In an earlier blog I wrote about Microsoft spending a whopping $300 Million on an image makeover. In an effort to "humanize" Microsoft, they brought in two of the heaviest hitters in the world, Bill Gates and Jerry Seinfeld, for a series of TV commericals and online videos with the goal of making people think differently about Microsoft.

Let's face it, Microsoft needs an image makeover as they are perceived as being sterile while its main competitior, Apple, is perceived as being cool. This campaign comes a few years after Microsoft's next big thing, Vista, has received only a luke warm reception. Typically when a major corporation introduces a new product it's initially promoted of being better, faster, safer, superior, (insert your adjective here) etc. While Vista does incorporate some benefits, being faster than its XP predecessor is not one of them. While a new operating system is surely on the horizon and is teased in this ongoing advertising campaign, it appears that this promotion is just the first step in making Microsoft "human."

Personally, I would like to see Microsoft offer telephone tech support to the American market within this country. While numerous companies, for financial savings purposes have out-sourced tech support to evolving nations, it's a frustrating, time consuming experience to have even the most simple problem explained and solved. While this change could affect bottom line profits, it could pay for itself by providing a better customer experience and result in more future sales. It also will put more American's to work and keep jobs in this country. The same philosophy could work for other coutnries as well. Since Microsoft is a world wide company, I would like to see them completely revamp their entire tech support system to offer support to all global users from techs who are speaking in their native language.

Compared to Apple who has a smaller, albeit growing market share, they seem to be doing better in the tech suppport area. There's an old saying that applies here and it's related to the automotive industry. "The salesman sells you the first car and the service department sells you the second one." Victory could learn from Microsoft's and Apple's actions as when you think about it, all three companies are in the same business: Selling products and providing customer support.

Here's a link to the most recent Gates/Seinfeld Microsoft video:

http://thevog.net/videos/id_209/

You may wonder how this story fits inside a website geared towards Victory Motorcycles. Well, there's something to be learned here as in my mind, Victory could use an image makeover...at least an upgrade. While the current management has done a great job in its first ten years, they still have a long way to go. Rome wasn't built in a day and these things take time. But now that Victory is entering its second decade, maybe it's time to start thinking towards the future.

Yes, Victory builds a great product and is evolving into a full line manufacturer of quality motorcycles. And yes, the J.D. Powers owner satisfaction ratings are high at this point. But in the big picture after reading numerous owner posts, there's still quite a bit of work to be done to improve customer relations and bring Victory into the forefront of the motorcycle industry.

While Victory, like the automotive industry feels the dealerships are the manufacturer's customers and the buyers (us) are the dealer's customers, well, this plan could work if the communication between the dealers and the factory was taken to the next level. There are numerous posts online about customers having to inform dealers of recalls, fixes and other related information. To me, this is a communication issue.

While much progress has been made in the first ten years, there is still a shortage of dealerships, communication between the factory and the dealers and the consumer seems to need a great deal of work and the brand Victory is still a relatively unknown name to riders of other brands. While we know this bike is made in America, it appears that many others do not.

Can Polaris spend $300 million on an image make over? Probably not as last years numbers came in around $1.8 billion. However, if they look closely at what Microsoft is attempting to do, they can learn from it. In my mind, while Victory is spending a portion of their marketing budget on mass appeal advertising that is outside of the typical motorcycle enthusiasts magazines and websites, it seems that the commercials, at least the ones I've seen, are a bit sterile and appear to be more like a magazine ad brought to life than it is a method of spreading the word of this bike brand.

While Polaris is currently undergoing a "changing of the guard" with the exit of Tim Tiller, I can only hope that the new management takes a strong look at the accomplishments and accolades accumulated over the past few years and comes up with a way to make Victory more of a household word. While this is not an easy task, it's far from impossible and can be accomplished without spending too much more than is currently budgeted.

Other methods of spreading the word is to upgrade the experience of the AVR. While I wasn't able to attend this years' event, I have been in close contact with many who were able to attend and if the information I've received is accurate, it appears that the AVR was disappointing to some who dug into their pockets to make the trek. It appears that the AVR has not become a major celebratory event for the owners of Victory products.

Now it's your turn: What do you think of Victory's Marketing/Advertising efforts? Do you feel they have been effective? Do you still have to explain "who" Victory is to the folks that walk up and admire your bike? Other than offering new bikes in their assortment, what should Victory do to spread the word to riders of other brands?

Yes, Victory does some things very well. An example is the encouragement of test rides by the dealers. Many manufacturers do not offer this service and personally, I think this is a good thing. But in your mind, what could Victory be doing (other than expanding their offerings) to bring more potential buyers into the dealerships?

I'm looking forward to your response.

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