For decades, Harley-Davidson has been singled out as one of the strongest brand names—in an exclusive circle of cult brands including Apple and Mini. But how does the marketing arm of the Milwaukee, Wis.-based manufacturer drive sales leads into its 650 independent U.S. dealerships? And how has the brand parlayed its audience’s rare offline devotion into an interactive marketing success story? To address these questions, Brandweek sat down with Randy Sprenger, manager of electronic advertising and direct promotions, Harley-Davidson, where he’s been leading campaigns for the last 10 years. During that tenure, he’s had global oversight over Harley-Davidson.com, developed new business around bike enthusiasts, and, most recently, has been zeroing in on social media and mobile marketing. His efforts have helped the brand grow its Harley Owners Group to 1.2 million members. Sprenger recently spoke with writer Christopher Heine about his direct marketing strategies and techniques. Below are some excerpts:
