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1、Page - 1Page - 2Integrating 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 11:1

2、5 AM管理資源吧glzy8，提供海量管理資料免費下載！Page - 3u1950 - 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 h

3、as evolved管理資源吧glzy8，提供海量管理資料免費下載！Page - 4uBMW customers want:uA realization of the brand promiseuPerformance, safety, technology, innovationuRecognitionuServiceuInformationuConvenienceuHelpfulnessBMW Buyers Not Necessarily Driven by Price管理資源吧glzy8，提供海量管理資料免費下載！Page - 5Personal Profit from Purchase

4、 = a (usefulness of product) +b (perceived brand value)- c (money cost)- d (time or inconvenience)How BMW Buyers Make Purchase Decisions管理資源吧glzy8，提供海量管理資料免費下載！Page - 6uConstructorsu People who build databasesu Merge/Purge, Hardware, SoftwareuCreatorsu People who understand strategyu Build loyalty a

5、nd repeat salesuYou need both kinds!Two kinds of database marketing people管理資源吧glzy8，提供海量管理資料免費下載！Page - 7uIn 2000, BMW built a robust customer and prospect database designed to:uProvide a comprehensive view of the automotive and financial services BMW customeruDeliver short term, incremental revenu

6、e through opportunistic marketing programsuIncrease customer loyalty through understanding and ability to deliver relevant, timely communicationuSecure BMWs place in its customers lives by identifying which households are good targets for additional BMW purchases Situation Analysis管理資源吧glzy8，提供海量管理資

7、料免費下載！Page - 8uBMW now has a central system of measurementuThe BMW Report Center monitors communications and response from prospects and customersuMeasurement includes cost per response and cost per saleuBMW now has the ability to view prospects as well customers in its universeuThis allows BMW to v

8、iew 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 financial service data u190 appended individual and household data pointsBMW Situation II管理資源吧glzy8，提

9、供海量管理資料免費下載！Page - 9uAllowing 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 owners increase the lifetime value of the vehicle owners?uWhere are the pockets

10、 of our most profitable customers?uWhich customers will deliver additional revenue through financial services products after they have disposed of their BMW?BMW Situation III管理資源吧glzy8，提供海量管理資料免費下載！Page - 10uImprove the effectiveness of marketing programs in the years 2001 2003 in order to:uReturn t

11、o 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 Database Marketing Goals管理資源吧glzy8，提供海量管理資料免費下載！P

12、age - 11u Consistent measurement and enhancement of BMW marketing programsu Ability to prioritize prospects and customers based on their likelihood to buyu Identification of “l(fā)ow hanging fruit programs that can be quickly implemented to generate revenue in the short termu Refinement of customer comm

13、unicationsu Testing results against Control GroupsHow BMW measures return on investment管理資源吧glzy8，提供海量管理資料免費下載！Page - 12uControl 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 o

14、f measurementuCost per lead, response and sale measurementuCross-penetration of product purchasesControls and Measurement管理資源吧glzy8，提供海量管理資料免費下載！Page - 13uIncreased communication effectivenessuIntegrated database used by all groupsuIncreased efficiency The right information to the right customer at

15、the right timeuReduced communication expenseuFewer pieces mailed with higher effectivenessuIncreased customer participationuIncreased customer satisfactionuIncreased corporate and center profitsuA higher level of data from and about BMW customersBenefits to BMW管理資源吧glzy8，提供海量管理資料免費下載！Relationship Ma

16、rketing Strategy管理資源吧glzy8，提供海量管理資料免費下載！Page - 15uAll programs are built on a state-of-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 programsu

17、Automated communication that supports the Owner ExperienceThe Database管理資源吧glzy8，提供海量管理資料免費下載！Page - 16uIncrease customer loyaltyuIncrease prospect conversion to sales ratiouIncrease vehicle sales through existing customersuMaintain existing BMW household recordsuKeep communication costs down while

18、increasing effectivenessuDevelop a consistent process of program measurement2001 Database Marketing Goals管理資源吧glzy8，提供海量管理資料免費下載！Page - 17uUse the marketing database to realize a communications dialogue with both our prospects and our customersuSystematic use of customized information to attract and

19、 retain customersuFacilitate mutually beneficial and relevant information exchangesuIncrease owner loyalty and customer acquisition ratesuStrengthen BMW brand perception at the individual customer levelBMW Relationship Marketing Objectives管理資源吧glzy8，提供海量管理資料免費下載！Page - 18u Consumer Communicationsu W

20、elcome Kitu Loyalty Communicationsu Prospect Prioritization/Extending the Dialogueu BMW Magazine Enhancementsu BMW Owners Circleu Financial Services Programsu Credit Card & Banking Customer Acquisitionu Cross Sell and Up Sell Marketingu Opportunistic “Quick Win ProgramsCore Communications Progra

21、m管理資源吧glzy8，提供海量管理資料免費下載！Page - 19The Owner Welcome Kit管理資源吧glzy8，提供海量管理資料免費下載！Page - 20uA static kituInformation onuBMW, the BranduBMW, the CompanyuBMW, the ProductsuIt welcomed people to the brand, but offered no real taste of the BMW ExperienceThe old welcome kit was:管理資源吧glzy8，提供海量管理資料免費下載！Page

