宝马整合营销渠道案例.pptVIP

;1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising 2001 BMW brings them all together;BMW customers want: A realization of the brand promise Performance, safety, technology, innovation Recognition Service Information Convenience Helpfulness;Personal Profit from Purchase = a (usefulness of product) +b (perceived brand value) - c (money cost) - d (time or inconvenience);Constructors People who build databases Merge/Purge, Hardware, Software Creators People who understand strategy Build loyalty and repeat sales You need both kinds!;In 2000, BMW built a robust customer and prospect database designed to: Provide a comprehensive view of the automotive and financial services BMW customer Deliver short term, incremental revenue through opportunistic marketing programs Increase customer loyalty through understanding and ability to deliver relevant, timely communication Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases ;BMW now has a central system of measurement The BMW Report Center monitors communications and response from prospects and customers Measurement includes cost per response and cost per sale BMW now has the ability to view prospects as well customers in its universe This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale The new marketing database contains a broad range of information on the BMW consumer Campaign, response, and financial service data 190 appended individual and household data points;Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities Which vehicle owners are best targets for credit cards? How can BMW card owners increase the lifetime value of