广告策划网络广告术语扫盲.ppt

上海易恒广告有限公司网络广告术语汇总网络广告术语网络广告术语Ad ViewsAd Views（广告浏览）：（广告浏览）：横幅广告被用户下载、显示的的次数,一般以一段时间内的次数来衡量，等同于Impression Advertising NetworkAdvertising Network（广告网络）（广告网络）: :指利用会员站点的固定空间，通过单独的服务器统一传递广告图像的网络广告经营企业，一个广告网络可以拥有大量会员站点，并通过广告显示或点击次数付酬给广告站点，或与广告站点分享销售后的收入 Advertisement ManagementAdvertisement Management（广告管理）（广告管理）: :指利用特定的系统管理网站或广告网络播发的网幅广告，同时提供即时的显示数、点击数统计，高级的广告管理系统还要能根据访问者的特点和时间选择出现不同的网幅广告 BannerBanner（网幅广告）（网幅广告）: :以GIF，JPG等格式建立的图象文件，定位在网页中，大多用来表现广告内容，同时还可使用Java等语言使其产生交互性，用Shockwave等插件工具增强表现力，标准GIF格式以外的网幅广告被成为Rich Media Banner。

LOGO（图标）（图标）:常用来宣传商家的商标或特定标志，通常标准banner为468*60Click Throughs （点进次数）（点进次数）:网上广告被用户点击、浏览的次数Clicks（点击次数）（点击次数）:每一次当访客通过点击这个横幅广告访问一次商家网页，称点击一次点击次数可以客观准确地反映广告效果Clicks Rate 点击率）点击率）:是广告吸引力的一个标志如果这个网页出现了一万次，而网页上的广告的点击次数为五百次，那么点击率即为5%Log FileLog File（访客流量统计文件）（访客流量统计文件）: :由服务器产生的，记录所有用户访问信息的文件 Page viewsPage views（综合浏览量）（综合浏览量）: :网站各网页被浏览的总次数一个访客有可能创造十几个甚至更多的PAGEVIEWS Search EngineSearch Engine（搜索引擎）（搜索引擎） : :提供网络资源搜索和列名服务，网站可以向搜索引擎提交自己的网址，让访问者可能通过关键字检索到该网站 什么是什么是PVPV 　 PV(page view)，即页面浏览量，或点击量；通常是衡量一个网络新闻频道或网站甚至一条网络新闻的主要指标。

一个访问者在24小时(0点到24点)内到底看了你网站几个页面这里需要强调：同一个人浏览你网站同一个页面，不重复计算pv量，点100次也算1次说白了，pv就是一个访问者打开了你的几个页面 pv的计算：当一个访问者访问的时候，记录他所访问的页面和对应的IP，然后确定这个IP今天访问了这个页面没有如果你的网站到了23点，单纯IP有60万条的话，每个访问者平均访问了3个页面，那么pv表的记录就要有180万条 alexa工具条可以随时查看PV流量以及你的网站世界排名PV&UV&PR什么是什么是UVUV uv(unique visitor)，指访问某个站点或点击某条新闻的不同IP地址的人数　　在同一天内，uv只记录第一次进入网站的具有独立IP的访问者，在同一天内再次访问该网站则不计数独立IP访问者提供了一定时间内不同观众数量的统计指标，而没有反应出网站的全面活动 什么是什么是PRPR值值 　 PR值，即PageRank，网页的级别技术取自Google的创始人Larry Page，它是Google排名运算法则（排名公式）的一部分，用来标识网页的等级/重要性。

级别从1到10级，10级为满分PR值越高说明该网页越受欢迎（越重要）　　例如：一个PR值为1的网站表明这个网站不太具有流行度，而PR值为7到10则表明这个网站非常受欢迎（或者说极其重要）　　我们可以这样说：一个网站的外部链接数越多其PR值就越高；外部链接站点的级别越高（假如Macromedia的网站链到你的网站上），网站的PR值就越高CPA (Cost-per-Action) CPA (Cost-per-Action) ：每行动成本：每行动成本 每次行动的费用，即根据每个访问者对网络广告所采取的行动收费的定价模式对于用户行动有特别的定义，包括形成一次交易、获得一个注册用户、或者对网络广告的一次点击等 CPA=总成本/转化次数 CPA计价方式是指按广告投放实际效果，即按回应的有效问卷或定单来计费，而不限广告投放量CPA的计价方式对于网站而言有一定的风险，但若广告投放成功，其收益也比CPM的计价方式要大得多广告主为规避广告费用风险，只有当网络用户点击旗帜广告，链接广告主网页后，才按点击 次数付给广告站点费用 计价模式计价模式 每次点击的费用。

根据广告被点击的次数收费如关键词广告一般采用这种定价模式　 CPC=总成本/广告点击次数 以每点击一次计费这样的方法加上点击率限制可以〖WX)〗加强作弊的难度，而且是宣传网站站点的最优方式但是，此类方法就有不少经营广告的网站觉得不公平，比如，虽然浏览者没有点击，但是他已经看到了广告，对于这些看到广告却没有点击的流量来说，网站成了白忙活有很多网站不愿意做这样的广告，据说，是因为传统媒体从来都没有这样干过 CPC (Cost-per-click / Cost Per Thousand Click-CPC (Cost-per-click / Cost Per Thousand Click-Through) Through) 每点击成本每点击成本  每千次印象费用广告条每显示1000次（印象）的费用CPM是最常用的网络广告定价模式之一 CPM(千人成本)指的是广告投放过程中，听到或者看到某广告的每一人平 均分担到多少广告成本传统媒介多采用这种计价方式 CPM=总成本/广告曝光次数*1000  至于每CPM的收费究竟是多少，要根据以主页的热门程度(即浏览人数)划分价格等级，采 取固定费率。

国际惯例是每CPM收费从5美元至200美元不等 CPM(Cost Per MilleCPM(Cost Per Mille，或者，或者Cost Per ThousandCost Per Thousand；；Cost Per Cost Per Impressions) Impressions) 每千人成本每千人成本 也称为Cost-per-Transaction，即根据每个订单/每次交易来收费的方式 CPO (Cost-per-Order) CPO (Cost-per-Order) ：： 广告主为规避广告费用风险，只有在网络用户点击旗帜广告并进行交易后，才按销售笔数付给广告站点费用 CPP(Cost Per Purchase) CPP(Cost Per Purchase) 每购买成本：每购买成本： 无论是CPA还是CPP，广告主都要求发生目标消费者的“点击”，甚至进一步形成购买，才予付费：CPM则只要求发生“目击”(或称“展露”、“印象”)，就产生广告付费  以浏览者的每一个回应计费这种广告计费充分体现了网络广告“及时反应、直接互动、准确记录”的特点，但是，这个显然是属于辅助销售的广告模式，对于那些实际只要亮出名字就已经有一半满足的品牌广告要求，大概所有的网站都会给予拒绝，因为得到广告费的机会比CPC还要渺茫。

CPR(Cost Per Response) CPR(Cost Per Response) 每回应成本每回应成本 基于业绩的定价计费基准有点击次数、销售业绩、导航情况等等著名市场研究机构福莱斯特(Forrerster)研究公司最近公布的一项研究报告称，在今后4年之内，万维网将从目前的广告收费模式——即根据每千次闪现(impression)收费——CPM(这亦是大多数非媒体均所采用的模式)变为按业绩收费(pay-for-performance)的模式 PFP(Pay-For-Performance) PFP(Pay-For-Performance) 按业绩付费按业绩付费PPCPPC（（Pay-per-ClickPay-per-Click）：）： 是根据点击广告或者电子邮件信息的用户数量来付费的一种网络广告定价模式 PPLPPL（（Pay-per-LeadPay-per-Lead）：）： 根据每次通过网络广告产生的引导付费的定价模式例如，广告客户为访问者点击广告完成了表单而向广告服务商付费 PPSPPS（（Pay-per-SalePay-per-Sale）：）： 根据网络广告所产生的直接销售数量而付费的一种定价模式 。

CPTM (Cost per Targeted Thousand Impressions) CPTM (Cost per Targeted Thousand Impressions) ：： 经过定位的用户（如根据人口统计信息定位）的千次印象费用CPTM与CPM的区别在于，CPM是所有用户的印象数，而CPTM只是经过定位的用户的印象数包月方式包月方式 ：： 很多国内的网站是按照“一个月多少钱”这种固定收费模式来收费的，这对客户和网站都不公平，无法保障广告客户的利益虽然国际上一般通用的网络广告收费模式是CPM(千人印象 成本)和CPC(千人点击成本)，但在我国，一个时期以来的网络广告收费模式始终含糊不清， 网络广告商们各自为政，有的使用CPM和CPC计费，有的干脆采用包月的形式，不管效果好坏 ，不管访问量有多少，一律一个价尽管现在很多大的站点多已采用CPM和CPC计费，但很多中小站点依然使用包月制 相比而言，相比而言，CPMCPM和包月方式对网站有利，而和包月方式对网站有利，而CPCCPC、、CPACPA、、CPRCPR、、CPPCPP或或PFPPFP则对广告主有利。

目前则对广告主有利目前 比较流行的计价方式是比较流行的计价方式是CPMCPM和和CPCCPC，，最为流行的则为最为流行的则为CPMCPM Thank YouTHE END AD: 肇嘉浜路288号18楼E座 Tel: 021-6431 8209 Fax: 021-6431 8249-801 Web: Integrating All Direct Marketing Channels to Build Customer Loyalty整合直销渠道整合直销渠道 建立顾客忠诚度建立顾客忠诚度A BMW Case StudyKay Madati, Relationship Marketing Manager BMWArthur Middleton Hughes, VP for Strategic Planning M\S Database MarketingThe DMA 84th AnnualMcCormick Place, ChicagoTuesday, October 30th 2001 10:00 AM – 11:15 AM•1950 - 2000 Brands built by mass advertising大众广告建立品牌•1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.数据营销时期到来，但是未与大众广告整合•1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising互联网时代到来，但未与数据库营销/大众广告整合•2001 BMW brings them all together宝马将三者整合How brand marketing has evolved•BMW customers want:宝马的顾客需要–A realization of the brand promise品牌承诺的实现•Performance, safety, technology, innovation操控性、安全、技术、创新–Recognition赞誉–Service服务–Information信息–Convenience便利–Helpfulness帮助BMW Buyers Not Necessarily Driven by PricePersonal Profit from Purchase= a (usefulness of product) +b (perceived brand value)- c (money cost)- d (time or inconvenience)How BMW Buyers Make Purchase Decisions宝马的购买车如何决定购买个人从购买得到的利益 =有用的产品+感知的品牌价值-使用成本-耗时和不便•Constructors构造者构造者 People who build databases建造数据库的人 Merge/Purge, Hardware, Software数据输入/数据分选、硬件、软件•Creators策略制定者策略制定者 People who understand strategy理解策略的人 Build loyalty and repeat sales建立忠诚，重复销售•You need both kinds!