整合营销渠道—宝马案例(英).pptVIP

Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning M\S Database Marketing The DMA 84th Annual McCormick Place, Chicago Tuesday, October 30th 2001 10:00 AM – 11:15 AM;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 se