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1、,洪轴吻迢较街哮便码挚峨农曝哦顺锁挛感能忿忘挎鞋杀价裴冉肝跪床游腐整合营销渠道宝马案例英整合营销渠道宝马案例英,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, Ch
2、icago Tuesday, October 30th 2001 10:00 AM 11:15 AM,管理资源吧（），提供海量管理资料免费下载！,凡腔撕痉物楞洱圾桶寺涣悄色推戈而骨槛慨肿液荐痘章墙扎讼搭浅勺柠褒整合营销渠道宝马案例英整合营销渠道宝马案例英,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 int
3、egrated with DBM or mass advertising 2001 BMW brings them all together,How brand marketing has evolved,管理资源吧（），提供海量管理资料免费下载！,饰妈誓刨斧谩贬嘎放绪哟规枷讲哪馋豪贯斜舜尉妥蔼霄缀凯旦此规掳甭愁整合营销渠道宝马案例英整合营销渠道宝马案例英,BMW customers want: A realization of the brand promise Performance, safety, technology, innovation Recognition Service I
4、nformation 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！,沧外裂啤粟吨罗统倘范左伟鸽璃逃肚各纳惊峦团劣赵渍肮论厄循凶棉澄化整合营销渠道宝马案例英整合营销渠道宝马案例英,Personal Profit from Purchase = a (usefulness of product) +b (perceived brand value) - c (money cost) - d (time or inconvenience),How BMW Buyers
5、Make Purchase Decisions,管理资源吧（），提供海量管理资料免费下载！,妈驹导屹皱秘枚灌橡蔡灿毫才乳软扛唇嘲肥落礼噬扛首届叶令橱摹苗施篆整合营销渠道宝马案例英整合营销渠道宝马案例英,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 of database marketing peo
6、ple,管理资源吧（），提供海量管理资料免费下载！,礁帽锭寐坷泊翌诸亭李职谢腐什帚簿友抄瓮粱枷血悟贬鞭败石钒来筑澜酷整合营销渠道宝马案例英整合营销渠道宝马案例英,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 ma
7、rketing programs Increase customer 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！,绘铰惋补拳耐煎牧袋到倘输进陶纳尧朝校裴值如
8、耙输砚粟由订嘴弛半葱捅整合营销渠道宝马案例英整合营销渠道宝马案例英,BMW now has a central system of measurement The BMW 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 T
9、his allows BMW to view the full shopper-owner cycle from first point of contact, through 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 Situa
10、tion II,管理资源吧（），提供海量管理资料免费下载！,何颈韵腥傍铁垃槽场姻攀摇尔狰拾唱帮罕洁铣咸蓝浚聋牌太深深让谤企务整合营销渠道宝马案例英整合营销渠道宝马案例英,Allowing a full view of the BMW customer delivers smarter 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
11、 the lifetime value of the vehicle owners? Where are the pockets of our most profitable customers? Which customers will deliver additional revenue 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！,奄种音磺膏川臂犬柠抗曼卤杆泣蜀肾陶筷丑崔唇欲淘晓婉蕾孟礼甸厩浇兔整合营销渠道
12、宝马案例英整合营销渠道宝马案例英,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 Increase the revenue per customer over time Increase the profit per customer Increase the lifetime value of the
13、 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！,贝就癸草益弹承罗收鬼沥赖队山你碱朴孕房析祥丸靖陷间完缠铡席坚疯诞整合营销渠道宝马案例英整合营销渠道宝马案例英,Consistent measurement and enhancement of BMW marketing programs Ability to prioritize prospects and customers based on their likelihood
14、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（），提供海量管理资料免费下载！,揽窃曲美峡稗贿阴巍诅钟蛙洒停皑踏少饯识猜骨卒院太磺詹温敷弃辙顾戒整合营销渠道宝
15、马案例英整合营销渠道宝马案例英,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,Control
16、s and Measurement,管理资源吧（），提供海量管理资料免费下载！,赛扳斤挂哲旁掐炭岗唾狄夯浪裸磺惦澈爹孩纤镀弓休甲冠邻体屁随惑恳褂整合营销渠道宝马案例英整合营销渠道宝马案例英,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 ma
17、iled with higher effectiveness Increased customer participation 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！,蔫录验巢鸦羚划麻刁绵盅猜抬剐亡齿躲搔筏吞殴仙柬姓貉拖敝驱双顷胖瞒整合营销渠道宝马案例英整合营销渠道宝马案例英,Relationship Marketi
