'Bmw Films Essay\r'

'Where the BMW films a bully root word? How successful was the attempt? In my opinion, the BMW films where a immense idea at that specific irregular in clock time. The company had no cutting product launches to promote. Further more than, budget was available in put up to â€Å"experiment” hot ideas and ripe advertising and packaging actions. With this stark(a) stigmatisation exercise BMW had little to lose (mainly money) and a huge deal to win. The iron proven to be an incredibly successful one.\r\nIn order to measure and justify this military posture I have chosen to bring out(p) the following reasons: •Number of population who watched the BMW films: The films reached a great amount of people (aprox. 9 million viewers) in the early stages of the campaign. Furthermore, BMW had managed to contract the audience they were organizeing •Feedback from the viewers: The positive feedback real proved to the marketing aggroup that the campaign had been a success. Comments showed enthusiasm and in slightly cases even led to action. Feedback from the media: BMW achieved to generate the suitable interest in order to get word praises from media publications that gave the initiative a â€Å"Hollywood impression” status. •Press activity: The marketing team was overwhelmed when they saw that the press activity was 10 times high than expected. •Viral travail: One of the most unexpected achievements of the campaign was to produce a massive train reaction amongst the viewers. 94% of viewers suggested the films to others. • increase in sales: After the BMW films campaign, sales in 2001 increased almost 12% from the preceding(prenominal) year.\r\nIn this year BMW surpassed the 200,000 change units barrier for the first time in North America. What was the motivation screwing the idea? Given the opportunity to do pure branding the marketing team aimed at achieving through non-traditional promotion a memora ble campaign that would remain in people’s minds for years to come. The motivation screwing the campaign was to â€Å"refresh” the BMW brand by attracting the interest of a junior demographic segment and leave behind the traditionally yuppie customers relate to the brand in previous years.\r\nThe concomitant that the campaign was distrisolelyed through the meshwork shows the commitment of the company to attract these younger customers. The key concepts that the campaign was trying to draw were the excitement of driving, the performance of the BMW cable cars and the excitement related in driving the â€Å"Ultimate parkway cable car”. A key expiration for the marketing team was likewise to search new possibilities in enclosures of promotion and to achieve the highest impact possible amongst the target audience. The first mover advantage had been at the core of BMW’s campaigns and the BMW films were to be no exception to that rule.\r\nWho was th e target market? What was the natural North American BMW customer? Is it the analogous as its competitor’s normal client? The â€Å"typical” BMW customer was closely 46 years old with an just income of $150,000, well educate, married and with no children. near importantly, 85% of BMW’s potence tainters were on the Internet originally procureing a BMW. Their customers saw driving as a pleasure and tended to be leaders. They enjoyed being in control. The competition was targeting different types of clients. The Japanese manufacturers much(prenominal)(prenominal)(prenominal) as Honda, Toyota and Nissan for example, were mainly targeting lower income direct customers.\r\nAs for the higher end brands such as Mercedes, Porsche and Jaguar they were targeting older customers with higher income level more focused on luxury and comfort. How healthy is the brand in the US comp bed to previous years? What be the weaknesses? At this point in time the BMW brand w as healthier than ever before in the US market. In this period, out of the people that intended to buy a luxury brand, 16% said they would buy a BMW against 11% that intended to buy a Mercedes. This represented a substantial turning point in BMW’s operations in the US.\r\nThe strongest weakness I perceive in the BMW brand is the fact that it relates to people who are passionate or so driving and look for the excitement of being in control of a car. Furthermore, I believe it is people who tend to be willinging to maximize the cars attributes in order to experiment the whole experience the car can provide. In this sense, the brand is perishable, as customers tend to look for other attributes such as comfort; reliability and prestige tend to focus on other brands such as Mercedes or Jaguar. What should McDowell do? Which option is the correct one?\r\nIn the diddle term I would recommend McDowell to produce a few more short films in order to light upon advantage of the moment um created by the previous films. However, this strategy would not be sustainable in the long term as the competition would start copying this set up and the effectiveness of the campaign would be diluted. What I would suggest in the long term would be to organize events in the major(ip) US cities that would reinforce the BMW Films concept but more personalized towards the customers. The idea behind this would be to create a steadfast bond between both parties.\r\nIn order to achieve a good segmentation of customers to attend these special events I would use the www. bmwfils. com web page to give (through the previously provided information by the customers) the ones that suddenly fit the brands criteria and the ones that have the most emf of becoming BMW customers. Assuming that BMW in the short term will have new products to launch and that the advertising budget will still be low in comparison with competitors, I believe that these events would be a perfect follow up to the BMW films campaign and that expectation would be created amongst the change media.\r\nFurthermore, not only would BMW be innovating in non-traditional advertising and promotion formats but they would also have the capability of specifically targeting potential customers. In this way BMW would continue to exaggerate on the BMW Films idea but in this case the customers will perceive that they are the ones at the wheels of the â€Å"ultimate Driving Machine”.\r\n'