克莱斯勒克莱斯勒300C 2010年公关推广全案年公关推广全案2010.11.26- 1 -第一部分第一部分我们的任务和环境我们的任务和环境1. 艰巨的任务2. 前期公关诊断3. 公关的责任- 2 -艰巨的任务艰巨的任务300C面临的严峻局面300C所担负的责任市场严峻竞争激烈品牌弱势300C是后来者克莱斯勒母品牌在中国市场较弱竞争对手强大A6L、Crown的强势占位，与300C相比，他们在社会公众以及目标用户群体当中都有深厚的品牌与市场根基销量保证企业的生存压力渠道的维护与激励提升品牌300C是目前克莱斯勒旗下国产的唯一车型对BBDC企业品牌形象的提升和丰富为未来后续车型铺路品牌/用户认知渠道- 3 -前期公关诊断前期公关诊断我们走访了一些的经销商克莱斯勒经销商港龙回龙观店 宏龙伟业 汇杰伟业 中进百旺 奥迪经销商广宏达 诚远 德奥行 丰田经销商北苑丰田 奥德行丰田 首汽丰田- 4 -前期公关诊断前期公关诊断 终端的声音终端的声音克莱斯勒经销商克莱斯勒经销商港龙回龙观店确认与奥迪A6L同一级别，但又说这一级别的车技术配置、性能指标都差不多（说不出什么差别），关键是喜欢哪种风格。关于与奥迪A6L的价格差距，解释为（1）当初进口车就定低了；（2）克莱斯勒名气弱，决心打入中国市场，要付出代价关于油耗问题，回答比较含糊，只说2.7排量的油耗大约为十二三个对内饰方面，总是与进口300C对比，不愿与竞品对比，被明确问及时，解释为“风格粗犷”将皇冠划为日本车，并引导用户对“日本车”的排斥在沟通后段，将300C明确划归为美国车，说“美国车”安全性高一些，论据是“车门大、玻璃小”汇杰伟业300C: 在内饰上 环保无异味而且秉承了美系简单大方的复古形式但简洁中不失奢华,内饰采用美国加州的红木; 皇冠: 内饰都是用胶水粘的,看着平整做工精细但是味道非常大且不环保;A6L: 定价太高, 2.4的43万起,还没有皮座椅(!). 2.0T的也要37万起, 和300C 3.5排量的差不多中进百旺300C: 采用了德系技术,奔驰E级的底盘,其安全性能甚至高于奥迪A6L - 正面碰撞5星级侧面碰撞4星级. 皇冠: 我们的基本对手应该是AUDI A6L, 皇冠和我们根本不再一个竞争层面上不存在竞争的问题.A6: A6的性价比远远低于300C。作为我们的主要竞争对手, 高性价比是我们战胜A6的最大本钱 宏龙伟业 总是躲闪与奥迪A6的直接对比，“不同的牌子，没法比，各有所长”。在明确追问的情况下（询问者透露自身年龄为三十多岁），回答“300C外观时尚，有动力感，而奥迪稳重但老气”对皇冠的指摘主要是维修成本高。对价格的解释是“厂家定的”。对油耗问题，开始说九个，被追问后说十多个，询问者明确自己对奥迪的购买意向后，回答是“跟奥迪差不多”对克莱斯勒品牌很推崇，强调其高于奥迪。产品的各种优势归结为克莱斯勒的优势。承认300C是真正美国车。试图以北京区域优势和用户关注度说服询问者，“就是北京的厂家，维修方便”；“用户订单很多，网上评论很火”；“克莱斯勒于国内搞联营，是要求很高的，安全、环保、性能都很高”。始终没有明确提奔驰技术，只是在描述企业时提到“国产奔驰”（其意是说北京奔驰）。 - 5 -前期公关诊断前期公关诊断 终端的声音终端的声音奥迪经销商奥迪经销商广宏达300C与奥迪没法比，“奥迪是用户抢着买，加价卖”，“300C太糙”。当被问及“300C也是奔驰技术，怎么没法比时”，回答“不清楚，没法说” 诚远 两款车不能比，300C是美国车，做工粗糙，品质不行。当被问及“300C也是奔驰技术，怎么没法比时”，回答“那是北京吉普做的，而且刚出来，谁知道怎么样。”被问到细节之处，回答是“没法说”。德奥行 A6L: 车身宽大,内饰豪华. 而且奥迪有多种个性化套餐供顾客选择. 花30-40万买车, 多数人是因为气派和面子, 而且奥迪在品牌影响力上远远超过克莱斯勒和皇冠皇冠: 车开起来整体感觉不错但是空间比较小. 做工与A6L相比有一定差距 300C: 好车, 但是内部空间于A6L比起来还是显得局促 - 6 -前期公关诊断前期公关诊断 终端的声音终端的声音皇冠经销商皇冠经销商奥德行丰田强调皇冠的性价比高, 驾驶感觉好, 安全性能优异. 当被质疑日系车的“安全性低，钢板薄” 的口碑时，他们的应答是：皇冠车身采用的全部是高刚钢板, 而且皇冠的安全理念是采用吸收能量，不是仅仅依靠钢板的厚度。而且丰田与本田的车身结构完全不同，丰田采用的是一体车身，不存在 象本田，日产类似的碰撞后从中间断成两段的问题。而且皇冠、锐志在欧洲权威的碰撞测验中都达到6星级。认为300C是典型的美国车，内部空间大，乘坐舒适，但是油耗高，故障率高。当谈到皇冠的内部空间明显小于奥迪时，他们的解释是“奥迪的座椅感觉扁、平、低、硬。而皇冠的座椅厚、重、舒适性高，坐垫厚度比奥迪的至少厚10公分。”但是承认皇冠的内部空间小于奥迪的。指出奥迪的保养费用高。 首汽丰田认为三款车的价位差不多。皇冠的性价比是最高的。强调皇冠的V6双VVTI发动机以及6速自动变速箱保证了高性能与低油耗。而且皇冠是这三款车中唯一的前置后驱，操控性好，而且后驱是高档车的流行趋势。认为300C的配置低，但当被质问具体情节是回答不上来。强调美国车做工粗糙，而日本车内饰工艺细致。对于奥迪的主要观点是维修、保养费用高。特意指出奥迪一次普通保养要1000多块而皇冠只需要400-500，一年下来在这个方面能节省数千元。并且推出丰田送两年保养的活动。北苑丰田皇冠: 在三款车里是唯一的后驱车, 油耗低(相对300C和奥迪). 整体感觉大气,内饰精良A6: 定价太高,不值. 300C: 费油 - 7 -前期公关诊断前期公关诊断 终端的声音终端的声音几个需要特别关注的问题克莱斯勒经销商奥迪经销商都没有将奔驰技术作为核心卖点提出讲不出与奥迪A6L的本质差别（优势）将300C定义为美国车个别经销商对价格优势的解释有待探讨将我们作为美国车笼统的进行攻击内饰粗糙故障率高油耗高当提出300C的奔驰技术背景时，经销商都无法解释奥迪A6L的技术优势何在- 8 -前期公关诊断前期公关诊断 媒体记者对媒体记者对300C的看法的看法- 9 -前期公关诊断前期公关诊断媒体记者对300C的看法媒体记者对外观优势认可外观优势能否支撑产品大销量，媒体表示质疑个别媒体记者对300C无印象，表明产品认知度还有较大提升空间认为300C是美式车，对其德系技术内涵无人提及 - 10 -公关的责任公关的责任 问题问题克莱斯勒品牌端克莱斯勒品牌管理和300C营销在一定程度上的脱节。克莱斯勒品牌在中国市场的认知偏弱。300C产品形象端在竞争对手的强势环境下，如何让300C更被关注以及不断的提及。如何把用户从外观第一直觉得来的豪华感受转化为豪华价值层面的理性认同。如何突破由A6L、Crown所构建的豪华车价值“标准潜规则”？（如何通过新的标准，将我们的优点放大、缺点缩小？）被简单认知为美国车，而忽视了内在的德国技术。“美国车”的误区美国车在中国用户中的传统印象：宽大、粗糙、忽视细节、耗油。以克莱斯勒为代表的自信、勇于开拓、富有梦想的美国精神在中国用户中认知偏弱。对美国精神的积极部分，中国大众内心深处是崇拜的。- 11 -公关的责任公关的责任 我们要解决什么我们要解决什么我们需要-全方位-多渠道-系统化在最广泛的大众中确立在最广泛的大众中确立300C300C的豪华认知的豪华认知-对谁讲-讲什么-如何讲 品牌与产品形象的提升针对潜在目标用户提供购买的充足理由针对潜在目标用户提供购买的充足理由-对谁讲-讲什么-如何讲 销售拉动大公关！大公关！- 12 -第二部分第二部分品牌传播的原则品牌传播的原则1. 话语体系研究2. 目标人群传播3. 媒体教育- 13 -话语体系研究话语体系研究从美国车到德系车美国车的外观德系车的内涵经典的设计众多国际奖项4大德系技术奔驰E车身安全技术奔驰的后驱动力总成技术奔驰的动力转向总成技术奔驰的悬挂总成技术奔驰制造工艺/品质标准/技术理念- 14 -话语体系研究话语体系研究从美国精神到300C精神美国精神300C精神提取美国精神中的精髓，塑造300C的品牌个性与品味让自信、阳刚、豪华、进取成为300C的背书让300C精神成为同级别车中具有鲜明独特性的汽车文化与精神，增强用户的荣耀感与归宿感- 15 -话语体系研究话语体系研究独特性豪华性结合用300C精神和德系车内涵，打造一款与众不同的豪华车- 16 -目标人群传播目标人群传播 300C目标客户目标客户我们的目标客户是这样的一个群体特征特征职业职业8080为男性，为男性，35355050岁岁公司企业中的领导者公司企业中的领导者各行业领域中杰出的专业人士各行业领域中杰出的专业人士为拥有傲人成绩而努力付出为拥有傲人成绩而努力付出 欣赏现代生活的优美雅致欣赏现代生活的优美雅致商业、财务或商业、财务或IT IT等行业的中高级经理等行业的中高级经理媒体新闻、娱乐明星和设计相关行业的自由职业者媒体新闻、娱乐明星和设计相关行业的自由职业者中等私有企业老板中等私有企业老板尊贵尊贵(Exalt)优雅优雅(elegance)与众不同与众不同 (uniqueness)精典精典(classic)威信威信(Prestige)自我表现自我表现(expressiveness)自信自信(confidence)行为行为热爱艺术，倡导自然热爱艺术，倡导自然永远努力成为最佳永远努力成为最佳喜爱富有挑战和变化的生活，讨厌平庸喜爱富有挑战和变化的生活，讨厌平庸享受生活，享受现在的美好而并不忧虑未来的不确定享受生活，享受现在的美好而并不忧虑未来的不确定追求个性化，厌恶一成不变的生活方式追求个性化，厌恶一成不变的生活方式- 17 -目标人群传播目标人群传播 对谁说，怎么说对谁说，怎么说对目标人群和普通大众区别对待理性报纸杂志网络等目标人群目标人群大众人群大众人群感性电视街头杂志等- 18 -媒体教育媒体教育利用各种渠道不断教育媒体媒体日常沟通分类媒体培训日常媒体接触/活动中的印象控制让媒体接受我们的表述引导媒体做与我们方向相符的第三方传播避免不利信息的传播- 19 -第三部分第三部分对手与伙伴对手与伙伴1. 竞争对手分析2. 对手与伙伴3. 产品优势挖掘- 20 -竞争对手分析竞争对手分析1 1月月2 2月月3 3月月4 4月月5 5月月6 6月月7 7月月8 8月月9 9月月合计合计雅阁雅阁90038306 145151229993128899657988371066588415帕萨特帕萨特884610174 11893103567251891691178423873583711奥迪奥迪A6A634133168 492953194521479654685576676443954皇冠皇冠21142480 343934083097399546514860363231676广丰广丰CamryCamry368157347685785224952新奥迪新奥迪A4A41043803 19401817117211859961035108411075华晨宝马华晨宝马3 3系系890671398113110478961071154514039052华晨宝马华晨宝马5 5系系890631125511198557819299967288184北京奔驰北京奔驰E E5444756786504164514633631064146沃尔沃沃尔沃S40S401423009245561922部分车型06年1-9月销售数据- 21 -对手与伙伴对手与伙伴我们的竞争对手是奥迪A6L、丰田皇冠找到我们的“伙伴”奥迪A6L- 22 -对手与伙伴对手与伙伴 甩开皇冠甩开皇冠为何要甩开皇冠？奥迪A6L、皇冠，在此市场领域都具有深厚的品牌与市场基础，两款产品同时被提及时，它们的话语权过于强势，定义了人们对高档车认识的标准；相对于奥迪A6L，皇冠与300C在产品特征方面的反差更大，更容易反衬出300C在细节、内饰方面的弱势；奥迪A6L是奥迪品牌中的中端产品，皇冠是丰田品牌中的最高端产品，整体上看，奥迪品牌要高于丰田（皇冠）品牌；在大多数用户心目中，奥迪A6L的位置也确实要略高于皇冠，市场销量的差距也印证了这一点；甩开皇冠，符合当前排日的“暗流”；奥迪A6L是当前市场上的强势产品，选择对手也就是选择伙伴，当然要选择“明星”产品。- 23 -对手与伙伴对手与伙伴 紧盯奥迪紧盯奥迪绑定奥迪A6L利用“德系内涵豪华车”（第三方语境）将奥迪A6L与300C划为同一阵营，清晰确定品牌高度；“德系内涵豪华车”突出了300C德国技术背景，使我们有机会用奔驰技术（而不是单纯的300C技术）去PK奥迪技术；引导媒体在 “德系内涵豪华车”的背景下对300C和奥迪A6L进行对比，而不是在“豪华车”背景下进行300C、奥迪A6L和皇冠三方的对比。显然，新的语境更有利于300C扬长避短；短期之内300C作为德系豪华车可能不被很快认可，但我们需要在短期内强烈诉求德系车的内涵，扭转公众对其纯美国车的印象，让用户在质疑中充分了解德系技术内涵- 24 -产品优势挖掘产品优势挖掘为什么挖掘产品无论采用怎样的话语体系，让受众信服300C比竞争对手好，都需要具体的产品优势支撑，这是硬功夫挖掘产品的好处产品优势是需要研究和挖掘的，挖掘得越深、越细致，便越能够放大自身的优势并打压竞争对手- 25 -产品优势挖掘产品优势挖掘豪华的外观豪华的外观工艺工艺环保环保动力操控动力操控舒适舒适安全安全- 26 -产品优势挖掘产品优势挖掘 产品传播点范例产品传播点范例长度超过5m、轴距超过3m，行政级豪华车富有冲击力造型外观，坚持经典的审美理念，不为追求某些似是而非的性能牺牲车辆整体和谐性（反面例子：比如车轮移向四角，表面看在有限车身尺寸内实现了空间利用的最大化，但这种设计破坏了整体造型的协调性）与超豪华车相近的各种设计细节外观外观动力动力操控操控安全安全工艺工艺环保环保舒适舒适- 27 -产品优势挖掘产品优势挖掘 产品传播点范例产品传播点范例源于戴姆勒奔驰的后驱动力总成技术，尤其是源自奔驰E级平台的前置后驱动底盘，带来超越同级别车的驾驶操控感受，摈弃了廉价的麦弗逊式前悬架源于戴姆勒奔驰的动力转向总成技术源于戴姆勒奔驰的悬挂总成技术独特的发动机技术5.7 HEMI连续四年被评为世界十佳发动机，其智能断缸功能让大排量不再是油老虎的代名词2.7车型：发动机强化程度较高，能实现小排量大功率和低油耗的平衡统一外观外观动力动力操控操控安全安全工艺工艺环保环保舒适舒适- 28 -产品优势挖掘产品优势挖掘 产品传播点范例产品传播点范例源于奔驰E系列的安全车身系列的安全车身技术，铸就五星级安全堡垒：前纵梁焊接在踏板横梁上，碰撞时能量向乘员舱周围分散；备胎舱有一定的倾斜度，以便在碰撞过程中备胎会在移动过程中避开油箱。蓄电池也放在备胎舱中；前悬支架结构由液压成型钢管横梁和冲压方截面梁焊接而成，使在获得必要硬度，提高安全性，同时总成重量降低；前后铝制发动机机舱盖和后备箱盖，降低车身重量，提高经济性；车身底部考虑到了空气动力学因素，降低了燃油消耗，增强了车内静音性。