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1、,Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning MS Database Marketing The DMA 84th Annual McCormick Place, Chicago Tuesday, October 30th 2001 10:00 AM 11:15 AM,管理资源
2、吧（），提供海量管理资料免费下载！,1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising 2001 BMW brings them all together,How brand marketing has evolved,管理资源吧（）
3、，提供海量管理资料免费下载！,BMW customers want: A realization of the brand promise Performance, safety, technology, innovation Recognition Service Information Convenience Helpfulness,BMW Buyers Not Necessarily Driven by Price,管理资源吧（），提供海量管理资料免费下载！,Personal Profit from Purchase = a (usefulness of product) +b (per
4、ceived brand value) - c (money cost) - d (time or inconvenience),How BMW Buyers Make Purchase Decisions,管理资源吧（），提供海量管理资料免费下载！,Constructors People who build databases Merge/Purge, Hardware, Software Creators People who understand strategy Build loyalty and repeat sales You need both kinds!,Two kinds
5、of database marketing people,管理资源吧（），提供海量管理资料免费下载！,In 2000, BMW built a robust customer and prospect database designed to: Provide a comprehensive view of the automotive and financial services BMW customer Deliver short term, incremental revenue through opportunistic marketing programs Increase cust
6、omer loyalty through understanding and ability to deliver relevant, timely communication Secure BMWs place in its customers lives by identifying which households are good targets for additional BMW purchases,Situation Analysis,管理资源吧（），提供海量管理资料免费下载！,BMW now has a central system of measurement The BMW
7、 Report Center monitors communications and response from prospects and customers Measurement includes cost per response and cost per sale BMW now has the ability to view prospects as well customers in its universe This allows BMW to view the full shopper-owner cycle from first point of contact, thro
8、ugh sale and cross sale The new marketing database contains a broad range of information on the BMW consumer Campaign, response, and financial service data 190 appended individual and household data points,BMW Situation II,管理资源吧（），提供海量管理资料免费下载！,Allowing a full view of the BMW customer delivers smart
9、er targeting and profit-generating up sell and cross sell opportunities Which vehicle owners are best targets for credit cards? How can BMW card owners increase the lifetime value of the vehicle owners? Where are the pockets of our most profitable customers? Which customers will deliver additional r
10、evenue through financial services products after they have disposed of their BMW?,BMW Situation III,管理资源吧（），提供海量管理资料免费下载！,Improve the effectiveness of marketing programs in the years 2001 2003 in order to: Return to BMW the cost of the database build Pay for database maintenance going forward Increa
11、se the revenue per customer over time Increase the profit per customer Increase the lifetime value of the combined BMW automobile and financial services customer,BMW Database Marketing Goals,管理资源吧（），提供海量管理资料免费下载！,Consistent measurement and enhancement of BMW marketing programs Ability to prioritize
12、prospects and customers based on their likelihood to buy Identification of “low hanging fruit” programs that can be quickly implemented to generate revenue in the short term Refinement of customer communications Testing results against Control Groups,How BMW measures return on investment,管理资源吧（），提供海
13、量管理资料免费下载！,Control groups measure the effectiveness of each program Non-mailed groups that are measured against the mailed groups Reports on the BMW Report Center provide a consistent form of measurement Cost per lead, response and sale measurement Cross-penetration of product purchases,Controls and
14、 Measurement,管理资源吧（），提供海量管理资料免费下载！,Increased communication effectiveness Integrated database used by all groups Increased efficiency The right information to the right customer at the right time Reduced communication expense Fewer pieces mailed with higher effectiveness Increased customer participat
15、ion Increased customer satisfaction Increased corporate and center profits A higher level of data from and about BMW customers,Benefits to BMW,管理资源吧（），提供海量管理资料免费下载！,Relationship Marketing Strategy,管理资源吧（），提供海量管理资料免费下载！,All programs are built on a state-of-the-art customer relationship management dat
