整合营销渠道——宝马案例(英).课件.pptVIP

* * * * * * * * * * * * * * * * * * * * * Capture additional information on customers Email Addresses Purchase Intentions: owners identifying themselves as entering the purchase cycle Allow BMW owners to purchase merchandise Provide direction to BMW Online Store for purchase Push registration on Owner’s Circle Each program effectiveness measured by control groups: 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 Provide a steady flow of “qualified” leads to BMW Centers Make communications interactive Continually improve the conversion rates by better prospecting Measure the conversion rate by Center, Region, Prospect Lifestyle, Income Goals of the Prospect Management System Prospects developed from all contact sources: Telephone, Direct Mail, Auto Shows, Events, Internet Rapidly qualified and scored Centers receive qualified leads electronically within 48 hours of receipt Prospects get BMW message within 48 hours Every lead tracked electronically, with daily, weekly, monthly reports for BMW management on the web Automated Database Processes Scoring models for incoming prospect requests determine priority Focus on priority A B prospects Moving to lower priorities as the systems proves itself Fully integrated creative implementation in both electronic and paper media as well as events Test scoring models against anticipated response and adjust as needed Utilize a 5% control group for a period of one year for reporting comparisons Testing and Implementation Strategy Sales Response To electronic vs. paper Predetermined vs. Relational Offers and incentives Modeling success % prospect conversion (historical) Media preference automated system Cost of program Cost of sales Measurements of the Prospect Program Measuring success through the dealers Scored leads sent to each dealer Conversi