Bmw Films Essay

Where the BMW films a good fancy? How successful was the advertize? In my opinion, the BMW films where a great idea at that unique(predicate) moment in time. The company had no new product launches to promote. Furthermore, work out was available in parliamentary law to experiment new ideas and innovative advertising and promotion actions. With this pure stigmaing exercise BMW had little to pull back (mainly money) and a huge deal to win. The campaign proved to be an incredibly successful one.In nine to measure and justify this effectiveness I have chosen to highlight 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 capture the interview they were targeting Feedback from the viewers The positive feedback received proved to the tradeing team that the campaign had been a success. Comments showed enthusiasm and in some cas es even led to action. Feedback from the media BMW achieved to generate the sufficient interest in dictate to receive praises from media publications that gave the possible action a Hollywood movie status. Press action at law The marketing team was overwhelmed when they sawing machine that the press activity was 10 times higher than expected. Viral Campaign One of the most unexpected achievements of the campaign was to resurrect a massive chain reaction amongst the viewers. 94% of viewers recommended the films to others. Increase in sales afterward the BMW films campaign, sales in 2001 increased almost 12% from the previous year.In this year BMW surpassed the 200,000 sold units obstacle for the for the first time time in North America. What was the motivation behind the idea? Given the opportunity to do pure cross outing the marketing team aimed at achieving through non-traditional promotion a memorable campaign that would remain in peoples minds for years to come. The moti vation behind the campaign was to refresh the BMW disgrace by runing the interest of a younger demographic segment and leave behind the traditionally yuppie customers colligate to the brand in previous years.The fact that the campaign was distributed through the Internet shows the commitment of the company to attract these younger customers. The key concepts that the campaign was trying to communicate were the excitement of unprompted, the performance of the BMW cars and the excitement related in driving the Ultimate Driving Machine. A key issue for the marketing team was withal to explore new possibilities in terms of promotion and to achieve the highest impact possible amongst the target audience. The first mover advantage had been at the core of BMWs campaigns and the BMW films were to be no exception to that rule.Who was the target market? What was the typical North Ameri kindle BMW customer? Is it the same as its competitors typical invitee? The typical BMW customer was a bout 46 years old with an average income of $150,000, well educate, married and with no children. Most importantly, 85% of BMWs potential tainters were on the Internet before buying a BMW. Their customers saw driving as a pleasure and rangeed to be leaders. They enjoyed being in control. The competition was targeting different types of clients. The Japanese manufacturers such as Honda, Toyota and Nissan for example, were mainly targeting lower income level customers.As 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 compared to previous years? What are the failinges? At this point in time the BMW brand was 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 significant turning poi nt in BMWs operations in the US.The strongest weakness I discriminate in the BMW brand is the fact that it relates to people who are passionate about driving and look for the excitement of being in control of a car. Furthermore, I believe it is people who tend to be willing 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 dependableness and prestige tend to focus on other brands such as Mercedes or Jaguar. What should McDowell do? Which plectron is the correct one?In the short term I would recommend McDowell to produce a few more short films in order to take advantage of the momentum created by the previous films. However, this dodging would not be sustainable in the long term as the competition would start write this format 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 US cities that would reinforce the BMW Films concept but more personalized towards the customers. The idea behind this would be to create a lasting bond between both parties.In order to achieve a good segmentation of customers to attend these special events I would use the www. bmwfils. com web rascal to select (through the previously provided information by the customers) the ones that perfectly fit the brands criteria and the ones that have the most potential of fair 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 specialized media.Furthermore, 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 expand on the BMW Films idea but in this case the customers will perceive that they are the ones at the wheels of the ultimate Driving Machine.