Indian Motorcycle of Wichita, KS RideIndian.com case study by Postcard Planet, Inc.

1. Jennifer Spaeny
CEO | President
Office: 316.361.0484
Mobile: 316.208.9575
Fax: 316.361.0166
Toll Free: 866.427.3623
Jennifer@PostcardPlanet.com
Web site: PostcardPlanet.com
Indian Motorcycle Uses Integrated Invitations
•••••
Campaign: RideIndian.com an invitational piece
Vertical Market: Motorcycle Retail
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OBJECTIVES
Indian Motorcycle wanted to spread awareness of its new dealership located in Wichita,
Kansas and invite customers to its grand opening. RideIndian was used as a follow‐up
campaign to Ride105. Ride105 was used as an educational campaign to make customers
aware of Indian Motorcycle and its history. Postcard Planet, Inc. implemented a unique
integrated marketing campaign using direct mail and personalized URLs (PURLs) luring
customers to their own personalized Web site.
• Create awareness about the new Wichita dealership
• Invite customers to the Wichita Indian Motorcycle grand opening
• Direct customers to their PURL to find out more about Indian Motorcycle
•••••
RESULTS
• 1065 (2.67%) unique online visitors from purchased list
• 928 (2.33%) unique, completion of the entire survey
• 325 guest visited RideIndian.com and 148 completed the survey
• 40 visitors wanted to be called right away

2. Indian Rally Results
• 13,000 attendees over the 4‐day event
• 3 motorcycles sold, totaling $126,000 (one Indian vintage included within this)
• 7‐10 more motorcycles to be delivered in following week
• $4,500 in retail sales
•••••
CAMPAIGN DESCRIPTION
First, Postcard Planet was able to pull a list of specific demographics that met the
Indian Motorcycle stereotype. Within these demographics, a specific target audience was
established. Postcards, 6×11 inches in size and printed in Xerox Igen4, were created using a
personalized greeting with the recipient’s first name and were then mailed to the targeted
prospects. The postcards were the second piece of direct mail the recipients received. The
first postcard was considered part of the educational, Ride105 campaign. The postcard also
included a unique domain name and personalized URL address
(jenniferspaeny.rideIndian.com) to direct prospects to visit their own PURL address.
The personalized Web sites were created uniquely for the use of the specific
RideIndian campaign. The entire look and feel of the Web site replicated the postcards.
The Web site greeted visitors with a welcome page and asked for an email address
in order to continue looking at the Web site. After the email address was entered the
survey page appeared asking specific questions about the visitors' Indian background and
their views on the upcoming Indian Rally. After completing the survey, the thank you page
appeared letting the visitor know that they had been entered in the Limited Edition
Giveaway. On the thank you page there is an option for the visitor to click 'call me now' for
further information on Indian. A schedule of the Indian Rally also appeared, to aware the
visitors about upcoming events that will be going on at the Wichita Indian Motorcycle Rally.
To thank the visitors for taking time to look at the Web site and completing the
survey, a versioned thank you Email is sent to the visitor’s email address based on the way
they responded to the survey questions.
•••••
TARGET AUDIENCE
The target audience for the campaign was established using Acxiom Consumer from
Acculeads. We wanted to focus on motorcycle users with an income of $40,000 or more. By
using geographical mapping, we were able to target local Wichita residents, both male and
female, between the ages of 28 and 54.

3. •••••
DESIGN WORK

4.
To take part in the Indian experience, visit Ride Indian.com
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Reasons for Success
Wichita Indian Motorcycles and Postcard Planet were able to create a successful
integrated marketing campaign by creating a specific target audience and objectives.
Postcard Planet was able to use this specific target markets, combined with Indian’s
objectives, and create personalized direct mail PURLs to gain the attention of its leads. The
Web site was password free and user friendly, which in turn made the experience a more
personal and fun experience for visitors. The engaging visual aids and the easily accessible
Rally information were made with the consumer’s needs in mind. The unity throughout the
entire campaign, including the look and feel of the direct mail and Web site, made the
material attractive and relevant to the recipient.

5. •••••
PRINT PROJECT ORIGINATOR
Client Indian Motorcyle of Wichita
Company Indian, the first American motorcycle, has 13 dealerships operating
Description in the United States, and one to open soon. The dealerships sell the
high‐end motorcycles, including its four Chief motorcycles and other
motorcycle merchandise. The Wichita dealership opened in June of
2009.
Contact Person Mark Hambelton
Title Wichita Dealership Owner
Email Markhambe@aol.com
Phone 316‐706‐8951
Web site IndianofWichita.com
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ADDITIONAL PROGRAM DETAILS
The RideIndian invitational campaign began weeks after its educational Ride105
educational campaign in April of 2009. RideIndian was used to invite motorcyclist to its
Wichita Indian Motorcycle Rally that was held during its grand opening weekend. The
campaign consisted of one printed piece that was produced and mailed a single time to
39,893 prospects. Postcard Planet Inc. used CAAS certification during the mailing service
process to update the contact information for the recipients used in the Ride105 campaign.
•••••
CAMPAIGN DETAILS
Production Equipment ADR digital printer and Xerox DocuColor
IGen4 (note: PPML was not used in the
production of workflow)
Design Photoshop, Flash, Dreamweaver, After Effects,
HTML and ASP
Distribution 39,893
Date May 2009