可溃传动轴技术，可以在正碰和侧正面碰撞时根据碰撞力溃缩，最大可达8英寸（200mm），大大提高对车内乘客的保护能力在不影响后排空间的前提下，300C前排座椅后移，有更大的碰撞吸能区，从而使您的驾驶更为安全、可靠多个多级式充气气囊，分别为正副驾驶员双前气囊和双气帘式气囊。全面的安全配置：轮胎超宽；ABS/EBD/TCS/ETC （ESP）；前/后四轮通风盘；胎压监测系统等等。外观外观动力动力操控操控安全安全工艺工艺环保环保舒适舒适- 29 -产品优势挖掘产品优势挖掘 产品传播点范例产品传播点范例宽敞的内部空间波士顿专业声学音响系统，六碟CD（MP3）和七个扬声器在安静的车厢内营造出剧院级的声效。6CD+MP3，吸进式6碟CD，支持MP3音乐格式播放后排DVD影音系统后排DVD遥控器及耳机北美头层小牛皮纯正的加州胡桃木装饰仿古指针式时钟内饰做工精细，改变人们对美国车内饰粗糙的传统印象；许多零部件与奔驰通用（比如倒车雷达显示器、自动空调面板、座椅调节按纽等），从细节上体现出奢华等等外观外观动力动力操控操控安全安全工艺工艺环保环保舒适舒适- 30 -产品优势挖掘产品优势挖掘 产品传播点范例产品传播点范例德国著名公司设计并制造的五工位自动化冲压线负责300C主要构件的生产。这条“快速横杆式自动化输送系统（Speed BAR）”的自动化冲压线实现了封闭式无人化全机械手操作，确保国产克莱斯勒300C 每一个零件都具世界一流品质。焊装车间由ABB公司设计与制造。主装焊接线上的关键岗位均由全自动机器人进行操作：定位准确、焊接及冲孔精确度高、质量稳定，在人工焊难以操作的部位也能出色完成焊接。同时，总长为120米的白车身总成调整线，对所有车身零件安装进行一系列精心调试，国产300C的任何不平整的小瑕疵在经过检测光廊时都将无所遁形。国产300C与奔驰E共用的全新涂装线由业界领衔的HADEN公司设计建造，是目前中国水性涂料使用率最高的涂装线,代表世界一流技术水平。它采用了全新的工艺和材料，最大程度上减少了装焊生产过程带来的污染，让车身更坚固耐用、外观光彩均匀。总装车间采用国内领先的柔性化混线生产的输送链系统。使用了包括德国生产的车辆液体加注机等国际领先的高新设备，同时大量结合具有人体工程学原理的设备，大件总成均采用装备助力机械手，将精确工艺保证到每一个环节。其他细节：液压成型钢管横梁制造工艺HMC的制造工艺全铝发动机盖和后背箱盖制造工艺双组份一次成型制造工艺变刚度变截面变螺矩异型弹簧制造工艺加利福尼亚胡桃木制造工艺模内铸造成型制造工艺等等外观外观动力动力操控操控安全安全工艺工艺环保环保舒适舒适- 31 -产品优势挖掘产品优势挖掘 产品传播点范例产品传播点范例内饰采用高科技环保材料，避免用胶粘，没有味外观外观动力动力操控操控安全安全工艺工艺环保环保舒适舒适- 32 -产品优势与销售话术产品优势与销售话术将消费者难以理解的技术语言，转化成充满诱惑力的，并且平实易懂的用户语言，例如：针对竞争对手攻击我们内饰粗糙，反击的话语体系：300C采用的最先进的高科技环保材料内饰主要是拼装和缝制为主，不用胶水粘300C新车没味儿，就像新房子好装修，是没有味道的装修300C采用的宽大轮胎带来的好处显而易见安全、稳定，操控力强就像摩托车，轱辘越大越粗，车越贵- 33 -第四部分第四部分07年公关规划年公关规划1. 公关目标2. 核心事件3. 公关规划- 34 -全年目标全年目标300C300C品牌品牌“上天上天”价值落地价值落地品牌“上天”，价值“落地”，二者互为支撑，良性互动。品牌“上天”品牌知名度、提及率，我们需要的是跃迁性的爆炸式增长，而非常规的线性增长！如何实现？通过和电视的巧妙结合，进行“高空轰炸”，使得300C品牌知名度实现爆炸式增长。价值“落地”300C所蕴含的价值必须落地，将目标群体的心智资源进行有效的“地面占领”。如何实现？突出300C科技、豪华、独特、荣耀的产品/用户利益，配以有效的公关活动、创新的传播手段、富有吸引力的内容规划，对目标群体进行层层渗透，促使其产生价值认同。- 35 -核心事件核心事件 品牌品牌“上天上天”活动简述活动简述媒体合作及配合媒体合作及配合目标人群：处于事业上升阶段的企业主征集阶段：社会上征集商业计划，评出5-10个参加电视台拍摄，BBDC借参赛者一辆300C帮助其实现商业梦想；拍摄阶段：电视台跟踪参选者，拍摄其在实现商业计划中的精彩表现，制作成系列节目在合作电视台播放；竞争评选：每月根据评委意见，综合网上/短信投票进行末位淘汰；活动周期：前期选拔60天，约2个月TV show比赛300天，约10个月评委选择：评委由投行专业人士为主要组成（好的项目，投行将直接投资），极大扩充社会影响力媒体合作：湖南卫视或东方卫视等地方卫视台媒体配合：Minisite、Blog专区、平面/网络媒体、电视媒体奖品设置：最终获胜者可以获得300C一辆及其它奖品TV show：300C财富英雄- 36 -核心事件核心事件 品牌品牌“上天上天”与“赢在中国”、“学徒”等电视节目的差别与关系：“300C财富英雄”的重点在于展现真实的商业活动，而不是游戏，在于整整在300天时间内（在BBDC的帮助下）实现创业计划，而不是仅仅展现计划，其目标个体本质上是企业，而不仅是个人；“300C财富英雄”可以理解为其它类似节目更为精彩的后续篇；其它类似节目的出现可以客观上烧热社会对此类节目的关注，同时，由于“300C财富英雄”所具有的鲜明差异性， “300C财富英雄”更易于成为被关注的焦点- 37 -核心事件核心事件 品牌品牌“上天上天”“300C财富英雄”对社会公众的吸引力：具有很强娱乐性和观众黏合力的电视栏目；长达300天，近10个月，是超长时间的“真人商业秀”电视栏目作为比赛节目，有PK，有竞争，有名家点评，有真实生活及工作环境展现，且发展进程的不可预见性强，有足够的悬念能够将各种娱乐要素进行有机整合，例如请明星为参赛企业代言有充足的策划空间可被利用，以增强可视性、可参与性及商业性，如请咨询公司为参赛企业作咨询策划（公平机会），采访其竞争对手和商业伙伴，提供有趣的商业机会，网络、博客的利用等能满足公众对于社会精英群体奋斗历程的窥私欲；参与者虽然处于事业的起步阶段，但都具有一定资产，并非白手起家，属于相对“有钱阶级”展现企业在一段时间内真实的工作、商业竞争状态，其中的波折、悬念必然存在能了解“有钱人”财富积累的重要过程阶段涵盖商业、财富、名望、社会精英等诸多社会关注角度具有宽广的可被挖掘和讨论的空间，其影响范围会超出电视媒体，成为社会热点- 38 -核心事件核心事件 品牌品牌“上天上天”“300C财富英雄”对参赛企业的吸引力：对自身企业最为直接的推广机会；产品的推广企业形象的建立商业机会的增加满足表现欲望比赛获胜的回报比赛过程中获得的各种支持（300C产品是其中之一）- 39 -核心事件核心事件 品牌品牌“上天上天”对300C及BBDC的展现：可以大幅增加300C品牌和产品在电视媒体的曝光率BBDC帮助参赛者事业成功：300C车辆、各种咨询、商业资源的提供（明星代言等）在形成的社会话题中，300C及BBDC是其中的重要角色以最生动的方式勾勒出300C目标用户群的特征可以体现奋斗、开拓、进取的300C精神，体现300C的独特性电视电视专题专题博客博客平媒平媒口碑口碑- 40 -全年公关规划全年公关规划 价值价值“落地落地”1/4 1/4 季度季度2/42/4 季度季度3/4 3/4 季度季度4/44/4季度季度科技的300C阶段规划阶段规划核心信息核心信息媒体规划媒体规划事件规划事件规划豪华的300C独特的300C荣耀的300C1月2月3月4月5月6月7月8月9月10月11月12月12月以精湛的德国汽车技术为内涵媒体试驾经销商培训上海车展区域用户试驾300C之夜全国巡展汽车设计大赛重点区域车展豪仕盟（用户俱乐部）建议推新的服务品牌媒体专栏封面报道时尚/大众媒体全媒体植入-MV-平媒大片-电视节目电波媒体媒体评奖平面报纸专业杂志网络专题300C的豪华品质300C精神自信的成功者自信，自非凡自信，自非凡- 41 -全年主题全年主题 自信，自非凡自信，自非凡自信，自非凡自信，源自非凡自信，成就非凡非凡的技术水准，使克莱斯勒300C无可置疑的成为一款值得信赖的豪华轿车源于自信的激情与阳刚气质，使克莱斯勒300C具有与众不同的非凡品格驾驭300C，因为自信，非凡者为之自信者，才可成就非凡事业，300C助您成功- 42 -科技的科技的300C 主题传播主题传播以精湛的德国汽车技术为内涵奔驰四大总成技术（安全车身、后驱动力总成、动力转向总成、悬挂总成）和克莱斯勒两大独有技术（HEMI和V6发动机技术、可溃传动轴技术）完美结合囊括国际车坛60多项顶级奖项克莱斯勒300C，其实“很德国”克莱斯勒300C vs. 奥迪A6L，一场“不公平”的对决（Blog传播）突出其“奔驰元素”，因此，用“奔驰”和奥迪去对决，对于奥迪“有失公平”全方位的防护克莱斯勒300C安全系统解析内外兼修,克莱斯勒300C演绎混血经典混血指奔驰四大总成技术和克莱斯勒两大独有技术的完美结合）克莱斯勒300C经典技术回眸车坛顶级奖项见证克莱斯勒300C传播的核心信息传播的核心信息稿件主题示例稿件主题示例- 43 -科技的科技的300C 事件事件媒体试驾活动试驾时间：2010年12月试驾地点：上海天马山赛车场 东海大桥厦门活动形式：媒体培训+媒体试驾+媒体交流（产品性能）相关链接：活动详细方案经销商培训- 44 -豪华的豪华的300C 主题传播主题传播300C的豪华品质环保时尚的内饰，新车无异味宽敞的内部空间，同级车中轴距最长3.5L产品在竞争车型中配置最高克莱斯勒300C，无味的“味”之道凸现产品内饰的环保性，其无异味的特征，正体现出了豪华车在“味”上的造诣醉享豪华，全方位体验克莱斯勒300C凸现产品完备配置所带来的舒适和操控感豪华，从空间开始一个人的维也纳从300C舒适的驾乘空间和Boston音响设备入手，凸现产品在音乐享受方面的尊崇感传播的核心信息传播的核心信息稿件主题示例稿件主题示例- 45 -豪华的豪华的300C 事件事件上海车展区域用户试驾全国巡展巡展主题：300C之夜巡展地点：重点销售地区高档场所活动形式：Party聚会媒体合作：当地时尚/大众媒体媒体专栏封面报道- 46 -独特的独特的300C 主题传播主题传播自信、进取、阳刚的300C精神传承克莱斯勒品牌文化的经典克莱斯勒300C，不仅仅是汽车克莱斯勒300C的经典与现代拥有克莱斯勒300C，拥有街头回眸注：眼睛是心灵的窗户，300C产品以其独特气质的外形，俘获的不仅仅是路人的目光，更是其心灵深处的共鸣奥迪向左，300C向右注：主要将300C精神与奥迪A6L的沉稳中庸作对比，营造出我们产品的差异性传播的核心信息传播的核心信息稿件主题示例稿件主题示例- 47 -独特的独特的300C 事件事件汽车设计大赛重点区域车展全媒体植入MV平媒大片电视栏目电波媒体- 48 -独特的独特的300C 全媒体植入全媒体植入平媒大片平媒大片MVMV电视栏目电视栏目选择目标客户阅读率高的媒体，进行合作。拍摄产品与人的大片，进行专项传播，展现300C精神。大众财经时尚等- 49 -独特的独特的300C 全媒体植入全媒体植入平媒大片平媒大片MVMV电视栏目电视栏目音乐MV定位：流行音乐排行榜的明星新歌推荐音乐MV播放，定位流行时尚人群，不限定的台次及频次播出 传播方向：豪华外观+300C精神展现形式：明星音乐MV拍摄植入根据专辑中歌曲挑选符合300C精神的歌曲进行植入拍摄后期新歌打榜将反复在各个音乐排行榜出现可参加打榜的音乐电视节目：百事音乐排行榜、中国音乐电视风云榜全球华语歌曲排行榜、TOP音乐排行榜等 - 50 -独特的独特的300C 全媒体植入全媒体植入平媒大片平媒大片MVMV电视栏目电视栏目作为电视栏目或活动的道具专用车增加300C的曝光率选择符合300C精神的栏目或活动，如“莱卡风尚大典”用车“CCTV年度经济人物”用车等等电视节目的冠名赞助选择展现300C精神的节目，如东方卫视 波士堂(BossTown)等等- 51 -荣耀的荣耀的300C 主题传播主题传播在全球被誉为“小宾利”用户群体为自信的成功者灵感座驾，豪仕一派注：结合“豪仕盟”车友俱乐部来写克莱斯勒300C，光荣与梦想之车注：结合“小宾利”的称誉，凸现产品与用户互为荣耀自信，自荣耀注：克莱斯勒300C是一款蕴含自信、进取精神的车，这种精神也植入到车主内心，而自信会让人获得更大的社会荣耀克莱斯勒300C车主：自信，让我成功传播的核心信息传播的核心信息稿件主题示例稿件主题示例- 52 -荣耀的荣耀的300C 事件事件豪仕盟（用户俱乐部）媒体评奖建议推新的服务品牌- 53 -谢谢 谢！谢！Integrating All Direct Marketing Channels to Build Customer Loyalty整合直销渠道整合直销渠道 建立顾客忠诚度建立顾客忠诚度A 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 11:15 AM541950 - 2000 Brands built by mass advertising大众广告建立品牌1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.数据营销时期到来，但是未与大众广告整合1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising互联网时代到来，但未与数据库营销/大众广告整合2001 BMW brings them all together宝马将三者整合How brand marketing has evolved55BMW customers want:宝马的顾客需要A realization of the brand promise品牌承诺的实现Performance, safety, technology, innovation操控性、安全、技术、创新Recognition赞誉Service服务Information信息Convenience便利Helpfulness帮助BMW Buyers Not Necessarily Driven by Price56Personal Profit from Purchase= a (usefulness of product) +b (perceived brand value)- c (money cost)- d (time or inconvenience)How BMW Buyers Make Purchase Decisions宝马的购买宝马的购买车如何决定购买车如何决定购买个人从购买得到的利益 =有用的产品+感知的品牌价值-使用成本-耗时和不便57Constructors构造者构造者 People who build databases建造数据库的人 Merge/Purge, Hardware, Software数据输入/数据分选、硬件、软件Creators策略制定者策略制定者 People who understand strategy理解策略的人 Build loyalty and repeat sales建立忠诚，重复销售You need both kinds!