整合营销渠道——宝马案例(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
More information on owners and prospects than BMW has ever assembled before
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
Page - 6
BMW Situation II
BMW now has a central system of measurement
integrated with DBM or mass advertising 2001 BMW brings them all together
Page - 2
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
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
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
Page - 6
BMW Situation II
BMW now has a central system of measurement
integrated with DBM or mass advertising 2001 BMW brings them all together
Page - 2
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
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
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(英语版)
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
Improve the effectiveness of marketing 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 BMW
More information on owners and prospects than BMW has ever assembled before
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning
Improve the effectiveness of marketing 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 BMW
More information on owners and prospects than BMW has ever assembled before
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
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
整合营销渠道宝马案例英共52页PPT资料
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 2019 - 2000 The Internet arrived, but not
Improve the effectiveness of marketing programs in the years 2019 – 2019 in order to:
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Page - 2
How BMW Buyers Make Purchase Decisions
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
Page - 7
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 2019 - 2000 The Internet arrived, but not
Improve the effectiveness of marketing programs in the years 2019 – 2019 in order to:
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Page - 2
How BMW Buyers Make Purchase Decisions
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
Page - 7
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Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
整合营销渠道——宝马案例( 英)
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
BMW now has the ability to view prospects as well customers in its universe
This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale
The new marketing database contains a broad range of information on the BMW consumer
Campaign, response, and financial service data 190 appended individual and household data points
integrated with DBM or mass advertising 2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
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?
BMW Situation II
BMW now has a central system of measurement
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
Which vehicle owners are best targets for credit cards?
BMW Database Marketing Goals
Improve the effectiveness of marketing 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 BMW
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 BMW purchases
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
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
+b (perceived brand value) - c (money cost) - d (time or in database marketing people
Constructors
People who build databases Merge/Purge, Hardware, Software
Recognition Service Information Convenience Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
整合营销渠道——宝马案例( 英)
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
BMW now has the ability to view prospects as well customers in its universe
This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale
The new marketing database contains a broad range of information on the BMW consumer
Campaign, response, and financial service data 190 appended individual and household data points
integrated with DBM or mass advertising 2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
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?
BMW Situation II
BMW now has a central system of measurement
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
Which vehicle owners are best targets for credit cards?
BMW Database Marketing Goals
Improve the effectiveness of marketing 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 BMW
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 BMW purchases
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
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
+b (perceived brand value) - c (money cost) - d (time or in database marketing people
Constructors
People who build databases Merge/Purge, Hardware, Software