Best Media Campaign: Direct Mail
Owners: Jim and Lonnie Entenman Location: Sioux Falls, S.D. Store size: 38,000 sq. ft. Vehicle brands: Buell, Harley-Davidson, Vectrix URL: www.jl-harley.com
Take one look at Eagle's Eye, J&L Harley-Davidson's quarterly direct mail newsletter and you'll know why the judges were impressed. The publication is a professionally printed piece that carries the store's brand throughout its pages. The content is a combination of product news, new model information and in-house updates. Each issue also includes a calendar of the store's upcoming events and important dates.
The stories are written by employees and include a small bio box feature their name, their e-mail address and a headshot. This gives them instant recognition among customers.
The Spring 2008 issue includes a quick piece on the Softail Cross Bones, a rundown of the parts department employee's favorite H-D Genuine Accessories and some tips from the service manager.