你需要这两种人Two kinds of database marketing people数据库营销的两数据库营销的两种不同类型的人种不同类型的人58In 2000, BMW built a robust customer and prospect database designed to:2000年，宝马建立了一个庞大的现有和潜在用户的数据库，意在：Provide a comprehensive view of the automotive and financial services to BMW customer提供全面的汽车和财务服务给宝马的用户Deliver short term, incremental revenue through opportunistic marketing programs通过机会营销计划陈述短期、增值的利益Increase customer loyalty through understanding and ability to deliver relevant, timely communication通过理解和提供相关、及时信息的能力以提高客户忠诚度Secure BMWs place in its customers lives by identifying which households are good targets for additional BMW purchases 通过辨别目标家庭认为宝马能提供额外的价值，保证宝马在用户生活中的地位Situation Analysis状况分析状况分析59BMW now has a central system of measurement现在宝马有一个核心的评价系统The BMW Report Center monitors communications and response from prospects and customers宝马的汇报中心监控从现有用户和潜在用户的信息和反馈Measurement includes cost per response and cost per sale评价标准包括每个反馈的成本和每个销售的成本BMW now has the ability to view prospects as well customers in its universe现在，在宝马的这个系统里，有能力观察他的现有用户和潜在用户们This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale宝马能够观察从购买到拥有的整个过程：从第一次联系、销售反复销售过程。The new marketing database contains a broad range of information on the BMW consumer新的营销数据库包括一个宽泛的关于宝马用户的信息Campaign, response, and financial service data 活动、反应、财务服务190 appended individual and household data points填加190个人和家庭的数据BMW Situation II宝马状况宝马状况II60Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities允许对宝马的消费者有个全面的认识，在销售和交叉销售的机会中瞄准目标和利益创造者Which vehicle owners are best targets for credit cards?哪类汽车拥有者是最好的信用卡消费者How can BMW card owners increase the lifetime value of the vehicle owners?宝马卡的拥有者是如何提高拥有汽车的生活价值Where are the pockets of our most profitable customers?哪里是我们最有利可图的消费者的聚集点Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?哪些消费者能给宝马带来额外的收入，通过在处理他们的宝马车后的财务服务BMW Situation III宝马状况宝马状况III61Improve the effectiveness of marketing programs in the years 2001 2003 in order to:在2001-2003年提高营销计划的效力目的在于：Return to BMW the cost of the database build回到宝马建立数据库的成本状态Pay for database maintenance going forward支付数据库维持发展的费用Increase the revenue per customer over time随着时间的推移，提高每个消费者（带来的）收入Increase the profit per customer提高每个消费者的利益Increase the lifetime value of the combined BMW automobile and financial services customer提高接受宝马汽车和财务服务的消费者的生活价值BMW Database Marketing Goals宝马数据库营销的目标宝马数据库营销的目标62Consistent measurement and enhancement of BMW marketing programs一致的标准和宝马营销计划的增进Ability to prioritize prospects and customers based on their likelihood to buy有能力根据购买的可能性区分现有和潜在用户的优先顺序Identification of “low hanging fruit” programs that can be quickly implemented to generate revenue in the short term证明“low hanging fruit” 程序能快速实现短期收入的产生Refinement of customer communications消费者信息精确Testing results against Control Groups依据控制群体测试结果（成交结果）How BMW measures return on investment宝马的标准如宝马的标准如何反应在投资获利方面何反应在投资获利方面63Control groups measure the effectiveness of each program控制群体测试每一个计划的效力Non-mailed groups that are measured against the mailed groups 未邮寄组与邮寄组的测试对比Reports on the BMW Report Center provide a consistent form of measurement依据宝马汇报中心的汇报提供一致的计量方式Cost per lead, response and sale measurement每次领导、回馈和销售测算的成本Cross-penetration of product purchases产品购买的交叉渗透Controls and Measurement控制和标准控制和标准64Increased communication effectiveness增加的沟通成效Integrated database used by all groups全组成员对整合数据库的利用Increased efficiency The right information to the right customer at the right time增加的效率恰当时间对恰当客户传达恰当信息Reduced communication expense减少的沟通费用 Fewer pieces mailed with higher effectiveness更精少的内容得到更好效果的传达Increased customer participation 增加的客户参与度Increased customer satisfaction增加的客户满意度Increased corporate and center profits 公司与中心增加的赢利A higher level of data from and about BMW customers从宝马客户处得到与其相关的更高层次数据资料Benefits to BMW给宝马带来的利益给宝马带来的利益65Relationship Marketing Strategy关系营销策略关系营销策略All programs are built on a state-of-the-art customer relationship management database which provides:所有项目基于一个艺术性的客户关系管理数据库，提供：More information on owners and prospects than BMW has ever assembled before比宝马以前整合过的更多关于现有用户和潜在用户的信息Powerful tools to support BMW loyalty and prospect conversion programs强大工具以支持现有用户对宝马的忠诚度并吸引潜在用户转换的计划Automated communication that supports the Owner Experience支持用户体验的自动化信息沟通The Database67Increase customer loyalty增加客户忠诚度Increase prospect conversion to sales ratio增加潜在用户转化（成实际用户）在销售中的比例Increase vehicle sales through existing customers通过现有客户增加汽车销售Maintain existing BMW household records保持现有宝马家庭的记录Keep communication costs down while increasing effectiveness在效力增长的同时保持沟通成本的减低Develop a consistent process of program measurement发展一致的项目测试程序2001 Database Marketing Goals数据营销目标数据营销目标68Use the marketing database to realize a communications dialogue with both our prospects and our customers利用数据营销实现与现有客户及潜在客户的沟通对话Systematic use of customized information to attract and retain customers系统地利用为客户定制的信息吸引并保留客户Facilitate mutually beneficial and relevant information exchanges帮助交换互利的相关信息Increase owner loyalty and customer acquisition rates增加用户忠诚度和客户占有率Strengthen BMW brand perception at the individual customer level加强个体用户层的宝马品牌意识BMW Relationship Marketing Objectives69Consumer Communications沟通消费者Welcome Kit受欢迎的配套服务Loyalty Communications忠诚度的交流Prospect Prioritization/Extending the Dialogue扩展对话，潜在用户优先BMW Magazine Enhancements改进宝马企业杂志BMW Owners Circle宝马用户群Financial Services Programs财务服务项目Credit Card & Banking Customer Acquisition信用卡用户及银行用户的获得Cross Sell and Up Sell Marketing交叉销售及 销售市场Opportunistic “Quick Win” Programs抓住机会的“速赢”计划Core Communications Program70The Owner Welcome Kit71A static kit呆板的配套服务Information on信息相关于BMW, the Brand品牌BMW, the Company公司BMW, the Products产品It welcomed people to the brand, but offered no real taste of the BMW Experience欢迎人们加入品牌，但不提供宝马体验的真正尝试The old welcome kit was:72A personal welcome kit that owners realize was created just for them受欢迎的个人配套服务让用户意识到这专为他们设计It arrives within the first 30 days在前30天内到达It is a dialogue opener, an invitation to the BMW experience that extends over a full year开启对话，体验宝马的邀请延展到全年Each of the kit pieces enhance your