你需要这两种人Two kinds of database marketing people数据库营销的两种不同类型的人•In 2000, BMW built a robust customer and prospect database designed to:2000年，宝马建立了一个庞大的现有和潜在用户的数据库，意在：–Provide a comprehensive view of the automotive and financial services to BMW customer提供全面的汽车和财务服务给宝马的用户–Deliver short term, incremental revenue through opportunistic marketing programs通过机会营销计划陈述短期、增值的利益–Increase customer loyalty through understanding and ability to deliver relevant, timely communication通过理解和提供相关、及时信息的能力以提高客户忠诚度–Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases 通过辨别目标家庭——认为宝马能提供额外的价值，保证宝马在用户生活中的地位Situation Analysis状况分析•BMW now has a central system of measurement现在宝马有一个核心的评价系统–The BMW Report Center monitors communications and response from prospects and customers宝马的汇报中心监控从现有用户和潜在用户的信息和反馈•Measurement includes cost per response and cost per sale评价标准包括每个反馈的成本和每个销售的成本•BMW now has the ability to view prospects as well customers in its universe现在，在宝马的这个系统里，有能力观察他的现有用户和潜在用户们–This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale宝马能够观察从购买到拥有的整个过程：从第一次联系、销售反复销售过程。

•The new marketing database contains a broad range of information on the BMW consumer新的营销数据库包括一个宽泛的关于宝马用户的信息–Campaign, response, and financial service data 活动、反应、财务服务–190 appended individual and household data points填加190个人和家庭的数据BMW Situation II宝马状况II•Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities允许对宝马的消费者有个全面的认识，在销售和交叉销售的机会中瞄准目标和利益创造者–Which vehicle owners are best targets for credit cards?哪类汽车拥有者是最好的信用卡消费者–How can BMW card owners increase the lifetime value of the vehicle owners?宝马卡的拥有者是如何提高拥有汽车的生活价值–Where are the pockets of our most profitable customers?哪里是我们最有利可图的消费者的聚集点–Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?哪些消费者能给宝马带来额外的收入，通过在处理他们的宝马车后的财务服务BMW Situation III宝马状况III•Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:在2001-2003年提高营销计划的效力目的在于：–Return to BMW the cost of the database build回到宝马建立数据库的成本状态–Pay for database maintenance going forward支付数据库维持发展的费用–Increase the revenue per customer over time随着时间的推移，提高每个消费者（带来的）收入–Increase the profit per customer提高每个消费者的利益–Increase the lifetime value of the combined BMW automobile and financial services customer提高接受宝马汽车和财务服务的消费者的生活价值BMW Database Marketing Goals宝马数据库营销的目标•Consistent measurement and enhancement of BMW marketing programs一致的标准和宝马营销计划的增进•Ability to prioritize prospects and customers based on their likelihood to buy有能力根据购买的可能性区分现有和潜在用户的优先顺序•Identification of “low hanging fruit” – programs that can be quickly implemented to generate revenue in the short term证明“low hanging fruit” 程序能快速实现短期收入的产生•Refinement of customer communications消费者信息精确•Testing results against Control Groups依据控制群体测试结果（成交结果）How BMW measures return on investment宝马的标准如何反应在投资获利方面•Control groups measure the effectiveness of each program控制群体测试每一个计划的效力–Non-mailed groups that are measured against the mailed groups 未邮寄组与邮寄组的测试对比•Reports on the BMW Report Center provide a consistent form of measurement依据宝马汇报中心的汇报提供一致的计量方式–Cost per lead, response and sale measurement每次领导、回馈和销售测算的成本–Cross-penetration of product purchases产品购买的交叉渗透Controls and Measurement控制和标准•Increased communication effectiveness增加的沟通成效–Integrated database used by all groups全组成员对整合数据库的利用•Increased efficiency – The right information to the right customer at the right time增加的效率—恰当时间对恰当客户传达恰当信息•Reduced communication expense减少的沟通费用 –Fewer pieces mailed with higher effectiveness更精少的内容得到更好效果的传达•Increased customer participation 增加的客户参与度•Increased customer satisfaction增加的客户满意度•Increased corporate and center profits 公司与中心增加的赢利•A higher level of data from and about BMW customers从宝马客户处得到与其相关的更高层次数据资料Benefits to BMW给宝马带来的利益Relationship Marketing Strategy关系营销策略•All programs are built on a state-of-the-art customer relationship management database which provides:所有项目基于一个艺术性的客户关系管理数据库，提供：–More information on owners and prospects than BMW has ever assembled before比宝马以前整合过的更多关于现有用户和潜在用户的信息–Powerful tools to support BMW loyalty and prospect conversion programs强大工具以支持现有用户对宝马的忠诚度并吸引潜在用户转换的计划–Automated communication that supports the Owner Experience支持用户体验的自动化信息沟通The Database•Increase customer loyalty增加客户忠诚度•Increase prospect conversion to sales ratio增加潜在用户转化（成实际用户）在销售中的比例•Increase vehicle sales through existing customers通过现有客户增加汽车销售•Maintain existing BMW household records保持现有宝马家庭的记录•Keep communication costs down while increasing effectiveness在效力增长的同时保持沟通成本的减低•Develop a consistent process of program measurement发展一致的项目测试程序2001 Database Marketing Goals数据营销目标•Use the marketing database to realize a communications dialogue with both our prospects and our customers利用数据营销实现与现有客户及潜在客户的沟通对话•Systematic use of customized information to attract and retain customers系统地利用为客户定制的信息吸引并保留客户•Facilitate mutually beneficial and relevant information exchanges帮助交换互利的相关信息•Increase owner loyalty and customer acquisition rates增加用户忠诚度和客户占有率•Strengthen BMW brand perception at the individual customer level加强个体用户层的宝马品牌意识BMW Relationship Marketing Objectives•Consumer Communications沟通消费者–Welcome Kit受欢迎的配套服务–Loyalty Communications忠诚度的交流–Prospect Prioritization/Extending the Dialogue扩展对话，潜在用户优先–BMW Magazine Enhancements改进宝马企业杂志–BMW Owner’s Circle宝马用户群–Financial Services Programs财务服务项目•Credit Card & Banking Customer