bmw
Content
IMC OF BMW
BMW as manufacturer and its retail stores and dealer uses all this kind of techniques to sell the cars. BMW Z3's launch can show us how they did it. BMW Z3 is the first BMW car which is being manufactured in North American that has not been in a very big market because American customers weren't familiar to this kind. At first BMW Z3 was introduced through media and movie industry that became very successful for the brand's this product. James Bond used a BMW Z3 and it was the biggest advertisement. After the car was used in the movie Z3 became very popular in North America. Another BMW's strategy was to pursue the consumers to check out new Z3 while shopping for Christmas. BMW Z3 was on the Neiman Marcus's Christmas Catalog with James Bond and it explained the fact that it's now '' James Bond's BMW''. 007 was licensed to sell as promotional kits. BMW dealers used these kits to inform the consumer what were buying and the kits were connect point of consumers, so the customers keep the James Bond style in mind while they are driving. When we look whole idea of introduction of BMW Z3 , it seems they did it perfect. They followed AIDA concept perfectly and the product became a very successful work for BMW.
BMW did just that when the firm reintroduced the Mini Cooper automobile to the U.S market.The IMC campaign used billboards, print ads, an interactive - website, and "guerrilla" marketing (a Mini was mounted on top of a Chevy Suburban and driven around New York City). Each part of the campaign was coordinated with all the others. Without coordination among these various promotional efforts, the consumer will merely encounter a series of unrelated (and often confusing) communications about a brand. Movies have played a key role in BMW's promotions. The company has garned huge waves of publicity from having the Mini Cooper featured in The Italian Job and for arranging for James Bond to drive new BMWs. To reach Internet- savvy car buyers, BMW also hired top directors to make short films especially for Web viewing. Although the films ran online for only four years, they were viewed more than 100 million times, won numerous awards, and were later issued on DVD for free distribution to prospective buyers. BMWs sales promotion efforts also included samples-in the form of extended test drives-as well as participation in major automotive trade shows. Eye-catching point-of-purchase displays in dealer showrooms support the overall integrated marketing communications effort by echoing selected images from the company's advertising. Prices promotions are rare,
although the company held its first end-of-year clearance sale on select U.S. models not long ago. The company also has offered special leasing deals to spark sales of its X3 model. "The Ultimate Driving Machine" slogan is planned to be retained for BMWs marketing communications because it resonates with the target audience and differentiates the brand from other premium competitors. BMW's worldwide positioning will not change, but with the launch of new models every year, the company will continue refining the promotion mix to attract new buyers, maintain brand image, and keep profits high.
BMW is an automobile dealer that manufactures and sells a wide range of vehicles. The BMW automobiles are sold to a special target market and appeals only to a particular stratum of people. BMW vehicles are classy, stylish, comfortable and luxurious. With regard to the BMW films, which can be viewed on www.bmw.com, there are a number of reasons surrounding the success of these films. The films allow prospective customers to view the cars before purchasing them. Marketers ensured that the visitors to the site felt compelled to stay at the site. They associated each model of the vehicle to that of human attributes. For example, the BMW Formula M was described as having a ‘soul’. When consumers see these attributes, they suddenly begin to identify with these attributes, and then create an image and personality of the vehicle for themselves, by also giving the vehicles personal human traits as well. The site also offers consumers the option of customizing their own vehicle to their preference and taste. Another reason the BMW site and films have increased sales for the company is that marketers have used dynamic features for the site. The site is portrayed as a type of one-stop shopping, because not only are BMW vehicles showcased, but an online magazine is on the site. If visitors to the site do not wish to make a purchase, they may opt to view the online magazine. Marketers embarked on an intense Integrated Marketing Campaign that gave rise to increased interest and traffic to the BMW site. Integrated Marketing Communication (IMC) is a strategy used to plan, execute and monitor communication about a brand in a consistent way. In addition, the IMC is aimed at attracting and retaining customers. The marketers of the BMW site had to have extensive knowledge of the brand, competitors and target audience. Through the IMC plan on the Internet, marketers were able to use a direct marketing channel to reach it target audience. In addition, the type of distribution channel that was employed by marketers on the BMW website was to perform the facilitating function, where contact was made with buyers, the needs of buyers were matched with the product and they had ideal communication strategies to ensure effective information transfer. The success of the BMW films also include the that fact that each vehicle is presented with the possible fuel consumption information as well as the model of the vehicle that would be most appropriate for the consumer based on the model chosen and the consumer’s lifestyle. When marketers cater to the needs of customers
