【正文】 ?Ratings by leading car magazines ?Why the BMW engines are superior ?The history of BMW ?Event calendar ?Magazine reprints ?Sponsorships ?BMW Brand Values ?Roadside Assistance ?Servicing requirements ?BMW Insurance ?BMW credit cards ?BMW Accessories ?Driving Events ?BMW trade in prices ?BMW Owner Clubs ?Owner’s Circle ?World news featuring BMW Newsletter Content Page 30 BMW Magazine Page 31 ?BMW publishes a highvalue magazine to its owners in the first two years after their purchase ?Because of its universal distribution, the magazine can be more than a magazine ?It can be a data collection tool for further personalized munications Magazine Strategy Before Page 32 ?Capture additional information on customers ? Email Addresses ? Purchase Intentions: owners identifying themselves as entering the purchase cycle ?Allow BMW owners to purchase merchandise ? Provide direction to BMW Online Store for purchase ?Push registration on Owner’s Circle ?Each program effectiveness measured by control groups: ? Control Group: Owners who are not sent the munications ? Test Group: Owners who get the munications Magazine Strategy Today Page 33 Extending the Dialogue – Prospect Messages Page 34 ?Increase prospect conversion to sell more BMW automobiles ?Provide a steady flow of “qualified” leads to BMW Centers ?Make munications interactive ?Continually improve the conversion rates by better prospecting ?Measure the conversion rate by Center, Region, Prospect Lifestyle, Ine Goals of the Prospect Management System Page 35 ?Prospects developed from all contact sources: ?Telephone, Direct Mail, Auto Shows, Events, Inter ?Rapidly qualified and scored ?Centers receive qualified leads electronically within 48 hours of receipt ?Prospects get BMW message within 48 hours ?Every lead tracked electronically, with daily, weekly, amp。 timely knowledge of the prospect and sales process ?Increase the overall effectiveness of future prospecting programs by learning from this one Prospect System Benefits Page 43 Quick wins: X factor programs Page 44 ?The BMW Database offers a huge opportunity to utilize information to refine BMW programs ?X Factor programs are built on data mining, and deliver: ?Highly effective marketing programs ?Incremental revenue opportunities ?Low cost per sale ?Increased customer/prospect contact and satisfaction X Factor Situation Page 45 ?The Loyalty and Prospect Programs, bined with the database, offer great potential for creative, interactive X factor programs: ? Contests ? Programs for Women/Minorities ? Special Events ? Referral Programs ? Certified Previously Owned Cars ? Second BMWs in every home ? Lifestyle Programs ? Congratulatory Mailings to 3+ BMW Owners X Factor Initiatives Page 46 Q1 Q2 Q3 Q4C P O P r o g r a mO w n e r R e f e r r a lC a r B i r t h d a yL a u n c hPlus improved reporting, query development and a half dozen new ideas to be developed and implemented during the year X Factor: something new every quarter Page 47 ?Identify ways to build relationships with female owners: ?Bring them to the Brand, and keep them longer ?Appeal to their unique needs ?Recognize the purchasing power and influence that automotive marketers typically ignore ?Provide tools that reduce predealer visit anxiety ?Tailored munica