22、- 21uA personal welcome kit that owners realize was created just for themuIt arrives within the first 30 daysuIt is a dialogue opener, an invitation to the BMW experience that extends over a full yearuEach of the kit pieces enhance your perception of the BMW Brand and the ExperienceuMultiple calls t

23、o action which lead you deeper into the ExperienceuIt inherently fosters the collection of information needed for further relationship dialogueThe new BMW welcome kit管理資源吧glzy8，提供海量管理資料免費下載！Page - 22uWeekly feed of new owners from the databaseuRapid record cleanup for mailinguWeekly fulfillment of c

24、orrected names, addresses and data to the welcome kit programuMonthly maintenance of the database which supports all owneru and prospect ucommunicationsThe Database Supports the Welcome Kit管理資源吧glzy8，提供海量管理資料免費下載！Page - 23uTask: Provide individual customer data for personalized welcome kit fulfillme

25、ntuStrategy:uProvide new owner personalized fulfillment information on a weekly basisuRecover key information requesteduMaintain owner files based on collected information for future programsuIdentify customers by model, financial status, and preparatory segmentation (i.e. loyalty, activity, etc.)We

26、lcome Kit Fulfillment Process管理資源吧glzy8，提供海量管理資料免費下載！Page - 24Loyalty and Owner Communications管理資源吧glzy8，提供海量管理資料免費下載！Page - 25uBMW customers are fiercely loyal to their branduLoyalty can be measured: it is the repurchase rateuSuccessful loyalty is a two way streetuCustomer loyalty can be strengthen

27、ed by relevant personal communicationsuBMW Loyalty initiatives cover the entire ownership experienceuWelcome Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programsThe Loyalty Situation管理資源吧glzy8，提供海量管理資料免費下載！Page - 26uIncrease BMW profits through:uIncreased repurchase by existing ownersuInc

28、reasing the number of BMWs per householduIncreased sales of BMW previously owned vehiclesuIncreased use/purchase of BMW FS productsuEach program effectiveness measured by control groups:u Control Group: Owners who are not sent the communications uTest Group: Owners who get the communicationsOwner Co

29、mmunication Goals管理資源吧glzy8，提供海量管理資料免費下載！Page - 27uGeneral Goals:uImmersion in the BMW ExperienceuPromotion of Owners CircleuPurchase of BMW accessoriesuTo 3 and 4 year BMW owners. Goals:uIncrease the repurchase rateuMultiple BMWs in each householduWidespread use of BMW Financial Services productsuT

30、o new BMW owners, Goals:uPurchase BMW financial services productsuCapture information about their preferences, lifestyles, automobile interests, etc. useful for further dialogLoyalty Building Newsletters管理資源吧glzy8，提供海量管理資料免費下載！Page - 28uOngoing collection of news and information of interest to BMW o

31、wnersuOwner surveys to determine preferences for:uNews, information, and topicsuCommunication Channel ( or print)uFrequencyuBegin with a printed newsletter to gather addressesuMove to newsletters as quickly as possibleuMultiple offers to generate owner responseuPromote the use of Owners CircleNewsle

32、tter Strategy管理資源吧glzy8，提供海量管理資料免費下載！Page - 29uNew productsuBMW awardsuSports stars that drive BMWsuRatings by leading car magazinesuWhy the BMW engines are superioruThe history of BMWuEvent calendaruMagazine reprintsuSponsorshipsuBMW Brand ValuesuRoadside AssistanceuServicing requirementsuBMW Insur

33、anceuBMW credit cardsuBMW AccessoriesuDriving EventsuBMW trade in pricesuBMW Owner ClubsuOwners CircleuWorld news featuring BMWNewsletter Content管理資源吧glzy8，提供海量管理資料免費下載！Page - 30BMW Magazine管理資源吧glzy8，提供海量管理資料免費下載！Page - 31uBMW publishes a high-value magazine to its owners in the first two years aft

34、er their purchaseuBecause of its universal distribution, the magazine can be more than a magazineuIt can be a data collection tool for further personalized communicationsMagazine Strategy - Before管理資源吧glzy8，提供海量管理資料免費下載！Page - 32uCapture additional information on customersu Addresses uPurchase Inten

35、tions: owners identifying themselves as entering the purchase cycleuAllow BMW owners to purchase merchandiseuProvide direction to BMW Online Store for purchaseuPush registration on Owners CircleuEach program effectiveness measured by control groups:u Control Group: Owners who are not sent the commun

36、ications uTest Group: Owners who get the communicationsMagazine Strategy Today管理資源吧glzy8，提供海量管理資料免費下載！Page - 33Extending the Dialogue Prospect Messages管理資源吧glzy8，提供海量管理資料免費下載！Page - 34uIncrease prospect conversion to sell more BMW automobilesuProvide a steady flow of “qualified leads to BMW Centersu

