整合营销渠道-宝马案例英.ppt

1、,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 MS Database Marketing The DMA 84th Annual McCormick Place, Chicago Tuesday, October 30th 2001 10:00 AM 11:15 AM,1950

2、 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising 2001 BMW brings them all together,How brand marketing has evolved,BMW customers want: A realiza

3、tion of the brand promise Performance, safety, technology, innovation Recognition Service Information Convenience Helpfulness,BMW Buyers Not Necessarily Driven by Price,Personal Profit from Purchase = a (usefulness of product) +b (perceived brand value) - c (money cost) - d (time or inconvenience),H

4、ow BMW Buyers Make Purchase Decisions,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,In 2000, BMW built a robust customer and prospect database

5、designed to: Provide a comprehensive 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 communication Secure BMWs place in

6、its customers lives by identifying which households are good targets for additional BMW purchases,Situation Analysis,BMW now has a central system of measurement The BMW Report Center monitors communications and response from prospects and customers Measurement includes cost per response and cost per

7、 sale BMW now has the ability to view prospects as well customers in its universe This allows BMW to view the full shopper-owner 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

8、 financial service data 190 appended individual and household data points,BMW Situation II,Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities Which vehicle owners are best targets for credit cards? How can BMW card owners in

9、crease the lifetime value of the vehicle owners? Where are the pockets of our most profitable customers? Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?,BMW Situation III,Improve the effectiveness of marketing programs in the

10、 years 2001 2003 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 combined BMW automobile and financial services customer,BMW Database M

11、arketing Goals,Consistent measurement and enhancement of BMW marketing programs Ability to prioritize prospects and customers based on their likelihood to buy Identification of “low hanging fruit” programs that can be quickly implemented to generate revenue in the short term Refinement of customer c

12、ommunications Testing results against Control Groups,How BMW measures return on investment,Control groups measure the effectiveness of each program Non-mailed groups that are measured against the mailed groups Reports on the BMW Report Center provide a consistent form of measurement Cost per lead, r

13、esponse and sale measurement Cross-penetration of product purchases,Controls and Measurement,Increased communication effectiveness Integrated database used by all groups Increased efficiency The right information to the right customer at the right time Reduced communication expense Fewer pieces mail

14、ed 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,All programs are built on a state-of-the-art customer relationship

15、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 communication that supports the Owner Experience,The Database,Increase customer loyalty Increase prospect c

16、onversion to sales ratio Increase vehicle sales through existing customers Maintain existing BMW household records Keep communication costs down while increasing effectiveness Develop a consistent process of program measurement,2001 Database Marketing Goals,Use the marketing database to realize a co

17、mmunications 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 indi

18、vidual customer level,BMW Relationship Marketing Objectives,Consumer Communications Welcome Kit Loyalty Communications Prospect Prioritization/Extending the Dialogue BMW Magazine Enhancements BMW Owners Circle Financial Services Programs Credit Card & Banking Customer Acquisition Cross Sell and Up S

19、ell Marketing Opportunistic “Quick Win” Programs,Core Communications Program,The Owner Welcome Kit,A static kit Information on BMW, the Brand BMW, the Company BMW, the Products It welcomed people to the brand, but offered no real taste of the BMW Experience,The old welcome kit was:,A personal welcom

20、e 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 yo

21、u deeper into the Experience It inherently fosters the collection of information needed for further relationship dialogue,The new BMW welcome kit,Weekly feed of new owners from the database Rapid record cleanup for mailing Weekly fulfillment of corrected names, addresses and data to the welcome kit

22、program Monthly maintenance of the database which supports all owner and prospect communications,The Database Supports the Welcome Kit,Task: Provide individual customer data for personalized welcome kit fulfillment Strategy: Provide new owner personalized fulfillment information on a weekly basis Re

23、cover key information requested Maintain owner files based on collected information for future programs Identify customers by model, financial status, and preparatory segmentation (i.e. loyalty, activity, etc.),Welcome Kit Fulfillment Process,Loyalty and Owner Communications,BMW customers are fierce

24、ly 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 communications BMW Loyalty initiatives cover the entire ownership experience Welcome Kit, Newsletters, BMW Magazine, Multiple Ve

