Mineko_集成通道宝马.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Capture additional information on customers捕获顾客的额外信息 Email Addresses 电邮地址 Purchase Intentions: owners identifying themselves as entering the purchase cycle购买意向：用户定义自己为进入购买周期 Allow BMW owners to purchase merchandise允许宝马用户购买商品 Provide direction to BMW Online Store for purchase为购买提供直接的在线商库 Push registration on Owner’s Circle推动用户群注册 Each program effectiveness measured by control groups?前面有完全一样的，重复么？ Control Group: Owners who are not sent the communications Test Group: Owners who get the communications Magazine Strategy Today Extending the Dialogue – Prospect Messages Increase prospect conversion to sell more BMW automobiles增加潜在用户的转变以销售更多宝马汽车 Provide a steady flow of “qualified” leads to BMW Centers为宝马中心提供审核的稳定流程 Make communications interactive使交流互动 Continually improve the conversion rates by better prospecting以更好的调查持续促进转变率 Measure the conversion rate by Center, Region, Prospect Lifestyle, Income由中心、行政区、预期生活品质和收入测算转换率 Goals of the Prospect Management System Prospects developed from all contact sources:各种接触源发展出的潜在客户 Telephone, Direct Mail, Auto Shows, Events, Internet电话销售，直接邮寄，车展，事件，网络 Rapidly qualified and scored快速胜任和评分 Centers receive qualified leads electronically within 48 hours of receipt中心电子仪器在48小时内收到胜任的领导 Prospects get BMW message within 48 hours恰在用户在48小时内得到宝马的信息 Every lead tracked electronically, with daily, weekly, monthly reports for BMW management on the web每位领导沿循电子信息，按每天、每周、每月的报告在网上经营管理 Automated Database Processes Scoring models for incoming prospect requests determine priority评分示例到来的预期需求和抉择的优先次序 Focus on priority A B prospects聚焦A和B的优先权展望 Moving to lower priorities as the systems proves itself转移到该系统提供的较低优先级 Fully integrated creative implementation in both electronic and paper media as well as events彻底整合在电子及平面媒体上的创造性执行 Test scoring models against anticipated response and adjust as needed测试和不相符的预期反应评分示例，按需要调整 Utilize a 5% control group for a period of one year for reporting comparisons在一年的