Indian Motorcycle

Our Client
Indian Motorcycle, America’s first motorcycle company founded in 1901, set out to restore Indian to it rightful place among the leaders of American motorcycles.

The Challenge
Indian Motorcycle relaunched its brand through several hundred dealers throughout the U.S. and Canada. The iconic brand, with a 112-year heritage and history, required local media planning/buying expertise to quickly turn prospects into buyers to maximize dealership Demo Days and retail sales. Indian turned to Browne+Browne Marketing, as a leader in motorsports marketing to plan, develop and manage Indian Dealer Co-op Programs. effectiveness.

The Strategy/Solution
Browne+Browne planned and executed Indian Co-op media campaigns, targeting demographically, geographically and psychographically to prime Indian prospects. In the cluttered media world, and in analyzing all digital and traditional media available, we were able to customize a media plan to each Dealer’s market. We trafficked all creative to media outlets, created dealership call-to-action tags on all advertising and provided a post Summary Report.

Results/Testimonials
Indian Dealers who used Browne+Browne’s Dealer Co-op programs were pleased with consumer impressions delivered, traffic and sales results. All executions included added value extras that brought some Dealer’s 20-30% more value than the media costs, all at no charge. (one outdoor billboard (digital) campaign delivered 12,256 more bonus spots – 22% increase from original buy). Subsequently, we’ve executed targeted media buys with our “Opportunity Market” Local Advertising program, supporting 26 key Indian Dealers, many in groups/DMAs, in high sales opportunity markets.

Northern Indiana Dealer on Local Cable TV Launch Campaign
“The event sales-wise was much more than we thought it would be. And everything went well, sales are still going great as well. And thank you for the (Chicago) Blackhawks tickets as we are huge fans.”
                                                      Indian Motorcycle of Hobart, IN - Dealer Principal

Minneapolis/St. Paul Dealer on Local Digital Outdoor Billboard Launch Campaign “Had over 2,000 riders take a test drive during our Demo Days/Open House Promotion, and sales have been higher than expected”
                                                      Indian Motorcycle of Twin Cities - Dealer Principal

Las Vegas Indian Dealer on Local Radio Launch Campaign
“The radio campaign was effective in creating traffic the two weeks before our Demo Days event, helping generate over 150 demo riders in just 2 days; overall good results.”
                                                      Indian Motorcycle of Las Vegas - Dealer Principal