宝马整合营销渠道案例(英)
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整合营销渠道宝马案例
整合营销渠道宝马案例
2020/8/1
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
Strengthen BMW brand perception at the individual customer level
Core Communications Program
Consumer Communications
Welcome Kit Loyalty Communications Prospect Prioritization/Extending the Dialogue BMW Magazine Enhancements BMW Owner’s Circle Financial Services Programs
Provide a comprehensive view of the automotive and financial services BMW customer
Deliver short term, incremental revenue through opportunistic marketing programs
Reports on the BMW Report Center provide a consistent form of measurement
Cost per lead, response and sale measurement Cross-penetration of product purchases
2020/8/1
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
Strengthen BMW brand perception at the individual customer level
Core Communications Program
Consumer Communications
Welcome Kit Loyalty Communications Prospect Prioritization/Extending the Dialogue BMW Magazine Enhancements BMW Owner’s Circle Financial Services Programs
Provide a comprehensive view of the automotive and financial services BMW customer
Deliver short term, incremental revenue through opportunistic marketing programs
Reports on the BMW Report Center provide a consistent form of measurement
Cost per lead, response and sale measurement Cross-penetration of product purchases
整合营销渠道——宝马案例
Page - 7
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
You need both kinds!
Page - 5
Situation Analysis
In 2000, BMW built a robust customer and prospect database designed to:
Provide a comprehensive view of the automotive and financial services BMW customer Deliver short term, incremental revenue through opportunistic marketing programs Increase customer loyalty through understanding and ability to deliver relevant, timely communication Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional Bnition Service Information Convenience Helpfulness
Page - 3
How BMW Buyers Make Purchase Decisions
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
You need both kinds!
Page - 5
Situation Analysis
In 2000, BMW built a robust customer and prospect database designed to:
Provide a comprehensive view of the automotive and financial services BMW customer Deliver short term, incremental revenue through opportunistic marketing programs Increase customer loyalty through understanding and ability to deliver relevant, timely communication Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional Bnition Service Information Convenience Helpfulness
Page - 3
How BMW Buyers Make Purchase Decisions
整合营销渠道--宝马案例
u The new marketing database contains a broad range of information on the BMW consumer
u Campaign, response, and financial service data u 190 appended individual and household data points
u Increase customer loyalty through understanding and ability to deliver relevant, timely communication
u Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
BMW Situation III
u Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
u Which vehicle owners are best targets foቤተ መጻሕፍቲ ባይዱ credit cards?
u Creators
People who understand strategy Build loyalty and repeat sales
u You need both kinds!
Situation Analysis
u In 2000, BMW built a robust customer and prospect database designed to:
u Campaign, response, and financial service data u 190 appended individual and household data points
u Increase customer loyalty through understanding and ability to deliver relevant, timely communication
u Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
BMW Situation III
u Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
u Which vehicle owners are best targets foቤተ መጻሕፍቲ ባይዱ credit cards?
u Creators
People who understand strategy Build loyalty and repeat sales
u You need both kinds!
Situation Analysis
u In 2000, BMW built a robust customer and prospect database designed to:
整合营销渠道—宝马案例
The new marketing database contains a broad range of information oPnageth- 7e BMW consumer
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
Page - 11
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
Strengthen BMW brand perception at the individual customer level
Page - 16
Core Communications Program
1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising
2001 BMW brings them all together
Page - 2
BMW Buyers Not Necessarily Driven by Price
Page - 9
How BMW measures return on investment
整合营销渠道——宝马案例(英)(PPT 51页)
Which vehicle owners are best targets for credit cards?
How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Refinement of customer communications
Testing results against Control Groups
Page - 10
Controls and Measurement
Control groups measure the effectiveness of each program
Strengthen BMW brand perception at the individual customer level
Page - 16
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW now has the ability to view prospects as well customers in its universe
Page - 4
Two kinds of database marketing people Constructors
People who build databases Merge/Purge, Hardware, Software
How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Refinement of customer communications
Testing results against Control Groups
Page - 10
Controls and Measurement
Control groups measure the effectiveness of each program
Strengthen BMW brand perception at the individual customer level
Page - 16
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW now has the ability to view prospects as well customers in its universe
Page - 4
Two kinds of database marketing people Constructors
People who build databases Merge/Purge, Hardware, Software
整合营销渠道宝马案例英文档
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
Constructors
People who build databases Merge/Purge, Hardware, Software
2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
records Keep communication costs down while
increasing effectiveness Develop a consistent process of
program measurement
BMW Relationship Marketing Objectives
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
Which vehicle owners are best targets for credit cards?
