| Author | Message | ||
     Electraglider_1997 |
http://www.fastcompany.com/blog/danielle-sacks/ad- verse-effect/alex-bogusky-doing-buell-wheelies | ||
| Us_uly |
That looks like a good move. | ||
| Hughlysses |
Interesting. I wonder what Court's take will be on this? | ||
| Court |
I've been watching. Need to learn more. The last time (there is an error in the press release) they parted ways with Laughlin-Constable it was done poorly. I'm eager to learn more about this and will be in the coming 2 weeks. | ||
| Hughlysses |
Cool- I'm looking forward to hearing your opinion. It'll be interesting to see what affect it has on us. For instance, have the yearly Buell freebies (T-shirts, hydration packs, air gauges, etc.) come about because of their old agency? Will they now go away? The old agency did some good ads in the last few years too. | ||
| Ratbuell |
I think the biggest challenge is brand recognition. I know. Lots of people know what a Buell is now, compared to years ago. BUT. We traded an '07 Hayabusa and had it on the floor. EVERYBODY, young or old, stopped to look at it because "it's a Busa". I'd love to see a Buell get that kind of reaction, either in the wild *or* in the showroom. Love it or hate it, I'd love people to know what "it" is! I'll be watching too, can't wait to see what they come up with! | ||
| Skinstains |
I go so far as to grind the raised BUELL off of the forks on my bikes just so knowone knows what it is. | ||
| Johnnylunchbox |
This winter when I was buying my Christmas tree from the local boy scout troop, one of the scouts - about 10 years old- pointed out my Buell hat to his father. I overheard him and asked if he liked Buells. He said he wanted a lightning some day. Buell is definitely becoming more recognized. | ||
| Johnboy777 |
I think ad agencies have a lot less to do with a product like Buell Motorcycles, than say corn flakes, or toilet paper. I can't recall seeing a single ad before I purchased my Buell (maybe a print ad or two). It simply wasn't an impulse buy ... and I sure didn't feel I needed to be a part of any 'in' crowd, or enter into the elitist ranks of Buell owners. I think Buell's ad agency is a moot point - unless, that is, they pick a particularly bad one. EDIT: I think Ferdinand and Enzo had the marketing of their product down. For the most part, they sold product to support their racing efforts, and thereby built brand awareness, desireability and ultimately, brand loyalty. Being a part of the monster which is HD, I'm sure, makes that concept pretty much impossible for Buell. . (Message edited by johnboy777 on March 06, 2009) | ||
| Ratbuell |
I think Buell's ad agency is a moot point - I'll have to differ. While we do get a lot of people who seek out the brand because of what it is, or because they saw one bike and fell in love with it, or whatever...brands don't become serious players in today's world without *recognition*. I don't particularly want "UAM" to be the new adaptation of the "UJM" moniker...but dammit, EB and his Elves deserve it. They've been turning out outstanding bikes for decades now, and it's about time they get FULL credit for all they've done. | ||
| Johnboy777 |
""They've been turning out outstanding bikes for decades now, and it's about time they get FULL credit for all they've done."" Exactly, and that takes place by word-of-mouth, for the most part. As well as the hands on, see it in person, look what we're sellin' approach. Advertising is useless in this regard. You do it simply because you're afraid NOT to do it. But it sure doesn't sell bikes. Just my 2cents, Cheers | ||
| Cyclonedon |
I think the Buell motorcycles should have the American Motorcycles decal on them. It's always a good discussion point when I talk to people who have never seen a Buell before, they always notice that decal and ask where the motorcycle is made. I tell them it's made locally in East Troy, Wisconsin and people here like that just like they like Harley-Davidson, another American made motorcycle. Back in 1998 when I went to purchase a Harley-Davidson, my dealer talked me into test riding a Buell, I did and now I'm glad I purchased the Buell (AMERICAN MOTORCYCLE)! | ||
| Ratbuell |
The American Motorcycles bit has been beat forever. I understand where you're coming from...but. Harley Davidson American Motorcycles? Ducati Italian Motorcycles? Honda Japanese Motorcycles? It comes down to the Department of Redundancy Dept. It's just not needed, and that will be even *more* true once brand recognition really takes off. Advertising DOES help that, too. People watching the Super Bowl will see ads and think "hm, that's pretty cool, maybe I should check that out". Even if the person doesn't buy when they look, they'll tell their friends that they looked, and what they thought...and it'll snowball. Hopefully. Play the odds. If you increase floor traffic 400% and keep even the same ratio of look-to-buy, you've theoretically increased your sales 400% as well. And that's *without* increasing your closing percentage. | ||
| Ulyranger |
Name/Brand recognition is where it's at for enticing new, prospective buyers. The build quality, performance, reliability, etc may be what gets someone to open the wallet, but if they do not know your name they won't be shopping you to begin with. Gotta get 'em in the door............ Race bikes/builders attract race fans, not that there's anything wrong with that, but the vast majority of bike owners/consumers due not pay any attention that stuff. Gotta set your sights higher, your range wider.......... | ||
