BMW – The Ultimate Driving Machine
The evolution of Web 2.0 has shifted the power online, from the static corporate content of the past to dynamic interaction driven by the active participation of consumers. Within this framework, enter Integrated Marketing Communication (IMC), where brands harness the power of different forms of communication within media, being a mix of the traditional tv, radio and print together with today’s web, social and digital approaches in order to become players in today’s very competitive marketing environment to attract the attention of their ultimate consumer.
As a brand I personally use BMW. Bavarian Motor Works has become synonymous with luxury, detail, quality, performance and superior customer service.
BMW fosters a positive image. BMW furthers this concept into the digital world displaying and maintaining a positive reputation.
Let’s take a look at three separate examples where BMW has utilized IMC in order to broadcast their message, grow their brand and ultimately, sell their cars.
As evidenced particularly by their Facebook page, BMW has maximized their social media strategy to achieve their end utilizing this platform to not only further their reputation in a digital manner but to indeed grow and continue to sell this way online as well.
The below image, posted by Sven K., clearly a BMW consumer and fan, hashtags the Blizzard of 2016, taking place throughout the Mid-Atlantic and Northeastern states this very weekend. How much more current can a post be, evidencing a real-time situation, and best of all, by one of the brands current consumers, who has become a “brand evangelist”? This instance of user generated content motivates users to share content.
Furthermore, BMW generally updates their Facebook posts once per day. This is the digital channel in which BMW has and enjoys the most activity. In some instances, with certain images BMW posts on Facebook with new technology and new vehicle concepts, the sharing percentage reaches as high as 30%, which, for Facebook standards is an extremely successful level of sharing, unseen on the vast majority of Facebook business pages.
On the BMW Facebook page, users are connecting with other users through their combined experienced in “liking” similar posts, whether these are images or videos. Users not only connect with the brand, but with other users as well. Through the “sheer velocity of the conversation” word of mouth creates that “buzz” marketing that becomes so viral.
Likewise, through the use of print media media, in this case an ad in the Miami Herald, South Motors, a BMW franchise, advertises competitive monthly rates during last year’s 4th of July weekend as evidenced by the below the image.
Finally, through the use of video on YouTube, as evidenced in the below link, BMW uses a 30 second video clip to broadcast the driving experience. The video allows the viewer to gauge the experience of being behind the wheel, actually driving the vehicle.
With regards to the selling experience, owning their vehicles myself, together with the absolute phenomenal customer service I obtain from them, I can feel confident analyzing BMW’s past behavior in order to predict future behavior. My experience with the brand, along with the level of trust established, creates a good reputation with the brand which then leads to “word of mouth” through positive reviews and testimonials, as mentioned by Antony Young on page 42 of Brand Media Strategy which then leads to further awareness with brand adaptation through advocacy.
BMW has managed to integrate digital media into its traditional media platforms as a selling tool in order to continue to grow by expanding their network of exceptional vehicles in addition to their traditional methods of selling.
As history has shown, time after time, BMW has proven to be a brand which excels in every aspect. Through their strategy use of IMC, not only is their success not surprising, but it is the reason behind why they not only experience exponential growth year to year, but how the success of their various simultaneous marketing campaigns coupled together with both traditional and digital media makes them second to none.