The car is an addiction. BMW has mastered the style and the concept. I should know, I will only drive a BMW and have owned at least two (and at one point three) for the past twelve years.
I also live in Germany the land of BMW and have every mobile add-on in all our family cars. We also have subscribed to an uber-expensive BMW voice directory service.
BMW has the brand and the loyalty and of course mobile marketing is going to work. But clever tactics are still necessary.
For example BMW’s Head of Mobile speaks:
By German law, everyone who buys a new car between May and September has to have fitted winter tyres by the end of November, when the winter snows usually start to fall. Mielau’s team took a sample of customers for whom they had mobile phone data and sent them an MMS featuring an image of their specific car, remind them that they needed to fit winter tyres. Customers also had the opportunity to download an application that allowed them to configure different tyres and rims with their car model to see which ones they wanted. They could then click to call a dealer to make an order or send an SMS asking the dealer to call them.
“We saved time for our customers there by managing the whole process,” says Mielau. “We sent the MMS out just as the snow started, which is better than a mailing, which is always two weeks too early, or two weeks too late. After the winter season we matched the data and found that 30 per cent of people who got the MMS then purchased the tyre through the message. Most of them would have purchased one anyway but we made it much more convenient. We wanted to roll this out to more of our customers but we didn’t have enough mobile data from customers. So the CRM department is currently working to build that data up.”
Read the rest of the great article here: http://www.telecoms.com/14830/driving-force
