行動行銷實例--以既有顧客增加營業額 :BMW uses MMS to drive tire sales
By Giselle Abramovich April 7, 2009
BMW application
A BMW Germany mobile campaign deployed to sell more winter tires is said to have achieved a 30 percent conversion rate.
BMW Germany wanted to remind its customers that snow tires are more of a necessity rather than luxury, especially during the winter in Germany. The luxury carmaker targeted owners of BMWs, urging them to visit a local dealership and buy a set of tires.
“We did much more fancy things but we figured out that the more fancy an application is, the less traffic we get,” said Mark Mielau, head of digital media at BMW Germany, in a case study given to this publication. “And so we thought, let’s go back to the really basic function of the mobile phone.
“So that’s where we started rethinking MMS and the campaign,” he said. “And that’s where this came up, where we have the chance with one message to deliver a lot of information.”
BMW sent a customized MMS message to new customers just before winter to remind them to buy winter tires and to direct them to a BMW dealership to buy them.
Driving sales
Messages were sent to 1,200 customers.
The MMS message had a personalized customer greeting and recommended a specific tire.
What’s interesting is that all the information was in the MMS. There was no need to click through to a link, which is typical of most mobile advertising campaigns across categories and markets.
What tires you need
The price of the tire, lists of dealerships in the area, picture and description of the tire were all included in the MMS.
“It was a concrete proposal for your car instead of a very anonymous print mailing, where you have a tower of wheels which are not matched directly with your car,” Mr. Mielau said.
BMW Germany also created a mobile application that could be downloaded via a link in the MMS message.The application showed how different sets of tires would look on the customer’s car. Also, the application featured a winter design with a snowy mountain road.
“The scalability of MMS is no big deal,” Mr. Mileau said. “There is some difference with the application."The campaign was optimized for about 20 percent of available mobile phones. “The results were quite amazing,” Mr. Mielau said.
Data From : Mobile Marketer
MMS多媒體簡訊，不算新的玩意，但是如何玩到出身入化?還真的不簡單，笨鳥遇到很多顧客都是想要買名單!然後以發大量簡訊方式招覽顧客、生意;但是市場上有另外一種玩法，而廣告主想的是 : 維持舊有顧客比創造一個新的顧客來得省力(大約是1:7，創造一個新顧客約要花七倍的成本取得)，於是有以上BMW的例子，將之前銷售出的車子資料拿出來再利用，一個貼心的冬季行車安全提醒，換來30%顧客轉換率，12000通的MMS加上客制化的成本約5萬新台幣有找，但造成的營收如下:
一、 輪胎銷售: 12000*30% * 4輪 * 3000元 =43200000元
二、 其它週邊保養 : 以小保養來說 5000元*3600台=18000000元
三、 難以金錢衡量的顧客忠誠與品牌效益
國內部份笨鳥接觸到的顧客亦有相同的作法，約略介紹一下:
一、某國內精機大廠，以MMS除了在三節問候外，於颱風、雨季來前會以MMS通知顧客防災準備，以保護好每一台二三百萬起跳的CNC，長期來說顧客的好口碑，造成顧客下次購買指名的比率極高，連租賃公司對於承辦XX精機的融資案子都會很樂意。
二、某跨國保健領導品牌，以MMS加上CRM系統的加互作用，將新產品訊息遞送給受禮人(購買者與受禮者是有大部份不相同的)，這也是發揮了利用舊顧戶創造新營收的神來之筆。
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