整合营销渠道（宝马的案例英文版）.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 inform