Brands: Fort Thunder Harley-Davidson & Central Texas Harley-Davidson
Campaign: Integrated Mobile Marketing Strategy
Duration: January 2010 - January 2011
The Challenge
Both Fort Thunder and Central Texas Harley-Davidson wanted to:
- Reach a broader demographic without losing touch with loyal riders
- Maintain consistent, high-impact communication with customers
- Create awareness and attendance for dealership events and promotions
- Navigate Harley-Davidson’s advertising restrictions while still promoting sales
Traditional channels like mailers were producing limited results, and the dealerships needed a faster, more measurable way to connect with their market.
The Solution
7 Media Group partnered with both dealerships to design and implement an integrated mobile marketing strategy anchored by SMS and supported by social media.
Key Elements:
- VIP Mobile Club: Customers opted in to receive members-only text updates, special offers, and event reminders
- Event Integration: Text alerts drove attendance for Bike Nights, sales events, and offsite promotions
- Exclusive Offers: Mobile messaging allowed dealerships to promote discounts that could not be publicly advertised under corporate marketing rules
- Full Analytics: Access to 7 Media Group’s reporting tools let dealerships track ROI and engagement for every campaign
Execution & Examples
- Fort Thunder Harley-Davidson ran the Ten Days of Christmas campaign - VIP Mobile Club members had the chance to win a $100 gift card each day. This drove hundreds of customers to the store during the holiday season.
- Central Texas Harley-Davidson sent a text blast promoting a special sale - resulting in their best sales day in nine months.
- Both dealerships used SMS for instant updates on event locations, sales, service specials, and exclusive surveys.
The Results
- Immediate increases in sales and store traffic following text campaigns
- Higher event attendance, including Bike Nights and seasonal promotions
- Significant mobile club growth and deeper engagement with customers
- Ability to track and measure ROI on every message
- Bypassed advertising restrictions while still delivering sales-driving offers directly to customers’ phones
Client Feedback
Ric Van Vleet – Events Coordinator, Central Texas Harley-Davidson:
“The first time we used text messaging for a sale, we had our best sales day in nine months. Store traffic jumps every time we send a text. With Harley’s advertising restrictions, this is a game-changer. Messaging creates a much larger impact than mail-outs, and the results are measurable. The money we spend is absolutely coming back.”
Matt Baker – Service Manager, Fort Thunder Harley-Davidson:
“Mobile alerts have some of the biggest impact of any marketing we do. The Ten Days of Christmas VIP giveaway brought hundreds of people to the store. 7 Media Group made it simple to get started, and their support is immediate. This is an awesome company.”
The Takeaway
By combining SMS marketing with strategic event promotion and exclusive offers, 7 Media Group helped Fort Thunder and Central Texas Harley-Davidson:
- Expand their reach to a tech-savvy audience
- Build loyalty with existing customers
- Increase sales and foot traffic
- Create measurable, repeatable marketing wins year-round
When speed, reach, and measurable impact matter, 7 Media Group delivers.
