American culture. 2. The launch of BMW Z Roadster was a successful experience of non-traditional marketing strategies. Understanding the product image of unique and attention eating, BMW marketing team utilized “non-traditional” marketing tools rather than traditional television and print advertising to reach cryptographic segmentation and accomplish the objective of “leveraging the buzz” in a cost effective manner. The non- traditional plan was fit due to the American culture, goal of “attention-getting” and increase brand penetration.
In order to reach and raise awareness of a wide range of audiences and add glamour to the product, movie placement at low cost was selected as the communications strategy. The budget of movie placement was low and led to a higher ROI than traditional programs. This launching plan received higher impact per dollar spent and more helpful on building Bum’s brand equity. BMW has established a proper target person as a handsome, sexy, wealthy, resourceful and adventurous hero. “James Bond” was the perfect fit for demonstrating Z brand personality of high technology and high-end cars.
The Goldenly movie placement can be seen as an excellent “co-launch” as the movie itself was very successful at the box office (grossing @26. 2 million in opening week ticket sales) and Z as James Bond’s new car received outstanding feedback. Both BMW and MGM companies were well beneficial of the “co-launch” plan. To reinforce the favorable connection with Bond and brand image for a wider audience, BMW formed a multi-media pre-launch program which included print ad, internet, TV, radio and outdoor in Phase II launch strategy.
To sustain product excitement from the James Bond’s movie, BMW designed six programs on popular and leading TV shows, radio stations and launching special Bond edition to continuously catch people’s attention and keep in their conversational agenda. Z Roadster utilized other traditional marketing channels to generate interests and made good use of the Goldenly movie as a foundational element. In addition, BMW offered dealer promotion to motivate dealers and be integrated from outset.
The overall advertising plan was positive in sales and communication impact. The Z Roadster generated great amount to sales and built excellent hype at the same time. 3. An important challenge for BMW in Phase II was to sustain the interest and convert interest into sales. Having target audiences infatuated and excited due to the buzz, it was necessary to reinforce the product and brand. It is recommended to utilize traditional marketing tools in Phase II since non-traditional marketing trainees cannot be repeated else may lose the infatuating charm.
In order to sustain interest, regular contacts with potential and existing customers for product display and plan for test drive are necessary. Due to the unavailability of the products and long waiting list, progress updates are required to increase anticipation. Besides, pleasant customer relationship and satisfying customer service is always the most significant asset to the brand. Delivering the product on time, remaining customer contacts, providing friendly service and support will add great value to the brand.