perception of the BMW Brand and the Experience每个设备的部件都提高你对宝马品牌和经历的认识Multiple calls to action which lead you deeper into the Experience多方号召，引领你深入宝马经历It inherently fosters the collection of information needed for further relationship dialogue固有地收集信息以利进一步对话增进关系The new BMW welcome kit73Weekly feed of new owners from the database每周从数据库提供新用户Rapid record cleanup for mailing为邮寄而快速地清除记录Weekly fulfillment of corrected names, addresses and data to the welcome kit program据受欢迎配套服务计划每周修正名字、地址和数据Monthly maintenance of the database which supports all owner and prospect communications每月维护数据库，支持与现有及潜在客户的沟通交流The Database Supports the Welcome Kit74Task: 任务 Provide individual customer data for personalized welcome kit fulfillment为个性化受欢迎配套服务满意度而提供个体客户的数据Strategy:目标Provide new owner personalized fulfillment information on a weekly basis以周为基础提供新用户个人满意度信息Recover key information requested更新需要的关键信息Maintain owner files based on collected information for future programs为了将来的项目，在收集信息的基础上保留所有者的文件Identify customers by model, financial status, and preparatory segmentation (i.e. loyalty, activity, etc.)通过范例、财务状况，及初步分割确定用户群Welcome Kit Fulfillment Process75Loyalty and Owner Communications76BMW customers are fiercely loyal to their brand宝马用户热诚地忠于该品牌Loyalty can be measured: it is the repurchase rate忠诚度是可测试的：用再次购买的比率Successful loyalty is a two way street好的忠诚是双向的Customer loyalty can be strengthened by relevant personal communications客户的忠诚可由相关的个人交流加强BMW Loyalty initiatives cover the entire ownership experience宝马的忠诚主动覆盖了整个拥有经历的过程Welcome Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs如受欢迎的配套服务、时事通讯、宝马企业杂志、多车用户计划The Loyalty Situation77Increase BMW profits through:增加利润应通过：Increased repurchase by existing owners增加现有客户的再买量Increasing the number of BMWs household增加每个宝马家庭的宝马数量Increased sales of BMW previously owned vehicles增加宝马原有车型的销售Increased use/purchase of BMW FS products增加宝马节油产品的使用和购买Each program effectiveness measured by control groups:每个项目的效力由操控组测试 Control Group: Owners who are not sent the communications 控制组：未得到发送信息的所有者Test Group: Owners who get the communications测试组：得到信息的所有者Owner Communication Goals78General Goals:总体目标Immersion in the BMW Experience热中于宝马经历Promotion of Owners Circle 提升用户圈Purchase of BMW accessories购买宝马配件To 3 and 4 years BMW owners. Goals:对拥有宝马3至4年的客户，目标是：Increase the repurchase rate增加再买比率Multiple BMWs in each household每个家庭多辆宝马Widespread use of BMW Financial Services products宝马财务服务产品的广泛使用To new BMW owners, Goals:对新的宝马客户，目标是：Purchase BMW financial services products购买宝马财务服务的产品Capture information about their preferences, lifestyles, automobile interests, etc. useful for further dialog捕获有关用户的操作、生活方式、爱车兴趣等等的信息，为将来对话提供帮助Loyalty Building Newsletters79Ongoing collection of news and information of interest to BMW owners进行中的新闻收集和宝马用户兴趣的信息Owner surveys to determine preferences for:用户调查决定以下相关操作：News, information, and topics新闻、信息和话题Communication Channel (email or print)沟通渠道（电邮或印刷）Frequency频率Begin with a printed newsletter to gather email addresses由出版的时事通讯开始收集电邮地址Move to email newsletters as quickly as possible尽多地转移到电邮地址Multiple offers to generate owner response为一般用户的回馈提供多种建议Promote the use of Owners Circle促进对用户群的利用Newsletter Strategy80New products新产品BMW awards奖励Sports stars that drive BMWs驾驶宝马的运动明星Ratings by leading car magazines主流汽车杂志的打榜Why the BMW engines are superior宝马引擎之优越的原因The history of BMW宝马历史Event calendar事件时间表Magazine reprints再版杂志Sponsorships赞助商BMW Brand Values品牌价值Roadside Assistance路边援助站Servicing requirements服务需求BMW Insurance保险BMW credit cards信用卡BMW Accessories配件Driving Events推动性事件BMW trade in prices交易价格BMW Owner Clubs车主俱乐部Owners Circle客户群World news featuring BMW世界新闻特写宝马Newsletter Content81BMW Magazine82BMW publishes a high-value magazine to its owners in the first two years after their purchase宝马在顾客买车后的两年给予其自身出版的高质量杂志Because of its universal distribution, the magazine can be more than a magazine由于它的普遍发行，杂志的意义不再普通It can be a data collection tool for further personalized communications为将来个性化沟通交流提供的数据收集工具Magazine Strategy - Before83Capture additional information on customers捕获顾客的额外信息Email Addresses 电邮地址Purchase Intentions: owners identifying themselves as entering the purchase cycle购买意向：用户定义自己为进入购买周期Allow BMW owners to purchase merchandise允许宝马用户购买商品Provide direction to BMW Online Store for purchase为购买提供直接的在线商库Push registration on Owners Circle推动用户群注册Each program effectiveness measured by control groups前面有完全一样的，重复么？ Control Group: Owners who are not sent the communications Test Group: Owners who get the communicationsMagazine Strategy Today84Extending the Dialogue Prospect Messages85Increase prospect conversion to sell more BMW automobiles增加潜在用户的转变以销售更多宝马汽车Provide a steady flow of “qualified” leads to BMW Centers为宝马中心提供审核的稳定流程Make communications interactive使交流互动Continually improve the conversion rates by better prospecting以更好的调查持续促进转变率Measure the conversion rate by Center, Region, Prospect Lifestyle, Income由中心、行政区、预期生活品质和收入测算转换率Goals of the Prospect Management System86Prospects developed from all contact sources:各种接触源发展出的潜在客户Telephone, Direct Mail, Auto Shows, Events, Internet电话销售，直接邮寄，车展，事件，网络Rapidly qualified and scored快速胜任和评分Centers receive qualified leads electronically within 48 hours of receipt中心电子仪器在48小时内收到胜任的领导Prospects get BMW message within 48 hours恰在用户在48小时内得到宝马的信息Every lead tracked electronically, with daily, weekly, & monthly reports for BMW management on the web每位领导沿循电子信息，按每天、每周、每月的报告在网上经营管理Automated Database Processes87Scoring models for incoming prospect requests determine priority评分示例到来的预期需求和抉择的优先次序Focus on priority A & B prospects聚焦A和B的优先权展望Moving to lower priorities as the systems proves itself转移到该系统提供的较低优先级Fully integrated creative implementation in both electronic and paper media as well as events彻底整合在电子及平面媒体上的创造性执行Test scoring models against anticipated response and adjust as needed测试与不相符的预期反应评分示例，按需要调整Utilize a 5% control group for a period of one year for reporting comparisons在一年的时间里利用5%的控制组做报告比对Testing and Implementation Strategy88Sales销售Response反馈To electronic vs. paper电子媒体vs.平面媒体Predetermined vs. Relational预定vs.