【正文】 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 munications that highlight what women are looking for ?Live chat support by females ?Develop a work of female sales reps X1 Women’s Program Page 48 ?Identify households that are prime prospects to purchase a second BMW ?Analyze multiple purchase households ?Target groups most likely to purchase a CPO vehicle ?Households with teenagers or young adults ?Identify seasonality – graduation, etc. ?Test the program on current 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