765整合营销渠道--宝马案例(编辑修改稿)

765整合营销渠道--宝马案例(编辑修改稿)内容摘要：

all owner and prospect munications The Database Supports the Wele Kit Page 22 Task: Provide individual customer data for personalized wele 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 (. loyalty, activity, etc.) Wele Kit Fulfillment Process Page 23 Loyalty and Owner Communications Page 24 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 munications BMW Loyalty initiatives cover the entire ownership experience Wele Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs The Loyalty Situation Page 25 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 effectiveness measured by control groups:  Control Group: Owners who are not sent the munications Test Group: Owners who get the munications Owner Communication Goals Page 26 General Goals:  Immersion in the BMW Experience  Promotion of Owner’s Circle  Purchase of BMW accessories To 3 and 4 year BMW owners. Goals:  Increase the repurchase rate  Multiple BMWs in each household  Widespread use of BMW Financial Services products To new BMW owners, Goals:  Purchase BMW financial services products  Capture information about their preferences, lifestyles, automobile interests, etc. useful for further dialog Loyalty Building Newsletters Page 27 Ongoing collection of news and information of interest to BMW owners Owner surveys to determine preferences for:  News, information, and topics  Communication Channel ( or print)  Frequency Begin with a printed newsletter to gather addresses  Move to newsletters as quickly as possible Multiple offers to generate owner response Promote the use of Owner’s Circle Newsletter Strategy Page 28 New products BMW awards Sports stars that drive BMWs Ratings by leading car magazines Why the BMW engines are superior The history of BMW Event calendar Magazine reprints Sponsorships BMW Brand Values Roadside Assistance Servicing requirements BMW Insurance BMW credit cards BMW Accessories Driving Events BMW trade in prices BMW Owner Clubs Owner’s Circle World news featuring BMW Newsletter Content Page 29 BMW Magazine Page 30 BMW publishes a highvalue magazine to its owners in the first two years after their purchase Because of its universal distribution, the magazine can be more than a magazine It can be a data collection tool for further personalized munications Magazine Strategy Before Page 31 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:  C。