【正文】 ch customers will deliver additional revenue through financial services products after they have disposed of their BMW? BMW Situation III Page 9 ?Improve the effectiveness of marketing programs in the years 2023 – 2023 in order to: ?Return to BMW the cost of the database build ?Pay for database maintenance going forward ?Increase the revenue per customer over time ?Increase the profit per customer ?Increase the lifetime value of the bined BMW automobile and financial services customer BMW Database Marketing Goals Page 10 ? Consistent measurement and enhancement of BMW marketing programs ? Ability to prioritize prospects and customers based on their likelihood to buy ? Identification of “l(fā)ow hanging fruit” – programs that can be quickly implemented to generate revenue in the short term ? Refinement of customer munications ?Testing results against Control Groups How BMW measures return on investment Page 11 ?Control groups measure the effectiveness of each program ?Nonmailed groups that are measured against the mailed groups ?Reports on the BMW Report Center provide a consistent form of measurement ?Cost per lead, response and sale measurement ?Crossperation of product purchases Controls and Measurement Page 12 ?Increased munication effectiveness ? Integrated database used by all groups ?Increased efficiency – The right information to the right customer at the right time ?Reduced munication expense ? Fewer pieces mailed with higher effectiveness ?Increased customer participation ?Increased customer satisfaction ?Increased corporate and center profits ?A higher level of data from and about BMW customers Benefits to BMW Relationship Marketing Strategy Page 14 ?All programs are built on a stateoftheart customer relationship management database which provides: ?More information on owners and prospects than BMW has ever assembled before ?Powerful tools to support BMW loyalty and prospect conversion programs ?Automated munication that supports the Owner Experience The Database Page 15 ?Increase customer loyalty ?Increase prospect conversion to sales ratio ?Increase vehicle sales through existing customers ?Maintain existing BMW household records ?Keep munication costs down while increasing effectiveness ?Develop a consistent process of program measurement 2023 Database Marketing Goals Page 16 ?Use the marketing database to realize a munications dialogue with both our prospects and our customers ?Systematic use of customized information to attract and retain customers ?Facilitate mutually beneficial and relevant information exchanges ?Increase owner loyalty and customer acquisition rates ?Strengthen BMW brand perception at the individual customer level BMW Relationship Marketing Objectives Page 17 ? Consumer Communications ?Wele Kit ?Loyalty Communications ?Prospect Prioritization/Extending the Dialogue ?BMW Magazine Enhancements ?BMW Owner’s Circle ?Financial Services Programs ?Credit Card Banking Customer Acquisition ?Cross Sell and Up Sell Marketing ?Opportunistic “Quick Win” Programs Core Communications Program Page 18 The Owner Wele Kit Page 19 ?A static kit ?Information 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 inherent