integrated marketing communications mkt 750 professor west
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Integrated Marketing Communications
MKT 750Professor West
Agenda
Discuss the BMW Z3 LaunchParadigm shift to nontraditional marketing?
Launching the BMW Z3
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?
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?
Launching a Roadster:
Situation AnalysisFour Cs + Environmental FactorsSWOT
Marketing StrategyS-T-P
Tactical DecisionsFour Ps
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
Phase I – Evaluation
Objectives:Use the roadster to stimulate dealers to meet high standardsBuild an order bank of 5,000 cars and increase brand sales to 100,000Spillover a youthful image from the car to the BMW brand
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 purchaseImage of the “owners” is very importantHow do you get someone to “fall in love” with the car?
Phase I – Evaluation
Strengths:Strong brand heritageProduct positioningFit with BondCost efficiency
Opportunity:Improve dealer relationshipsChange perceptions of the brand
Weaknesses:Traditional rather than youthful imageTransition to US may be perceived negatively
ThreatsLack of control with non-traditional campaignCompetitive threats with other roadsters
Launching a Roadster
This is an emotional purchase…
Typically a secondary vehicle Means of self-expression
Awareness Interest Desire Action
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
Measuring SuccessTV & Print ads
Create excitement & association between the car & BondWell targeted vehicles (Seinfeld & 90210, Fortune, Business Week, etc…)Memorable
Awareness Interest Desire
Magazine Ad
Measuring SuccessJay Leno Tonight Show
Calculated gamble, promotes movie & car Wide audience and attention getting
Today Show & Central Park appearanceLow risk, promotes movie & car Generated media coverage (over 200 media reps)
DJ Radio ProgramsRisky, promotes car, generated 6,000 spots
Awareness Interest Desire
Press Coverage
Measuring SuccessNeiman 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
Awareness Interest Desire
Neiman Marcus
Apple Computer Ad
Measuring Success
Dealer Showings Move customer from interest desire action
Awareness Interest ActionDesire
Dealer Promotion Kits
Index of Advertising Effectiveness
-0.200.400.600.801.001.201.401.601.802.00
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?
A Virtuous CycleVisibility/Exposure
“Buzz” Word of Mouth Missionary Advocacy Virtuous Cycle of
Excitementfor the Brand Word-of-Mouth
Infatuation
Sales/Purchase
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
From Excitement to Sale
Desired End-State: Purchase
Possible End-State: Brand forgotten
Time
Phase I Phase II
Gen
erat
ing
exci
tem
ent,
buzz
, vis
ibili
ty
Point of“infatuation”
Exci
tem
en
t
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?
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”
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
A Paradigm Shift
Why have observed a growth in non-traditional marketing campaigns
Increasing costs Fragmented media Consumer control
A Paradigm Shift
What new challenges does this approach present?
Less strategic and more opportunistic Systems aren’t in place for measuring success
The Future of NT Marketing
Circumstance Fit
Product Portfolio Role Desire versus Need
Due to the higher risk, NT is better suited to ancillary products in the brand portfolio.
Product Life Cycle NT works at generating excitement during product launch
Buying Behavior Works best for “irrational”/ emotional purchases
Competitive situation Intensely competitive industries with high ad clutter are a good fit
BMW Films
Assignment
ReadingsChapters 9 - 10 (pp 337 - 345, 369 - 371)
Team ProjectWork with your team on finding an ad campaign
AssignmentBegin working on Marketing Yourself memo (due on Friday).
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