整合營銷渠道——寶馬案例英(編輯修改稿)
2024-10-22 18:11 本頁面
【文章內(nèi)容簡介】 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 ownership experience ?Wele Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs The Loyalty Situation Page 26 ?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 27 ?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 28 ?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 29 ?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 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:
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