Acquisition信用卡用户及银行用户的获得•Cross Sell and Up Sell Marketing交叉销售及 销售市场–Opportunistic “Quick Win” Programs抓住机会的“速赢”计划Core Communications ProgramThe Owner Welcome Kit•A static kit呆板的配套服务•Information on信息相关于–BMW, the Brand品牌–BMW, the Company公司–BMW, the Products产品•It welcomed people to the brand, but offered no real taste of the BMW Experience欢迎人们加入品牌，但不提供宝马体验的真正尝试The old welcome kit was:•A personal welcome kit – that owners realize was created just for them受欢迎的个人配套服务—让用户意识到这专为他们设计•It arrives within the first 30 days在前30天内到达•It is a dialogue opener, an invitation to the BMW experience that extends over a full year开启对话，体验宝马的邀请延展到全年•Each of the kit pieces enhance your perception of the BMW Brand and the Experience每个设备的部件都提高你对宝马品牌和经历的认识•Multiple calls to action which lead you deeper into the Experience多方号召，引领你深入宝马经历•It inherently fosters the collection of information needed for further relationship dialogue固有地收集信息以利进一步对话增进关系The new BMW welcome kit•Weekly feed of new owners from the database每周从数据库提供新用户•Rapid record cleanup for mailing为邮寄而快速地清除记录•Weekly fulfillment of corrected names, addresses and data to the welcome kit program据受欢迎配套服务计划每周修正名字、地址和数据•Monthly maintenance of the database which supports all owner and prospect communications每月维护数据库，支持与现有及潜在客户的沟通交流The Database Supports the Welcome Kit•Task: 任务 Provide individual customer data for personalized welcome kit fulfillment为个性化受欢迎配套服务满意度而提供个体客户的数据Strategy:目标–Provide new owner personalized fulfillment information on a weekly basis以周为基础提供新用户个人满意度信息–Recover key information requested更新需要的关键信息–Maintain owner files based on collected information for future programs为了将来的项目，在收集信息的基础上保留所有者的文件–Identify customers by model, financial status, and preparatory segmentation (i.e. loyalty, activity, etc.)通过范例、财务状况，及初步分割确定用户群Welcome Kit Fulfillment ProcessLoyalty and Owner Communications•BMW customers are fiercely loyal to their brand宝马用户热诚地忠于该品牌•Loyalty can be measured: it is the repurchase rate忠诚度是可测试的：用再次购买的比率•Successful loyalty is a two way street好的忠诚是双向的•Customer loyalty can be strengthened by relevant personal communications客户的忠诚可由相关的个人交流加强•BMW Loyalty initiatives cover the entire ownership experience宝马的忠诚主动覆盖了整个拥有经历的过程–Welcome Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs如受欢迎的配套服务、时事通讯、宝马企业杂志、多车用户计划The Loyalty Situation•Increase BMW profits through:增加利润应通过：–Increased repurchase by existing owners增加现有客户的再买量–Increasing the number of BMW’s household增加每个宝马家庭的宝马数量–Increased sales of BMW previously owned vehicles增加宝马原有车型的销售–Increased use/purchase of BMW FS products增加宝马节油产品的使用和购买•Each program effectiveness measured by control groups:每个项目的效力由操控组测试– Control Group: Owners who are not sent the communications 控制组：未得到发送信息的所有者–Test Group: Owners who get the communications测试组：得到信息的所有者Owner Communication Goals•General Goals:总体目标–Immersion in the BMW Experience热中于宝马经历–Promotion of Owner’s Circle 提升用户圈–Purchase of BMW accessories购买宝马配件•To 3 and 4 years BMW owners. Goals:对拥有宝马3至4年的客户，目标是：–Increase the repurchase rate增加再买比率–Multiple BMWs in each household每个家庭多辆宝马–Widespread use of BMW Financial Services products宝马财务服务产品的广泛使用•To new BMW owners, Goals:对新的宝马客户，目标是：–Purchase BMW financial services products购买宝马财务服务的产品–Capture information about their preferences, lifestyles, automobile interests, etc. useful for further dialog捕获有关用户的操作、生活方式、爱车兴趣等等的信息，为将来对话提供帮助Loyalty Building Newsletters•Ongoing collection of news and information of interest to BMW owners进行中的新闻收集和宝马用户兴趣的信息•Owner surveys to determine preferences for:用户调查决定以下相关操作：–News, information, and topics新闻、信息和话题–Communication Channel (email or print)沟通渠道（电邮或印刷）–Frequency频率•Begin with a printed newsletter to gather email addresses由出版的时事通讯开始收集电邮地址–Move to email newsletters as quickly as possible尽多地转移到电邮地址•Multiple offers to generate owner response为一般用户的回馈提供多种建议•Promote the use of Owner’s Circle促进对用户群的利用Newsletter Strategy•New products新产品•BMW awards奖励•Sports stars that drive BMWs驾驶宝马的运动明星•Ratings by leading car magazines主流汽车杂志的打榜•Why the BMW engines are superior宝马引擎之优越的原因•The history of BMW宝马历史•Event calendar事件时间表•Magazine reprints再版杂志•Sponsorships赞助商•BMW Brand Values品牌价值•Roadside Assistance路边援助站•Servicing requirements服务需求•BMW Insurance保险•BMW credit cards信用卡•BMW Accessories配件•Driving Events推动性事件•BMW trade in prices交易价格•BMW Owner Clubs车主俱乐部•Owner’s Circle客户群•World news featuring BMW世界新闻特写宝马Newsletter ContentBMW Magazine•BMW publishes a high-value magazine to its owners in the first two years after their purchase宝马在顾客买车后的两年给予其自身出版的高质量杂志•Because of its universal distribution, the magazine can be more than a magazine由于它的普遍发行，杂志的意义不再普通–It can be a data collection tool for further personalized communications为将来个性化沟通交流提供的数据收集工具Magazine Strategy - Before•Capture additional information on customers捕获顾客的额外信息–Email Addresses 电邮地址–Purchase Intentions: owners identifying themselves as entering the purchase cycle购买意向：用户定义自己为进入购买周期•Allow BMW owners to purchase merchandise允许宝马用户购买商品–Provide direction to BMW Online Store for purchase为购买提供直接的商库•Push registration on Owner’s Circle推动用户群注册•Each program effectiveness measured by control groups前面有完全一样的，重复么？