相关Offers and incentives 报价和诱因Modeling success成功示例% prospect conversion (historical) %的预期转换（历史资料）Media preference automated system自动化媒体操控系统Cost of program项目成本Cost of sales销售成本Measurements of the Prospect Program89Measuring success through the dealersScored leads sent to each dealer评分领导到各个经销商Conversions are measured monthly转换的测算每月进行Each dealer conversation ratio calculated每个经销商细心审核转换率Program success measured by comparing dealer to dealer conversion ratio成功项目由对比经销商与经销商转换率来测算Dealer, Market, Region and National average conversion ratios create measurable benchmarks经销商、市场、行政区和全国性平均转换率创造了客测量的基准Above average dealers manage their leads better过半的经销商管理较好90Direct Mail and E-mail integrated communication plan直接邮寄与电邮的整合沟通计划Alternating content delivery mediums交互的内容递送媒介Each reinforcing the one that came before it互相补充Use of database information to drive customization and relevance利用数据库信息推动专业化和实用性Each communication introducing a new piece of the BMW Experience每次交流都引出新的宝马体验All communications tie in to web activities所有交流都结合了网络活动Integration with off-line and online marketing activities整合线下和线上的营销活动Prospects given the opportunity to opt-out at any point从任何点上来说潜在用户都有机会脱离Prospects removed from program if they purchase a vehicle如果他们已购买汽车则潜在用户远离该计划Prospect Program Communications Strategy91Immerse and invite the prospect into the BMW Experience邀请潜在用户并使其热中于宝马体验Reinforce the initial contact with BMW加强其与宝马的主动联系Educate as to the depth of the Brand培养品牌深度Products and Services产品和服务Point the prospect towards a test drive and the dealer吸引潜在用户接近试驾活动和经销商Reinforce core marketing communication objectives about:加强核心营销沟交流，目标在于：Brand Values品牌价值Brand Heritage品牌传承Product attributes产品特性The BMW Ownership Experience宝马车主体验Program Communications Objectives92New products新产品BMW in the News新闻中的宝马BMW Technology and Innovation宝马技术与革新BMW Safety安全性能The history of BMW and BMW Brand Values宝马历史与其品牌价值Event invitations邀请Test drive incentives鼓励试驾BMW gifts赠品Magazine reprints再版杂志BMW Financial Services products宝马财务服务产品Program Content Objectives93Sell more cars by:通过以下方式销售更多汽车Immediate Scoring of Prospects直接由潜在用户评分Immediate electronic Center notification of leads直接由领导在电子中心发布信息Immediate communications with the prospect直接与潜在用户交流Continually engage the customer in the Experience使用户持续参与体验Provide more information on the depth of the Brand提供深层次的品牌信息Reduce the cost per car sold减少每辆车的销售成本Provide Management with accurate & timely knowledge of the prospect and sales process提供对潜在用户和销售过程精确而及时的管理Increase the overall effectiveness of future prospecting programs by learning from this one学习研究此例以增加将来预期计划的整体效力Prospect System Benefits94Quick wins: X factor programs 95The BMW Database offers a huge opportunity to utilize information to refine BMW programs宝马数据库提供巨大的机会来利用信息提升宝马项目X Factor programs are built on data mining, and deliver:不确定因素项目建立在数据开发的基础上，呈递出Highly effective marketing programs高效的营销计划Incremental revenue opportunities增加收入的机会Low cost per sale每次销售的低成本Increased customer/prospect contact and satisfaction增加的与现有和潜在用户的接触及其满意度X Factor Situation96The Loyalty and Prospect Programs, combined with the database, offer great potential for creative, interactive X factor programs:忠诚度和预期计划与数据库联系在一起，为具创造性兼互动性的不确定因素计划提出巨大潜力Contests争论性Programs for Women/Minorities为女性/少数派（特殊群体）设置的计划Special Events特殊事件Referral Programs推荐计划Certified Previously Owned Cars早前执有的车Second BMWs in every home每家的第二辆宝马Lifestyle Programs安全性计划Congratulatory Mailings to 3+ BMW Owners给有3辆以上的宝马用户的感谢邮件X Factor Initiatives97Plus improved reporting, query developmentand a half dozen new ideas to be developed and implemented during the year年内增加改善报告，提问发展，年内增加改善报告，提问发展，一系列新点子有待发展成型以得到实行一系列新点子有待发展成型以得到实行X Factor: something new every quarter 用户推荐 车（主）生日 （策划）投放市场98Identify ways to build relationships with female owners:确定与女性用户建立关系的方式Bring them to the Brand, and keep them longer用品牌吸引她们，引起购买欲望Appeal to their unique needs迎合其独特要求Recognize the purchasing power and influence that automotive marketers typically ignore充分认识汽车时常一贯忽略的她们的购买力与影响力Provide tools that reduce pre-dealer visit anxiety供给能减少前期经销商焦虑的工具、方法Tailored communications that highlight what women are looking for考究的交流信息凸显女性真正欲求Live chat support by females女性日常生活中的闲谈Develop a network of female sales reps发展针对女性的销售网X1 Womens Program99Identify households that are prime prospects to purchase a second BMW确定可能购买第二辆宝马的首要潜在用户家庭Analyze multiple purchase households分析多次购买的家庭Target groups most likely to purchase a CPO vehicle最可能再次买车的对象组Households with teenagers or young adults家里有青少年Identify seasonality graduation, etc.确定季节性因素，如毕业潮Test the program on current BMW owners, then roll out to prospects在当前宝马用户中测试计划，再投放到潜在用户市场X2: Certified Previously Owned Program100Identify those current owners who are most likely to purchase a new 7 Series BMW确定当前用户中哪些最可能购买宝马7系列Invite these special people to be among a small group who are allowed to preview the new 7 series请嘉宾组团参加宝7的预先发布会Appeal to their appreciation of inclusion by asking for their feedback and opinion请求他们反馈意见和建议，收集评价Allow them to be among the first to test drive使其成为第一批试驾者Notify them periodically of the status of the vehicle定期通告其汽车情况X3: Series 7 Launch101Identify those current owners who are most likely to purchase the MINI确定当前用户中哪些最可能购买迷你车型Create a unique lifestyle message to these owners为其策划独特的生活风尚讯息Appeal to the early adapter配合早期改造Focus on active lifestyles聚焦活力生活形态Get them to preview on the web and opt in to marketing messages使其参与网上预览和营销传讯X4: Mini Launch102Develop a program that uniquely appeals to the BMW owner针对宝马用户制定特别计划Communicate the personality of the brand联系品牌名人Reinforce the relationship that the BMW owner has with their car增进宝马用户与其坐驾的关系At the anniversary of purchase, send an e-card to owners在购买周年，发送网卡给用户Direct them to a micro site to get an e-birthday gift引领他们到微机站点领取电子礼物X5: Birthday Cards103Database provides the central focus for数据库为中枢中心提供Owner loyalty communication programs拥护忠诚度交流计划Prospect communications沟通潜在用户Opportunistic “Quick Win” Programs抓住机会的“速赢”计划Measurement of success成功的测算标准Building BMW Brand Loyalty建立宝马品牌忠诚度Summary: BMW has put it all together104Integrating All Direct Marketing Channels to Build Customer Loyalty整合直销渠道整合直销渠道 建立顾客忠诚度建立顾客忠诚度A 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 11:15 AM1051950 - 2000 Brands built by mass advertising大众广告建立品牌1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.