1 / 34

Integrated Marketing Communications

Integrated Marketing Communications. MKT 750 Professor West. Agenda. Discuss the BMW Z3 Launch Paradigm shift to nontraditional marketing?. Launching the BMW Z3. Launching a Roadster:. Why did BMW use a “non-traditional” marketing venue for the Z3 launch?

everley
Download Presentation

Integrated Marketing Communications

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Integrated Marketing Communications MKT 750 Professor West

  2. Agenda • Discuss the BMW Z3 Launch • Paradigm shift to nontraditional marketing?

  3. Launching the BMW Z3

  4. Launching a Roadster: • Why did BMW use a “non-traditional” marketing venue for the Z3 launch? • Does this campaign qualify as a “paradigm shift in marketing” and should BMW continue with this approach in the future?

  5. Launching a Roadster: • Was the Z3 launch successful? How do you know? • What specific objective(s) would you set for Phase II of the campaign? What budget and media plan would you use?

  6. Launching a Roadster: • Situation Analysis • Four Cs + Environmental Factors • SWOT • Marketing Strategy • S-T-P • Tactical Decisions • Four Ps

  7. Phase I – Evaluation • Objectives: • “To expand the BMW franchise and further rejuvenate the BMW brand by positioning the Z3 squarely in American culture and settling into the hearts and minds of the American public” • Transition from Made in Germany Made by BMW

  8. Phase I – Evaluation • Objectives: • Use the roadster to stimulate dealers to meet high standards • Build an order bank of 5,000 cars and increase brand sales to 100,000 • Spillover a youthful image from the car to the BMW brand

  9. Phase I – Evaluation • Target Market & Decision Process • “Lover-of-life” psychographic segmentation • Image conscious Gen X, Aspirational car for 40 somethings, Nostalgia for late baby boomers • This is an emotional not rational purchase • Image of the “owners” is very important • How do you get someone to “fall in love” with the car?

  10. Strengths: Strong brand heritage Product positioning Fit with Bond Cost efficiency Opportunity: Improve dealer relationships Change perceptions of the brand Weaknesses: Traditional rather than youthful image Transition to US may be perceived negatively Threats Lack of control with non-traditional campaign Competitive threats with other roadsters Phase I – Evaluation

  11. Launching a Roadster • This is an emotional purchase… • Typically a secondary vehicle • Means of self-expression Awareness Interest Desire Action

  12. Phase I – Evaluation • Campaign Elements: • Product placement + Great fit with Bond (glamorous hero who loves life and is in control) + Strong potential for creating buzz + Gain access to foreign markets and young people - What if the movie is a flop? - Appearance was brief, only 90 sec - Six month gap between movie and product launch

  13. Awareness Interest Desire Measuring Success • TV & Print ads • Create excitement & association between the car & Bond • Well targeted vehicles (Seinfeld & 90210, Fortune, Business Week, etc…) • Memorable

  14. Magazine Ad

  15. Awareness Interest Desire Measuring Success • Jay Leno Tonight Show • Calculated gamble, promotes movie & car • Wide audience and attention getting • Today Show & Central Park appearance • Low risk, promotes movie & car • Generated media coverage (over 200 media reps) • DJ Radio Programs • Risky, promotes car, generated 6,000 spots

  16. Press Coverage

  17. Awareness Interest Desire Measuring Success • Neiman Marcus • Generate 6,000 orders when only 20 were expected • Reinforces image • BMW website • Provides a virtual experience and information gathering opportunity • 125,000 hits per day

  18. Neiman Marcus

  19. Apple Computer Ad

  20. Awareness Interest Desire Action Measuring Success • Dealer Showings • Move customer from interest  desire  action

  21. Dealer Promotion Kits

  22. Phase II • How do we convert the interest of prospective customers into orders? • How do we sustain the interest of customers who are waiting for their cars to be built?

  23. Visibility/Exposure “Buzz” Word of Mouth Missionary AdvocacyVirtuous Cycle ofExcitement for the BrandWord-of-Mouth Infatuation Sales/Purchase A Virtuous Cycle

  24. Infatuation Metaphor • Response happens very fast and is highly emotional • Leaves the consumer in a tenuous state, it can be quickly dismissed if not reinforced through behavior • When consumers fall in love with their brands they become credible missionaries

  25. From Excitement to Sale Point of “infatuation” Desired End-State: Purchase Possible End-State: Brand forgotten Time Phase I Phase II   Excitement Generating excitement, buzz, visibility

  26. From Excitement to Sale • What can we learn from interpersonal relationships? • What makes them fizzle? • What can to be done to keep move a relationship forward? • Can we apply these insights to a product?

  27. Phase II • Sustaining interest • Dealers need to deepen BMW’s relationship with self-selected prospects • How? • Contact:Direct mail, videos can give the person a “taste” of what is in store • Dates:Demo rides can keep appetites whetted • Heart-to-Heart:Progress updates can build “anticipation”

  28. A Paradigm Shift • We have observed a growth in non-traditional marketing campaigns • Southwest’s service to Baltimore began with a joint announcement by the CEO and Maryland Governor. • 49 children were taken on a trip to the Cleveland Zoo • Employees hit the streets passing out bags of peanuts

  29. A Paradigm Shift • Why have observed a growth in non-traditional marketing campaigns • Increasing costs • Fragmented media • Consumer control

  30. A Paradigm Shift • What new challenges does this approach present? • Less strategic and more opportunistic • Systems aren’t in place for measuring success

  31. The Future of NT Marketing

  32. BMW Films

  33. Assignment • Readings • Chapters 9 - 10 (pp 337 - 345, 369 - 371) • Team Project • Work with your team on finding an ad campaign • Assignment • Begin working on Marketing Yourself memo (due on Friday).

More Related