Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 539 views

    BMW Response To RFP

    Uploaded by

    prietopamela
    BMW's BMW Films campaign generated 9.5 million views on youtube. BMW Films audience was younger and lower income than typical BMW buyers. STRENGTHS Impactful way to showcase BMW's product capabilities. WEAKNESSES Questionable return on investment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    BMW Response To RFP

    Uploaded by

    prietopamela
    539 views23 pages
    BMW's BMW Films campaign generated 9.5 million views on youtube. BMW Films audience was younger and lower income than typical BMW buyers. STRENGTHS Impactful way to showcase BMW's product capabilities. WEAKNESSES Questionable return on investment.

    Original Title

    BMW Response to RFP

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    BMW's BMW Films campaign generated 9.5 million views on youtube. BMW Films audience was younger and lower income than typical BMW buyers. STRENGTHS Impactful way to showcase BMW's product capabilities. WEAKNESSES Questionable return on investment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    539 views23 pages

    BMW Response To RFP

    Uploaded by

    prietopamela
    BMW's BMW Films campaign generated 9.5 million views on youtube. BMW Films audience was younger and lower income than typical BMW buyers. STRENGTHS Impactful way to showcase BMW's product capabilities. WEAKNESSES Questionable return on investment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    ANALYZING THE EFFECTIVENESS OF BMW FILMS

    A RESEARCH PROPOSAL

    Pamela Prieto Yvonne Tran Fei Hao

    November 12, 2012

    OVERVIEW
    o

    Situational Analysis of BMW Films Specific Aims of the Research Research Design Background Information Study Population Methodology Timeline and Budget

    STRENGTHS
    Impactful way to showcase BMW's product capabilities Shareable content lead to increase in brand awareness Videos resulted in 9.5+ million views Registration led to growth in customer contact database Positive reception from viewers and movie critics Comments indicate a positive perception of the BMW brand

    The Hire is what movies might be like if someone decided to give James Bond a soul The New York Times

    WEAKNESSES

    Questionable return on investment


    Did the films generate direct sales? Is there a likelihood to purchase BMW after watching the films?

    Requires active involvement

    Campaign reaches only the people who are curious or interested enough to visit the website Excludes people who dont have the access or desire to use the Internet

    WEAKNESSES

    Less effective in reaching typical BMW consumers

    Reaches younger and lower income viewers than the typical BMW buyers

    OPPORTUNITIES

    Great potential to turn their BMW Films audience into actual customers

    Early engagement to influence brand image in future potential buyers Redirect marketing efforts to reach target customers

    BMW Films Visitor Profile Age


    16-34 (60%) 35+ (40%)

    OPPORTUNITIES
    Drive traffic to BMWs website Increase understanding of potential customers tastes and preferences Strengthen the innovative and edgy brand image

    THREATS

    Diluted effects in second installment

    Campaign loses its edge with increased exposure Saturated market Comparative evaluations based on entertainment values More critical viewers

    Copycat projects

    SPECIFIC AIMS

    The main purpose of this study is to determine whether to continue to build on the BMW Films idea and how to do so or to start looking for new ideas for the next marketing campaign.
    The study must: Evaluate the effectiveness of the existing campaign Guide BMW through their available choices to the most
    profitable option

    SPECIFIC AIMS

    Phase 1: Is the BMW Films campaign worth continuing?


    What is the brand image of BMW? Does the brand image match BMW expectations? Did the campaign affect intent to purchase a BMW in the future?

    Did sales increase because of the campaign?


    How can BMW improve the effectiveness of the campaign? If the campaign was effective, is there an interest in new films?

    SPECIFIC AIMS

    Phase 2: If the BMW Films campaign is successful, how should BMW proceed?

    Option 1: Make the existing films available to a wider audience Option 2: Make a feature-length film

    NECESSARY BACKGROUND INFORMATION


    Luxury-car industry landscape BMWs competitors BMWs target audience lifestyles and habits Factors that affect brand-image formation Effectiveness of nontraditional advertising

    Internet Social media Web videos

    METHODOLOGY PHASE 1
    Research Question: Is the BMW Films campaign successful in branding and influencing intent to purchase?

    Study Population

    Viewers who registered with BMWFilms.com Non-viewers found through market research online panels

    METHODOLOGY PHASE 1

    Method: Survey to evaluate attitudes and behaviors


    How people perceive the BMW brand Their attitudes toward the brand Habits of media consumption Intent to purchase Interest in development of future films

    METHODOLOGY PHASE 2
    Research Question: How should BMW continue their films campaign?
    63% Male Average Age: 46

    Study Population

    Sample respondents should overall reflect BMWs target consumer Mostly male (2/3) 35+ year olds Higher income bracket ~$100,000 College-educated

    The BMW Customer

    Median Income: $150,000


    76% College Education

    METHODOLOGY PHASE 2

    Option 1: Reaching a Wider Audience

    Movie theaters
    Television DVDs

    METHODOLOGY PHASE 2

    Movie theaters:

    Previews as precursors to feature films


    Survey of moviegoers Test Market: Three cities and one theater per city

    METHODOLOGY PHASE 2

    Television

    Broadcast the movies several times during a one-week period

    Telephone survey
    Random digit dialing sampling

    METHODOLOGY--PHASE 2 CONT

    DVDs:

    Distribute DVD compilations of the films at select BMW dealerships


    Follow-up phone survey

    METHODOLOGY PHASE 2

    Option 2: Feature-Length Film Conduct three focus groups

    Analyze the participants perceptions, attitudes and opinions toward a potential new film Five to eight members from the target demographic The participants will view a trailer to the new film

    EXPECTED RESULTS

    Phase 1

    BMW will know whether to continue the BMW Films campaign or to abandon the project Will allow BMW to know if new films are a viable option
    Will allow BMW to determine whether distributing the films across a variety of media is a profitable option

    Phase 2

    TIMELINE & BUDGET o Phase 1:

    o Phase 2:

    Questionnaire design and sampling: 2 weeks Data Collection: 2 weeks Data Analysis and Creation of Report: 2 weeks Total = 6 weeks Estimated cost = $23,000

    Option 1: Wider Audience


    Questionnaire development and sampling: 2 weeks Data collection: 1 week Data Analysis and creation of report: 3-4 weeks

    Option 2: Feature-Length Film


    Designing and sampling: 1 week Execution: 3 days Analysis and Report: 1 week

    Total = 8 weeks Estimated cost = $95,940

    THANK YOU.

    You might also like