| Hooper |
The fact that people don't know how to pronounce "Buell" is telling. I didn't either ("Booo-ell?"), until I became a motorcyclist, and I consider myself pretty damn worldly and aware of brands. Advertising CAN help Buell. MOTORCYCLISTS HAVEN'T HEARD OF BUELL! That's where you start! Why am I regularly stopped by either old dogs who ride old American or European bikes or young squids who ride new Japanese bikes and asked "What is that?! Boo-ell?" For that, I believe the "American Motorcycles" label is beneficial...it lights a fire in the imagination of people who see it. Overseas, I wouldn't have the label (naturally...we're only a couple months into the Obama administration). I rode to work today...on my way home, I pulled up next to a very stereotypically ridiculous Japanese-sportbike rider (blipping the throttle, doesn't use turn signals, cuts through traffic aggressively, and "drags" his feet as he leaves a red light [as if he's a drag-racer]) at a red light. That tool STARED at my bike at that first red light...I was ATGATT, panniers, full-face, and farkled. I will presume that he was wondering: "What the hell is that? Oh, is that a Buell? Interesting. Weird." Frankly, I want riders (people who are current riders or who will likely buy a motorcycle) to already be wondering about Buell before they get the random chance of seeing one out on the roads. That's not good enough. I want them wondering because they saw a frickin' awesome commercial. That's why I bought my last car - it was a new model that was right up my alley...and it all started with a well-produced TV commercial. Buell caught my eye in a motorcycle magazine ad. I didn't know I wanted the Ulysses until I saw an ad that explained why it was so frickin' cool. And I was hooked. Buell needs PUBLICITY. Viral or otherwise. From my profile: "Market the heck out of the brand - sport bikers would definitely get on board and start spending if they knew about any other brand, outside of the Japanese makers and that one Italian manufacturer. License and sell Buells in other dealerships (if possible). It's not about having the capability to go 180mph, it's about having a fast bike that corners like hell and is also original." | ||
| Cyclonedon |
The American Motorcycles bit has been beat forever. I understand where you're coming from...but. Harley Davidson American Motorcycles? Ducati Italian Motorcycles? Honda Japanese Motorcycles? Ratbuell, I disagree with you on that! When someone is looking at my motorcycle, they can clearly see the American Motorcycle decal and know it's an American motorcycle but when I'm talking to someone at a bar or somewhere they can't see my motorcycle, I'm usually wearing something with Buell on it and they ask me is a Buell a Japanese motorcycle. Then I have to explain that it's a American made motorcycle same as the Harley-Davidson. I have a very strong opinion of American made products! I've NEVER owned a foreign automobile and NEVER will either!! | ||
| Court |
>>>I have a very strong opinion of American made products! Shame, in a way, that's such a lost art . . . . I've been collecting photos of union bumper stickers on various foreign cars in NYC . . . . I snapped two yesterday. | ||
| Dynasport |
I too think advertising sells. I don't know how a company the size of Buell can have the marketing money to really have a significant ad campaign that really gets the message out though. Maybe print ads instead of TV. I do know the last time I mentioned I was looking at a Buell to someone, who doesn't even own a motorcycle, the reaction I got was, "I heard they suck." Not a very positive reaction. | ||
| Cyclonedon |
>>>I have a very strong opinion of American made products! Shame, in a way, that's such a lost art . . . . I've been collecting photos of union bumper stickers on various foreign cars in NYC . . . . I snapped two yesterday. Court, it doesn't have anything to do with any union, it's about having my fellow Americans build my products I purchase! I haven't worked for a union in the last 35 years now. Also Buell is not in a union! It's about the American worker that I care about! Our country has lost far to many manufacturing jobs to foreign countries. | ||
| Johnboy777 |
""I too think advertising sells. I don't know how a company the size of Buell can have the marketing money to really have a significant ad campaign that really gets the message out though. Maybe print ads instead of TV. I do know the last time I mentioned I was looking at a Buell to someone, who doesn't even own a motorcycle, the reaction I got was, "I heard they suck." Not a very positive reaction."" You may have just countered your own point. How can advertising sell bikes, if there's people out there that are hearing "they suck" When I was looking to buy a Buell, I had two HD salespeople try to dissuade me from buying a Buell, WTF was that all about? I can't imagine that happens at BMW, or KTM stores. Maybe Buell's advertising should read: "Buell, persevere past your HD salesperson, and buy one" Personally, I find it hard to imagine that some super-slick Buell ad is the answer to selling more bikes. Advertising simply says to a potential buyer - 'hey, we're an option, consider us'. Then, and get this, they have to wade through the HD dealer and past all the wanna be pirates and do rag headed Neanderthals to an out of the way, dimly lit corner of the store and talk to a salesperson who knows jack chit about Buells. Yeah, more slick advertising will certainly fix that, real quick. . | ||