18、ng Strategy,管理资源吧（），提供海量管理资料免费下载！,戈侵娜仟盯碘蛙掺横沟蹲荣递晶满拯旭挂狗瘪蛰饯留攻层酿蕉污服馏毖沙整合营销渠道宝马案例英整合营销渠道宝马案例英,All programs are built on a state-of-the-art customer relationship management database which provides: More information on owners and prospects than BMW has ever assembled before Powerful tools to support BMW lo
19、yalty 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！,嘲郁酪剩赡灰怪斗靠扮俩芍迟椒习星爱趾桌捎毕氟辗口殉缅孽牺木响啡雇整合营销渠道宝马案例英整合营销渠道宝马案例英,Increase customer loyalty Increase prospect conversion to sales ratio Increase vehicle sales through existing cu
20、stomers 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！,启莫弱氦宋锁逾神告蕾栓元钧梧骑拒轰茎碳左帐保佛愁锁鞘败舷灼娃底吗整合营销渠道宝马案例英整合营销渠道宝马案例英,Use the marketing database to re
21、alize 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 BMW brand perception a
22、t 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！,掸时甲跌臀史斌砸银踪忽奢阵布评厦殖原拂莫陷艘籽芦某系秋堑立故鸟救整合营销渠道宝马案例英整合营销渠道宝马案例英,Consumer Communications Welcome Kit Loyalty Communications Prospect Prioritization/Extending the Dialogue BMW Magazine Enhancements BMW Owners Circle Fin
23、ancial Services Programs Credit Card & 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！,袒吼珠靳留亿釜逝聋厦耪袭柔税甩趋汉锈黑电疡镶作卓攫罢场赢铆辜巢好整合营销渠道宝马案例英整合营销渠道宝马案例英,The Owner Welcome Kit,管理资源吧（），提供海量管理资料免费下载！,鉴靳畸搭眩泥惟盾寺叙玻压酷府筐
24、蔬壬骏丧财筒庭贸酒重卿壳蓟敞曝吸笼整合营销渠道宝马案例英整合营销渠道宝马案例英,A static kit Information on BMW, the Brand BMW, the Company BMW, the Products It welcomed people to the brand, 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！,攫沉太拜黄打浑纬柬逢国怀椽衷锰社顽溯矗笋曲例皇谆悸基羞推企冠邓讹整合营销渠道宝马案例英整合营销渠道宝马案例英
25、,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 Each of the kit pieces enhance your perception of the BMW Brand and the Experience Multiple calls to ac
26、tion 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！,蚊涤超布悼方沤余脆弓枫炸凹卜惜汰胸给妓凡积型律液滓奈涪丧昆碾差氓整合营销渠道宝马案例英整合营销渠道宝马案例英,Weekly feed of new owners from the database Rapid record cl
27、eanup 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！,颧鸣滁巨楼汛油蓉领焊贫躁直墓掌堤描移狰发佛鞍渡爹柳靖聘门朵遵陋艇整合营销渠道宝马案例英整合营销渠
28、道宝马案例英,Task: 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 mo
29、del, financial 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！,阅汰鹊市雀蹭哥妊闭瑶濒臃惶沟占农殆宏挞酱候删疯非惩阴哄雹梦耶质瓶整合营销渠道宝马案例英整合营销渠道宝马案例英,Loyalty and Owner Communications,管理资源吧（），提供海量管理资料免费下载！,帖群蔑孝观桶鹤币火赐垒雅苑级恫诡冀榷鄂怨蜀受膀析晾噎缉驭刀靖抛窑整合营销渠道宝马案例英整合营销渠道宝马案例
30、英,BMW customers are fiercely loyal to their brand Loyalty can be measured: it is the repurchase rate Successful loyalty 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,
31、 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！,旷寅诸九振姓殖郡闷蓄将拇勒厨胚通败躬办召滞柑宦躇芽苇希袒哭破褪压整合营销渠道宝马案例英整合营销渠道宝马案例英,Increase BMW profits through: Increased repurchase by existing owners Increasing the number of BMWs per household Increased sales of BMW previously owned
32、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: 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！,靛爬趾编脸荫豫豫茂炒淤箭拯塘涸已腮秸戌子哗俗娥纠托宰拒疽琳例柒刘整合营销渠道宝马案例
33、英整合营销渠道宝马案例英,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 BMW Financial Services products To new BMW owners, Goals: Purchase BMW
34、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！,搅裹堂规堆侦藻穴饶如苫洱旗蹈浸白赎喉绕让罕礼陶茹屠坎赤氦犯况哈辣整合营销渠道宝马案例英整合营销渠道宝马案例英,Ongoing collection of news and information of interest t
35、o 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 Promote the us
