Increasing incentives …                                BMW                                5-Series sales                  ...
Shoppers lost interest…                                BMW 5-Series                                shoppers               ...
Dr. Augustine Fou – Chief Digital Strategist   “In the absence of innovation or   true differentiation, just shouting at  ...
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Increasing car incentives alone doesnt sell cars by chief digital strategist

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Increasing car incentives alone doesnt sell cars by chief digital strategist

  1. 1. Increasing incentives … BMW 5-Series sales (orange line) still fell off a cliff. Source: Compete October 2012 … doesn’t always work.October 4, 2012 1
  2. 2. Shoppers lost interest… BMW 5-Series shoppers declined and conversions dropped rapidly. Source: Compete October 2012 …conversions fell off.October 4, 2012 2
  3. 3. Dr. Augustine Fou – Chief Digital Strategist “In the absence of innovation or true differentiation, just shouting at customers louder and more often or giving them more “bribes” (incentives) still won’t drive sales. What else can brands do?” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouOctober 4, 2012 3 acfou@mktsci.com

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