整合营销渠道宝马案例英.ppt
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1、Page-1整合营销渠道宝马案例英 Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望Page-2Integrating All Direct Marketing Channels to Build Customer LoyaltyA BMW Case StudyKay Madati,Relationship Marketing Manager BMWArthur Middleton Hughes,VP for Strategic Planning MS Databa
2、se MarketingThe DMA 84th AnnualMcCormick Place,ChicagoTuesday,October 30th 2001 10:00 AM 11:15 AM管理资源吧(),提供海量管理资料免费下载!Page-3u1950-2000 Brands built by mass advertisingu1985-2000 Database Marketing arrived,but not integrated with mass advertising.u1996-2000 The Internet arrived,but not integrated wit
3、h DBM or mass advertisingu2001 BMW brings them all togetherHow brand marketing has evolved管理资源吧(),提供海量管理资料免费下载!Page-4uBMW customers want:uA realization of the brand promiseuPerformance,safety,technology,innovationuRecognitionuServiceuInformationuConvenienceuHelpfulnessBMW Buyers Not Necessarily Driv
4、en by Price管理资源吧(),提供海量管理资料免费下载!Page-5Personal Profit from Purchase=a (usefulness of product)+b (perceived brand value)-c (money cost)-d (time or inconvenience)How BMW Buyers Make Purchase Decisions管理资源吧(),提供海量管理资料免费下载!Page-6uConstructors People who build databases Merge/Purge,Hardware,SoftwareuCrea
5、tors People who understand strategy Build loyalty and repeat salesuYou need both kinds!Two kinds of database marketing people管理资源吧(),提供海量管理资料免费下载!Page-7uIn 2000,BMW built a robust customer and prospect database designed to:uProvide a comprehensive view of the automotive and financial services BMW cu
6、stomeruDeliver short term,incremental revenue through opportunistic marketing programsuIncrease customer loyalty through understanding and ability to deliver relevant,timely communicationuSecure BMWs place in its customers lives by identifying which households are good targets for additional BMW pur
7、chases Situation Analysis管理资源吧(),提供海量管理资料免费下载!Page-8uBMW now has a central system of measurementuThe BMW Report Center monitors communications and response from prospects and customersuMeasurement includes cost per response and cost per saleuBMW now has the ability to view prospects as well customer
8、s in its universeuThis allows BMW to view the full shopper-owner cycle from first point of contact,through sale and cross saleuThe new marketing database contains a broad range of information on the BMW consumeruCampaign,response,and financial service data u190 appended individual and household data
9、 pointsBMW Situation II管理资源吧(),提供海量管理资料免费下载!Page-9uAllowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunitiesuWhich vehicle owners are best targets for credit cards?uHow can BMW card owners increase the lifetime value of the vehicle
10、 owners?uWhere are the pockets of our most profitable customers?uWhich customers will deliver additional revenue through financial services products after they have disposed of their BMW?BMW Situation III管理资源吧(),提供海量管理资料免费下载!Page-10uImprove the effectiveness of marketing programs in the years 2001 2
11、003 in order to:uReturn to BMW the cost of the database builduPay for database maintenance going forwarduIncrease the revenue per customer over timeuIncrease the profit per customeruIncrease the lifetime value of the combined BMW automobile and financial services customerBMW Database Marketing Goals
12、管理资源吧(),提供海量管理资料免费下载!Page-11uConsistent measurement and enhancement of BMW marketing programsuAbility to prioritize prospects and customers based on their likelihood to buyuIdentification of“low hanging fruit”programs that can be quickly implemented to generate revenue in the short termuRefinement o
13、f customer communicationsuTesting results against Control GroupsHow BMW measures return on investment管理资源吧(),提供海量管理资料免费下载!Page-12uControl groups measure the effectiveness of each programuNon-mailed groups that are measured against the mailed groupsuReports on the BMW Report Center provide a consiste
14、nt form of measurementuCost per lead,response and sale measurementuCross-penetration of product purchasesControls and Measurement管理资源吧(),提供海量管理资料免费下载!Page-13uIncreased communication effectivenessuIntegrated database used by all groupsuIncreased efficiency The right information to the right customer
15、at the right timeuReduced communication expenseuFewer pieces mailed with higher effectivenessuIncreased customer participationuIncreased customer satisfactionuIncreased corporate and center profitsuA higher level of data from and about BMW customersBenefits to BMW管理资源吧(),提供海量管理资料免费下载!Relationship Ma
16、rketing Strategy管理资源吧(),提供海量管理资料免费下载!Page-15uAll programs are built on a state-of-the-art customer relationship management database which provides:uMore information on owners and prospects than BMW has ever assembled beforeuPowerful tools to support BMW loyalty and prospect conversion programsuAutom
17、ated communication that supports the Owner ExperienceThe Database管理资源吧(),提供海量管理资料免费下载!Page-16uIncrease customer loyaltyuIncrease prospect conversion to sales ratiouIncrease vehicle sales through existing customersuMaintain existing BMW household recordsuKeep communication costs down while increasing
18、 effectivenessuDevelop a consistent process of program measurement2001 Database Marketing Goals管理资源吧(),提供海量管理资料免费下载!Page-17uUse the marketing database to realize a communications dialogue with both our prospects and our customersuSystematic use of customized information to attract and retain custome
19、rsuFacilitate mutually beneficial and relevant information exchangesuIncrease owner loyalty and customer acquisition ratesuStrengthen BMW brand perception at the individual customer levelBMW Relationship Marketing Objectives管理资源吧(),提供海量管理资料免费下载!Page-18uConsumer CommunicationsuWelcome KituLoyalty Com
20、municationsuProspect Prioritization/Extending the DialogueuBMW Magazine EnhancementsuBMW Owners CircleuFinancial Services ProgramsuCredit Card&Banking Customer AcquisitionuCross Sell and Up Sell MarketinguOpportunistic“Quick Win”ProgramsCore Communications Program管理资源吧(),提供海量管理资料免费下载!Page-19The Owne
21、r Welcome Kit管理资源吧(),提供海量管理资料免费下载!Page-20uA static kituInformation onuBMW,the BranduBMW,the CompanyuBMW,the ProductsuIt welcomed people to the brand,but offered no real taste of the BMW ExperienceThe old welcome kit was:管理资源吧(),提供海量管理资料免费下载!Page-21uA personal welcome kit that owners realize was crea
22、ted just for themuIt arrives within the first 30 daysuIt is a dialogue opener,an invitation to the BMW experience that extends over a full yearuEach of the kit pieces enhance your perception of the BMW Brand and the ExperienceuMultiple calls to action which lead you deeper into the ExperienceuIt inh
23、erently fosters the collection of information needed for further relationship dialogueThe new BMW welcome kit管理资源吧(),提供海量管理资料免费下载!Page-22uWeekly feed of new owners from the databaseuRapid record cleanup for mailinguWeekly fulfillment of corrected names,addresses and data to the welcome kit programuM
24、onthly maintenance of the database which supports all owner and prospect communicationsThe Database Supports the Welcome Kit管理资源吧(),提供海量管理资料免费下载!Page-23uTask:Provide individual customer data for personalized welcome kit fulfillmentStrategy:uProvide new owner personalized fulfillment information on a
25、 weekly basisuRecover key information requesteduMaintain owner files based on collected information for future programsuIdentify customers by model,financial status,and preparatory segmentation(i.e.loyalty,activity,etc.)Welcome Kit Fulfillment Process管理资源吧(),提供海量管理资料免费下载!Page-24Loyalty and Owner Com
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