Harley Owners Group

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Harley Owners Group
Abbreviation HOG
Formation 1983
Type Company-sponsored club
Membership 1,000,000+
Affiliations Harley-Davidson
Website http://www.hog.com

The Harley Owners Group (HOG) is a sponsored community marketing club, operated by Harley-Davidson for enthusiasts of that brand's motorcycles. The HOG is "the grandaddy of all community-building efforts," serving to promote not just a consumer product, but a lifestyle. The HOG has also served to open new revenue streams for the company, with the production of tie-in merchandise offered to club members, numbering over one million strong,[1] making it largest factory-sponsored riding club in the world.[2] The Harley-Davidson community was the prototype for the ethnographic term subculture of consumption, defined as "a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity."[3]

The Harley Owners Group was created in 1983 as way to build longer-lasting and stronger relationships with Harley-Davidson's customers, by making ties between the company, its employees, and consumers.[4] HOG members typically spend 30% more than other Harley owners, on such items as clothing and Harley-Davidson-sponsored events.[5] Much of the intent of this branding effort is presenting Harley-Davidson as an American icon, with the focus on authenticity and pride in being American-made. All of this is credited with turning flagging sales around, and allowing the Harley-Davidson company to grow again.[6]

[edit] Charitable work

Many HOG chapters support local charities. The chapter based in Bridgwater, England, runs an annual charity fund raising event called Hoggin' The Bridge, which involves around 3,000 bikes crossing the Severn Bridge from England to Wales.[7] In 2008, proceeds from Hoggin' The Bridge were donated to a local motorcycle medical courier charity Freewheelers EVS.

[edit] References

  1. ^ Denove, Chris; Power, IV, James D. (2007), Satisfaction: How Every Great Company Listens to the Voice of the Customer, p. 195, ISBN 159184164X, 9781591841647, http://books.google.com/books?id=PzSnr1xjOpUC&pg=PA195 
  2. ^ "Harley-Davidson to get new ticker: HOG", The Business Journal of Milwaukee, 10 August 10 2006, http://milwaukee.bizjournals.com/milwaukee/stories/2006/08/07/daily37.html 
  3. ^ Schouten, John W.; McAlexander, James H. (June 1995), "Subcultures of consumption — an ethnography of the new bikers", Journal of Consumer Research 22 (1), ISSN 0093-5301, http://www.jstor.org/pss/2489699 
  4. ^ Popcorn, Faith; Marigold, Lys (2000), EVEolution: the eight truths of marketing to women, Hyperion, p. 24-25, ISBN 0786865237, 9780786865239, http://books.google.com/books?id=TMx7xgYjDU4C&pg=PA24 
  5. ^ Clifton, Rita (2004), Brands and branding; The economist series (2nd ed.), ISBN 1576601471, 9781576601471, http://books.google.com/books?id=ykUGuV3ncaEC&pg=PA106 
  6. ^ Wilson, Jerry S.; Blumenthal, Ira (2008), Managing Brand You: Seven Steps to Creating Your Most Successful Self, ISBN 0814410685, 9780814410684, http://books.google.com/books?id=L5QgZxUgVkYC&pg=PA36 
  7. ^ "Harley Davidsons hog the bridge". BBC News. 19 October 2008. http://news.bbc.co.uk/2/hi/uk_news/england/gloucestershire/7678727.stm. Retrieved 2008-12-08. 

[edit] External links

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