– Control Group: Owners who are not sent the communications –Test Group: Owners who get the communicationsMagazine Strategy TodayExtending the Dialogue – Prospect Messages•Increase prospect conversion to sell more BMW automobiles增加潜在用户的转变以销售更多宝马汽车•Provide a steady flow of “qualified” leads to BMW Centers为宝马中心提供审核的稳定流程•Make communications interactive使交流互动•Continually improve the conversion rates by better prospecting以更好的调查持续促进转变率–Measure the conversion rate by Center, Region, Prospect Lifestyle, Income由中心、行政区、预期生活品质和收入测算转换率Goals of the Prospect Management System•Prospects developed from all contact sources:各种接触源发展出的潜在客户–Telephone, Direct Mail, Auto Shows, Events, Internet销售，直接邮寄，车展，事件，网络•Rapidly qualified and scored快速胜任和评分•Centers receive qualified leads electronically within 48 hours of receipt中心电子仪器在48小时内收到胜任的领导•Prospects get BMW message within 48 hours恰在用户在48小时内得到宝马的信息•Every lead tracked electronically, with daily, weekly, & monthly reports for BMW management on the web每位领导沿循电子信息，按每天、每周、每月的报告在网上经营管理Automated Database Processes•Scoring models for incoming prospect requests determine priority评分示例到来的预期需求和抉择的优先次序–Focus on priority A & B prospects聚焦A和B的优先权展望–Moving to lower priorities as the systems proves itself转移到该系统提供的较低优先级•Fully integrated creative implementation in both electronic and paper media as well as events彻底整合在电子及平面媒体上的创造性执行•Test scoring models against anticipated response and adjust as needed测试与不相符的预期反应评分示例，按需要调整•Utilize a 5% control group for a period of one year for reporting comparisons在一年的时间里利用5%的控制组做报告比对Testing and Implementation Strategy•Sales销售•Response反馈–To electronic vs. paper电子媒体vs.平面媒体–Predetermined vs. Relational预定vs.相关–Offers and incentives 报价和诱因•Modeling success成功示例•% prospect conversion (historical) %的预期转换（历史资料）•Media preference automated system自动化媒体操控系统•Cost of program项目成本•Cost of sales销售成本Measurements of the Prospect ProgramMeasuring success through the dealers•Scored leads sent to each dealer评分领导到各个经销商•Conversions are measured monthly转换的测算每月进行•Each dealer conversation ratio calculated每个经销商细心审核转换率•Program success measured by comparing dealer to dealer conversion ratio成功项目由对比经销商与经销商转换率来测算•Dealer, Market, Region and National average conversion ratios create measurable benchmarks经销商、市场、行政区和全国性平均转换率创造了客测量的基准•Above average dealers manage their leads better过半的经销商管理较好•Direct Mail and E-mail integrated communication plan直接邮寄与电邮的整合沟通计划–Alternating content delivery mediums交互的内容递送媒介–Each reinforcing the one that came before it互相补充•Use of database information to drive customization and relevance利用数据库信息推动专业化和实用性•Each communication introducing a new piece of the BMW Experience每次交流都引出新的宝马体验•All communications tie in to web activities所有交流都结合了网络活动•Integration with off-line and online marketing activities整合线下和线上的营销活动•Prospects given the opportunity to opt-out at any point从任何点上来说潜在用户都有机会脱离•Prospects removed from program if they purchase a vehicle如果他们已购买汽车则潜在用户远离该计划Prospect Program Communications Strategy•Immerse and invite the prospect into the BMW Experience邀请潜在用户并使其热中于宝马体验•Reinforce the initial contact with BMW加强其与宝马的主动联系•Educate as to the depth of the Brand培养品牌深度–Products and Services产品和服务•Point the prospect towards a test drive and the dealer吸引潜在用户接近试驾活动和经销商•Reinforce core marketing communication objectives about:加强核心营销沟交流，目标在于：–Brand Values品牌价值–Brand Heritage品牌传承–Product attributes产品特性–The BMW Ownership Experience宝马车主体验Program Communications Objectives•New products新产品•BMW in the News新闻中的宝马•BMW Technology and Innovation宝马技术与革新•BMW Safety安全性能•The history of BMW and BMW Brand Values宝马历史与其品牌价值•Event invitations邀请•Test drive incentives鼓励试驾•BMW gifts赠品•Magazine reprints再版杂志•BMW Financial Services products宝马财务服务产品Program Content Objectives•Sell more cars by:通过以下方式销售更多汽车–Immediate Scoring of Prospects直接由潜在用户评分–Immediate electronic Center notification of leads直接由领导在电子中心发布信息–Immediate communications with the prospect直接与潜在用户交流–Continually engage the customer in the Experience使用户持续参与体验–Provide more information on the depth of the Brand提供深层次的品牌信息•Reduce the cost per car sold减少每辆车的销售成本•Provide Management with accurate & timely knowledge of the prospect and sales process提供对潜在用户和销售过程精确而及时的管理•Increase the overall effectiveness of future prospecting programs by learning from this one学习研究此例以增加将来预期计划的整体效力Prospect System BenefitsQuick wins: X factor programs •The BMW Database offers a huge opportunity to utilize information to refine BMW programs宝马数据库提供巨大的机会来利用信息提升宝马项目•X Factor programs are built on data mining, and deliver:不确定因素项目建立在数据开发的基础上，呈递出–Highly effective marketing programs高效的营销计划–Incremental revenue opportunities增加收入的机会–Low cost per sale每次销售的低成本–Increased customer/prospect contact and satisfaction增加的与现有和潜在用户的接触及其满意度X Factor Situation•The Loyalty and Prospect Programs, combined with the database, offer great potential for creative, interactive X factor programs:忠诚度和预期计划与数据库联系在一起，为具创造性兼互动性的不确定因素计划提出巨大潜力–Contests争论性–Programs for Women/Minorities为女性/少数派（特殊群体）设置的计划–Special Events特殊事件–Referral Programs推荐计划–Certified Previously Owned Cars早前执有的车–Second BMWs in every home每家的第二辆宝马–Lifestyle Programs安全性计划–Congratulatory Mailings to 3+ BMW Owners给有3辆以上的宝马用户的感谢邮件X Factor InitiativesPlus improved reporting, query developmentand a half dozen new ideas to be developed and implemented during the year年内增加改善报告，提问发展，年内增加改善报告，提问发展，一系列新点子有待发展成型以得到实行一系列新点子有待发展成型以得到实行X Factor: something new every quarter 用户推荐 车（主）生日 （策划）投放市场•Identify ways to build relationships with female owners:确定与女性用户建立关系的方式–Bring them to the Brand, and keep them longer用品牌吸引她们，引起购买欲望–Appeal to their unique needs迎合其独特要求–Recognize the purchasing power and influence that automotive marketers typically ignore充分认识汽车时常一贯忽略的她们的购买力与影响力•Provide tools that reduce pre-dealer visit anxiety供给能减少前期经销商焦虑的工具、方法•Tailored communications that highlight what women are looking for考究的交流信息凸显女性真正欲求–Live chat support by females女性日常生活中的闲谈–Develop a network of female sales reps发展针对女性的销售网X1 Women’s Program•Identify households that are prime prospects to purchase a second BMW确定可能购买第二辆宝马的首要潜在用户家庭–Analyze multiple purchase households分析多次购买的家庭–Target groups most likely to purchase a CPO vehicle最可能再次买车的对象组•Households with teenagers or young adults家里有青少年•Identify seasonality – graduation, etc.