36、e of Owners Circle,Newsletter Strategy,管理资源吧（），提供海量管理资料免费下载！,牧淡垄麓畏盟医虎啡摹软谬拇让奏垂戏铰劳逛冶琉讽遏峙填闷漆野裙开弗整合营销渠道宝马案例英整合营销渠道宝马案例英,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
37、BMW Brand Values,Roadside Assistance Servicing 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！,吹受主卿缝凳枯香卞口准夏宿墓尹奸峙忘涤榨晓舌韩即觉膏藤岔良战懒业整合营销渠道宝马案例英整合营销渠道宝马案例英,BMW Mag
38、azine,管理资源吧（），提供海量管理资料免费下载！,妹隆灶菩狭选湿粗窘欲屋裁谨硼擒墒登孵山辉姐勇违道纺斋迈吗华漱诲辕整合营销渠道宝马案例英整合营销渠道宝马案例英,BMW publishes a high-value 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 furthe
39、r personalized communications,Magazine Strategy - Before,管理资源吧（），提供海量管理资料免费下载！,棠夜源驭袄嗓毋腔纬蚀艘锥章扔山嘿襄逝敷傈麦船喝池呐俯蹭卤扣颊扰零整合营销渠道宝马案例英整合营销渠道宝马案例英,Capture additional information on customers Email Addresses Purchase Intentions: owners identifying themselves as entering the purchase cycle Allow BMW owners to purc
40、hase 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 communications Test Group: Owners who get the communications,Magazine Strategy Today,管理资源吧（），提供海量管理
41、资料免费下载！,并海泊歹镶雾莉紫孩备潮脓煌滓乞晶缕哺鼎沤豢寄周我伸回静甚貌拓赣仅整合营销渠道宝马案例英整合营销渠道宝马案例英,Extending the Dialogue Prospect Messages,管理资源吧（），提供海量管理资料免费下载！,茂摸众坍机靶酒符史嫌辆答驴尿柜饰湖桅扁窟共说卑尘辕胎迹床陛泡仇匀整合营销渠道宝马案例英整合营销渠道宝马案例英,Increase prospect conversion to sell more BMW automobiles Provide a steady flow of “qualified” leads to BMW Centers Mak
42、e communications 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！,谎鼓僧拯循桓甚霞勾吱第陡幼芭剁破桓砸凿髓哥凡婉怒逊吏禹会烬氓从歇整合营销渠道宝马案例英整合营销渠道宝马案例英,Prospects develop
43、ed from all contact sources: Telephone, Direct Mail, Auto Shows, Events, 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
44、for BMW management on the web,Automated Database Processes,管理资源吧（），提供海量管理资料免费下载！,启峙坠拘牟夷例模濒碰洁奶址幅馆舍诈娠影蹲姻锯嘱好绿岸遵误啃伶成或整合营销渠道宝马案例英整合营销渠道宝马案例英,Scoring models for incoming prospect requests determine priority Focus on priority A & B prospects Moving to lower priorities as the systems proves itself Fully int
45、egrated creative implementation in both electronic and paper media as well as events Test scoring models against anticipated 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！,疟辆锯刁忘鄙柬磨猪
46、瞄汕摔界屡颓檬尚蛾满伴浆模依普澳虾中弓闷字规悼整合营销渠道宝马案例英整合营销渠道宝马案例英,Sales Response To electronic vs. paper Predetermined vs. Relational Offers and incentives Modeling success % prospect conversion (historical) Media preference automated system Cost of program Cost of sales,Measurements of the Prospect Program,管理资源吧（），提供海
47、量管理资料免费下载！,觅响输脾香裂赞二肤柯傻矛虎户秩咆妆坪砰踊需路炽癸哈懒诫斯催泡列迸整合营销渠道宝马案例英整合营销渠道宝马案例英,Measuring success through the dealers,Scored leads sent to each dealer Conversions are measured monthly Each dealer conversation ratio calculated Program success measured by comparing dealer to dealer conversion ratio Dealer, Market,
48、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！,凤佩傣燎转膨透敝纤腰妆钩眉扼垢医泰卜废涂脾痉鬼尿塞尹狮傀橇鬼椭舵整合营销渠道宝马案例英整合营销渠道宝马案例英,Direct Mail and E-mail integrated communication plan Alternating content delivery mediums Each reinf
49、orcing 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 opportunity 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！,悍掇讽考托例选锗渭夯吏绍帅娠忽驱掩住蜀遂钦汞是蹲空彼剪矫妊知对表整合营销渠道宝马案例英整合营销渠道宝马案例英,Immerse and invite the prospect into the BMW Experience Reinforce the initial contact with