BMW spend $30k on an engaging MMS campaign and sell $45 million of accessories to existing customers…
Reading Tomi Ahonen’ Communities Dominate blog today and I realized I have a new hero. Marc Mielau, the innovation manager for mobile marketing at BMW – read his interview at Mobile AdNews.
By means of a carefully devised plan to remind relevant customers of the benefits of winter tyres/wheels the guy has used engagement mobile marketing to generate a 30% customer conversion rate and $millions of sales (the $45 million was my own back of an envelope rough guesstimate).
If anyone still doesn’t appreciate the benefits of engagement marketing through mobile think how:
> BMW thought about the needs of their customer
> Only sent messages to customers who bought cars in the summer months
> Personalised the messages so customers received a message featuring the exact same model, color and wheel style to the car they were driving
> Joined the service up with a .mobi mobile web site with a simulator so customers could try out different styles and see/compare prices.
> Sent out the MMS advert on the day when the first snow fell.
As to the future… I think my new hero has got it spot on in his Mobile AdNews interview so I’ll let him tell you about it…
“3G functionality in the phone with a big screen and browsing capability – this will influence the whole market. And when operators follow with flat rate offers, we will see a boom in this market”
DISCLOSURE: I am a diehard BMW fanboy and drive a much loved 8 series.
October 25, 2008 at 6:37 am
marketing publicity…
I think this is key, but raises the question, how long before the other shoe drops? As more companies turn to social media as an advertising strategy, we’ re bound to see some type of backlash amongst consumers when they start to notice that a blog s…
December 23, 2009 at 6:02 pm
Really this news was very interesting…………………
http://wire2air.com
(sms gateway and mobile marketing solutions provider)