确定季节性因素，如毕业潮•Test the program on current BMW owners, then roll out to prospects在当前宝马用户中测试计划，再投放到潜在用户市场X2: Certified Previously Owned Program•Identify those current owners who are most likely to purchase a new 7 Series BMW确定当前用户中哪些最可能购买宝马7系列•Invite these special people to be among a small group who are allowed to preview the new 7 series请嘉宾组团参加宝7的预先发布会–Appeal to their appreciation of inclusion by asking for their feedback and opinion请求他们反馈意见和建议，收集评价–Allow them to be among the first to test drive使其成为第一批试驾者–Notify them periodically of the status of the vehicle定期通告其汽车情况X3: Series 7 Launch•Identify those current owners who are most likely to purchase the MINI确定当前用户中哪些最可能购买迷你车型•Create a unique lifestyle message to these owners为其策划独特的生活风尚讯息–Appeal to the early adapter配合早期改造–Focus on active lifestyles聚焦活力生活形态–Get them to preview on the web and opt in to marketing messages使其参与网上预览和营销传讯X4: Mini Launch•Develop a program that uniquely appeals to the BMW owner针对宝马用户制定特别计划–Communicate the personality of the brand联系品牌名人–Reinforce the relationship that the BMW owner has with their car增进宝马用户与其坐驾的关系•At the anniversary of purchase, send an e-card to owners在购买周年，发送网卡给用户–Direct them to a micro site to get an e-birthday gift引领他们到微机站点领取电子礼物X5: Birthday Cards•Database provides the central focus for数据库为中枢中心提供–Owner loyalty communication programs拥护忠诚度交流计划–Prospect communications沟通潜在用户–Opportunistic “Quick Win” Programs抓住机会的“速赢”计划–Measurement of success成功的测算标准–Building BMW Brand Loyalty建立宝马品牌忠诚度Summary: BMW has put it all togetherIntegrating All Direct Marketing Channels to Build Customer Loyalty整合直销渠道整合直销渠道 建立顾客忠诚度建立顾客忠诚度A BMW Case StudyKay Madati, Relationship Marketing Manager BMWArthur Middleton Hughes, VP for Strategic Planning M\S Database MarketingThe DMA 84th AnnualMcCormick Place, ChicagoTuesday, October 30th 2001 10:00 AM – 11:15 AM•1950 - 2000 Brands built by mass advertising大众广告建立品牌•1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.数据营销时期到来，但是未与大众广告整合•1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising互联网时代到来，但未与数据库营销/大众广告整合•2001 BMW brings them all together宝马将三者整合How brand marketing has evolved•BMW customers want:宝马的顾客需要–A realization of the brand promise品牌承诺的实现•Performance, safety, technology, innovation操控性、安全、技术、创新–Recognition赞誉–Service服务–Information信息–Convenience便利–Helpfulness帮助BMW Buyers Not Necessarily Driven by PricePersonal Profit from Purchase= a (usefulness of product) +b (perceived brand value)- c (money cost)- d (time or inconvenience)How BMW Buyers Make Purchase Decisions宝马的购买车如何决定购买个人从购买得到的利益 =有用的产品+感知的品牌价值-使用成本-耗时和不便•Constructors构造者构造者 People who build databases建造数据库的人 Merge/Purge, Hardware, Software数据输入/数据分选、硬件、软件•Creators策略制定者策略制定者 People who understand strategy理解策略的人 Build loyalty and repeat sales建立忠诚，重复销售•You need both kinds!你需要这两种人Two kinds of database marketing people数据库营销的两种不同类型的人•In 2000, BMW built a robust customer and prospect database designed to:2000年，宝马建立了一个庞大的现有和潜在用户的数据库，意在：–Provide a comprehensive view of the automotive and financial services to BMW customer提供全面的汽车和财务服务给宝马的用户–Deliver short term, incremental revenue through opportunistic marketing programs通过机会营销计划陈述短期、增值的利益–Increase customer loyalty through understanding and ability to deliver relevant, timely communication通过理解和提供相关、及时信息的能力以提高客户忠诚度–Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases 通过辨别目标家庭——认为宝马能提供额外的价值，保证宝马在用户生活中的地位Situation Analysis状况分析•BMW now has a central system of measurement现在宝马有一个核心的评价系统–The BMW Report Center monitors communications and response from prospects and customers宝马的汇报中心监控从现有用户和潜在用户的信息和反馈•Measurement includes cost per response and cost per sale评价标准包括每个反馈的成本和每个销售的成本•BMW now has the ability to view prospects as well customers in its universe现在，在宝马的这个系统里，有能力观察他的现有用户和潜在用户们–This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale宝马能够观察从购买到拥有的整个过程：从第一次联系、销售反复销售过程。

•The new marketing database contains a broad range of information on the BMW consumer新的营销数据库包括一个宽泛的关于宝马用户的信息–Campaign, response, and financial service data 活动、反应、财务服务–190 appended individual and household data points填加190个人和家庭的数据BMW Situation II宝马状况II•Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities允许对宝马的消费者有个全面的认识，在销售和交叉销售的机会中瞄准目标和利益创造者–Which vehicle owners are best targets for credit cards?哪类汽车拥有者是最好的信用卡消费者–How can BMW card owners increase the lifetime value of the vehicle owners?宝马卡的拥有者是如何提高拥有汽车的生活价值–Where are the pockets of our most profitable customers?哪里是我们最有利可图的消费者的聚集点–Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?