Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Pallavi Singh
Director Marketing
Harley-Davidson India
For nurturing our lead base, like I said we have series of events that happen in a year and we tend to keep a constant interaction with our lead base which is by sending them constant emails so a lot of e-marketing happens through that, keeping them in loop with all our events, inviting them to all our showrooms if there is a small bike night happening so they come to our showrooms. Hence, there is more conversation which happens on ground but there is a lot of conversation that happens online as well in terms of e-marketing. There is a lot of emailers that is sent, test ride campaign that is done for them to experience all of our new products. Every time we launch a new product there is a test ride campaign that is done to our lead base because today he may not be a customer but tomorrow he will be a customer. So there is always a constant conversation that happens from the company and also from the regional network for them to know what is happening with the brand. Then from an unstructured data point of view, we tend to get a lot of information and interest which comes from auto forums for example the bike reviews which happen and twitter and Facebook and especially blogs like xbhp and team-bhp, they are great blogs where we can can know what customers are saying about the brand and most importantly the product. Which then helps in defining what content would really help us work and online and also define the product strategy going forward.
“Every time we launch a new product there is a test ride campaign that is done to our lead base because today he may not be a customer but tomorrow he will be a customer.”</blockquot
