off your next $50 purchase. 4msg/mo. Consent not required to buy
Promotion Channels:
- In-store signage
- Social media posts
- Website banners and callouts
The Results
The campaign blew past expectations:
- Goal: 1,000 mobile club members
- Actual: Over 1,700 members (70% above goal)
- 50+ coupons redeemed within weeks of launch
- Membership and sales growth continuing month over month
Marketing & Events Manager Megan Schaffer noted:
“We far exceeded our goal of 1,000 members. We currently have over 1,700 people and redemption is strong. More people were apt to sign up when there was an incentive.”
Why It Worked
- Immediate Value – Customers received a tangible, same-day reward.
- Seamless Onboarding – Simple “Reply Y” opt-in made joining effortless.
- Multi-Channel Visibility – Promotion reached customers wherever they engaged with the dealership.
- Proven System – 7 Media Group’s validation process ensured accurate, deliverable contacts.
- Ongoing Support – Direct access to campaign expertise kept execution smooth and results-focused.
Client Feedback
“We love the ease of the program and how hands-on and available Ron is. We weren’t satisfied with our old mobile club provider and weren’t seeing good results. Another Harley-Davidson dealership gave you guys a shining recommendation, and now we know why.” - Megan Schaffer, Marketing & Events Manager, Appleton Harley-Davidson
The Takeaway
With the right incentive and flawless execution, 7 Media Group helped Appleton Harley-Davidson exceed its mobile club growth target by a wide margin - while creating an ongoing sales driver and a stronger direct connection to customers.
