Bmw crm campaign

BMW CRM Campaign Eddie Belhay & Liam McGuire

Problem -BMW’s current online user experience is complicated and lacks fluidity.! !

-The website lacks engaging content.! !

As digital is ever so important for car companies, future sales would suffer if they didn’t adapt their online presence.! !

Insight

Boodles- Customer Service!

Current and prospective consumers are disgruntled with BMW customers service in regards to test drives and show room ethics.!

The way they deal with customers and their test drive policies needs to change.! !

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Audi-Online User Experience!

Audi are at the forefront of online automotive website design. Audi combine simplistic design with fluidity in the user experience basing the entire website on the car builder. Audi use big data comprising of cookies and online research about the user to personalise their experience.!

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Idea We are concentrating on the decision making process and have chose to centre the idea around dating. Creating a new CRM model to abide by. ! !

Why?! !

-When picking the perfect partner your decision making process changes. You care much more about who you’re picking to date.! !

-You know exactly the sort of person you’d like to date which is why we want to imitate this. ! !

-The buyer believes they have went through the best possible decision making process when picking the perfect car for them. ! ! !

Idea

After all, as a family man our Brian's in the world will already know exactly what they want, we are just giving them the sign that they are searching for.! ! !

Campaign Step 1 !

Landing on the BMW site and introducing the campaign! !

-Introduce the user to the site as if it was a dating website. ! !

-The option to add a name will be displayed for the user.! !

-The tab ‘go’ beside the name inclusion acts as ‘find my match’ included on many dating sites.! !

Including the name will create a personal experience for the user. The user will respond much better when the next stage includes their name. ! ! !

Campaign Step 2!

Idea integration with the Car builder! !

-Integrate our new car builder with a dating website. ! !

-Introduce much more personal questions, including hobbies or favourite type of holiday. Questions that allow the user to believe the brand really ! cares about them. ! !

-The car builder will collect data about the user from their recent searches to add a new level of personalisation.! !

-The decision will be precise and unique for every user. It will act as a personality test, much like a dating website.! !

-The perfect car for them will be shown at the end of the personality test.!

Campaign Step 3!

Inviting the user to test the car! !

-This is where BMW show their newfound customer service.! !

-We will take information from the personality test and use it to our advantage with the test drive.! !

-The user experience continues as we give the user the option to experience the car and include it into their usual regime. ! !

-We want to get the user into the BMW as quickly as possible allowing them to picture themselves in the vehicle considering it already theirs.! !

Campaign Step 4!

Follow up after the test drive! !

-Following the test drive the user will receive a casual meeting regarding the test drive where BMW will gather vital market research while advising and teaching the consumer about the car they’ve test driven! !

-Throughout the campaign up to the point of the meeting, the consumer will not be pressured into purchasing the car but given complete freedom to disengage with the campaign! !

-The user will be in control with the option to edit or change the model of the car at any moment! ! ! !

Desired Response

Think-BMW has the best shopping experience! !

Feel-Special and exclusive ! !

Do-Build a relationship with the brand & Purchase the car! ! !

Campaign Objectives

-Increase BMW sales through a simple CRM and personalised user experience.! !

-Spur brand loyalty! ! !

Have you got any Questions?