从宝马经典案例谈渠道管理中整合营销.pptVIP

The Owner Welcome Kit A static kit Information on BMW, the Brand BMW, the Company BMW, the Products It welcomed people to the brand, but offered no real taste of the BMW Experience The old welcome kit was: A personal welcome kit – that owners realize was created just for them It arrives within the first 30 days It is a dialogue opener, an invitation to the BMW experience that extends over a full year Each of the kit pieces enhance your perception of the BMW Brand and the Experience Multiple calls to action which lead you deeper into the Experience It inherently fosters the collection of information needed for further relationship dialogue The new BMW welcome kit Weekly feed of new owners from the database Rapid record cleanup for mailing Weekly fulfillment of corrected names, addresses and data to the welcome kit program Monthly maintenance of the database which supports all owner and prospect communications The Database Supports the Welcome Kit Task: Provide individual customer data for personalized welcome kit fulfillment Strategy: Provide new owner personalized fulfillment information on a weekly basis Recover key information requested Maintain owner files based on collected information for future programs Identify customers by model, financial status, and preparatory segmentation (i.e. loyalty, activity, etc.) Welcome Kit Fulfillment Process Loyalty and Owner Communications BMW customers are fiercely loyal to their brand Loyalty can be measured: it is the repurchase rate Successful loyalty is a two way street Customer loyalty can be strengthened by relevant personal communications BMW Loyalty initiatives cover the entire ownership experience Welcome Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs The Loyalty Situation Increase BMW profits through: Increased repurchase by existing owners Increasing the number of BMW’s per household Increased sales of BMW previously owned vehicles Increased use/purchase of BMW FS products Each program effecti