One-to-one Marketing – BMW of North America Challenge
In today’s competitive marketplace, how do you build customer relationships and continued loyalty? How do you cut through the marketing clutter in a personalized way that generates response and an ongoing dialog?
Strategy
Customized direct mail and e-mail are key components in creating and maintaining relationships with existing clients and prospects. Targeted mailing lists, niche and cause marketing, and personalization are just some of the tactics Ritta has provided to BMW to grow prospects, test drives and showroom traffic.
• Exclusivity: To maintain the loyalty of early purchasers and qualified handraisers required to wait months for delivery of the highly desirable BMW 6 Series, Ritta created an impressive 12" x 18" hardcover art portfolio as an exclusive coffee table “show-off” gift, featuring stunning photos with scripted vellum overlays of the client’s chosen Coupe or Convertible.
• Personalization: In marketing the new Z4 Roadster, Ritta created teaser mailings to current or prior Z3 Roadster owners, handraisers, and competitive prospects. Based on responses to a short questionnaire, 40 highly individualized “belly bands,” featuring photos of drivers reflecting the recipient’s gender/ethnicity, as well as other personal identifiers, enclosed a new Z4 Roadster brochure, along with a personalized letter.
• Cause Marketing: For nine years, BMW of North America has held The Ultimate Drive® for the Susan G. Komen Breast Cancer Foundation, donating $1 for every mile a participant drives in one of the event fleet vehicles. Each year, Ritta creates POS displays, a Lifestyle gift catalog, and invitations designed to be personalized and mailed out by participating BMW dealerships. This year, Ritta is proud to help BMW achieve its 10th Anniversary goal of donating a grand total of $10 Million to the Komen Foundation.
• e-Marketing: E-mail is a cost-effective tool to send highly personalized messages to a broad range of customers/prospects and to track program effectiveness. E-mails are individualized by customer status (those soon coming off a BMW lease); expressed interests; incentives based on preferences; or other criteria. Hotlinks to areas of the BMW website or special, short-term microsites allow direct interaction, tracking and other one-to-one opportunities.
