【正文】 ate as to the depth of the Brand ?Products and Services ?Point the prospect towards a test drive and the dealer ?Reinforce core marketing munication objectives about: ?Brand Values ?Brand Heritage ?Product attributes ?The BMW Ownership Experience Program Communications Objectives Page 41 ?New products ?BMW in the News ?BMW Technology and Innovation ?BMW Safety ?The history of BMW and BMW Brand Values ?Event invitations ?Test drive incentives ?BMW gifts ?Magazine reprints ?BMW Financial Services products Program Content Objectives Page 42 ?Sell more cars by: ?Immediate Scoring of Prospects ?Immediate electronic Center notification of leads ?Immediate munications with the prospect ?Continually engage the customer in the Experience ?Provide more information on the depth of the Brand ?Reduce the cost per car sold ?Provide Management with accurate amp。Page 1 Page 2 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 The DMA 84th Annual McCormick Place, Chicago Tuesday, October 30th 2022 10:00 AM – 11:15 AM Page 3 ?1950 2022 Brands built by mass advertising ?1985 2022 Database Marketing arrived, but not integrated with mass advertising. ?1996 2022 The Inter arrived, but not integrated with DBM or mass advertising ?2022 BMW brings them all together How brand marketing has evolved Page 4 ?BMW customers want: ?A realization of the brand promise ?Performance, safety, technology, innovation ?Recognition ?Service ?Information ?Convenience ?Helpfulness BMW Buyers Not Necessarily Driven by Price Page 5 Personal Profit from Purchase = a (usefulness of product) +b (perceived brand value) c (money cost) d (time or inconvenience) How BMW Buyers Make Purchase Decisions Page 6 ?Constructors People who build databases Merge/Purge, Hardware, Software ?Creators People who understand strategy Build loyalty and repeat sales ?You need both kinds! Two kinds of database marketing people Page 7 ?In 2022, BMW built a robust customer and prospect database designed to: ?Provide a prehensive 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 munication ?Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases Situation Analysis Page 8 ?BMW now has a central system of measurement ?The BMW Report Center monitors munications 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 ?This allows BMW to view the full shopperowner 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 BMW Situation II Page 9 ?Allowing a full view of the BMW customer delivers smarter targeting and profitgenerating up sell and cross sell opportunities