| Ourdee |
I have a cheeky ad idea; Man walks in HD and smacks a chaps wearing fellow on the hiney. Salesman runs up to the two. Salesman: Are you here to buy a BUELL? Buell buyer turns to camera and gives the grin.  (Message edited by ourdee on March 07, 2009) | ||
| Ourdee |
Court, it doesn't have anything to do with any union, it's about having my fellow Americans build my products I purchase! I haven't worked for a union in the last 35 years now. Also Buell is not in a union! It's about the American worker that I care about! Our country has lost far to many manufacturing jobs to foreign countries. Court has the right idea. If you read a uaw sticker on a foreign car, what is the message? Foreign cars in the parking lot at the domestic car assembly plant, same question. Does the guy tailoring your suit wear walmart clothes on the job? What if the person in the drive up window at Micky"D"s wore a BK uniform? It is as simple as my dad telling me not to smoke while puffing on his Camel, Oh sorry, he didn't, he handed me one lit cause I was to little to be playing with matches. H Yea I smoked the whole thing with out coughing. Tough lil 5 year old I was. What was I saying? When Your actions tell me something, I listen! | ||
| Court |
>>>> I find it hard to imagine that some super-slick Buell ad is the answer to selling more bikes. I agree and I've also been amazed, over the years, at where Buell advertising DOES work. Buell gets far more bang for their buck in places like Popular Science than in Cycle World. I think these new guys can bring a lot to the table but confess I have always been a huge fan of Steve Laughlin and his group. Most of what they "didn't" do was dictated by HD folks. | ||
| Glen |
having just recently purchased my first road bike ever, i feel that i have a clear picture of what Buell's biggest setback is. it's american made........and its assosiated with harley davidson.(truth sucks i know) everyone i knew told me not to buy a Buell! EVEN MY HARLEY RIDING PALS. i was told storys of broke down Buells and every disadvantage of the aircooled v-twin. engine is louder than the exhaust. shakes so bad you could use it as a sex toy. parts are cheaply made and overpriced. if that dealer near yer house folds, have fun driving 100 miles to the nearest parts counter. i bought my 08 XB12X anyways. im not exactly a follower. sad thing is, they were kinda right. ive owned this bike for less than 6 months and im looking at a frame that looks like hazey crap, a rusty muffler, and freakin wheels that proudly display the MADE IN CHINA emblem. also good luck to me tryin to check my oil level, also the 200+ dollar oil changes. also payed twice what a similar jap bike woulda cost and now owe double what its worth. i like my bike but in my opinion Buell's advertising company should be the least of Buell's concern if their trying to compete for peoples money with the other companys. (Message edited by glen on March 07, 2009) | ||
| Johnboy777 |
""...also the 200+ dollar oil changes. also payed twice what a similar jap bike woulda cost and now owe double what its worth"" What? . | ||
| Cityxslicker |
maybe they could do a teaser ad and see how much actual buzz and clamour a DS/SM 400-450cc dirt squirter would cause... | ||
| Jammin_joules |
For what it's worth, CP+B has been in our shop taking countless photos of various Buells a couple times. Friday as we set up for the Daytona 200 they were shooting an 1125CR. ~jammer | ||
| Electraglider_1997 |
Johnboy, I think Glenn got snookered with a 1000 or 5000 mile service bill. $60 for the service manual would have saved Glen $115 (I also figure he has to spend about $25 for a filter and 5 quart bottle of Mobil 1 15W50 at Wallymart). I do agree with the grouse about the rusty muffler. Stainless Steel for cripes sake and then no one would be beyatching about the crappy rusty bucket of a cheap muffler. | ||
| Electraglider_1997 |
Start a commercial showing a bunch of typical wimpy overweight Americans experiencing life in front of a Wii. Then hear the word NOT!!! and cut to a group of ULY riders all packed up and hauling ass down some Al-Can highway type road throwing up rooster tails and then show some camaraderie around the campfire with the ULY's and tents a few feet away. Hear the wolves howling in the distance. Cut back to the emasculated wimpy turds playing in front of their Wii. WHO DO YOU WANT TO BE? BUELL, LIVE THE ADVENTURE! That would rouse the adventuresome spirit in a bunch of Americans. | ||
| Glen |
you called it Glider, over 200 bucks for the 1000 mile service and it said on the bill the parts came to 40 some bucks WTH. i was lead to beleive that not having the services performed by a dealer at the specified intervals could void my warranty. i'd much rather do my own service work if i could, i wasnt very enthused seeing the mechanic taking off on my baby. lol test ride my arse, how would a guy whom doesnt ride a Uly jump on one and detect somthing out of the norm that the owner hasnt detected.... |