and a positive perception of the brand has been created, the success of the product is inevitable. In 2000, sans the release of a new vehicle, BMW did some pure branding by developing BMW Films – online-only shorts supported by other media. The efforts saw stellar results. Automotive companies constantly do battle to capture an audience of eager players at the right moment in the purchasing funnel who are interested in driving off a lot with a new vehicle. We are all familiar with the commoditized “zero money down, zero percent APR financing” tactics that many traditional auto ads espouse; most every ad touts features and benefits that would sound alike in a blind taste test of vehicles. What then can be the differentiator across brands? Can it be possible for a marketing campaign to appeal to the more intangible and emotive side of a consumer and use non-traditional advertising to do it well? Such was the case in 2001, when the “Ultimate Driving Machine” became the ultimate interactive marketing campaign through BMW Films. Traditionally, BMW had always supported the release of a new vehicle with an advertising campaign designed to reinforce the brand promise of delivering the world’s most exciting luxury cars. But in 2000, BMW had a window of opportunity when it could do something purely for the sake of branding—sans release of a new vehicle—to deliver a unique message in an increasingly crowded luxury/performance car market. BMW knew that the average work-hard, play-hard customer was 46 years old, with a median income of about $150,000. Two-thirds were male, married, and had no children. As BMW sliced and diced its market further, an interesting statistic surfaced: Roughly 85% of BMW purchasers used the Internet before purchasing a BMW. Led by Jim McDowell, VP of marketing for BMW North America, BMW embarked on a journey to develop a non-traditional concept to show consumers what makes a BMW a BMW. Combining the ideas of producing a series of short films and using the Internet in an advertising campaign, short films for the Internet was born with BMW Films. BMW assembled a cast of Alist directors and actors, and developed scripts within the basic framework of having a central character that helped people through difficult circumstances using deft driving skills—in a BMW. The car became the star. Each director who chose a script was then given complete creative control over content and direction, something they would be hard-pressed to find in Hollywood, and something that BMW ordinarily wouldn’t allow if filming a traditional advertisement. Supported with TV spots that mimicked movie trailers, print and online advertising, the promotional campaign was designed explicitly to drive consumers to the BMW Films Web site for an entertainment experience found nowhere else. After a required registration step, viewers could watch streaming versions of the films or download the BMW Film Player, which
served as a branded wrapper around the films, and included vivid descriptions of the vehicles used in each film, along with featurette subplots. Never before (or since) had an automotive company taken such a strong stance to drive consumers to the Web, and the results are compelling. More than 10 million films have been viewed from BMWFilms.com. Nearly 2 million people registered on the site, with 60% of those registrants opting to receive more information via e-mail. An astonishing 94% of registrants recommended films to others, seeding the viral campaign, and more than 40,000 people voluntarily responded to a survey. Visiting the site now, one is able to enter a contest to win the M5 used in “The Star,” the short film that was directed by Guy Ritchie starring Madonna.
BMW as manufacturer and its retail stores and dealer uses all this kind of techniques to sell the cars. BMW Z3's launch can show us how they did it. BMW Z3 is the first BMW car which is being manufactured in North American that has not been in a very big market because American customers weren't familiar to this kind. At first BMW Z3 was introduced through media and movie industry that became very successful for the brand's this product. James Bond used a BMW Z3 and it was the biggest advertisement. After the car was used in the movie Z3 became very popular in North America. Another BMW's strategy was to pursue the consumers to check out new Z3 while shopping for Christmas. BMW Z3 was on the Neiman Marcus's Christmas Catalog with James Bond and it explained the fact that it's now '' James Bond's BMW''. 007 was licensed to sell as promotional kits. BMW dealers used these kits to inform the consumer what were buying and the kits were connect point of consumers, so the customers keep the James Bond style in mind while they are driving. When we look whole idea of introduction of BMW Z3 , it seems they did it perfect. They followed AIDA concept perfectly and the product became a very successful work for BMW.
BMW did just that when the firm reintroduced the Mini Cooper automobile to the U.S market.The IMC campaign used billboards, print ads, an interactive - website, and "guerrilla" marketing (a Mini was mounted on top of a Chevy Suburban and driven around New York City). Each part of the campaign was coordinated with all the others. Without coordination among these various promotional efforts, the consumer will merely encounter a series of unrelated (and often confusing) communications about a brand. Movies have played a key role in BMW's promotions. The company has garned huge waves of publicity from having the Mini Cooper featured in The Italian Job and for arranging for James Bond to drive new BMWs. To reach Internet- savvy car buyers, BMW also hired top directors to make short films especially for Web viewing. Although the films ran online for only four years, they were viewed more than 100 million times, won numerous awards, and were later issued on DVD for free distribution to prospective buyers. BMWs sales promotion efforts also included samples-in the form of extended test drives-as well as participation in major automotive trade shows. Eye-catching point-of-purchase displays in dealer showrooms support the overall integrated marketing communications effort by echoing selected images from the company's advertising. Prices promotions are rare,
although the company held its first end-of-year clearance sale on select U.S. models not long ago. The company also has offered special leasing deals to spark sales of its X3 model. "The Ultimate Driving Machine" slogan is planned to be retained for BMWs marketing communications because it resonates with the target audience and differentiates the brand from other premium competitors. BMW's worldwide positioning will not change, but with the launch of new models every year, the company will continue refining the promotion mix to attract new buyers, maintain brand image, and keep profits high.