哪些消费者能给宝马带来额外的收入，通过在处理他们的宝马车后的财务服务BMW Situation III宝马状况III•Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:在2001-2003年提高营销计划的效力目的在于：–Return to BMW the cost of the database build回到宝马建立数据库的成本状态–Pay for database maintenance going forward支付数据库维持发展的费用–Increase the revenue per customer over time随着时间的推移，提高每个消费者（带来的）收入–Increase the profit per customer提高每个消费者的利益–Increase the lifetime value of the combined BMW automobile and financial services customer提高接受宝马汽车和财务服务的消费者的生活价值BMW Database Marketing Goals宝马数据库营销的目标•Consistent measurement and enhancement of BMW marketing programs一致的标准和宝马营销计划的增进•Ability to prioritize prospects and customers based on their likelihood to buy有能力根据购买的可能性区分现有和潜在用户的优先顺序•Identification of “low hanging fruit” – programs that can be quickly implemented to generate revenue in the short term证明“low hanging fruit” 程序能快速实现短期收入的产生•Refinement of customer communications消费者信息精确•Testing results against Control Groups依据控制群体测试结果（成交结果）How BMW measures return on investment宝马的标准如何反应在投资获利方面•Control groups measure the effectiveness of each program控制群体测试每一个计划的效力–Non-mailed groups that are measured against the mailed groups 未邮寄组与邮寄组的测试对比•Reports on the BMW Report Center provide a consistent form of measurement依据宝马汇报中心的汇报提供一致的计量方式–Cost per lead, response and sale measurement每次领导、回馈和销售测算的成本–Cross-penetration of product purchases产品购买的交叉渗透Controls and Measurement控制和标准•Increased communication effectiveness增加的沟通成效–Integrated database used by all groups全组成员对整合数据库的利用•Increased efficiency – The right information to the right customer at the right time增加的效率—恰当时间对恰当客户传达恰当信息•Reduced communication expense减少的沟通费用 –Fewer pieces mailed with higher effectiveness更精少的内容得到更好效果的传达•Increased customer participation 增加的客户参与度•Increased customer satisfaction增加的客户满意度•Increased corporate and center profits 公司与中心增加的赢利•A higher level of data from and about BMW customers从宝马客户处得到与其相关的更高层次数据资料Benefits to BMW给宝马带来的利益Relationship Marketing Strategy关系营销策略•All programs are built on a state-of-the-art customer relationship management database which provides:所有项目基于一个艺术性的客户关系管理数据库，提供：–More information on owners and prospects than BMW has ever assembled before比宝马以前整合过的更多关于现有用户和潜在用户的信息–Powerful tools to support BMW loyalty and prospect conversion programs强大工具以支持现有用户对宝马的忠诚度并吸引潜在用户转换的计划–Automated communication that supports the Owner Experience支持用户体验的自动化信息沟通The Database•Increase customer loyalty增加客户忠诚度•Increase prospect conversion to sales ratio增加潜在用户转化（成实际用户）在销售中的比例•Increase vehicle sales through existing customers通过现有客户增加汽车销售•Maintain existing BMW household records保持现有宝马家庭的记录•Keep communication costs down while increasing effectiveness在效力增长的同时保持沟通成本的减低•Develop a consistent process of program measurement发展一致的项目测试程序2001 Database Marketing Goals数据营销目标•Use the marketing database to realize a communications dialogue with both our prospects and our customers利用数据营销实现与现有客户及潜在客户的沟通对话•Systematic use of customized information to attract and retain customers系统地利用为客户定制的信息吸引并保留客户•Facilitate mutually beneficial and relevant information exchanges帮助交换互利的相关信息•Increase owner loyalty and customer acquisition rates增加用户忠诚度和客户占有率•Strengthen BMW brand perception at the individual customer level加强个体用户层的宝马品牌意识BMW Relationship Marketing Objectives•Consumer Communications沟通消费者–Welcome Kit受欢迎的配套服务–Loyalty Communications忠诚度的交流–Prospect Prioritization/Extending the Dialogue扩展对话，潜在用户优先–BMW Magazine Enhancements改进宝马企业杂志–BMW Owner’s Circle宝马用户群–Financial Services Programs财务服务项目•Credit Card & Banking Customer Acquisition信用卡用户及银行用户的获得•Cross Sell and Up Sell Marketing交叉销售及 销售市场–Opportunistic “Quick Win” Programs抓住机会的“速赢”计划Core Communications ProgramThe Owner Welcome Kit•A static kit呆板的配套服务•Information on信息相关于–BMW, the Brand品牌–BMW, the Company公司–BMW, the Products产品•It welcomed people to the brand, but offered no real taste of the BMW Experience欢迎人们加入品牌，但不提供宝马体验的真正尝试The old welcome kit was:•A personal welcome kit – that owners realize was created just for them受欢迎的个人配套服务—让用户意识到这专为他们设计•It arrives within the first 30 days在前30天内到达•It is a dialogue opener, an invitation to the BMW experience that extends over a full year开启对话，体验宝马的邀请延展到全年•Each of the kit pieces enhance your perception of the BMW Brand and the Experience每个设备的部件都提高你对宝马品牌和经历的认识•Multiple calls to action which lead you deeper into the Experience多方号召，引领你深入宝马经历•It inherently fosters the collection of information needed for further relationship dialogue固有地收集信息以利进一步对话增进关系The new BMW welcome kit•Weekly feed of new owners from the database每周从数据库提供新用户•Rapid record cleanup for mailing为邮寄而快速地清除记录•Weekly fulfillment of corrected names, addresses and data to the welcome kit program据受欢迎配套服务计划每周修正名字、地址和数据•Monthly maintenance of the database which supports all owner and prospect communications每月维护数据库，支持与现有及潜在客户的沟通交流The Database Supports the Welcome Kit•Task: 任务 Provide individual customer data for personalized welcome kit fulfillment为个性化受欢迎配套服务满意度而提供个体客户的数据Strategy:目标–Provide new owner personalized fulfillment information on a weekly basis以周为基础提供新用户个人满意度信息–Recover key information requested更新需要的关键信息–Maintain owner files based on collected information for future programs为了将来的项目，在收集信息的基础上保留所有者的文件–Identify customers by model, financial status, and preparatory segmentation (i.e. loyalty, activity, etc.)