数据营销时期到来，但是未与大众广告整合1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising互联网时代到来，但未与数据库营销/大众广告整合2001 BMW brings them all together宝马将三者整合How brand marketing has evolved106BMW customers want:宝马的顾客需要A realization of the brand promise品牌承诺的实现Performance, safety, technology, innovation操控性、安全、技术、创新Recognition赞誉Service服务Information信息Convenience便利Helpfulness帮助BMW Buyers Not Necessarily Driven by Price107Personal Profit from Purchase= a (usefulness of product) +b (perceived brand value)- c (money cost)- d (time or inconvenience)How BMW Buyers Make Purchase Decisions宝马的购买宝马的购买车如何决定购买车如何决定购买个人从购买得到的利益 =有用的产品+感知的品牌价值-使用成本-耗时和不便108Constructors构造者构造者 People who build databases建造数据库的人 Merge/Purge, Hardware, Software数据输入/数据分选、硬件、软件Creators策略制定者策略制定者 People who understand strategy理解策略的人 Build loyalty and repeat sales建立忠诚，重复销售You need both kinds!你需要这两种人Two kinds of database marketing people数据库营销的两数据库营销的两种不同类型的人种不同类型的人109In 2000, BMW built a robust customer and prospect database designed to:2000年，宝马建立了一个庞大的现有和潜在用户的数据库，意在：Provide a comprehensive view of the automotive and financial services to BMW customer提供全面的汽车和财务服务给宝马的用户Deliver short term, incremental revenue through opportunistic marketing programs通过机会营销计划陈述短期、增值的利益Increase customer loyalty through understanding and ability to deliver relevant, timely communication通过理解和提供相关、及时信息的能力以提高客户忠诚度Secure BMWs place in its customers lives by identifying which households are good targets for additional BMW purchases 通过辨别目标家庭认为宝马能提供额外的价值，保证宝马在用户生活中的地位Situation Analysis状况分析状况分析110BMW now has a central system of measurement现在宝马有一个核心的评价系统The BMW Report Center monitors communications and response from prospects and customers宝马的汇报中心监控从现有用户和潜在用户的信息和反馈Measurement includes cost per response and cost per sale评价标准包括每个反馈的成本和每个销售的成本BMW now has the ability to view prospects as well customers in its universe现在，在宝马的这个系统里，有能力观察他的现有用户和潜在用户们This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale宝马能够观察从购买到拥有的整个过程：从第一次联系、销售反复销售过程。The new marketing database contains a broad range of information on the BMW consumer新的营销数据库包括一个宽泛的关于宝马用户的信息Campaign, response, and financial service data 活动、反应、财务服务190 appended individual and household data points填加190个人和家庭的数据BMW Situation II宝马状况宝马状况II111Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities允许对宝马的消费者有个全面的认识，在销售和交叉销售的机会中瞄准目标和利益创造者Which vehicle owners are best targets for credit cards?哪类汽车拥有者是最好的信用卡消费者How can BMW card owners increase the lifetime value of the vehicle owners?宝马卡的拥有者是如何提高拥有汽车的生活价值Where are the pockets of our most profitable customers?哪里是我们最有利可图的消费者的聚集点Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?哪些消费者能给宝马带来额外的收入，通过在处理他们的宝马车后的财务服务BMW Situation III宝马状况宝马状况III112Improve the effectiveness of marketing programs in the years 2001 2003 in order to:在2001-2003年提高营销计划的效力目的在于：Return to BMW the cost of the database build回到宝马建立数据库的成本状态Pay for database maintenance going forward支付数据库维持发展的费用Increase the revenue per customer over time随着时间的推移，提高每个消费者（带来的）收入Increase the profit per customer提高每个消费者的利益Increase the lifetime value of the combined BMW automobile and financial services customer提高接受宝马汽车和财务服务的消费者的生活价值BMW Database Marketing Goals宝马数据库营销的目标宝马数据库营销的目标113Consistent measurement and enhancement of BMW marketing programs一致的标准和宝马营销计划的增进Ability to prioritize prospects and customers based on their likelihood to buy有能力根据购买的可能性区分现有和潜在用户的优先顺序Identification of “low hanging fruit” programs that can be quickly implemented to generate revenue in the short term证明“low hanging fruit” 程序能快速实现短期收入的产生Refinement of customer communications消费者信息精确Testing results against Control Groups依据控制群体测试结果（成交结果）How BMW measures return on investment宝马的标准如宝马的标准如何反应在投资获利方面何反应在投资获利方面114Control groups measure the effectiveness of each program控制群体测试每一个计划的效力Non-mailed groups that are measured against the mailed groups 未邮寄组与邮寄组的测试对比Reports on the BMW Report Center provide a consistent form of measurement依据宝马汇报中心的汇报提供一致的计量方式Cost per lead, response and sale measurement每次领导、回馈和销售测算的成本Cross-penetration of product purchases产品购买的交叉渗透Controls and Measurement控制和标准控制和标准115Increased communication effectiveness增加的沟通成效Integrated database used by all groups全组成员对整合数据库的利用Increased efficiency The right information to the right customer at the right time增加的效率恰当时间对恰当客户传达恰当信息Reduced communication expense减少的沟通费用 Fewer pieces mailed with higher effectiveness更精少的内容得到更好效果的传达Increased customer participation 增加的客户参与度Increased customer satisfaction增加的客户满意度Increased corporate and center profits 公司与中心增加的赢利A higher level of data from and about BMW customers从宝马客户处得到与其相关的更高层次数据资料Benefits to BMW给宝马带来的利益给宝马带来的利益116Relationship Marketing Strategy关系营销策略关系营销策略All programs are built on a state-of-the-art customer relationship management database which provides:所有项目基于一个艺术性的客户关系管理数据库，提供：More information on owners and prospects than BMW has ever assembled before比宝马以前整合过的更多关于现有用户和潜在用户的信息Powerful tools to support BMW loyalty and prospect conversion programs强大工具以支持现有用户对宝马的忠诚度并吸引潜在用户转换的计划Automated communication that supports the Owner Experience支持用户体验的自动化信息沟通The Database118Increase customer loyalty增加客户忠诚度Increase prospect conversion to sales ratio增加潜在用户转化（成实际用户）在销售中的比例Increase vehicle sales through existing customers通过现有客户增加汽车销售Maintain existing BMW household records保持现有宝马家庭的记录Keep communication costs down while increasing effectiveness在效力增长的同时保持沟通成本的减低Develop a consistent process of program measurement发展一致的项目测试程序2001 Database Marketing Goals数据营销目标数据营销目标119Use the marketing database to realize a communications dialogue with both our prospects and our customers利用数据营销实现与现有客户及潜在客户的沟通对话Systematic use of customized information to attract and retain customers系统地利用为客户定制的信息吸引并保留客户Facilitate mutually beneficial and relevant information exchanges帮助交换互利的相关信息Increase owner loyalty and customer acquisition rates增加用户忠诚度和客户占有率Strengthen BMW brand perception at the individual customer level加强个体用户层的宝马品牌意识BMW Relationship Marketing Objectives120Consumer Communications沟通消费者Welcome Kit受欢迎的配套服务Loyalty Communications忠诚度的交流Prospect Prioritization/Extending the Dialogue扩展对话，潜在用户优先BMW Magazine Enhancements改进宝马企业杂志BMW Owners Circle宝马用户群Financial Services Programs财务服务项目Credit Card & Banking Customer Acquisition信用卡用户及银行用户的获得Cross Sell and Up Sell Marketing交叉销售及 销售市场Opportunistic “Quick Win” Programs抓住机会的“速赢”计划Core Communications Program121The Owner Welcome Kit122A static kit呆板的配套服务Information on信息相关于BMW, the Brand品牌BMW, the Company公司BMW, the Products产品It