Business Challenge
The BMW Group is the only manufacturer of automobiles and motorcycles worldwide that concentrates entirely on premium standards and outstanding quality for all its brands and across all relevant segments.
BMW required a new website to support the launch of several new models and to bring the look and feel in line with new brand guidelines from BMW in Germany. The focus of the site is on increasing leads and adding value to the BMW Authorised Centres nationwide.
What we did
The Marker team worked with BMW to identify the following key objectives for the project:
- Convert visitors to sales leads
- Communicate the brand values of BMW
- Provide value to BMW Authorised Centres
- Internalise updates of the web site
- Track and report on visitor activity to help shape future strategy
Core to achieving these objectives was the implementation of our Content Management Engine which allowed technical novices to create, amend and delete content as required. The implementation of the permission marketing utilising the Email Comms Engine allowed BMW to communicate with prospects and loyal BMW advocates in a way that was previously cost prohibitive and lacked measurability.
A reporting and analytical solution was implemented to report on the website and all permission marketing campaigns.
Outcomes
Convert visitors to sales leads
Clear calls to action appear prominently throughout the site funneling visitors through to an enquiries system that ensures request are directed to the correct department.
Leads from the website are on the rise and are dealt with more efficiently creating a better customer experience.
Communicate the brand values of BMW
BMW’s user brand experience is now consistent with new corporate brand guidelines and consistent with the rest of BMW’s marketing and advertising.
Provide value to BMW Authorised Centres
A comprehensive tracking and reporting system was implemented to provide actionable data. The reporting is helping to form future plans for the site and refine the current functionality to provide a better customer experience
Visitors that click through to the BMW Centre websites or make a test-drive request are tracked and reported.
BMW can provide hard numbers to their dealer network about the value the website is adding to their business
Internalise updates of the web site
Our Content Management Engine was deployed to allow BMW to maintain the site internally. Custom systems were developed for the accessories and model information.
As a result updates to the site can be performed by non-technical BMW staff and delegated to different departments.
Track and report on visitor activity to help shape future strategy
Visitors that click through to the BMW Centre websites or make a test-drive request are tracked and reported.
BMW can provide hard numbers to their dealer network about the value the BMW website is adding to their business.
A comprehensive tracking and reporting system was implemented to provide actionable data. The reporting is helping to form future plans for the site and refine the current functionality to provide a better customer experience.