16、abase which provides: More information on owners and prospects than BMW has ever assembled before Powerful tools to support BMW loyalty and prospect conversion programs Automated communication that supports the Owner Experience,The Database,管理资源吧（），提供海量管理资料免费下载！,Increase customer loyalty Increase pr
17、ospect conversion to sales ratio Increase vehicle sales through existing customers Maintain existing BMW household records Keep communication costs down while increasing effectiveness Develop a consistent process of program measurement,2001 Database Marketing Goals,管理资源吧（），提供海量管理资料免费下载！,Use the mark
18、eting database to realize a communications dialogue with both our prospects and our customers Systematic use of customized information to attract and retain customers Facilitate mutually beneficial and relevant information exchanges Increase owner loyalty and customer acquisition rates Strengthen BM
19、W brand perception at the individual customer level,BMW Relationship Marketing Objectives,管理资源吧（），提供海量管理资料免费下载！,Consumer Communications Welcome Kit Loyalty Communications Prospect Prioritization/Extending the Dialogue BMW Magazine Enhancements BMW Owners Circle Financial Services Programs Credit Car
20、d & Banking Customer Acquisition Cross Sell and Up Sell Marketing Opportunistic “Quick Win” Programs,Core Communications Program,管理资源吧（），提供海量管理资料免费下载！,The Owner Welcome Kit,管理资源吧（），提供海量管理资料免费下载！,A static kit Information on BMW, the Brand BMW, the Company BMW, the Products It welcomed people to the b
21、rand, but offered no real taste of the BMW Experience,The old welcome kit was:,管理资源吧（），提供海量管理资料免费下载！,A personal welcome kit that owners realize was created just for them It arrives within the first 30 days It is a dialogue opener, an invitation to the BMW experience that extends over a full year Eac
22、h of the kit pieces enhance your perception of the BMW Brand and the Experience Multiple calls to action which lead you deeper into the Experience It inherently fosters the collection of information needed for further relationship dialogue,The new BMW welcome kit,管理资源吧（），提供海量管理资料免费下载！,Weekly feed of
23、 new owners from the database Rapid record cleanup for mailing Weekly fulfillment of corrected names, addresses and data to the welcome kit program Monthly maintenance of the database which supports all owner and prospect communications,The Database Supports the Welcome Kit,管理资源吧（），提供海量管理资料免费下载！,Tas
24、k: Provide individual customer data for personalized welcome kit fulfillment Strategy: Provide new owner personalized fulfillment information on a weekly basis Recover key information requested Maintain owner files based on collected information for future programs Identify customers by model, finan
25、cial status, and preparatory segmentation (i.e. loyalty, activity, etc.),Welcome Kit Fulfillment Process,管理资源吧（），提供海量管理资料免费下载！,Loyalty and Owner Communications,管理资源吧（），提供海量管理资料免费下载！,BMW customers are fiercely loyal to their brand Loyalty can be measured: it is the repurchase rate Successful loyalty
26、is a two way street Customer loyalty can be strengthened by relevant personal communications BMW Loyalty initiatives cover the entire ownership experience Welcome Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs,The Loyalty Situation,管理资源吧（），提供海量管理资料免费下载！,Increase BMW profits through:
27、 Increased repurchase by existing owners Increasing the number of BMWs 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 communications Test Group:
28、 Owners who get the communications,Owner Communication Goals,管理资源吧（），提供海量管理资料免费下载！,General Goals: Immersion in the BMW Experience Promotion of Owners 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 B
29、MW 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,管理资源吧（），提供海量管理资料免费下载！,Ongoing collection of news and informatio
30、n of interest to BMW owners Owner surveys to determine preferences for: News, information, and topics Communication Channel (email or print) Frequency Begin with a printed newsletter to gather email addresses Move to email newsletters as quickly as possible Multiple offers to generate owner response
31、 Promote the use of Owners Circle,Newsletter Strategy,管理资源吧（），提供海量管理资料免费下载！,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 Ser
32、vicing requirements BMW Insurance BMW credit cards BMW Accessories Driving Events BMW trade in prices BMW Owner Clubs Owners Circle World news featuring BMW,Newsletter Content,管理资源吧（），提供海量管理资料免费下载！,BMW Magazine,管理资源吧（），提供海量管理资料免费下载！,BMW publishes a high-value magazine to its owners in the first two
