ADVISORY/Plante & Moran Presents Radical Marketing Seminar.

Business Editors

ADVISORY...for Sept. 26 (Tuesday)

SOUTHFIELD, Mich.--(BUSINESS WIRE)--Sept. 18, 2000

In 1982, the advertising and sales promotion manager at Harley-Davidson Motorcycle Company was asked to start a club. At the time, Harley was on the edge of bankruptcy. Although starting a club would seem low on the priority list of many busy executives, this manager understood that a Harley-Davidson was more than a motorcycle - it was a way of life for its owner.

This manager also understood that Harley riders liked to gather, to ride, to rally and meet and swap tales about their bikes and their lives. The clubs were started at local dealers throughout the country and today have grown to more than 350,000 members and nearly 1,000 chapters around the world.

By focusing on quality, tradition, and the powerful emotional bond between Harley owners and the brand, the Harley management team took the company from near bankruptcy to a continuous stream of record sales and earnings and a demand for the Harley motorcycle that far outreaches supply.

Harley is just one example of what is called "radical marketing." Radical marketers are those who have achieved extraordinary success without the modern machinery of professional marketing. It is truly a case of turning left when your competition turns right.

On Tuesday, September 26, 2000, as part of their Masters Forum series, Plante & Moran will present Sam Hill, president of Helios Consulting. Hill and co-author Glenn Rifkin are the authors of "Radical Marketing" which identifies the marketing strategies that enable companies like Harley-Davidson to emerge as industry leaders. Please join us for a continental breakfast at 7:30 am. The session will run from 8:30 am until noon in the state-of-the-art auditorium at Detroit Country Day School on 13 Mile Road and Lahser in Beverly Hills, Michigan. The cost is $495 per person.

Joining Sam Hill will be John Colasanti, president, and managing partner of Carmichael Lynch, the agency currently representing Harley-Davidson.

If you are trying to create unparalleled brand recognition and unbreakable customer loyalty, you can't afford to miss this session. To register, please call Marge Larsen at The Masters Forum at [phone], ext. 7035 or visit the Masters Forum website at www.pm-mastersforum.com.

Founded in 1924, Plante & Moran, LLP provides accounting, tax, consulting, executive education and financial planning services to businesses, organizations and individuals. The firm has 16 offices throughout Michigan and Ohio and is affiliated with Moores Rowland International, a worldwide network of accounting firms.