整合营销渠道——宝马案例.ppt

1、Page-1Integrating All Direct Marketing Channels to Build Customer LoyaltyA BMW Case StudyKay Madati,Relationship Marketing Manager BMWArthur Middleton Hughes,VP for Strategic Planning MS Database MarketingThe DMA 84th AnnualMcCormick Place,ChicagoTuesday,October 30th 2001 10:00 AM 11:15 AMPage-2u195

2、0-2000 Brands built by mass advertisingu1985-2000 Database Marketing arrived,but not integrated with mass advertising.u1996-2000 The Internet arrived,but not integrated with DBM or mass advertisingu2001 BMW brings them all togetherHow brand marketing has evolvedPage-3uBMW customers want:uA realizati

3、on of the brand promiseuPerformance,safety,technology,innovationuRecognitionuServiceuInformationuConvenienceuHelpfulnessBMW 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 Bu

4、yers Make Purchase DecisionsPage-5uConstructors People who build databases Merge/Purge,Hardware,SoftwareuCreators People who understand strategy Build loyalty and repeat salesuYou need both kinds!Two kinds of database marketing peoplePage-6uIn 2000,BMW built a robust customer and prospect database d

5、esigned to:uProvide a comprehensive view of the automotive and financial services BMW customeruDeliver short term,incremental revenue through opportunistic marketing programsuIncrease customer loyalty through understanding and ability to deliver relevant,timely communicationuSecure BMWs place in its

6、 customers lives by identifying which households are good targets for additional BMW purchases Situation AnalysisPage-7uBMW now has a central system of measurementuThe BMW Report Center monitors communications and response from prospects and customersuMeasurement includes cost per response and cost

7、per saleuBMW now has the ability to view prospects as well customers in its universeuThis allows BMW to view the full shopper-owner cycle from first point of contact,through sale and cross saleuThe new marketing database contains a broad range of information on the BMW consumeruCampaign,response,and

8、 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 opportunitiesuWhich vehicle owners are best targets for credit cards?uHow can BMW card own

9、ers 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 prog

10、rams in the years 2001 2003 in order to:uReturn to BMW the cost of the database builduPay for database maintenance going forwarduIncrease the revenue per customer over timeuIncrease the profit per customeruIncrease the lifetime value of the combined BMW automobile and financial services customerBMW

11、Database Marketing GoalsPage-10uConsistent measurement and enhancement of BMW marketing programsuAbility to prioritize prospects and customers based on their likelihood to buyuIdentification of“low hanging fruit”programs that can be quickly implemented to generate revenue in the short termuRefinemen

12、t of customer communicationsuTesting results against Control GroupsHow BMW measures return on investmentPage-11uControl groups measure the effectiveness of each programuNon-mailed groups that are measured against the mailed groupsuReports on the BMW Report Center provide a consistent form of measure

13、mentuCost per lead,response and sale measurementuCross-penetration of product purchasesControls and MeasurementPage-12uIncreased communication effectivenessuIntegrated database used by all groupsuIncreased efficiency The right information to the right customer at the right timeuReduced communication

14、 expenseuFewer pieces mailed with higher effectivenessuIncreased customer participationuIncreased customer satisfactionuIncreased corporate and center profitsuA higher level of data from and about BMW customersBenefits to BMWRelationship Marketing StrategyPage-14uAll programs are built on a state-of

15、-the-art customer relationship management database which provides:uMore information on owners and prospects than BMW has ever assembled beforeuPowerful tools to support BMW loyalty and prospect conversion programsuAutomated communication that supports the Owner ExperienceThe DatabasePage-15uIncrease

16、 customer loyaltyuIncrease prospect conversion to sales ratiouIncrease vehicle sales through existing customersuMaintain existing BMW household recordsuKeep communication costs down while increasing effectivenessuDevelop a consistent process of program measurement2001 Database Marketing GoalsPage-16uUse the marketing database to realize a communications dialogue with both our prospects and our customersuSystematic use of customized information to attract and retain customersuFacilitate mutually