The Perception of a Difference

Wes Zimmerman . Wes Zimmerman

Marketing Challenge - An Example from the Past

Chapter 4 – Marketing Challenge
Business culture and the market may change over time, but human curiosity and emotional satisfaction remain.

“Harley-Davidson. Makes every path a highway.”

You put this statement on the bottom of a picture depicting a man riding a Harley-Davidson motorcycle on a path alongside a river, passing a boy wearing a straw hat, sitting on the riverbank fishing with a cane pole.

You place this picture with no other words, in newspapers, magazines, on posters, on the back on playing cards...

You, the person in charge of marketing for Harley-Davidson, sold a lot of motorcycles with it.

Harley-Davidson – Where automobiles fear to tread.

The theme was consistent, the message was simple, and that was effective marketing.

In this marketing chapter, there are illustrations of marketing plans from the past that are being followed today, and some marketing plans from the past that forgot to “ask first.” Learn important and critical questions to ask first as Zimmerman guides you through your marketing plans.

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ISBN 0-9760307-0-5 - Hard Cover, 305 Pages

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