整合營銷渠道某汽車案例英文版(編輯修改稿)

　

【文章內(nèi)容簡介】 alty can be strengthened by relevant personal munications ?BMW Loyalty initiatives cover the entire ownership experience ?Wele Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs The Loyalty Situation Page 25 ?Increase BMW profits through: ?Increased repurchase by existing owners ?Increasing the number of BMW’s per household ?Increased sales of BMW previously owned vehicles ?Increased use/purchase of BMW FS products ?Each program effectiveness measured by control groups: ? Control Group: Owners who are not sent the munications ?Test Group: Owners who get the munications Owner Communication Goals Page 26 ?General Goals: ? Immersion in the BMW Experience ? Promotion of Owner’s Circle ? Purchase of BMW accessories ?To 3 and 4 year BMW owners. Goals: ? Increase the repurchase rate ? Multiple BMWs in each household ? Widespread use of BMW Financial Services products ?To new BMW owners, Goals: ? Purchase BMW financial services products ? Capture information about their preferences, lifestyles, automobile interests, etc. useful for further dialog Loyalty Building Newsletters Page 27 ?Ongoing collection of news and information of interest to BMW owners ?Owner surveys to determine preferences for: ? News, information, and topics ? Communication Channel ( or print) ? Frequency ?Begin with a printed newsletter to gather addresses ? Move to newsletters as quickly as possible ?Multiple offers to generate owner response ?Promote the use of Owner’s Circle Newsletter Strategy Page 28 ?New products ?BMW awards ?Sports stars that drive BMWs ?Ratings by leading car magazines ?Why the BMW engines are superior ?The history of BMW ?Event calendar ?Magazine reprints ?Sponsorships ?BMW Brand Values ?Roadside Assistance ?Servicing requirements ?BMW Insurance ?BMW credit cards ?BMW Accessories ?Driving Events ?BMW trade in prices ?BMW Owner Clubs ?Owner’s Circle ?World news featuring BMW Newsletter Content Page 29 BMW Magazine Page 30 ?BMW publishes a highvalue magazine to its owners in the first two years after their purchase ?Because of its universal distribution, the magazine can be more than a magazine ?It can be a data collection tool for further personalized munications Magazine Strategy Before Page 31 ?Capture additional information on customers ? Email Addresses ? Purchase Intentions: owners identifying themselves as entering the purchase cycle ?Allow BMW owners to purchase merchandise ? Provide direction to BMW Online Store for purchase ?Push registration on Owner’s Circle ?Each program effectiveness measured by control groups: ? Control Group: Owners who are not sent the munications ? Test Group: Owners who get the munications Magazine Strategy Today Page 32 Extending the Dialogue – Prospect Messages Page 33 ?Increase prospect conversion to sell more BMW automobiles ?Provide a steady flow of “qualified” leads to BMW Centers ?Make munications interactive ?Continually improve the conversion rates by better prospecting ?Measure the conversion rate by Center, Region, Prospect Lifestyle, Ine Goals of the Prospect Management System Page 34 ?Prospects developed from all contact sources: ?Telephone, Direct Mail, Auto Shows, Events, Inter ?Rapidly qualified and scored ?Centers receive qualified leads electronically within 48 hours of receipt ?Prospects get BMW message within 48 hours ?Every lead tracked electronically, with daily, weekly, monthly reports for BMW management on the web Automated Database Processes Page 35 ?Scoring models for ining prospect requests determine priority ? Focus on priority A B prospects ? Moving to lower priorities as the systems prov