Biker Unity, Clever Persuasive Strategy by Harley Davidson Australia, or both?
Why Bikers Share a Unique Sense of Unity
Most people know that biker community identifies with each other and have a camaraderie between them. Bikers greet each other on the road when passing and help each other when broken down on the side of the road. A mutual respect for the appreciation of the motorcycle, the thrill of riding, a sense of adventure, the fact we choose to be more vulnerable when travelling or how we brave the elements, seems to unite us in a motorcycle culture.
The Science of Persuasion: The Unity Principle Explained
This principle from the science of persuasion highlights that we are more likely to agree with others who we consider one of us. It is a sense of community. Situations where you could describe yourself and others as ‘we’.
Motorcycle enthusiasts gather at the end of the United We Ride event
How Riding Together Strengthens Community Loyalty
Unity doesn’t only see us cooperate more easily, we also become more loyal to those involved.
Acting together is also an activator of Unity. Perhaps you’re starting to realise now that bikers going on a ride together enhances that feeling of Unity.
Harley Davidson’s “United We Ride” — A Masterclass in Marketing
Often, even larger cooperations, take an action which is perfectly in line with the use of ethical persuasion, but it is not because they understood the science, it is an isolated event where psychologically they got it ‘spot on’. That is great for that moment, but when our teams don’t truly know or understand the science, countless opportunities slip through our fingers as we don’t consistently and optimally apply ethical persuasion science to reach our goals.
A passion for motorcycles on display with custom Harley Davidson’s motorcycles
Knowingly designed with a full understanding of persuasion or not, when Harley Davidson Australia organised the UNITED WE RIDE event, in which countless motorcycle groups across Australia and New Zealand ALL STARTED TO RIDE at the same time… Harley Davidson marketing displayed a great activation of the Principle of Unity.
This will see riders feel good about each other and Harley Davidson, and be more loyal to the Harley Davidson brand.
Inviting All Riders, Not Just Harley Owners
Bikers gather to hear the safety briefing before going on the United We Ride drive to Melbourne CBD
In my opinion here comes the added twist I love: Harley Davidson didn’t make this a Harley Davidson only event! ALL BIKERS were invited, and many did. I’m sure they loved the ride, but because of this Harley Davidson strategy they also subconsciously developed a positive association to Harley riders and Harley Davidson. May this turn some towards owning a Harley in the future? You bet!
Motorcycle riders gather as a custom Harley Davidson is revealed and started
From BBQ to Custom Bikes: Ethical Persuasion Accelerates
In Melbourne the ride ended at the Melbourne store of Joe Rascal where the ethically persuasive efforts were beautifully deepened. A BBQ, free soft drinks, live music, a barber and tattoo artists(!) awaited the riders. A lovely way to end the ride, but also a lovely activation of the Principle of Reciprocity. Joe Rascal owner James Tonna gave an appreciation talk, complementing riders on their turn up and participation, which would have activated the Principle of Liking. This led to the reveal of two amazing custom bikes for which crowd gathered around and admired.
Free services as gift at the end of a Harley Davidson Australia and New Zealand event
Long-term effort for Brand Loyalty
I can’t do more than take my hat off to Harley Davidson Australia and Joe Rascal Melbourne. There is a good chance that the initiative of the ride and the party at the end of it, just came from a place of wanting help a charity and have fun event. Often it is this genuine interest in people and care for people that activates persuasive engines that circle back and benefit us later.
Of course I hope that a deep understanding and confident application skills of the science of persuasion is present in Harley Davidson, but my experience shows that many cooperations may have an idea about some of the principles but rarely use them consistently, or in the most effective ways. Meaning succeses are still being lost every single day. Also a culture of ethical persuasion needs to be cultivated and grown throughout the organisation so that everyone understands the efforts made in communications and actions, from leadership to the sales staff on the showroom floor in this case.
2913 riders participated across Australia and New Zealand, and together raised around AUD 120,000 for the Salvation Army. It was supported by by Michelin, MotoGP and Quadlock.
