A basic presentation relating to BMW\'s E-Marketing strategy. (University project)

1. media mix & the web i(nnovative)-bmw

2. b m w m e d i a m i x What is Promotional strategy? It is the element of a firm's decision making concerned with choosing the most appropriate mix of advertising, sales promotion, personal selling and publicity for communication with its target market. What is media mix? It is the specific combination of various advertising mediums used by a firm as part of their overall promotional strategy. Most common forms of advertising mediums: Television, radio, magazines, newspapers, online ads, email/spam

3. BMW’s Promotional strategy Focus on a Differentiation strategy based on being:  Dynamic – distinctive in their car designs and advertisements  Innovative – always pushing the boundaries in terms of technology  Exclusivity – offering customer value in terms of uniqueness BMW’s media mix  Television  Newspaper  Magazine  Billboard  Radio  Press Release  Public Events  Sponsorship … and an innovative approach to Online marketing b m w m e d i a m i x

4. How has BMW incorporated the internet into their Media Mix?  their website  special feature web-sections  personalised emails  online advertisements  e-magazines and brochures  special event webcasts b m w m e d i a m i x

5. b m w m e d i a m i x BMW’s website How BMW has incorporated their website as part of their overall media mix:  Promotes core brand values and company heritage technology, quality, performance, uniqueness and innovation = dynamic The brand is guided by these values, their vehicles are developed following these values, and the same applies for the company’s marketing efforts  Provides information about products and services  Have special feature section such as…

6. b m w m e d i a m i x BMW’s special-feature web-sections  bmw films .com - allows famous movie directors to create short films incorporating bmw vehicles - innovative, entertaining and engaging way to promote the brand and their cars - amazing 94% of viewers referred the site to others = viral marketing & +W-O-M  bmw online game – PACE (Pursuit Across Europe) - user can play an online racing game using bmw cars = promotes performance - in-game advertising is only now becoming a popular means of marketing, yet bmw created their very brand-orientated game over 2 years ago - creates a strong and positive brand image among younger people

7. b m w m e d i a m i x Other BMW e-mediums  personalised emails - need to offer personalised medium since customers are highly valuable & treasured - able to offer specialised/customised information based on customer segmentation - provide new information, remind customers of services, invitation to special events  online magazines and virtual brochures - e-magazine: provides a different means to promote the brand and its vehicles - virtual brochure: offers viewers to customise the vehicle to their specifications - provides a more interactive and engaging online experience

8. b m w m e d i a m i x  special-event webcasts - give viewers a chance to experience bmw public relations events - most common example is live webcasts of a new car unveiling at a car-show  online bmw advertising - advertise on websites related to target market – eg: business & motoring websites - maintain the dynamic, innovative & creative values which guide bmw - promotes a strong, clear and memorable message - allows the company to be extremely flexible. Ad’s can focus on: - “the experience” appeal , eg: visual imagery, sounds & emotive language ..or, - rational/factual appeal , eg: BMW #1 in global sales, best warranty & service ..or, - promote other facets of the company , eg: involvement in motorsport, sponsorship

9. BMW | Advertising motto As an independent company, we have the freedom to pursue innovative ideas in all aspects of our business, including our advertising. So not only can we go against corporate convention when we build each and every new vehicle, we can also say “No” to status quo commercials when advertising them. BMW Ad - 1

10. b m w m e d i a m i x i-nnovative BMW - integrated marketing communication (IMC) IMC @ BMW  online marketing has maintained the same message and image  consistency - consistency is important in creating a clear and memorable image  consistency and repetition from all mediums  reinforcing bmw core brand values - reinforcing the image can lead to top-of-mind awareness  mediums are developed together and become linked rather than separate efforts - integrating the mediums leads to a more coordinated and successful campaign

11. b m w m e d i a m i x i- nnovative BMW Benefits of using the web as part of the media mix  ability to use imagery and creativity to emphasise bmw’s dynamic focus - doing it differently to competitors leads to a stronger and more unique brand image  ability to provide a great expanse of information, but distribute them at appropriate stages throughout the buyer decision process = right information at the right time - customers are highly valuable long-term ‘partners’, it is imperative to do things right  ability to customise/personalise marketing efforts to better manage CRM - providing customers with one-to-one attention increases their satisfaction

13. r e f e r e n c e s BMW Australia – www.bmw.com.au BMW USA – www.bmwusa.com Gordon, K 2007, Using an effective Media Mix , Entrepreneur Magazine, http://www.entrepreneur.com/marketing/marketingbasics/article171986.html Ryan, R 2005, Selling cars on the net , B&T – Internet Marketing, http://www.bandt.com.au/news/6d/0c030e6d.asp Hespos, T 2002, BMW Films: The Ultimate Marketing Scheme , iMedia Connection – Integrated Marketing, http://www.imediaconnection.com/content/546.asp