【正文】 nformation 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 20 ?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 21 ?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 22 ?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 23 Loyalty and Owner Communications Page 24 ?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 ownership experience ?Wele Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs The Loyalty Situation Page 25 ?Increase BMW profits through: ?Increased repurchase by existing owners ?Increasing the number of BMW’s per household ?Increased sales of BMW previously owned vehicles ?Increased use/purchase of BMW FS products ?Each program effectiveness measured by control groups: ? Control Group: Owners who are not sent the munications ?Test Group: Owners who get the munications Owner Communication Goals Page 26 ?General Goals: ? Immersion in the BMW Experience ? Promotion of Owner’s Circle ? Purchase of BMW accessories ?To 3 and 4 year BMW owners. Goals: ? Increase the repurchase rate ? Multiple BMWs in each household ? Widespread use of BMW Financial Services products ?To new BMW owners, Goals: ? Purchase BMW financial services products ? Capture information about their preferences, lifestyles, automobile interests, etc. useful for further dialog Loyalty Building Newsletters Page 27 ?Ongoing collection of news and information of interest to BMW owners ?Owner surveys to determine preferences for: ? News, information, and topics ? Communication Channel ( or print) ? Frequency ?Begin with a printed newsletter to gather addresses ? Move to newsletters as quickly as possible ?Multiple offers to generate owner response ?Promote the use of Owner’s Circle Newsletter Strategy Page 28 ?New products ?BMW awards ?Sports stars that drive BMWs ?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 29 BMW Magazine Page 30 ?BMW publishes a highvalue magazine to its owners in the first two years after their purchas