33、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 communications,Magazine Strategy - Before,管理资源吧（），提供海量管理资料免费下载！,Capture additional information on customers Email Addresses Purchase In
34、tentions: 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 Owners Circle Each program effectiveness measured by control groups: Control Group: Owners who are not sent the comm
35、unications Test Group: Owners who get the communications,Magazine Strategy Today,管理资源吧（），提供海量管理资料免费下载！,Extending the Dialogue Prospect Messages,管理资源吧（），提供海量管理资料免费下载！,Increase prospect conversion to sell more BMW automobiles Provide a steady flow of “qualified” leads to BMW Centers Make communication
36、s interactive Continually improve the conversion rates by better prospecting Measure the conversion rate by Center, Region, Prospect Lifestyle, Income,Goals of the Prospect Management System,管理资源吧（），提供海量管理资料免费下载！,Prospects developed from all contact sources: Telephone, Direct Mail, Auto Shows, Event
37、s, Internet 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,管理资源吧（），提供海
38、量管理资料免费下载！,Scoring models for incoming prospect requests determine priority Focus on priority A & B prospects Moving to lower priorities as the systems proves itself Fully integrated creative implementation in both electronic and paper media as well as events Test scoring models against anticipated
39、response and adjust as needed Utilize a 5% control group for a period of one year for reporting comparisons,Testing and Implementation Strategy,管理资源吧（），提供海量管理资料免费下载！,Sales Response To electronic vs. paper Predetermined vs. Relational Offers and incentives Modeling success % prospect conversion (hist
40、orical) Media preference automated system Cost of program Cost of sales,Measurements of the Prospect Program,管理资源吧（），提供海量管理资料免费下载！,Measuring success through the dealers,Scored leads sent to each dealer Conversions are measured monthly Each dealer conversation ratio calculated Program success measure
41、d by comparing dealer to dealer conversion ratio Dealer, Market, Region and National average conversion ratios create measurable benchmarks Above average dealers manage their leads better,管理资源吧（），提供海量管理资料免费下载！,Direct Mail and E-mail integrated communication plan Alternating content delivery mediums
42、Each reinforcing the one that came before it Use of database information to drive customization and relevance Each communication introducing a new piece of the BMW Experience All communications tie in to web activities Integration with off-line and online marketing activities Prospects given the opp
43、ortunity to opt-out at any point Prospects removed from program if they purchase a vehicle,Prospect Program Communications Strategy,管理资源吧（），提供海量管理资料免费下载！,Immerse and invite the prospect into the BMW Experience Reinforce the initial contact with BMW Educate as to the depth of the Brand Products and S
44、ervices Point the prospect towards a test drive and the dealer Reinforce core marketing communication objectives about: Brand Values Brand Heritage Product attributes The BMW Ownership Experience,Program Communications Objectives,管理资源吧（），提供海量管理资料免费下载！,New products BMW in the News BMW Technology and
45、Innovation BMW Safety The history of BMW and BMW Brand Values Event invitations Test drive incentives BMW gifts Magazine reprints BMW Financial Services products,Program Content Objectives,管理资源吧（），提供海量管理资料免费下载！,Sell more cars by: Immediate Scoring of Prospects Immediate electronic Center notificatio
46、n of leads Immediate communications with the prospect Continually engage the customer in the Experience Provide more information on the depth of the Brand Reduce the cost per car sold Provide Management with accurate & timely knowledge of the prospect and sales process Increase the overall effective
47、ness of future prospecting programs by learning from this one,Prospect System Benefits,管理资源吧（），提供海量管理资料免费下载！,Quick wins: X factor programs,管理资源吧（），提供海量管理资料免费下载！,The BMW Database offers a huge opportunity to utilize information to refine BMW programs X Factor programs are built on data mining, and de
48、liver: Highly effective marketing programs Incremental revenue opportunities Low cost per sale Increased customer/prospect contact and satisfaction,X Factor Situation,管理资源吧（），提供海量管理资料免费下载！,The Loyalty and Prospect Programs, combined with the database, offer great potential for creative, interactive X factor prog