Messaging at an American Motorcycle Manufacturer
This manufacturer is just that: a manufacturer, not a retailer. As the landscape of retail continues to rapidly change due to technology, social media and social networks. This company, while performing well in its niche, struggled to define a consistent message it could share with its 2000+ worldwide dealers. Since the dealers are closest to the customer, it was important to have clear messaging for continued success.
A one-day workshop with a cross functional team at their headquarters using visual thinking, empathy maps, and challenge maps, which brought the team to consensus on the final messaging ultimately delivered at its dealer meeting.
The message was broadcast at their 2012 Dealer Conference to an audience of over 2000 independent dealers
“This was the best dealer show ever in our history..”