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Click to edit Master title style,First level,Second level,Third level,Fourth level,Page -,52,IntegratingAllDirectMarketingChannelstoBuildCustomerLoyalty,ABMWCaseStudy,KayMadati,RelationshipMarketingManagerBMW,ArthurMiddletonHughes,VPforStrategicPlanning,MSDatabaseMarketing,TheDMA84,th,Annual,McCormickPlace,Chicago,Tuesday,October30,th,200110:00AM,11:15AM,1950-2000,Brandsbuiltbymassadvertising,1985-2000DatabaseMarketingarrived,butnotintegratedwithmassadvertising.,1996-2000TheInternetarrived,butnotintegratedwithDBMormassadvertising,2001BMWbringsthemalltogether,Howbrandmarketinghasevolved,BMWcustomerswant:,Arealizationofthebrandpromise,Performance,safety,technology,innovation,Recognition,Service,Information,Convenience,Helpfulness,BMWBuyers NotNecessarilyDrivenbyPrice,PersonalProfitfromPurchase=,a(usefulnessofproduct),+b(perceivedbrandvalue),-c(money cost),-d(timeorinconvenience),HowBMW BuyersMake Purchase Decisions,Constructors,Peoplewho build databases,Merge/Purge,Hardware, Software,Creators,Peoplewho understandstrategy,Buildloyalty andrepeatsales,Youneedboth kinds!,Twokindsofdatabasemarketing people,In2000,BMWbuiltarobustcustomerand prospect database designed to:,Provide acomprehensiveview of theautomotive andfinancialservicesBMW customer,Deliver short term, incremental revenuethroughopportunistic marketingprograms,Increasecustomerloyalty throughunderstandingandabilitytodeliver relevant,timelycommunication,SecureBMWsplaceinits customerslivesbyidentifyingwhichhouseholdsaregoodtargets foradditional BMWpurchases,SituationAnalysis,BMWnow hasa centralsystem of measurement,TheBMW ReportCentermonitorscommunicationsand response fromprospects andcustomers,Measurementincludescost perresponseandcostpersale,BMWnow hastheabilitytoview prospectsaswell customersinitsuniverse,This allowsBMWtoviewthefullshopper-owner cycle fromfirstpointofcontact,throughsale andcrosssale,Thenew marketingdatabasecontainsa broad range of information on theBMWconsumer,Campaign,response, andfinancialservicedata,190appendedindividualandhousehold datapoints,BMWSituation II,Allowinga fullviewoftheBMW customer delivers smartertargeting andprofit-generatingupsell andcrosssell opportunities,Whichvehicle ownersarebesttargets forcreditcards?,Howcan BMWcard ownersincreasethelifetimevalueofthe vehicleowners?,Wherearethe pocketsofour mostprofitablecustomers?,Whichcustomerswilldeliver additionalrevenuethrough financialservicesproductsafterthey havedisposedoftheirBMW?,BMWSituation III,Improve theeffectiveness of marketingprogramsintheyears2001, 2003inorderto:,ReturntoBMW thecost of thedatabasebuild,Payfor database maintenance going forward,Increasetherevenuepercustomerovertime,Increasetheprofit percustomer,Increasethelifetimevalueofthe combined BMWautomobile andfinancialservicescustomer,BMWDatabaseMarketing Goals,Consistent measurement andenhancementofBMWmarketing programs,Ability to prioritizeprospects andcustomersbasedontheirlikelihoodtobuy,Identificationof,“,“low hangingfruit,”,” programsthatcan be quicklyimplementedtogeneraterevenueintheshortterm,Refinement of customer communications,Testing resultsagainstControl Groups,HowBMW measures returnoninvestment,Control groupsmeasure theeffectiveness of eachprogram,Non-mailed groupsthat aremeasuredagainst themailedgroups,Reports on theBMWReport Centerprovide aconsistentform of measurement,Cost