【正文】 munications ? Test Group: Owners who get the munications Magazine Strategy Today Page 32 Extending the Dialogue – Prospect Messages Page 33 ?Increase prospect conversion to sell more BMW automobiles ?Provide a steady flow of “qualified” leads to BMW Centers ?Make munications interactive ?Continually improve the conversion rates by better prospecting ?Measure the conversion rate by Center, Region, Prospect Lifestyle, Ine Goals of the Prospect Management System Page 34 ?Prospects developed from all contact sources: ?Telephone, Direct Mail, Auto Shows, Events, Inter ?Rapidly qualified and scored ?Centers receive qualified leads electronically within 48 hours of receipt ?Prospects get BMW message within 48 hours ?Every lead tracked electronically, with daily, weekly, monthly reports for BMW management on the web Automated Database Processes Page 35 ?Scoring models for ining prospect requests determine priority ? Focus on priority A B prospects ? Moving to lower priorities as the systems proves itself ?Fully integrated creative implementation in both electronic and paper media as well as events ?Test scoring models against anticipated response and adjust as needed ?Utilize a 5% control group for a period of one year for reporting parisons Testing and Implementation Strategy Page 36 ?Sales ?Response ?To electronic vs. paper ?Predetermined vs. Relational ?Offers and incentives ?Modeling success ?% prospect conversion (historical) ?Media preference automated system ?Cost of program ?Cost of sales Measurements of the Prospect Program Page 37 Measuring success through the dealers ?Scored leads sent to each dealer ?Conversions are measured monthly ?Each dealer conversation ratio calculated ?Program success measured by paring dealer to dealer conversion ratio ?Dealer, Market, Region and National average conversion ratios create measurable benchmarks ?Above average dealers manage their leads better Page 38 ?Direct Mail and Email integrated munication plan ?Alternating content delivery mediums ?Each reinforcing the one that came before it ?Use of database information to drive customization and relevance ?Each munication introducing a new piece of the BMW Experience ?All munications tie in to web activities ?Integration with offline and online marketing activities ?Prospects given the opportunity to optout at any point ?Prospects removed from program if they purchase a vehicle Prospect Program Communications Strategy Page 39 ?Immerse and invite the prospect into the BMW Experience ?Reinforce the initial contact with BMW ?Educate 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 40 ?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 41 ?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 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 42 Quick wins: X factor programs Page 43 ?The BMW Datab