宝马营销战略体系案例

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BMW Relationship Marketing Objectives
Use the marketing database to realize a communications 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
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Benefits to BMW
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
Reports on the BMW Report Center provide a consistent form of measurement
Cost per lead, response and sale measurement Cross-penetration of product purchases
The DMA 84th Annual McCormick Place, Chicago Tuesday, October 30th 2001 10:00 AM – 11:15 AM
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How brand marketing has evolved
1950 - 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
Testing results against Control Groups
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Controls and Measurement
Control groups measure the effectiveness of each program
Non-mailed groups that are measured against the mailed groups
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BMW Database Marketing Goals
Improve the effectiveness of marketing programs in the 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
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BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
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How BMW measures return on investment
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 communications
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2001 Database Marketing Goals
Increase customer loyalty Increase prospect conversion 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
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
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Two kinds of database marketing people
Constructors
People who build databases
Merge/Purge, Hardware, Software
Creators
People who understand strategy Build loyalty and repeat sales
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
You need both kinds!
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Situation Analysis
In 2000, BMW built a robust customer and prospect database 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 BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
Measurement includes cost per response and cost per 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
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BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
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BMW Situation II
BMW now has a central system of measurement
The BMW Report Center monitors communications and response from prospects and customers
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Relationship Marketing Strategy
The Database
All programs are built on a state-of-the-art customer relationship management database which provides:
Recognition Service Information Convenience Helpfulness
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How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product) +b (perceived brand value) - c (money cost) - d (time or inconvenience)
Which vehicle owners are best targets for credit cards? How can BMW card owners increase 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?
The new marketing database contains a broad range of information on the BMW consumer
Campaign, response, and financial service data 190 appended individual and household data points
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 M\S Database Marketing