BMW Motorcycles

Increase sales and decrease overall marketing costs.

Strategy

  • Test the use of community-based marketing programs against a traditional marketing mix of ads, direct mail and billboards.
  • Focus on motorcycle upgrades, first-time rider acquisition, non-warranty work and specific accessory sales.
  • Pilot a word-of-mouth campaign to recruit advocates, who become the nucleus of a variety of activities.

Results

  • Increased motorbike sales, accessories and non-warranty maintenance work by over 40%.
  • Increased traffic at dealerships on an ongoing basis; customers tried new models, scheduled maintenance and interacted with community members.
  • Record high profitability and unparalleled success of new product launches.
    • Customer satisfaction levels in excess of 95%.
    • Performance exceeded previous traditional ROI metrics by over 50%.

ComBlu’s Role

  • Sponsored a series of education-oriented gatherings at evangelist homes that team new riders with BMW loyalists to teach them maintenance and riding techniques.
  • Created corporate and dealer-sponsored rides bringing together evangelists, customers, prospects and the media.
  • Captured detailed customer data to integrate into product design process.
  • Maintained ongoing engagement through websites, newsletters, bulletin boards and user groups.
  • Launched XPLOR travel service to facilitate meet-ups and trip planning worldwide.