整合营销渠道——宝马案例(英)
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
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
整合营销渠道——宝马案例( 英)
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
BMW Situation III
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 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?
BMW Situation II
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 sale
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
integrated with DBM or mass advertising 2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Secure BMW’s placΒιβλιοθήκη Baidu in its customers’ lives by identifying which households are good targets for additional BMW purchases
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
Constructors
People who build databases Merge/Purge, Hardware, Software
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
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
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
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
This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale
整合营销渠道——宝马案例( 英)
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
BMW Situation III
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 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?
BMW Situation II
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 sale
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
integrated with DBM or mass advertising 2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Secure BMW’s placΒιβλιοθήκη Baidu in its customers’ lives by identifying which households are good targets for additional BMW purchases
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
Constructors
People who build databases Merge/Purge, Hardware, Software
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
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
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
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