perlead,responseandsalemeasurement,Cross-penetrationofproduct purchases,ControlsandMeasurement,Increasedcommunicationeffectiveness,Integrated database usedbyall groups,Increasedefficiency, Therightinformationtotherightcustomeratthe right time,Reduced communicationexpense,Fewerpiecesmailed withhigher effectiveness,Increasedcustomerparticipation,Increasedcustomersatisfaction,Increasedcorporate andcenterprofits,A higherlevelofdata fromand about BMWcustomers,BenefitstoBMW,RelationshipMarketing Strategy,Allprogramsare built on astate-of-the-artcustomerrelationshipmanagementdatabasewhichprovides:,More information on ownersandprospects thanBMW hasever assembledbefore,Powerfultoolstosupport BMWloyalty andprospectconversion programs,Automatedcommunicationthat supports theOwnerExperience,TheDatabase,Increasecustomerloyalty,Increaseprospectconversion to sales ratio,Increasevehicle sales throughexistingcustomers,MaintainexistingBMWhousehold records,Keep communicationcostsdownwhileincreasing effectiveness,Develop aconsistentprocess of programmeasurement,2001,DatabaseMarketingGoals,Usethe marketingdatabasetorealize acommunicationsdialoguewithboth ourprospectsand ourcustomers,Systematic useofcustomized information to attractand retaincustomers,Facilitate mutually beneficialand relevant information exchanges,Increaseownerloyalty andcustomeracquisitionrates,Strengthen BMWbrandperception at theindividual customer level,BMWRelationship MarketingObjectives,ConsumerCommunications,WelcomeKit,LoyaltyCommunications,ProspectPrioritization/ExtendingtheDialogue,BMWMagazineEnhancements,BMWOwnersCircle,FinancialServicesPrograms,CreditCard&BankingCustomerAcquisition,CrossSellandUpSellMarketing,Opportunistic,“,“QuickWin,”,”Programs,CoreCommunicationsProgram,TheOwnerWelcomeKit,Astatickit,Informationon,BMW,theBrand,BMW,theCompany,BMW,theProducts,Itwelcomedpeopletothebrand,butofferednorealtasteoftheBMWExperience,Theoldwelcomekitwas:,Apersonalwelcomekit,thatownersrealizewascreatedjustforthem,Itarriveswithinthefirst30days,Itisadialogueopener,aninvitationtotheBMWexperiencethatextendsoverafullyear,EachofthekitpiecesenhanceyourperceptionoftheBMWBrandandtheExperience,MultiplecallstoactionwhichleadyoudeeperintotheExperience,Itinherentlyfostersthecollectionofinformationneededforfurtherrelationshipdialogue,ThenewBMWwelcomekit,Weeklyfeedofnewownersfromthedatabase,Rapidrecordcleanupformailing,Weeklyfulfillmentofcorrectednames,addressesanddatatothewelcomekitprogram,Monthlymaintenanceofthedatabasewhichsupportsallowner,andprospect,communications,TheDatabaseSupportstheWelcomeKit,Task:Provideindividualcustomerdataforpersonalizedwelcomekitfulfillment,Strategy:,Providenewownerpersonalizedfulfillmentinformationonaweeklybasis,Recoverkeyinformationrequested,Maintainownerfilesbasedoncollectedinformationforfutureprograms,Identifycustomersbymodel,financialstatus,andpreparatorysegmentation(i.e.loyalty,activity,etc.),WelcomeKitFulfillmentProcess,LoyaltyandOwnerCommunications,BMWcustomersarefiercelyloyaltotheirbrand,Loyaltycanbemeasured:itistherepurchaserate,Successfulloyaltyisatwowaystreet,Customerloyaltycanbestrengthenedbyrelevantpersonalcommunications,BMWLoyaltyinitiativescover the entireownership experience,WelcomeKit,Newsletters, BMW Magazine,MultipleVehicleOwner programs,TheLoyaltySituation,IncreaseBMWprofitsthrough:,Increased repurchasebyexistingowners,Increasing the number ofBMW,s per household,Increased salesof BMW previously