37、Make communications interactiveuContinually improve the conversion rates by better prospectinguMeasure the conversion rate by Center, Region, Prospect Lifestyle, IncomeGoals of the Prospect Management System管理資源吧glzy8，提供海量管理資料免費下載！Page - 35uProspects developed from all contact sources:uTelephone, Di

38、rect Mail, Auto Shows, Events, InternetuRapidly qualified and scoreduCenters receive qualified leads electronically within 48 hours of receiptuProspects get BMW message within 48 hoursuEvery lead tracked electronically, with daily, weekly, & monthly reports for BMW management on the webAutomated

39、 Database Processes管理資源吧glzy8，提供海量管理資料免費下載！Page - 36uScoring models for incoming prospect requests determine priorityuFocus on priority A & B prospectsuMoving to lower priorities as the systems proves itselfuFully integrated creative implementation in both electronic and paper media as well as e

40、ventsuTest scoring models against anticipated response and adjust as neededuUtilize a 5% control group for a period of one year for reporting comparisonsTesting and Implementation Strategy管理資源吧glzy8，提供海量管理資料免費下載！Page - 37uSalesuResponseuTo electronic vs. paperuPredetermined vs. RelationaluOffers and

41、 incentives uModeling successu% prospect conversion (historical)uMedia preference automated systemuCost of programuCost of salesMeasurements of the Prospect Program管理資源吧glzy8，提供海量管理資料免費下載！Page - 38Measuring success through the dealersuScored leads sent to each dealeruConversions are measured monthly

42、uEach dealer conversation ratio calculateduProgram success measured by comparing dealer to dealer conversion ratiouDealer, Market, Region and National average conversion ratios create measurable benchmarksuAbove average dealers manage their leads better管理資源吧glzy8，提供海量管理資料免費下載！Page - 39uDirect Mail a

43、nd integrated communication planuAlternating content delivery mediumsuEach reinforcing the one that came before ituUse of database information to drive customization and relevanceuEach communication introducing a new piece of the BMW ExperienceuAll communications tie in to web activitiesuIntegration

44、 with off-line and online marketing activitiesuProspects given the opportunity to opt-out at any pointuProspects removed from program if they purchase a vehicleProspect Program Communications Strategy管理資源吧glzy8，提供海量管理資料免費下載！Page - 40uImmerse and invite the prospect into the BMW ExperienceuReinforce

45、the initial contact with BMWuEducate as to the depth of the BranduProducts and ServicesuPoint the prospect towards a test drive and the dealeruReinforce core marketing communication objectives about:uBrand ValuesuBrand HeritageuProduct attributesuThe BMW Ownership ExperienceProgram Communications Ob

46、jectives管理資源吧glzy8，提供海量管理資料免費下載！Page - 41uNew productsuBMW in the NewsuBMW Technology and InnovationuBMW SafetyuThe history of BMW and BMW Brand ValuesuEvent invitationsuTest drive incentivesuBMW giftsuMagazine reprintsuBMW Financial Services productsProgram Content Objectives管理資源吧glzy8，提供海量管理資料免費下載

47、！Page - 42uSell more cars by:uImmediate Scoring of ProspectsuImmediate electronic Center notification of leadsuImmediate communications with the prospectuContinually engage the customer in the ExperienceuProvide more information on the depth of the BranduReduce the cost per car solduProvide Manageme

48、nt with accurate & timely knowledge of the prospect and sales processuIncrease the overall effectiveness of future prospecting programs by learning from this oneProspect System Benefits管理資源吧glzy8，提供海量管理資料免費下載！Page - 43Quick wins: X factor programs 管理資源吧glzy8，提供海量管理資料免費下載！Page - 44uThe BMW Databa

49、se offers a huge opportunity to utilize information to refine BMW programsuX Factor programs are built on data mining, and deliver:uHighly effective marketing programsuIncremental revenue opportunitiesuLow cost per saleuIncreased customer/prospect contact and satisfactionX Factor Situation管理資源吧glzy8

50、，提供海量管理資料免費下載！Page - 45uThe Loyalty and Prospect Programs, combined with the database, offer great potential for creative, interactive X factor programs:uContestsuPrograms for Women/MinoritiesuSpecial EventsuReferral ProgramsuCertified Previously Owned CarsuSecond BMWs in every homeuLifestyle Progra

51、msuCongratulatory Mailings to 3+ BMW OwnersX Factor Initiatives管理資源吧glzy8，提供海量管理資料免費下載！Page - 46Q1Q2Q3Q4CPO ProgramOwner ReferralCar BirthdayLaunchPlus improved reporting, query developmentand a half dozen new ideas to be developed and implemented during the yearX Factor: something new every quarter

52、管理資源吧glzy8，提供海量管理資料免費下載！Page - 47uIdentify ways to build relationships with female owners:uBring them to the Brand, and keep them longeruAppeal to their unique needsuRecognize the purchasing power and influence that automotive marketers typically ignoreuProvide tools that reduce pre-dealer visit anxietyuTailored communications that highlight what women are looking foruLive chat support by fema