【正文】 t BMW owners, then roll out to prospects X2: Certified Previously Owned Program Page 49 ?Identify those current owners who are most likely to purchase a new 7 Series BMW ?Invite these special people to be among a small group who are allowed to preview the new 7 series ?Appeal to their appreciation of inclusion by asking for their feedback and opinion ?Allow them to be among the first to test drive ?Notify them periodically of the status of the vehicle X3: Series 7 Launch Page 50 ?Identify those current owners who are most likely to purchase the MINI ?Create a unique lifestyle message to these owners ?Appeal to the early adapter ?Focus on active lifestyles ?Get them to preview on the web and opt in to marketing messages X4: Mini Launch Page 51 ?Develop a program that uniquely appeals to the BMW owner ?Communicate the personality of the brand ?Reinforce the relationship that the BMW owner has with their car ?At the anniversary of purchase, send an ecard to owners ?Direct them to a micro site to get an ebirthday gift X5: Birthday Cards Page 52 ?Database provides the central focus for: ?Owner loyalty munication programs ?Prospect munications ?Opportunistic “Quick Win” Programs ?Measurement of success ?Building BMW Brand Loyalty Summary: BMW has put it all together 。 monthly reports for BMW management on the web Automated Database Processes Page 36 ?Scoring models for ining prospect requests determine priority ? Focus on priority A amp。 Banking Customer Acquisition ?Cross Sell and Up Sell Marketing ?Opportunistic “Quick Win” Programs Core Communications Program Page 19 The Owner Wele Kit Page 20 ?A static kit ?Information on ?BMW, the Brand ?BMW, the Company ?BMW, the Products ?It weled people to the brand, but offered no real taste of the BMW Experience The old wele kit was: Page 21 ?A personal wele kit – that owners realize was created just for them ?It arrives within the first 30 days ?It is a dialogue opener, an invitation to the BMW experience that extends over a full year ?Each of the kit pieces enhance your perception of the BMW Brand and the Experience ?Multiple calls to action which lead you deeper into the Experience ?It inherently fosters the collection of information needed for further relationship dialogue The new BMW wele kit Page 22 ?Weekly feed of new owners from the database ?Rapid record cleanup for mailing ?Weekly fulfillment of corrected names, addresses and data to the wele kit program ?Monthly maintenance of the database which supports all owner and prospect munications The Database Supports the Wele Kit Page 23 ?Task: Provide individual customer data for personalized wele kit fulfillment Strategy: ?Provide new owner personalized fulfillment information on a weekly basis ?Recover key information requested ?Maintain owner files based on collected information for future programs ?Identify customers by model, financial status, and preparatory segmentation (. loyalty, activity, etc.) Wele Kit Fulfillment Process Page 24 Loyalty and Owner Communications Page 25 ?BMW customers are fiercely loyal to their brand ?Loyalty can be measured: it is the repurchase rate ?Successful loyalty is a two way street ?Customer loyalty can be strengthened by relevant personal munications ?BMW Loyalty initiatives cover the entire ownershi