整合营销渠道——宝马案例.ppt

整合营销渠道——宝马案例.ppt

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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