ownedvehicles,Increased use/purchase of BMW FSproducts,Eachprogrameffectiveness measuredbycontrolgroups:,ControlGroup: Owners who are not sent the communications,TestGroup:Owners who get the communications,Owner CommunicationGoals,GeneralGoals:,Immersion intheBMWExperience,Promotion ofOwnersCircle,PurchaseofBMWaccessories,To 3and4 yearBMWowners.Goals:,Increasetherepurchaserate,MultipleBMWs ineach household,Widespread use of BMW FinancialServicesproducts,To new BMW owners, Goals:,PurchaseBMWfinancial servicesproducts,Captureinformationabout theirpreferences,lifestyles,automobileinterests, etc.useful for further dialog,LoyaltyBuildingNewsletters,Ongoingcollection of news and information of interest to BMW owners,Owner surveys todetermine preferences for:,News, information, and topics,Communication Channel (emailorprint),Frequency,Begin with aprintednewsletterto gather emailaddresses,Movetoemail newsletters asquicklyaspossible,Multipleoffersto generateowner response,Promotetheuseof Owner,s Circle,Newsletter Strategy,Newproducts,BMWawards,Sports starsthat driveBMWs,Ratingsby leading car magazines,WhytheBMWenginesaresuperior,Thehistoryof BMW,Event calendar,Magazinereprints,Sponsorships,BMWBrand Values,RoadsideAssistance,Servicing requirements,BMWInsurance,BMWcredit cards,BMWAccessories,DrivingEvents,BMWtrade inprices,BMWOwner Clubs,OwnersCircle,World news featuringBMW,Newsletter Content,BMWMagazine,BMWpublishes ahigh-value magazineto its owners inthefirst two yearsafter theirpurchase,Becauseof its universaldistribution, the magazinecanbe morethana magazine,It can be adatacollectiontoolforfurtherpersonalized communications,MagazineStrategy -Before,Captureadditional information on customers,Email Addresses,PurchaseIntentions:ownersidentifyingthemselves as entering the purchasecycle,Allow BMW ownerstopurchasemerchandise,Providedirection toBMWOnlineStore for purchase,Pushregistration onOwnersCircle,Eachprogrameffectiveness measuredbycontrolgroups:,ControlGroup: Owners who are not sent the communications,TestGroup:Owners who get the communications,Magazine Strategy Today,Extendingthe Dialogue Prospect Messages,Increase prospect conversion to sell more BMWautomobiles,Provide asteady flow of,“,“qualified,”,” leads toBMWCenters,Makecommunicationsinteractive,Continually improvethe conversionratesby betterprospecting,Measure the conversion rate byCenter, Region, ProspectLifestyle, Income,Goalsof the Prospect Management System,Prospectsdevelopedfromall contact sources:,Telephone,Direct Mail, Auto Shows,Events, Internet,Rapidly qualified and scored,Centers receivequalifiedleads electronically within 48 hours ofreceipt,Prospectsget BMW messagewithin 48hours,Everyleadtracked electronically,withdaily, weekly,& monthlyreports for BMWmanagement onthe web,AutomatedDatabase Processes,Scoring modelsfor incoming prospect requestsdeterminepriority,Focuson priority A& B prospects,Moving tolowerpriorities asthe systems proves itself,Fullyintegrated creativeimplementationin both electronicand papermediaas well as events,Testscoring modelsagainst anticipatedresponse and adjustas needed,Utilize a5% controlgroup fora periodof one year forreportingcomparisons,Testing and Implementation Strategy,Sales,Response,To electronic vs. paper,Predetermined vs. Relational,Offers andincentives,Modeling success,% prospectconversion (historical),Mediapreference automated system,Costof program,Costof sales,Measurements