整合营销渠道—宝马案例
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+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
u Constructors
People who build databases Merge/Purge, Hardware, Software
u How can BMW card owners increase the lifetime value of the vehicle owners?
u Where are the pockets of our most profitable customers?
u Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
integrated with DBM or mass advertising u 2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
u BMW customers want:
u A realization of the brand promise
u Performance, safety, technology, innovation
u Recognition u Service u Information u Convenience u Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
u Creators
People who understand strategy Build loyalty and repeat sales
u You need both kinds!
Situation Analysis
u In 2000, BMW built a robust customer and prospect database designed to:
BMW Database Marketing Goals
u Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
u The new marketing database contains a broad range of information on the BMW consumer
u Campaign, response, and financial service data u 190 appended individual and household data points
BMW Situation III
u Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
u Which vehicle owners are best targets for credit cards?
u Provide a comprehensive view of the automotive and financial services BMW customer
u Deliver short term, incremental revenue through opportunistic marketing programs
u Increase customer loyalty through understanding and ability to deliver relevant, timely communication
u Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
BMW Situation II
u BMW now has a central system of measurement
u The BMW Report Center monitors communications and response from prospects and customers
u Measurement includes cost per response and cost per sale
u BMW now has the ability to view prospects as well customers in its universe
u 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
2020年4月22日星期三
How brand marketing has evolved
u 1950 - 2000 Brands built by mass advertising u 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. u 1996 - 2000 The Internet arrived,Leabharlann Baidubut not
Two kinds of database marketing people
u Constructors
People who build databases Merge/Purge, Hardware, Software
u How can BMW card owners increase the lifetime value of the vehicle owners?
u Where are the pockets of our most profitable customers?
u Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
integrated with DBM or mass advertising u 2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
u BMW customers want:
u A realization of the brand promise
u Performance, safety, technology, innovation
u Recognition u Service u Information u Convenience u Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
u Creators
People who understand strategy Build loyalty and repeat sales
u You need both kinds!
Situation Analysis
u In 2000, BMW built a robust customer and prospect database designed to:
BMW Database Marketing Goals
u Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
u The new marketing database contains a broad range of information on the BMW consumer
u Campaign, response, and financial service data u 190 appended individual and household data points
BMW Situation III
u Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
u Which vehicle owners are best targets for credit cards?
u Provide a comprehensive view of the automotive and financial services BMW customer
u Deliver short term, incremental revenue through opportunistic marketing programs
u Increase customer loyalty through understanding and ability to deliver relevant, timely communication
u Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
BMW Situation II
u BMW now has a central system of measurement
u The BMW Report Center monitors communications and response from prospects and customers
u Measurement includes cost per response and cost per sale
u BMW now has the ability to view prospects as well customers in its universe
u 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
2020年4月22日星期三
How brand marketing has evolved
u 1950 - 2000 Brands built by mass advertising u 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. u 1996 - 2000 The Internet arrived,Leabharlann Baidubut not