BMW

Résumé du document

BMW is entering an existing Electric Vehicle (EV) market. Customers know BMW for superior drive control & comfort. The EV market is growing exponentially.
Fuel costs are increasing. The database is insufficient owing to no contact information on potential EV buyers and only 35% of email addresses. Rather than the competition BMW i3 is made for the urban rider. Efforts are ongoing to create excitement and awareness about the BMWi3, from June 2012 to January 2013 among the 3 segments.

To persuade at least 2% of the targeted audience to ask for a brochure or a test drive.

To maintain awareness and remind potential and existing customers about the recently launched BMWi3 among our qualified leads from March to May 2013.

Increase in traffic on campaign-related websites pages compared to usual traffic

Response rate on e-mail & direct mail

No. of brochure requests

Statistics from hosts of advertising media including banners, SOE (Google Adwords) and social networks (Facebook)

Extraits

[...] To maintain awareness and remind about the recently launched BMWi3 among our qualified leads from March to May 2013. Untitled-2.JPG Marie < number > Communication tools Opinion leaders Social media Leads & sales SEO Untitled-2.JPG Madars < number > http://t2.gstatic.com/images?q=tbn:ANd9GcRodwPKsYXnU2e185ejq--m3-SnAq-mafWEInxJJrJIiQKst-Iahttp://www.bmw-i.co.uk/mediadata/img/302011/r850x460/BMWi_i3_Gallery_Exterior_02-1.jpg General awareness hilton-logo.gif Partnership with the Hilton hotel group  Use a BMWi3 concept car to drive around Hilton customers http://l.yimg.com/i/ng/sh/autonews/20090918/14/1861674442.jpg Presence at trade fairs where BMW has a stand  Distribute teasing brochures Promote online contest Obtain email addresses Online Contest Chance to win 2 out of 50 tickets for the Olympic Games Untitled-2.JPG Akira < number > Prospects Existing customers Potential EV buyers - guaranteed BMW quality & luxury - BMWi3 is the most convenient electric car for city drivers - an EV is cheaper to sustain - a new era of driving experience - combination of innovation, technology and drive control - guaranteed BMW quality & luxury - an eco-friendly car for Great Britain - superior BMW quality, style & newest technology advancements in one car Messages A new “experience of mobility” Campaign key words: - experience - technology & innovation - urban - prestige Untitled-2.JPG Madars < number > Prospects Content.IE5\I3D0LETN\visual_mail_prospects[1].bmpUntitled-2.JPG Marie < number > Existing customers Content.IE5\GKEJTEFJ\visual_mail_existing_customers[1].bmpUntitled-2.JPG Marie < number > Potential Customers Untitled-2.JPG Marie Opinion leaders: - Before launch: address selected bloggers, eco-friendly activists & car magazines with info about the BMWi3 - Post-launch: offer test-drive to them, requesting to write about it afterwards < number > Testing Tested variable No. [...]

[...] Direct Mail to E-mail to Follow up accordingly Existing 1. Direct Mail to E-mail to Follow up accordingly Potential 1. Integrated Banner Ads, Blogs, Facebook, Twitter 2. E-mail to ≈ Follow up to Total Forecast Untitled-2.JPG Madars Budget Untitled-2.JPG Clement Year Phase "Discover the BMWi3 Concept" "The BMWi3 is out and available for test drives" Month June July August Sept. Oct. [...]

[...] Nov. Dec. Jan. Feb. [...]

[...] BMW i3 Competition Untitled-2.JPG Madars < number > Strategy Untitled-2.JPG Octavie < number > Objectives To create 5.000 leads (June 2012 - June 2013) To generate 500 sales (Jan 2012 – May 2013) Untitled-2.JPG Octavie Strategy - Segmentation Convert prospects into buyers Convince existing customers to either switch or use the BMWi3 as their second car Encourage potential EV buyers to purchase the BMWi3 Untitled-2.JPG Octavie Strategy - Targeting Untitled-2.JPG Octavie http://toyota-alabama.com/wp-content/uploads/2010/07/professional-man-and-woman.jpg Profiles - Prospects Untitled-2.JPG Linda < number > http://fansonline.net/images/hullcity/pearson.jpg Profiles - Existing customers Untitled-2.JPG Linda Profiles – Potential EV buyers Untitled-2.JPG Linda Strategy - Database Expand database  raise no. of email addresses by 50% general growth through addition of potential EV buyers Customer profiles defined  only a part of the database will be addressed Untitled-2.JPG Akira Database Untitled-2.JPG Akira Communications Plan Untitled-2.JPG Marie < number > MarComs Objectives To create excitement and awareness about the BMWi3, from June 2012 to January 2013 among the 3 segments. To persuade at least of the targeted audience to ask for a brochure or a test drive. [...]