25、hicle Owner programs,The Loyalty Situation,Increase BMW profits through: Increased repurchase by existing owners Increasing the number of BMWs per household Increased sales of BMW previously owned vehicles Increased use/purchase of BMW FS products Each program effectiveness measured by control group

26、s: Control Group: Owners who are not sent the communications Test Group: Owners who get the communications,Owner Communication Goals,General Goals: Immersion in the BMW Experience Promotion of Owners Circle Purchase of BMW accessories To 3 and 4 year BMW owners. Goals: Increase the repurchase rate M

27、ultiple 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,Ongoing colle

28、ction of news and information of interest to BMW owners Owner surveys to determine preferences for: News, information, and topics Communication Channel (email or print) Frequency Begin with a printed newsletter to gather email addresses Move to email newsletters as quickly as possible Multiple offer

29、s to generate owner response Promote the use of Owners Circle,Newsletter Strategy,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 Assistan

30、ce Servicing requirements BMW Insurance BMW credit cards BMW Accessories Driving Events BMW trade in prices BMW Owner Clubs Owners Circle World news featuring BMW,Newsletter Content,BMW Magazine,BMW publishes a high-value magazine to its owners in the first two years after their purchase Because of

31、its universal distribution, the magazine can be more than a magazine It can be a data collection tool for further personalized communications,Magazine Strategy - Before,Capture additional information on customers Email Addresses Purchase Intentions: owners identifying themselves as entering the purc

32、hase cycle Allow BMW owners to purchase merchandise Provide direction to BMW Online Store for purchase Push registration on Owners Circle Each program effectiveness measured by control groups: Control Group: Owners who are not sent the communications Test Group: Owners who get the communications,Mag

33、azine Strategy Today,Extending the Dialogue Prospect Messages,Increase prospect conversion to sell more BMW automobiles Provide a steady flow of “qualified” leads to BMW Centers Make communications interactive Continually improve the conversion rates by better prospecting Measure the conversion rate

34、 by Center, Region, Prospect Lifestyle, Income,Goals of the Prospect Management System,Prospects developed from all contact sources: Telephone, Direct Mail, Auto Shows, Events, Internet Rapidly qualified and scored Centers receive qualified leads electronically within 48 hours of receipt Prospects g

35、et BMW message within 48 hours Every lead tracked electronically, with daily, weekly, & monthly reports for BMW management on the web,Automated Database Processes,Scoring models for incoming prospect requests determine priority Focus on priority A & B prospects Moving to lower priorities as the syst

36、ems 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 comparisons,Testing and Implementation Strategy,Sale

37、s 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,Measuring success through the dealers,Scored leads sent to ea

38、ch dealer Conversions are measured monthly Each dealer conversation ratio calculated Program success measured by comparing dealer to dealer conversion ratio Dealer, Market, Region and National average conversion ratios create measurable benchmarks Above average dealers manage their leads better,Dire

39、ct Mail and E-mail integrated communication plan Alternating content delivery mediums Each reinforcing the one that came before it Use of database information to drive customization and relevance Each communication introducing a new piece of the BMW Experience All communications tie in to web activi

40、ties Integration with off-line and online marketing activities Prospects given the opportunity to opt-out at any point Prospects removed from program if they purchase a vehicle,Prospect Program Communications Strategy,Immerse and invite the prospect into the BMW Experience Reinforce the initial cont

41、act 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 communication objectives about: Brand Values Brand Heritage Product attributes The BMW Ownership Experience,Program Communications Objectives,New pr

42、oducts 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,Sell more cars by: Immediate Scoring of Prospects Immediate electroni

43、c Center notification of leads Immediate communications 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 t

44、he overall effectiveness of future prospecting programs by learning from this one,Prospect System Benefits,Quick wins: X factor programs,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

45、marketing programs Incremental revenue opportunities Low cost per sale Increased customer/prospect contact and satisfaction,X Factor Situation,The Loyalty and Prospect Programs, combined with the database, offer great potential for creative, interactive X factor programs: Contests Programs for Women

46、/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,Plus improved reporting, query development and a half dozen new ideas to be developed and implemented during the yea

47、r,X Factor: something new every quarter,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 pre-dealer visit anxiety Tailored communications that highlight what women are looking for Live chat s