078: Harley Davidson vs. RevZilla – Who Ignites Customer Loyalty? [Case Study]

The Heart Of Marketing

There's no question Harley Davidson is an iconic brand with immense Boomer loyalty, but can it earn that loyalty among the newest generation of consumer that lacks extra income for luxury purchases the likes of Harley Davidson? Harley is asking the same thing and expanding its reach abroad to other countries in the hopes of getting consumers to pay the sticker price for a brand new Harley Davidson prestige motorcycle. The company does not want to discount its merchandise at this point; yet, it continues to conduct giveaways of Hogs on its social media sites. Enter RevZilla As a relative newcomer to the motorcycle category (nine years), RevZilla out of Philadelphia is banging up the accessories market and earning intense customer loyalty among consumers of gear. Born of three passionate millennials, RevZilla was recently featured in Bloomberg Businessweek in a story that showcases its amazing connection to consumers via culture, education, and commitment to customer experience. Gear Geeks attend Rev U, an intense educational/university-type course to educate front-line associates in all things culture, product and the customer experience with satisfaction being numero uno. John Gregory Olson and Jayme Soulati (moi) are non-motorcycle savvy, but that doesn't mean that we can't recognize a good marketing story when we see one. The Heart of Marketing heart pillars of trust, relationship and helpfulness are indicative of RevZilla, and we're so jazzed to have you listen to what makes this company a success. We are always seeking neat stories for our Go for Heart program, and we did invite Anthony of RevZilla to join us on the show; however, he must be on extended vacation as he never answered (lol). Listen in if you love the motorcycle experience and see if you agree that RevZilla is banging up the category with the customer and safe gear in mind.