welcomed people to the brand, but offered no real taste of the BMW Experience欢迎人们加入品牌，但不提供宝马体验的真正尝试The old welcome kit was:123A personal welcome kit that owners realize was created just for them受欢迎的个人配套服务让用户意识到这专为他们设计It arrives within the first 30 days在前30天内到达It is a dialogue opener, an invitation to the BMW experience that extends over a full year开启对话，体验宝马的邀请延展到全年Each of the kit pieces enhance your perception of the BMW Brand and the Experience每个设备的部件都提高你对宝马品牌和经历的认识Multiple calls to action which lead you deeper into the Experience多方号召，引领你深入宝马经历It inherently fosters the collection of information needed for further relationship dialogue固有地收集信息以利进一步对话增进关系The new BMW welcome kit124Weekly feed of new owners from the database每周从数据库提供新用户Rapid record cleanup for mailing为邮寄而快速地清除记录Weekly fulfillment of corrected names, addresses and data to the welcome kit program据受欢迎配套服务计划每周修正名字、地址和数据Monthly maintenance of the database which supports all owner and prospect communications每月维护数据库，支持与现有及潜在客户的沟通交流The Database Supports the Welcome Kit125Task: 任务 Provide individual customer data for personalized welcome kit fulfillment为个性化受欢迎配套服务满意度而提供个体客户的数据Strategy:目标Provide new owner personalized fulfillment information on a weekly basis以周为基础提供新用户个人满意度信息Recover key information requested更新需要的关键信息Maintain owner files based on collected information for future programs为了将来的项目，在收集信息的基础上保留所有者的文件Identify customers by model, financial status, and preparatory segmentation (i.e. loyalty, activity, etc.)通过范例、财务状况，及初步分割确定用户群Welcome Kit Fulfillment Process126Loyalty and Owner Communications127BMW customers are fiercely loyal to their brand宝马用户热诚地忠于该品牌Loyalty can be measured: it is the repurchase rate忠诚度是可测试的：用再次购买的比率Successful loyalty is a two way street好的忠诚是双向的Customer loyalty can be strengthened by relevant personal communications客户的忠诚可由相关的个人交流加强BMW Loyalty initiatives cover the entire ownership experience宝马的忠诚主动覆盖了整个拥有经历的过程Welcome Kit, Newsletters, BMW Magazine, Multiple Vehicle Owner programs如受欢迎的配套服务、时事通讯、宝马企业杂志、多车用户计划The Loyalty Situation128Increase BMW profits through:增加利润应通过：Increased repurchase by existing owners增加现有客户的再买量Increasing the number of BMWs household增加每个宝马家庭的宝马数量Increased sales of BMW previously owned vehicles增加宝马原有车型的销售Increased use/purchase of BMW FS products增加宝马节油产品的使用和购买Each program effectiveness measured by control groups:每个项目的效力由操控组测试 Control Group: Owners who are not sent the communications 控制组：未得到发送信息的所有者Test Group: Owners who get the communications测试组：得到信息的所有者Owner Communication Goals129General Goals:总体目标Immersion in the BMW Experience热中于宝马经历Promotion of Owners Circle 提升用户圈Purchase of BMW accessories购买宝马配件To 3 and 4 years BMW owners. Goals:对拥有宝马3至4年的客户，目标是：Increase the repurchase rate增加再买比率Multiple BMWs in each household每个家庭多辆宝马Widespread use of BMW Financial Services products宝马财务服务产品的广泛使用To new BMW owners, Goals:对新的宝马客户，目标是：Purchase BMW financial services products购买宝马财务服务的产品Capture information about their preferences, lifestyles, automobile interests, etc. useful for further dialog捕获有关用户的操作、生活方式、爱车兴趣等等的信息，为将来对话提供帮助Loyalty Building Newsletters130Ongoing collection of news and information of interest to BMW owners进行中的新闻收集和宝马用户兴趣的信息Owner surveys to determine preferences for:用户调查决定以下相关操作：News, information, and topics新闻、信息和话题Communication Channel (email or print)沟通渠道（电邮或印刷）Frequency频率Begin with a printed newsletter to gather email addresses由出版的时事通讯开始收集电邮地址Move to email newsletters as quickly as possible尽多地转移到电邮地址Multiple offers to generate owner response为一般用户的回馈提供多种建议Promote the use of Owners Circle促进对用户群的利用Newsletter Strategy131New products新产品BMW awards奖励Sports stars that drive BMWs驾驶宝马的运动明星Ratings by leading car magazines主流汽车杂志的打榜Why the BMW engines are superior宝马引擎之优越的原因The history of BMW宝马历史Event calendar事件时间表Magazine reprints再版杂志Sponsorships赞助商BMW Brand Values品牌价值Roadside Assistance路边援助站Servicing requirements服务需求BMW Insurance保险BMW credit cards信用卡BMW Accessories配件Driving Events推动性事件BMW trade in prices交易价格BMW Owner Clubs车主俱乐部Owners Circle客户群World news featuring BMW世界新闻特写宝马Newsletter Content132BMW Magazine133BMW publishes a high-value magazine to its owners in the first two years after their purchase宝马在顾客买车后的两年给予其自身出版的高质量杂志Because of its universal distribution, the magazine can be more than a magazine由于它的普遍发行，杂志的意义不再普通It can be a data collection tool for further personalized communications为将来个性化沟通交流提供的数据收集工具Magazine Strategy - Before134Capture additional information on customers捕获顾客的额外信息Email Addresses 电邮地址Purchase Intentions: owners identifying themselves as entering the purchase cycle购买意向：用户定义自己为进入购买周期Allow BMW owners to purchase merchandise允许宝马用户购买商品Provide direction to BMW Online Store for purchase为购买提供直接的在线商库Push registration on Owners Circle推动用户群注册Each program effectiveness measured by control groups前面有完全一样的，重复么？ Control Group: Owners who are not sent the communications Test Group: Owners who get the communicationsMagazine Strategy Today135Extending the Dialogue Prospect Messages136Increase prospect conversion to sell more BMW automobiles增加潜在用户的转变以销售更多宝马汽车Provide a steady flow of “qualified” leads to BMW Centers为宝马中心提供审核的稳定流程Make communications interactive使交流互动Continually improve the conversion rates by better prospecting以更好的调查持续促进转变率Measure the conversion rate by Center, Region, Prospect Lifestyle, Income由中心、行政区、预期生活品质和收入测算转换率Goals of the Prospect Management System137Prospects developed from all contact sources:各种接触源发展出的潜在客户Telephone, Direct Mail, Auto Shows, Events, Internet电话销售，直接邮寄，车展，事件，网络Rapidly qualified and scored快速胜任和评分Centers receive qualified leads electronically within 48 hours of receipt中心电子仪器在48小时内收到胜任的领导Prospects get BMW message within 48 hours恰在用户在48小时内得到宝马的信息Every lead tracked electronically, with daily, weekly, & monthly reports for BMW management on the web每位领导沿循电子信息，按每天、每周、每月的报告在网上经营管理Automated Database Processes138Scoring models for incoming prospect requests determine priority评分示例到来的预期需求和抉择的优先次序Focus on priority A & B prospects聚焦A和B的优先权展望Moving to lower priorities as the systems proves itself转移到该系统提供的较低优先级Fully integrated creative implementation in both electronic and paper media as well as events彻底整合在电子及平面媒体上的创造性执行Test scoring models against anticipated response and adjust as needed测试与不相符的预期反应评分示例，按需要调整Utilize a 5% control group for a period of one year for reporting comparisons在一年的时间里利用5%的控制组做报告比对Testing and Implementation Strategy139Sales销售Response反馈To electronic vs. paper电子媒体vs.