To hear a sample of Harley-Davidson's On Hold Marketing, click the play button above.
Client Info
Harley-Davidson Sales and Service of Napoleon, Ohio became a BusinessVoice On Hold Marketing client in June of 2005. They’re online at www.h-dsales.com.
What They Do
Founded in 1962, they are the oldest Harley-Davidson dealership in northwest Ohio. This family-owned and operated business sells and services bikes and trikes. They can also boast of an extensive parts and accessories department, and they sell motor clothes and other Harley merchandise.
Why They’re Special
They live it! The people at Harley-Davidson Sales and Service love the Harley brand and the lifestyle it represents. They also have a deep appreciation for Harley history. Their on-site museum is not to be missed, and they really get into restoring classic bikes. (Their oldest project yet: a 1948 Flathead.) And as a customer, you can sense their enthusiasm for what they do.
Overall Marketing Goal
According to Marketing Director Karen Huss, the company’s marketing priority is creating brand ambassadors by providing a great customer experience, then leveraging that strength to bring the sport of motorcycling to a wider audience every year.
On Hold Marketing Goals
Harley-Davidson Sales and Service uses On Hold Marketing from BusinessVoice to inform callers of new merchandise, service specials, upcoming rides and other events. We also work to drive callers to their website. Brand consistency is key for this client, so the language, the voiceover, the music and effects in each On Hold Messaging production are created and combined with a “hog mentality.”
Other Marketing Efforts
In addition to their website, Harley-Davidson Sales and Service uses email and direct mail frequently, and radio now and then. They have developed a customer loyalty program, as well as a cross-promotional partnership with the American Red Cross.
Market Changes
Over the last 20 years, the market for the company’s products has gone from “the ultimate high to the ultimate low,” according to owner Mike Yagel. His grandfather opened the store in 1962.
Mike says that, in this sagging economy, customers are “price shopping” more and more. That’s why they implemented a new customer loyalty program in October of 2008. By the end of ‘08, more than 200 people had joined the program. In recent years, women have emerged as an important factor in the motorcycle market. In response, we added a female voice talent to Harley-Davidson Sales and Service’s On Hold Marketing productions and began gearing some of the copy toward female riders.
The profile of the “typical biker” has also changed over the years, and the younger men who are buying Harleys want all the bells and whistles. As Harley technology advances, customers are becoming more reliant on the service shop for even simple maintenance and repairs. Harley-Davidson Sales and Service is answering that need by sending their service personnel to continuing education classes. The Service Department is also a consistent focus of the company’s On Hold Messaging.
Client Testimonial
Marketing Director Karen Huss: “Business Voice has helped us in many ways. We have customers tell us all the time how much they enjoy our On Hold Marketing, and that it’s a great way for them to learn about or be reminded about upcoming events, new products, and service specials. [With our previous provider] I used to have to write my own on hold copy, but the creative writers at BusinessVoice have taken our messaging to a whole new level. They’re informative and creative at the same time.”
The Client
Founded in 1962, they are the oldest Harley-Davidson dealership in northwest Ohio. This family-owned and operated business sells and services bikes and trikes. They can also boast of an extensive parts and accessories department, and they sell motor clothes and other Harley merchandise.
Harley-Davidson Sales and Service uses On Hold Marketing from BusinessVoice to inform callers of new merchandise, service specials, upcoming rides and other events. We also work to drive callers to their website. Brand consistency is key for this client, so the language, the voiceover, the music and effects in each 
Over the last 20 years, the market for the company’s products has gone from “the ultimate high to the ultimate low,” according to owner Mike Yagel. His grandfather opened the store in 1962.
Marketing Director Karen Huss: “Business Voice has helped us in many ways. We have customers tell us all the time how much they enjoy our On Hold Marketing, and that it’s a great way for them to learn about or be reminded about upcoming events, new products, and service specials. [With our previous provider] I used to have to write my own on hold copy, but the creative writers at BusinessVoice have taken our messaging to a whole new level. They’re informative and creative at the same time.”