通过范例、财务状况，及初步分割确定用户群Welcome Kit Fulfillment ProcessLoyalty and Owner Communications•BMW customers are fiercely loyal to their brand宝马用户热诚地忠于该品牌•Loyalty can be measured: it is the repurchase rate忠诚度是可测试的：用再次购买的比率•Successful loyalty is a two way street好的忠诚是双向的•Customer loyalty can be strengthened by relevant personal communications客户的忠诚可由相关的个人交流加强•BMW Loyalty initiatives cover the entire ownership experience宝马的忠诚主动覆盖了整个拥有经历的过程–Welcome Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs如受欢迎的配套服务、时事通讯、宝马企业杂志、多车用户计划The Loyalty Situation•Increase BMW profits through:增加利润应通过：–Increased repurchase by existing owners增加现有客户的再买量–Increasing the number of BMW’s household增加每个宝马家庭的宝马数量–Increased sales of BMW previously owned vehicles增加宝马原有车型的销售–Increased use/purchase of BMW FS products增加宝马节油产品的使用和购买•Each program effectiveness measured by control groups:每个项目的效力由操控组测试– Control Group: Owners who are not sent the communications 控制组：未得到发送信息的所有者–Test Group: Owners who get the communications测试组：得到信息的所有者Owner Communication Goals•General Goals:总体目标–Immersion in the BMW Experience热中于宝马经历–Promotion of Owner’s Circle 提升用户圈–Purchase of BMW accessories购买宝马配件•To 3 and 4 years BMW owners. Goals:对拥有宝马3至4年的客户，目标是：–Increase the repurchase rate增加再买比率–Multiple BMWs in each household每个家庭多辆宝马–Widespread use of BMW Financial Services products宝马财务服务产品的广泛使用•To new BMW owners, Goals:对新的宝马客户，目标是：–Purchase BMW financial services products购买宝马财务服务的产品–Capture information about their preferences, lifestyles, automobile interests, etc. useful for further dialog捕获有关用户的操作、生活方式、爱车兴趣等等的信息，为将来对话提供帮助Loyalty Building Newsletters•Ongoing collection of news and information of interest to BMW owners进行中的新闻收集和宝马用户兴趣的信息•Owner surveys to determine preferences for:用户调查决定以下相关操作：–News, information, and topics新闻、信息和话题–Communication Channel (email or print)沟通渠道（电邮或印刷）–Frequency频率•Begin with a printed newsletter to gather email addresses由出版的时事通讯开始收集电邮地址–Move to email newsletters as quickly as possible尽多地转移到电邮地址•Multiple offers to generate owner response为一般用户的回馈提供多种建议•Promote the use of Owner’s Circle促进对用户群的利用Newsletter Strategy•New products新产品•BMW awards奖励•Sports stars that drive BMWs驾驶宝马的运动明星•Ratings by leading car magazines主流汽车杂志的打榜•Why the BMW engines are superior宝马引擎之优越的原因•The history of BMW宝马历史•Event calendar事件时间表•Magazine reprints再版杂志•Sponsorships赞助商•BMW Brand Values品牌价值•Roadside Assistance路边援助站•Servicing requirements服务需求•BMW Insurance保险•BMW credit cards信用卡•BMW Accessories配件•Driving Events推动性事件•BMW trade in prices交易价格•BMW Owner Clubs车主俱乐部•Owner’s Circle客户群•World news featuring BMW世界新闻特写宝马Newsletter ContentBMW Magazine•BMW publishes a high-value magazine to its owners in the first two years after their purchase宝马在顾客买车后的两年给予其自身出版的高质量杂志•Because of its universal distribution, the magazine can be more than a magazine由于它的普遍发行，杂志的意义不再普通–It can be a data collection tool for further personalized communications为将来个性化沟通交流提供的数据收集工具Magazine Strategy - Before•Capture additional information on customers捕获顾客的额外信息–Email Addresses 电邮地址–Purchase Intentions: owners identifying themselves as entering the purchase cycle购买意向：用户定义自己为进入购买周期•Allow BMW owners to purchase merchandise允许宝马用户购买商品–Provide direction to BMW Online Store for purchase为购买提供直接的商库•Push registration on Owner’s Circle推动用户群注册•Each program effectiveness measured by control groups前面有完全一样的，重复么？– Control Group: Owners who are not sent the communications –Test Group: Owners who get the communicationsMagazine Strategy TodayExtending the Dialogue – Prospect Messages•Increase prospect conversion to sell more BMW automobiles增加潜在用户的转变以销售更多宝马汽车•Provide a steady flow of “qualified” leads to BMW Centers为宝马中心提供审核的稳定流程•Make communications interactive使交流互动•Continually improve the conversion rates by better prospecting以更好的调查持续促进转变率–Measure the conversion rate by Center, Region, Prospect Lifestyle, Income由中心、行政区、预期生活品质和收入测算转换率Goals of the Prospect Management System•Prospects developed from all contact sources:各种接触源发展出的潜在客户–Telephone, Direct Mail, Auto Shows, Events, Internet销售，直接邮寄，车展，事件，网络•Rapidly qualified and scored快速胜任和评分•Centers receive qualified leads electronically within 48 hours of receipt中心电子仪器在48小时内收到胜任的领导•Prospects get BMW message within 48 hours恰在用户在48小时内得到宝马的信息•Every lead tracked electronically, with daily, weekly, & monthly reports for BMW management on the web每位领导沿循电子信息，按每天、每周、每月的报告在网上经营管理Automated Database Processes•Scoring models for incoming prospect requests determine priority评分示例到来的预期需求和抉择的优先次序–Focus on priority A & B prospects聚焦A和B的优先权展望–Moving to lower priorities as the systems proves itself转移到该系统提供的较低优先级•Fully integrated creative implementation in both electronic and paper media as well as events彻底整合在电子及平面媒体上的创造性执行•Test scoring models against anticipated response and adjust as needed测试与不相符的预期反应评分示例，按需要调整•Utilize a 5% control group for a period of one year for reporting comparisons在一年的时间里利用5%的控制组做报告比对Testing and Implementation Strategy•Sales销售•Response反馈–To electronic vs. paper电子媒体vs.平面媒体–Predetermined vs. Relational预定vs.