文档介绍：Page - 1Integrating All Direct Marketing Channels to Build Customer LoyaltyA BMW Case StudyKay Madati, Relationship Marketing Manager BMWArthur Middleton Hughes, VP for Strategic Planning M\S Database MarketingThe DMA 84th ormick Place, ChicagoTuesday, October 30th 2001 10:00 AM – 11:15 AMPage - 2?1950 - 2000 Brands built by mass advertising?1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.?1996 - 2000 The arrived, but not integrated with DBM or mass advertising?2001 BMW brings them all togetherHow brand marketing has evolvedPage - 3?BMW customers want:?A realization of the brand promise?Performance, safety, technology, innovation?Recognition?Service?Information?Convenience?HelpfulnessBMW Buyers Not Necessarily Driven by PricePage - 4Personal Profit from Purchase = a (usefulness of product) +b (perceived brand value)- c (money cost)- d (time or inconvenience)How BMW Buyers Make Purchase DecisionsPage - 5?ConstructorsPeople who build databasesMerge/Purge, Hardware, Software?CreatorsPeople who understand strategy Build loyalty and repeat sales?You need both kinds!Two kinds of database marketing peoplePage - 6?In 2000, BMW built a robust customer and prospect database designed to:?Provide prehensive view of the automotive and financial services BMW customer?Deliver short term, incremental revenue through opportunistic marketing programs?Increase customer loyalty through understanding and ability to deliver relevant, munication?Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases Situation AnalysisPage - 7?BMW now has a central system of measurement?The BMW Report Center munications 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, through sale and