Short-message marketing boosts relationships at L-A Harley-Davidson


L-A Harley-Davidson has been using new online tools to boost attendance at its customer appreciation events, increase brand loyalty and make more sales.

The Lewiston, Maine, dealership is using Trumpia's SMS marketing system to promote events like weekly Saturday evening bike nights, including a gathering at a local pub or restaurant during the summer and fall, and monthly, ride-oriented events such as holiday toy drives and chili cook-offs during winter and spring.

The system helps the dealership contact fans via text messaging, radio advertising and Facebook fan page postings. The dealership regularly advertises its events and mobile keyword during its 30-second radio spots. With Maine's largest supply of Harley Davidson bikes, L-A Harley-Davidson also posts deals of the week on its Facebook fan page. In doing so, the business has been able to grow its mobile text marketing database to 1,000 recipients.

"While we evaluated a number of mobile text marketing solutions, we chose Trumpia because of its easy-to-use technology and affordable, straightforward pricing structure," says Sara Therrien, marketing manager for L-A Harley-Davidson. "We've been extremely happy with our results including a very strong, 95 percent open rate and a spike in our event attendance, which, in turn, has led to greater customer loyalty and improved sales. Many of our customers have become repeat attendees at our events -- especially when it comes to enjoying the live music of our own L-A Harley rock band."

The dealership sends out three to five texts per month, resulting in 250 to 350 attendees at each event. By taking advantage of Trumpia's two-way text messaging, L-A Harley-Davidson has also been able to boost customer engagement, earning the trust of people who are able to reply back to the dealership and keep the conversation going.

"With Trumpia's two-way mobile short codes, we're really able to foster a sense of community among our customers. People feel like they can count on us and that they are a part of our family," Therrien says.

Posted by Holly Wagner

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