平面媒体Predetermined vs. Relational预定vs.相关Offers and incentives 报价和诱因Modeling success成功示例% prospect conversion (historical) %的预期转换（历史资料）Media preference automated system自动化媒体操控系统Cost of program项目成本Cost of sales销售成本Measurements of the Prospect Program140Measuring success through the dealersScored leads sent to each dealer评分领导到各个经销商Conversions are measured monthly转换的测算每月进行Each dealer conversation ratio calculated每个经销商细心审核转换率Program success measured by comparing dealer to dealer conversion ratio成功项目由对比经销商与经销商转换率来测算Dealer, Market, Region and National average conversion ratios create measurable benchmarks经销商、市场、行政区和全国性平均转换率创造了客测量的基准Above average dealers manage their leads better过半的经销商管理较好141Direct Mail and E-mail integrated communication plan直接邮寄与电邮的整合沟通计划Alternating content delivery mediums交互的内容递送媒介Each reinforcing the one that came before it互相补充Use of database information to drive customization and relevance利用数据库信息推动专业化和实用性Each communication introducing a new piece of the BMW Experience每次交流都引出新的宝马体验All communications tie in to web activities所有交流都结合了网络活动Integration with off-line and online marketing activities整合线下和线上的营销活动Prospects given the opportunity to opt-out at any point从任何点上来说潜在用户都有机会脱离Prospects removed from program if they purchase a vehicle如果他们已购买汽车则潜在用户远离该计划Prospect Program Communications Strategy142Immerse and invite the prospect into the BMW Experience邀请潜在用户并使其热中于宝马体验Reinforce the initial contact with BMW加强其与宝马的主动联系Educate as to the depth of the Brand培养品牌深度Products and Services产品和服务Point the prospect towards a test drive and the dealer吸引潜在用户接近试驾活动和经销商Reinforce core marketing communication objectives about:加强核心营销沟交流，目标在于：Brand Values品牌价值Brand Heritage品牌传承Product attributes产品特性The BMW Ownership Experience宝马车主体验Program Communications Objectives143New products新产品BMW in the News新闻中的宝马BMW Technology and Innovation宝马技术与革新BMW Safety安全性能The history of BMW and BMW Brand Values宝马历史与其品牌价值Event invitations邀请Test drive incentives鼓励试驾BMW gifts赠品Magazine reprints再版杂志BMW Financial Services products宝马财务服务产品Program Content Objectives144Sell more cars by:通过以下方式销售更多汽车Immediate Scoring of Prospects直接由潜在用户评分Immediate electronic Center notification of leads直接由领导在电子中心发布信息Immediate communications with the prospect直接与潜在用户交流Continually engage the customer in the Experience使用户持续参与体验Provide more information on the depth of the Brand提供深层次的品牌信息Reduce the cost per car sold减少每辆车的销售成本Provide Management with accurate & timely knowledge of the prospect and sales process提供对潜在用户和销售过程精确而及时的管理Increase the overall effectiveness of future prospecting programs by learning from this one学习研究此例以增加将来预期计划的整体效力Prospect System Benefits145Quick wins: X factor programs 146The BMW Database offers a huge opportunity to utilize information to refine BMW programs宝马数据库提供巨大的机会来利用信息提升宝马项目X Factor programs are built on data mining, and deliver:不确定因素项目建立在数据开发的基础上，呈递出Highly effective marketing programs高效的营销计划Incremental revenue opportunities增加收入的机会Low cost per sale每次销售的低成本Increased customer/prospect contact and satisfaction增加的与现有和潜在用户的接触及其满意度X Factor Situation147The Loyalty and Prospect Programs, combined with the database, offer great potential for creative, interactive X factor programs:忠诚度和预期计划与数据库联系在一起，为具创造性兼互动性的不确定因素计划提出巨大潜力Contests争论性Programs for Women/Minorities为女性/少数派（特殊群体）设置的计划Special Events特殊事件Referral Programs推荐计划Certified Previously Owned Cars早前执有的车Second BMWs in every home每家的第二辆宝马Lifestyle Programs安全性计划Congratulatory Mailings to 3+ BMW Owners给有3辆以上的宝马用户的感谢邮件X Factor Initiatives148Plus improved reporting, query developmentand a half dozen new ideas to be developed and implemented during the year年内增加改善报告，提问发展，年内增加改善报告，提问发展，一系列新点子有待发展成型以得到实行一系列新点子有待发展成型以得到实行X Factor: something new every quarter 用户推荐 车（主）生日 （策划）投放市场149Identify ways to build relationships with female owners:确定与女性用户建立关系的方式Bring them to the Brand, and keep them longer用品牌吸引她们，引起购买欲望Appeal to their unique needs迎合其独特要求Recognize the purchasing power and influence that automotive marketers typically ignore充分认识汽车时常一贯忽略的她们的购买力与影响力Provide tools that reduce pre-dealer visit anxiety供给能减少前期经销商焦虑的工具、方法Tailored communications that highlight what women are looking for考究的交流信息凸显女性真正欲求Live chat support by females女性日常生活中的闲谈Develop a network of female sales reps发展针对女性的销售网X1 Womens Program150Identify households that are prime prospects to purchase a second BMW确定可能购买第二辆宝马的首要潜在用户家庭Analyze multiple purchase households分析多次购买的家庭Target groups most likely to purchase a CPO vehicle最可能再次买车的对象组Households with teenagers or young adults家里有青少年Identify seasonality graduation, etc.确定季节性因素，如毕业潮Test the program on current BMW owners, then roll out to prospects在当前宝马用户中测试计划，再投放到潜在用户市场X2: Certified Previously Owned Program151Identify those current owners who are most likely to purchase a new 7 Series BMW确定当前用户中哪些最可能购买宝马7系列Invite these special people to be among a small group who are allowed to preview the new 7 series请嘉宾组团参加宝7的预先发布会Appeal to their appreciation of inclusion by asking for their feedback and opinion请求他们反馈意见和建议，收集评价Allow them to be among the first to test drive使其成为第一批试驾者Notify them periodically of the status of the vehicle定期通告其汽车情况X3: Series 7 Launch152Identify those current owners who are most likely to purchase the MINI确定当前用户中哪些最可能购买迷你车型Create a unique lifestyle message to these owners为其策划独特的生活风尚讯息Appeal to the early adapter配合早期改造Focus on active lifestyles聚焦活力生活形态Get them to preview on the web and opt in to marketing messages使其参与网上预览和营销传讯X4: Mini Launch153Develop a program that uniquely appeals to the BMW owner针对宝马用户制定特别计划Communicate the personality of the brand联系品牌名人Reinforce the relationship that the BMW owner has with their car增进宝马用户与其坐驾的关系At the anniversary of purchase, send an e-card to owners在购买周年，发送网卡给用户Direct them to a micro site to get an e-birthday gift引领他们到微机站点领取电子礼物X5: Birthday Cards154Database provides the central focus for数据库为中枢中心提供Owner loyalty communication programs拥护忠诚度交流计划Prospect communications沟通潜在用户Opportunistic “Quick Win” Programs抓住机会的“速赢”计划Measurement of success成功的测算标准Building BMW Brand Loyalty建立宝马品牌忠诚度Summary: BMW has put it all together155