整合营销渠道——宝马案例优质PPT.ppt
《整合营销渠道——宝马案例优质PPT.ppt》由会员分享,可在线阅读,更多相关《整合营销渠道——宝马案例优质PPT.ppt(51页珍藏版)》请在冰豆网上搜索。
Page-1IntegratingAllDirectMarketingChannelstoBuildCustomerLoyaltyABMWCaseStudyKayMadati,RelationshipMarketingManagerBMWArthurMiddletonHughes,VPforStrategicPlanningMSDatabaseMarketingTheDMA84thAnnualMcCormickPlace,ChicagoTuesday,October30th200110:
@#@00AM11:
@#@15AMPage-2u1950-2000Brandsbuiltbymassadvertisingu1985-2000DatabaseMarketingarrived,butnotintegratedwithmassadvertising.u1996-2000TheInternetarrived,butnotintegratedwithDBMormassadvertisingu2001BMWbringsthemalltogetherHowbrandmarketinghasevolvedPage-3uBMWcustomerswant:
@#@uArealizationofthebrandpromiseuPerformance,safety,technology,innovationuRecognitionuServiceuInformationuConvenienceuHelpfulnessBMWBuyersNotNecessarilyDrivenbyPricePage-4PersonalProfitfromPurchase=a(usefulnessofproduct)+b(perceivedbrandvalue)-c(moneycost)-d(timeorinconvenience)HowBMWBuyersMakePurchaseDecisionsPage-5uConstructorsPeoplewhobuilddatabasesMerge/Purge,Hardware,SoftwareuCreatorsPeoplewhounderstandstrategyBuildloyaltyandrepeatsalesuYouneedbothkinds!
@#@TwokindsofdatabasemarketingpeoplePage-6uIn2000,BMWbuiltarobustcustomerandprospectdatabasedesignedto:
@#@uProvideacomprehensiveviewoftheautomotiveandfinancialservicesBMWcustomeruDelivershortterm,incrementalrevenuethroughopportunisticmarketingprogramsuIncreasecustomerloyaltythroughunderstandingandabilitytodeliverrelevant,timelycommunicationuSecureBMWsplaceinitscustomerslivesbyidentifyingwhichhouseholdsaregoodtargetsforadditionalBMWpurchasesSituationAnalysisPage-7uBMWnowhasacentralsystemofmeasurementuTheBMWReportCentermonitorscommunicationsandresponsefromprospectsandcustomersuMeasurementincludescostperresponseandcostpersaleuBMWnowhastheabilitytoviewprospectsaswellcustomersinitsuniverseuThisallowsBMWtoviewthefullshopper-ownercyclefromfirstpointofcontact,throughsaleandcrosssaleuThenewmarketingdatabasecontainsabroadrangeofinformationontheBMWconsumeruCampaign,response,andfinancialservicedatau190appendedindividualandhouseholddatapointsBMWSituationIIPage-8uAllowingafullviewoftheBMWcustomerdeliverssmartertargetingandprofit-generatingupsellandcrosssellopportunitiesuWhichvehicleownersarebesttargetsforcreditcards?
@#@uHowcanBMWcardownersincreasethelifetimevalueofthevehicleowners?
@#@uWherearethepocketsofourmostprofitablecustomers?
@#@uWhichcustomerswilldeliveradditionalrevenuethroughfinancialservicesproductsaftertheyhavedisposedoftheirBMW?
@#@BMWSituationIIIPage-9uImprovetheeffectivenessofmarketingprogramsintheyears20012003inorderto:
@#@uReturntoBMWthecostofthedatabasebuilduPayfordatabasemaintenancegoingforwarduIncreasetherevenuepercustomerovertimeuIncreasetheprofitpercustomeruIncreasethelifetimevalueofthecombinedBMWautomobileandfinancialservicescustomerBMWDatabaseMarketingGoalsPage-10uConsistentmeasurementandenhancementofBMWmarketingprogramsuAbilitytoprioritizeprospectsandcustomersbasedontheirlikelihoodtobuyuIdentificationof“lowhangingfruit”programsthatcanbequicklyimplementedtogeneraterevenueintheshorttermuRefinementofcustomercommunicationsuTestingresultsagainstControlGroupsHowBMWmeasuresreturnoninvestmentPage-11uControlgroupsmeasuretheeffectivenessofeachprogramuNon-mailedgroupsthataremeasuredagainstthemailedgroupsuReportsontheBMWReportCenterprovideaconsistentformofmeasurementuCostperlead,responseandsalemeasurementuCross-penetrationofproductpurchasesControlsandMeasurementPage-12uIncreasedcommunicationeffectivenessuIntegrateddatabaseusedbyallgroupsuIncreasedefficiencyTherightinformationtotherightcustomerattherighttimeuReducedcommunicationexpenseuFewerpiecesmailedwithhighereffectivenessuIncreasedcustomerparticipationuIncreasedcustomersatisfactionuIncreasedcorporateandcenterprofitsuAhigherlevelofdatafromandaboutBMWcustomersBenefitstoBMWRelationshipMarketingStrategyPage-14uAllprogramsarebuiltonastate-of-the-artcustomerrelationshipmanagementdatabasewhichprovides:
@#@uMoreinformationonownersandprospectsthanBMWhaseverassembledbeforeuPowerfultoolstosupportBMWloyaltyandprospectconversionprogramsuAutomatedcommunicationthatsupportstheOwnerExperienceTheDatabasePage-15uIncreasecustomerloyaltyuIncreaseprospectconversiontosalesratiouIncreasevehiclesalesthroughexistingcustomersuMaintainexistingBMWhouseholdrecordsuKeepcommunicationcostsdownwhileincreasingeffectivenessuDevelopaconsistentprocessofprogrammeasurement2001DatabaseMarketingGoalsPage-16uUsethemarketingdatabasetorealizeacommunicationsdialoguewithbothourprospectsandourcustomersuSystematicuseofcustomizedinformationtoattractandretaincustomersuFacilitatemutually