整合营销渠道——宝马案例（英文）.ppt

Page - 1Integrating All Direct Marketing Channels to Build Customer LoyaltyA BMW Case StudyKay Madati, Relationship Marketing Manager BMWArthur Middleton Hughes, VP for Strategic PlanningM\S Database MarketingThe DMA 84th AnnualMcCormick Place, ChicagoTuesday, October 30th 2001 10:00 AM – 11:15 AMPage - 2u1950 - 2000 Brands built by mass advertising u1985 - 2000 Database Marketing arrived, but not integrated with mass advertising. u1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising u2001 BMW brings them all togetherHow brand marketing has evolvedPage - 3uBMW customers want:uA realization of the brand promise uPerformance, safety, technology, innovation uRecognition uService uInformation uConvenience uHelpfulnessBMW Buyers Not Necessarily Driven by PricePage - 4Personal Profit from Purchase =a (usefulness of product)+b (perceived brand value) - c (money cost) - d (time or inconvenience)How BMW Buyers Make Purchase DecisionsPage - 5uConstructorsPeople who build databasesMerge/Purge, Hardware, Software uCreatorsPeople who understand strategyBuild loyalty and repeat sales uYou need both kinds!Two kinds of database marketing peoplePage - 6uIn 2000, BMW built a robust customer and prospect database designed to: uProvide a comprehensive view of the automotive and financial services BMW customer uDeliver short term, incremental revenue through opportunistic marketing programs uIncrease customer loyalty through understanding and ability to deliver relevant, timely communication uSecure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases Situation AnalysisPage - 7uBMW now has a central system of measurement uThe BMW Report Center monitors communications and response from prospects and customers uMeasurement includes cost per response and cost per sale uBMW now has the ability to view prospects as well customers in its universe uThis allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale uThe new marketing database contains a broad range of information on the BMW consumer uCampaign, response, and financial service data u190 appended individual and household data pointsBMW Situation IIPage - 8uAllowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities uWhich vehicle owners are best targets for credit cards? uHow can BMW card owners increase the lifetime value of the vehicle owners? uWhere are the pockets of our most profitable customers? uWhich customers will deliver additional revenue through financial services products after they have disposed of their BMW?BMW Situation IIIPage - 9uImprove the effectiveness of marketing programs in the years 2001 – 2003 in order to: uReturn to BMW the cost of the database build uPay for database maintenance going forward uIncrease the revenue per customer over time uIncrease the profit per customer uIncrease the lifetime value of the combined BMW automobile and financial services customerBMW Database Marketing GoalsPage - 10uConsistent measurement and enhancement of BMW marketing programs uAbility to prioritize prospects and customers based on their likelihood to buy uIdentification of “low hanging fruit” – programs that can be quickly implemented to generate revenue in the short term uRefinement of customer communicationsuTesting results against Control GroupsHow BMW measures return on investmentPage - 11uControl groups measure the effectiveness of each program uNon-mailed groups that are measured against the mailed groups uReports on the BMW Report Center provide a consistent form of measurement uCost per lead, response and sale measurement uCross-penetration of product purchasesControls and MeasurementPage - 12uIncreased communication effectiveness uIntegrated database used by all groups uIncreased efficiency – The right information to the right customer at the right time uReduced communication expense uFewer pieces mailed with higher effectiveness uIncreased customer participation uIncreased customer satisfaction uIncreased corporate and center profits uA higher level of data from and about BMW customersBenefits to BMWRelationship Marketing StrategyPage - 14uAll programs are built on a state-of-the-art customer relationship management database which provides: uMore information on owners and prospects than BMW has ever assembled before uPowerful tools to support BMW loyalty and prospect conversion programs uAutomated communication that supports the Owner ExperienceThe DatabasePage - 15uIncrease customer loyalty uIncrease prospect conversion to sales ratio uIncrease vehicle sales through existing customers uMaintain existing BMW household records uKeep communication costs down while increasing effectiveness uDevelop a consistent process of program measurement2001 Database Marketing GoalsPage - 16uUse the marketing database to realize a communications dialogue with both our。