As 2018 rolled in, Harley-Davidson dealers were already shifting into high gear for riding season - unveiling new models, planning events, and crafting offers to drive revenue. But one dealership group in Florida had no intention of waiting for spring to see results. They turned a slow post-holiday window into a record-breaking sales weekend using 7 Media Group’s mobile marketing expertise.
The Seasonal Sales Problem
Retail sales traditionally nosedive after December 25. Just five years ago, Deloitte reported only 5% of consumers planned to shop after Christmas. Fast forward to 2017: 40% of shoppers were hunting year-end deals and clearance items in the final week of December.
The question for dealerships: Were those buyers walking through your doors? Did they know about your offers? And if they did, was the message compelling enough to drive them in?
The Opportunity
A Harley-Davidson dealer group with five Florida locations wanted to close the year with a strong push. Their goal:
- Move full-priced General Merchandise
- Liquidate clearance inventory
- Turn a typically slow sales period into a profitable one
They partnered with 7 Media Group to design and execute a rapid-response mobile campaign.
Campaign Snapshot
- Brand: Harley-Davidson dealer group (5 locations)
- Campaign: Year-End Event
- Dates: December 30–31, 2017
- Objective: Drive immediate foot traffic and merchandise sales before year-end
Strategy:
Four of the five dealerships tapped their mobile club databases to send targeted text alerts highlighting limited-time offers. The messaging was designed for urgency, clarity, and immediate action - hitting inboxes the day before the event began.
Example Text Blast:
Brandon H-D 2017 Year-End Event is here for TWO DAYS ONLY! Take advantage of these great offers: 25% off all full-priced Harley-Davidson Official Licensed General Merchandise & 15% off all clearance Harley-Davidson Official Licensed General Merchandise! Plus, POP-A-BALLOON for prizes at checkout! Valid only Dec 30–31. See you at Brandon Harley-Davidson, 9841 E. Adamo Dr! Rply STOP 2 optout.
Results That Demand Attention
- Four stores with text campaign:
- 122% sales increase vs. same event in 2016
- 120% year-over-year gross profit growth
- One store without text campaign:
- Only 10% sales increase
- 5.27% drop in gross profit
The only difference? Mobile outreach.
Why It Worked
- High-Value Audience
- The dealership had spent nine months growing and engaging their mobile club, ensuring their list was primed for action.
- Perfect Timing
- Campaign hit when customers were actively looking for deals but competition for attention was low.
- Clear, Urgent Offer
- Discounts plus an in-store gamified element (“Pop-a-Balloon”) created a reason to act now.
- Channel That Cuts Through
- Text messages land where customers are guaranteed to see them - their phones.
The Takeaway for Dealers
Social media and email alone won’t cut it. In this case, all five stores ran the same promotions on Facebook and email. Only the stores with a targeted text blast saw massive gains.
Marketing Director Nick Edwards summed it up:
“The results were directly attributed to the text blast campaign no doubt. Our year-round focus on growing and engaging our mobile club paid off in a huge way, not just for this event but across sales, service, and event campaigns all year.”
7 Media Group delivers results because we understand how to:
- Build and engage a mobile audience year-round
- Craft offers that drive immediate foot traffic
- Execute campaigns with speed, precision, and measurable ROI
When you want to turn a slow weekend into your best weekend, we make it happen.