Two kinds of database marketing people
Constructors
People who build databases Merge/Purge, Hardware, Software
2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
records Keep communication costs down while
increasing effectiveness Develop a consistent process of
program measurement
BMW Relationship Marketing Objectives
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
Which vehicle owners are best targets for credit cards?
整合营销渠道-宝马案例
整合营销渠道-宝马案例此外，宝马通过电子商务渠道来拓展在线销售和服务渠道。
宝马推出了官方网站和手机APP，消费者可以在官网上了解宝马产品、查看车型和配置、预约试驾等。
宝马还在官方网站上提供在线购车、金融方案和售后服务等功能，让消费者可以随时随地方便地购买宝马产品和享受服务。
此外，宝马还与一些知名电商平台合作，如京东、天猫等，在线销售宝马汽车和周边产品，吸引更多的年轻消费者和互联网用户。
最后，宝马通过赞助体育赛事和文化活动来加强品牌与消费者的情感连接。
宝马长期以来一直是一些知名汽车赛事的赞助商，如F1赛事、高尔夫比赛等，通过赛事上的宝马LOGO和品牌宣传，提升品牌知名度和认可度。
此外，宝马还会与一些艺术和文化机构合作，如与国内外知名艺术家合作，推出限量版艺术车，举办艺术展览和音乐会等，吸引潜在消费者和艺术爱好者的关注，增强品牌的高端形象和文化内涵。
综上所述，宝马通过整合营销渠道，包括广告宣传、线下销售渠道、电子商务渠道和赞助活动等，来提升品牌影响力和销售增长。
这些渠道的整合使得宝马能够全方位地与消费者进行互动和交流，满足不同消费者的需求，提升用户体验和满意度。
同时，这种整合营销渠道的策略也使得宝马能够更好地把握市场变化，迅速反应和适应消费者需求的变化，持续增长和领先于竞争对手。
宝马作为一家知名的高端汽车品牌，一直以来都在整合营销渠道方面表现出色。
在全球市场中，宝马通过多种营销渠道来提升品牌影响力和销售增长，这些渠道涵盖了传统媒体、线下销售渠道以及电子商务渠道等多个方面。
在本文中，我们将继续讨论宝马是如何通过这些渠道来提升品牌知名度和销售额的。
首先，宝马通过传统媒体的广告宣传来扩大品牌的知名度。
作为一家全球化企业，宝马在各个市场都进行了大规模的广告投放。
通过电视、广播、报纸和杂志等主流媒体，宝马展示了其产品的独特性和卓越性能，吸引了广大消费者的关注。
这些广告注重创意和情感共鸣，通过讲述故事和展示高品质的形象，塑造了宝马作为豪华汽车品牌的形象，并与消费者产生了情感共鸣。
整合营销渠道――宝马案例
Which vehicle owners are best targets for credit cards? How can BMW card owners increase the lifetime value of the vehicle owners? Where are the pockets of our most profitable customers? Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning M\S Database Marketing
Page - 2
BMW Buyers Not Necessarily Driven by Price BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Reports on the BMW Report Center provide a consistent form of measurement
Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning M\S Database Marketing
Page - 2
BMW Buyers Not Necessarily Driven by Price BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Reports on the BMW Report Center provide a consistent form of measurement
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delivers smarter targeting and profitgenerating up sell and cross sell opportunities
Which vehicle owners are best targets for credit cards?
BMW automobile and financial services customer
How BMW measures return on ❖ Consistent minevaseusretmmeennt atnd
❖ Creators People who understand strategy Build loyalty and repeat sales
❖ You need both kinds!
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prospect database designed to:
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Secure BMW’s place in its customers’ lives by identifying which households are good targets
A realization of the brand promise
❖Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
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How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Which customers will deliver additional revenue through financial services products
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measurement
The BMW Report Center monitors communications and response from prospects and customers
❖Measurement includes cost per response and cost per sale
a (usefulness of product) +b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
❖ Constructors People who build databases Merge/Purge, Hardware, Software
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programs in the years 2001 – 2003 in order to:
Return to BMW the cost of the database build Pay for database maintenance going forward Increase the revenue per customer over time Increase the profit per customer Increase the lifetime value of the combined
宝马整合营销渠道案例（英）
How brand marketing has evolved
❖ 1950 - 2000 Brands built by mass advertising
❖ 1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.
Provide a comprehensive view of the automotive and financial services BMW customer
Deliver short term, incremental revenue through opportunistic marketing programs
❖ BMW now has the ability to view prospects as well customers in its universe
This allows BMW to view the full shopperowner cycle from first point of contact, through sale and cross sale
❖ 1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising
❖ 2001 BMW brings them all together
BMW Buyers Not Necessarily ❖ BMW custDomrievres nwabnty: Price