The Ultimate Driving Experience

I’ve been driving BMW vehicles for over a decade. Their name is synonymous with luxury, detail, a sport accents and excellent customer service.

BMW Group’s website is focused on all aspects of the corporate experience of BMW. Unlike the regional websites in different countries, where a potential customer may have a look at all aspects of the cars BMW offers along with their respective pricing, BMW Group’s website revolves around everything having to do with BMW as a company.

In their marketing, BMW utilizes both push and pull marketing techniques.

The BMW USA regional website offers and subsequent “gifts”– Pull and Push strategies combined:

On this site, we can see how BMW lures or pulls customers in with great offers.

Whereas the offer is the pull strategy, the benefit/gift/discount is the push strategy. Here is an example where the two strategies can sometimes (and often do) overlap or cross paths as the push and pull parallel a fine line. As per DMN3 online magazine, the company “includes a URL to an irresistible online offer,”

In this screenshot we also see a great sales promotion in the interest rate.

 

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From just about every page on their website, the user may register for the newsletter or current offers with a call-to-action sign up form as evidenced below:

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Note here in the above image, though not a pull strategy of a particular offer, one is being “pushed”, rather, to sign up for future offers or news through the sign-up contact form.

RSS Feed: Push strategy:

For car enthusiasts, there’s even a streaming available of the most recent car shows, such as the recently held grand-daddy of all car shows and first of the year in the USA, the Detroit Car Show earlier in January, as evidenced here:

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The user is being “pushed” to this venue. The feed allows access to the most recent news available about the brand.

Press Releases – Push Strategy:

While there isn’t a blog, “per se”, there is a Press Club USA link, featuring recently released press releases, even as up-to-date as today, with the latest relevant and most fresh content available. In this example, we can see how just today, 3 press releases were issued updating the user on a race in Daytona, FL.

Fresh content is available both throughout the social media pages and the press releases/RSS feed as evidenced above.

Directly from their website, one can easily access pull strategies through their various social media pages such as  Facebook, Instagram and Twitter pages, which are updated on a regular basis, featuring up-to-date news about their brands.

For example:

Facebook:

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Instagram:

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Twitter:

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Using non-web strategies as follows has also proven to be effective in BMW’s IMC (integrated marketing communication) strategy:

Through Direct Marketing, a Push strategy:

We see here how BMW’s more affluent customer prefers to receive direct mail vs any other type of marketing strategy.

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PR Events in The Ultimate Driving Experience: Push Strategy

I personally recently attended the “Ultimate Driving Experience”. I went to the venue, test drive a car, and received a voucher entitling me to “no money down” on my next lease (which I happily used).

As evidenced with these screen shots, the BMW Group page is not mobile-ready yet the BWM USA page is:

BMW Group:

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BMW USA:

 

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In terms of improving their site to be more user-friendly, the site seems very corporate and a little dry. There’s not much in terms of a “call-to-action” compelling me to move to any particular location. I am interest in the brand, so therefore, I dig deeper. But, would the average consumer do so or would they be inclined to not delve further in because of this? While chock full of great content, the site is a bit boring and not too engaging. I’d advise to incorporate more user sharing or since the brand is so popular in the USA, allow the customer to become a “brand-evangelist” by posting videos or reviews to both sites. These strategies also allow for push and pull strategies. In reviews or testimonials, mostly pull strategies, where the potential customer wants access to that same experience as the review just read, this strategy could prove to be very rewarding for BMW. A recent study of the brand by academia.edu proved this very point, as follows:

“Having a world-class brand is no protection against bad marketing. In other words,BMW’s prominent position in car a brand probably has more to do with its strong heritage and a bit of luck than great marketing.” In other words, BMW is relying more on its laurels as a great car vs. great marketing.

Again, the website itself, though full of great, up-to-the minute content, is not super engaging.  It’s informational, but lacks user friendliness.  While there are benefits to having great content, it’s high time for BMW to get with the digital age and allow for the customer to not only engage more, but share their experience as well.

 

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