BMW is an automobile dealer that manufactures and sells a wide range of vehicles. The BMW automobiles are sold to a special target market and appeals only to a particular stratum of people. BMW vehicles are classy, stylish, comfortable and luxurious. With regard to the BMW films, which can be viewed on www.bmw.com, there are a number of reasons surrounding the success of these films. The films allow prospective customers to view the cars before purchasing them. Marketers ensured that the visitors to the site felt compelled to stay at the site. They associated each model of the vehicle to that of human attributes. For example, the BMW Formula M was described as having a ‘soul’. When consumers see these attributes, they suddenly begin to identify with these attributes, and then create an image and personality of the vehicle for themselves, by also giving the vehicles personal human traits as well. The site also offers consumers the option of customizing their own vehicle to their preference and taste. Another reason the BMW site and films have increased sales for the company is that marketers have used dynamic features for the site. The site is portrayed as a type of one-stop shopping, because not only are BMW vehicles showcased, but an online magazine is on the site. If visitors to the site do not wish to make a purchase, they may opt to view the online magazine. Marketers embarked on an intense Integrated Marketing Campaign that gave rise to increased interest and traffic to the BMW site. Integrated Marketing Communication (IMC) is a strategy used to plan, execute and monitor communication about a brand in a consistent way. In addition, the IMC is aimed at attracting and retaining customers. The marketers of the BMW site had to have extensive knowledge of the brand, competitors and target audience. Through the IMC plan on the Internet, marketers were able to use a direct marketing channel to reach it target audience. In addition, the type of distribution channel that was employed by marketers on the BMW website was to perform the facilitating function, where contact was made with buyers, the needs of buyers were matched with the product and they had ideal communication strategies to ensure effective information transfer. The success of the BMW films also include the that fact that each vehicle is presented with the possible fuel consumption information as well as the model of the vehicle that would be most appropriate for the consumer based on the model chosen and the consumer’s lifestyle. When marketers cater to the needs of customers
and a positive perception of the brand has been created, the success of the product is inevitable. In 2000, sans the release of a new vehicle, BMW did some pure branding by developing BMW Films – online-only shorts supported by other media. The efforts saw stellar results. Automotive companies constantly do battle to capture an audience of eager players at the right moment in the purchasing funnel who are interested in driving off a lot with a new vehicle. We are all familiar with the commoditized “zero money down, zero percent APR financing” tactics that many traditional auto ads espouse; most every ad touts features and benefits that would sound alike in a blind taste test of vehicles. What then can be the differentiator across brands? Can it be possible for a marketing campaign to appeal to the more intangible and emotive side of a consumer and use non-traditional advertising to do it well? Such was the case in 2001, when the “Ultimate Driving Machine” became the ultimate interactive marketing campaign through BMW Films. Traditionally, BMW had always supported the release of a new vehicle with an advertising campaign designed to reinforce the brand promise of delivering the world’s most exciting luxury cars. But in 2000, BMW had a window of opportunity when it could do something purely for the sake of branding—sans release of a new vehicle—to deliver a unique message in an increasingly crowded luxury/performance car market. BMW knew that the average work-hard, play-hard customer was 46 years old, with a median income of about $150,000. Two-thirds were male, married, and had no children. As BMW sliced and diced its market further, an interesting statistic surfaced: Roughly 85% of BMW purchasers used the Internet before purchasing a BMW. Led by Jim McDowell, VP of marketing for BMW North America, BMW embarked on a journey to develop a non-traditional concept to show consumers what makes a BMW a BMW. Combining the ideas of producing a series of short films and using the Internet in an advertising campaign, short films for the Internet was born with BMW Films. BMW assembled a cast of Alist directors and actors, and developed scripts within the basic framework of having a central character that helped people through difficult circumstances using deft driving skills—in a BMW. The car became the star. Each director who chose a script was then given complete creative control over content and direction, something they would be hard-pressed to find in Hollywood, and something that BMW ordinarily wouldn’t allow if filming a traditional advertisement. Supported with TV spots that mimicked movie trailers, print and online advertising, the promotional campaign was designed explicitly to drive consumers to the BMW Films Web site for an entertainment experience found nowhere else. After a required registration step, viewers could watch streaming versions of the films or download the BMW Film Player, which
served as a branded wrapper around the films, and included vivid descriptions of the vehicles used in each film, along with featurette subplots. Never before (or since) had an automotive company taken such a strong stance to drive consumers to the Web, and the results are compelling. More than 10 million films have been viewed from BMWFilms.com. Nearly 2 million people registered on the site, with 60% of those registrants opting to receive more information via e-mail. An astonishing 94% of registrants recommended films to others, seeding the viral campaign, and more than 40,000 people voluntarily responded to a survey. Visiting the site now, one is able to enter a contest to win the M5 used in “The Star,” the short film that was directed by Guy Ritchie starring Madonna.