oftheProspect Program,Measuringsuccess throughthedealers,Scored leads sent toeachdealer,Conversions aremeasuredmonthly,Eachdealer conversationratiocalculated,Program successmeasuredby comparing dealerto dealerconversionratio,Dealer, Market,Region and Nationalaverage conversionratios create measurablebenchmarks,Aboveaverage dealers manage theirleadsbetter,Direct Mail andE-mail integrated communication plan,Alternating contentdelivery mediums,Eachreinforcing theonethatcamebefore it,Use of databaseinformation todrive customizationandrelevance,Eachcommunication introducinga new piece oftheBMW Experience,All communications tie into web activities,Integration with off-lineandonline marketing activities,Prospectsgiventheopportunity toopt-out atanypoint,Prospectsremoved from programif they purchase avehicle,Prospect Program Communications Strategy,Immerse and invite the prospect into theBMWExperience,Reinforcethe initial contactwithBMW,Educate asto the depth of theBrand,Products and Services,Pointtheprospect towards a test driveand the dealer,Reinforcecoremarketingcommunication objectivesabout:,BrandValues,BrandHeritage,Product attributes,The BMW Ownership Experience,Program Communications Objectives,New products,BMW in theNews,BMW Technologyand Innovation,BMW Safety,The history ofBMW and BMW Brand Values,Eventinvitations,Testdriveincentives,BMW gifts,Magazine reprints,BMW Financial Services products,Program ContentObjectives,Sellmorecarsby:,ImmediateScoring ofProspects,ImmediateelectronicCenter notificationof leads,Immediatecommunicationswiththe prospect,Continually engage the customer inthe Experience,Provide more informationon the depth oftheBrand,Reduce thecostpercar sold,Provide Management with accurate &timely knowledge ofthe prospect and sales process,Increase the overalleffectivenessof futureprospecting programsby learning from this one,Prospect SystemBenefits,Quickwins: X factorprograms,The BMW Database offers ahugeopportunity toutilize informationto refineBMWprograms,X Factor programs are built ondatamining, and deliver:,Highly effective marketing programs,Incremental revenueopportunities,Low cost per sale,Increasedcustomer/prospect contactandsatisfaction,X Factor Situation,The Loyalty andProspectPrograms,combined with the database, offer greatpotentialfor creative, interactiveX factorprograms:,Contests,Programs for Women/Minorities,Special Events,Referral Programs,CertifiedPreviouslyOwned Cars,Second BMWs ineveryhome,LifestylePrograms,CongratulatoryMailings to 3+BMW Owners,X Factor Initiatives,Plusimproved reporting,querydevelopment,and ahalfdozen newideas,to bedevelopedandimplemented during the year,X Factor:somethingnew everyquarter,Identify ways to build relationships with female owners:,Bringthemto the Brand,and keep them longer,Appeal totheirunique needs,Recognizethe purchasingpowerandinfluencethatautomotivemarketerstypicallyignore,Provide tools that reducepre-dealer visit anxiety,Tailored communications that highlight what womenare looking for,Livechatsupport byfemales,Develop anetwork offemale sales reps,X1 WomensProgram,Identify householdsthatare primeprospectsto purchase a secondBMW,Analyze multiple purchasehouseholds,Target groups most likelyto purchase aCPO vehicle,Householdswithteenagersor youngadults,Identify seasonality, graduation,etc.,Testthe program oncurrent BMW owners,thenrollout to prospects,X2: Certified PreviouslyOwnedProgram,Identify