相关–Offers and incentives 报价和诱因•Modeling success成功示例•% prospect conversion (historical) %的预期转换（历史资料）•Media preference automated system自动化媒体操控系统•Cost of program项目成本•Cost of sales销售成本Measurements of the Prospect ProgramMeasuring success through the dealers•Scored leads sent to each dealer评分领导到各个经销商•Conversions are measured monthly转换的测算每月进行•Each dealer conversation ratio calculated每个经销商细心审核转换率•Program success measured by comparing dealer to dealer conversion ratio成功项目由对比经销商与经销商转换率来测算•Dealer, Market, Region and National average conversion ratios create measurable benchmarks经销商、市场、行政区和全国性平均转换率创造了客测量的基准•Above average dealers manage their leads better过半的经销商管理较好•Direct Mail and E-mail integrated communication plan直接邮寄与电邮的整合沟通计划–Alternating content delivery mediums交互的内容递送媒介–Each reinforcing the one that came before it互相补充•Use of database information to drive customization and relevance利用数据库信息推动专业化和实用性•Each communication introducing a new piece of the BMW Experience每次交流都引出新的宝马体验•All communications tie in to web activities所有交流都结合了网络活动•Integration with off-line and online marketing activities整合线下和线上的营销活动•Prospects given the opportunity to opt-out at any point从任何点上来说潜在用户都有机会脱离•Prospects removed from program if they purchase a vehicle如果他们已购买汽车则潜在用户远离该计划Prospect Program Communications Strategy•Immerse and invite the prospect into the BMW Experience邀请潜在用户并使其热中于宝马体验•Reinforce the initial contact with BMW加强其与宝马的主动联系•Educate as to the depth of the Brand培养品牌深度–Products and Services产品和服务•Point the prospect towards a test drive and the dealer吸引潜在用户接近试驾活动和经销商•Reinforce core marketing communication objectives about:加强核心营销沟交流，目标在于：–Brand Values品牌价值–Brand Heritage品牌传承–Product attributes产品特性–The BMW Ownership Experience宝马车主体验Program Communications Objectives•New products新产品•BMW in the News新闻中的宝马•BMW Technology and Innovation宝马技术与革新•BMW Safety安全性能•The history of BMW and BMW Brand Values宝马历史与其品牌价值•Event invitations邀请•Test drive incentives鼓励试驾•BMW gifts赠品•Magazine reprints再版杂志•BMW Financial Services products宝马财务服务产品Program Content Objectives•Sell more cars by:通过以下方式销售更多汽车–Immediate Scoring of Prospects直接由潜在用户评分–Immediate electronic Center notification of leads直接由领导在电子中心发布信息–Immediate communications with the prospect直接与潜在用户交流–Continually engage the customer in the Experience使用户持续参与体验–Provide more information on the depth of the Brand提供深层次的品牌信息•Reduce the cost per car sold减少每辆车的销售成本•Provide Management with accurate & timely knowledge of the prospect and sales process提供对潜在用户和销售过程精确而及时的管理•Increase the overall effectiveness of future prospecting programs by learning from this one学习研究此例以增加将来预期计划的整体效力Prospect System BenefitsQuick wins: X factor programs •The BMW Database offers a huge opportunity to utilize information to refine BMW programs宝马数据库提供巨大的机会来利用信息提升宝马项目•X Factor programs are built on data mining, and deliver:不确定因素项目建立在数据开发的基础上，呈递出–Highly effective marketing programs高效的营销计划–Incremental revenue opportunities增加收入的机会–Low cost per sale每次销售的低成本–Increased customer/prospect contact and satisfaction增加的与现有和潜在用户的接触及其满意度X Factor Situation•The Loyalty and Prospect Programs, combined with the database, offer great potential for creative, interactive X factor programs:忠诚度和预期计划与数据库联系在一起，为具创造性兼互动性的不确定因素计划提出巨大潜力–Contests争论性–Programs for Women/Minorities为女性/少数派（特殊群体）设置的计划–Special Events特殊事件–Referral Programs推荐计划–Certified Previously Owned Cars早前执有的车–Second BMWs in every home每家的第二辆宝马–Lifestyle Programs安全性计划–Congratulatory Mailings to 3+ BMW Owners给有3辆以上的宝马用户的感谢邮件X Factor InitiativesPlus improved reporting, query developmentand a half dozen new ideas to be developed and implemented during the year年内增加改善报告，提问发展，年内增加改善报告，提问发展，一系列新点子有待发展成型以得到实行一系列新点子有待发展成型以得到实行X Factor: something new every quarter 用户推荐 车（主）生日 （策划）投放市场•Identify ways to build relationships with female owners:确定与女性用户建立关系的方式–Bring them to the Brand, and keep them longer用品牌吸引她们，引起购买欲望–Appeal to their unique needs迎合其独特要求–Recognize the purchasing power and influence that automotive marketers typically ignore充分认识汽车时常一贯忽略的她们的购买力与影响力•Provide tools that reduce pre-dealer visit anxiety供给能减少前期经销商焦虑的工具、方法•Tailored communications that highlight what women are looking for考究的交流信息凸显女性真正欲求–Live chat support by females女性日常生活中的闲谈–Develop a network of female sales reps发展针对女性的销售网X1 Women’s Program•Identify households that are prime prospects to purchase a second BMW确定可能购买第二辆宝马的首要潜在用户家庭–Analyze multiple purchase households分析多次购买的家庭–Target groups most likely to purchase a CPO vehicle最可能再次买车的对象组•Households with teenagers or young adults家里有青少年•Identify seasonality – graduation, etc.确定季节性因素，如毕业潮•Test the program on current BMW owners, then roll out to prospects在当前宝马用户中测试计划，再投放到潜在用户市场X2: Certified Previously Owned Program•Identify those current owners who are most likely to purchase a new 7 Series BMW确定当前用户中哪些最可能购买宝马7系列•Invite these special people to be among a small group who are allowed to preview the new 7 series请嘉宾组团参加宝7的预先发布会–Appeal to their appreciation of inclusion by asking for their feedback and opinion请求他们反馈意见和建议，收集评价–Allow them to be among the first to test drive使其成为第一批试驾者–Notify them periodically of the status of the vehicle定期通告其汽车情况X3: Series 7 Launch•Identify those current owners who are most likely to purchase the MINI确定当前用户中哪些最可能购买迷你车型•Create a unique lifestyle message to these owners为其策划独特的生活风尚讯息–Appeal to the early adapter配合早期改造–Focus on active lifestyles聚焦活力生活形态–Get them to preview on the web and opt in to marketing messages使其参与网上预览和营销传讯X4: Mini Launch•Develop a program that uniquely appeals to the BMW owner针对宝马用户制定特别计划–Communicate the personality of the brand联系品牌名人–Reinforce the relationship that the BMW owner has with their car增进宝马用户与其坐驾的关系•At the anniversary of purchase, send an e-card to owners在购买周年，发送网卡给用户–Direct them to a micro site to get an e-birthday gift引领他们到微机站点领取电子礼物X5: Birthday Cards•Database provides the central focus for数据库为中枢中心提供–Owner loyalty communication programs拥护忠诚度交流计划–Prospect communications沟通潜在用户–Opportunistic “Quick Win” Programs抓住机会的“速赢”计划–Measurement of success成功的测算标准–Building BMW Brand Loyalty建立宝马品牌忠诚度Summary: BMW has put it all together。