How BMW Mobile Campaign Got A 30% Response Rate - In 5 Easy Steps

The Ultimate Driving Machine maybe the ultimate mobile marketing machine, too.

Interesting piece over at Marketing Sherpa about how a recent mobile marketing campaign from BMW Germany got a 30.31% rate selling, of all things, winter tires.

The steps to getting that campaign include the following:

#1: Target well: BMW limited the campaign to BMW customers who purchased in Munich between March and September 2006, which meant they would likely need to buy snow tires before winter, and who had opted in to receive mobile messages. About 1,200 customers fit the description. 

#2: Craft MMS message: Think snowy designs, a personalized greeting, a picture of the make and model the driver owns, descriptions and images of the recommend tires and information on where to buy them.

#3: Create mobile app: For those who wanted to drill down, consumers could click through to a mobile app with all the information they could want.

#4: Send message at appropriate time: The day of the first snow in Munich, which happened to be October 13.

#5: Track results: BMW matched mobile customer list with information of customers coming in to buy tires.

Results: Among the tidbits:

• 30.31% of those who received the message came into buy tires from a BMW dealership. Some would have done so anyway, BMW concedes.

• 5.64% responded by either calling a dealership or requesting to be called.

• 2.2% downloaded the app.

Now that's how to use mobile to, er, drive sales. Smart thinking, all around.

These are just the basics. You'll want to get the full story, here.

Quick Links:

Generation Wow: Expanding the conversation to multi-platform marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Comments

[BMW repair Newport Beach]

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