thosecurrent ownerswho are most likelyto purchase a new 7Series BMW,Invite these specialpeople tobe amonga small group who are allowedto previewthenew 7series,Appeal totheirappreciation of inclusion byasking fortheir feedbackandopinion,Allowthemto be among the first totestdrive,Notify them periodicallyof the status of thevehicle,X3: Series7 Launch,Identify thosecurrent ownerswho are most likelyto purchase theMINI,Create a uniquelifestylemessage to these owners,Appeal tothe earlyadapter,Focuson activelifestyles,Get them to previewon the webandopt in tomarketingmessages,X4: Mini Launch,Develop aprogram that uniquely appealsto the BMWowner,Communicate thepersonality ofthebrand,Reinforcethe relationship that theBMWownerhaswiththeircar,At the anniversary of purchase, send ane-card toowners,Direct them toa micro site togetan e-birthday gift,X5: Birthday Cards,Database provides the centralfocusfor:,Ownerloyalty communication programs,Prospect communications,Opportunistic “QuickWin”Programs,Measurement ofsuccess,Building BMW Brand Loyalty,Summary: BMW has putit all together,9,、静,夜,夜四,无,无邻,，,，荒,居,居旧,业,业贫,。,。11,月,月-2211,月,月-22,Tuesday,November8,2022,10,、雨中黄,叶,叶树，灯,下,下白头人,。,。18:36:4118:36:4118:36,11/8/2022 6:36:41 PM,11,、,以,以,我,我,独,独,沈,沈,久,久,，,，,愧,愧,君,君,相,相,见,见,频,频,。,。,。,。11,月,月-2218:36:4118:36,Nov-2208-Nov-22,12,、故人江海,别,别，几度隔,山,山川。18:36:4118:36:4118:36,Tuesday, November 8,2022,13,、乍,见,见翻,疑,疑梦,，,，相,悲,悲各,问,问年,。,。11,月,月-2211,月,月-2218:36:4118:36:41,November8,2022,14,、他,乡,乡生,白,白发,，,，旧,国,国见,青,青山,。,。08,十,十,一,一月20226:36:41,下,下午18:36:4111,月,月-22,15,、比不,了,了得就,不,不比，,得,得不到,的,的就不,要,要。十一月226:36 下,午,午11月-2218:36,November8,2022,16,、行动,出,出成果,，,，工作,出,出财富,。,。2022/11/818:36:4118:36:41,08November2022,17,、做前，,能,能够环视,四,四周；做,时,时，你只,能,能或者最,好,好沿着以,脚,脚为起点,的,的射线向,前,前。6:36:41,下,下午6:36,下,下午18:36:4111月-22,9,、没有失,败,败，只有,暂,暂时停止,成,成功！。11月-2211月-22,Tuesday,November 8,2022,10,、很多事,情,情努力了,未,未必有结,果,果，但是,不,不努力却,什,什么改变,也,也没有。,。,。18:36:4118:36:4118:36,11/8/2022 6:36:41 PM,11,、成功就,是,是日复一,日,日那一点,点,点小小努,力,力的积累,。,。11月-2218:36:4118:36,Nov-2208-Nov-22,12,、世间成事,，,，不求其绝,对,对圆满，留,一,一份不足，,可,可得无限完,美,美。18:36:4118:36:4118:36,Tuesday, November 8,2022,13,、不,知,知香,积,积寺,，,，数,里,里入,云,云峰,。,。11,月,月-2211,月,月-2218:36:4118:36:41,November8,2022,14,、意,志,志坚,强,强的,人,人能,把,把世,界,界放,在,在手,中,中像,泥,泥块,一,一样,任,任意,揉,揉捏,。,。08,十,十,一,一月20226:36:41,下,下午18:36:4111,月,月-22,15,、,楚,楚,塞,塞,三,三,湘,湘,接,接,，,，,荆,荆,门,门,九,九,派,派,通,通,。,。,。,。十,一,一,月,月226:36,下,下,午,午11,月,月-2218:36,November8,2022,16,、少年,十,十五二,十,十时，,步,步行夺,得,得胡马,骑,骑。2022/11/818:36:4118:36:41,08November2022,17,、空山,新,新雨后,，,，天气,晚,晚来秋,。,。6:36:41 下,午,午6:36 下,午,午18:36:4111月-22,9,、杨柳散和,风,风，青山澹,吾,吾虑。11月-2211月-22,Tuesday, November 8,2022,10,、阅读一切,好,好书如同和,过,过去最杰出,的,的人谈话。18:36:4118:36:4118:36,11/8/20226:36:41 PM,11,、越是没,有,有本领的,就,就越加自,命,命不凡。11月-2218:36:4118:36,Nov-2208-Nov-22,12,、,越,越,是,是,无,无,能,能,的,的,人,人,，,，,越,越,喜,喜,欢,欢,挑,挑,剔,剔,别,别,人,人,的,的,错,错,儿,儿,。,。18:36:4118:36:4118:36,Tuesday,November8,2022,13,、知人者智,，,，自知者明,。,。胜人者有,力,力，自胜者,强,强。11月-2211月-2218:36:4118:36:41,November 8, 2022,14,、意志坚强,的,的人能把世,界,界放在手中,像,像泥块一样,任,任意揉捏。08 十一,月,月 20226:36:41 下午18:36:4111月-22,15,、最具挑,战,战性的挑,战,战莫过于,提,提升自我,。,。十一月226:36,下,下午11月-2218:36,November8,2022,16,、业余生,活,活要有意,义,义，不要,越,越轨。2022/11/8 18:36:4118:36:41,08 November2022,17,、一个,人,人即使,已,已登上,顶,顶峰，,也,也仍要,自,自强不,息,息。6:36:41 下,午,午6:36 下,午,午18:36:4111月-22,MOMODA POWERPOINT,Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus.,感谢您,的,的下载,观,观看,专家告,诉,诉,
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