How Customer Focus and a Little Ingenuity Produced 30 Percent Conversions
By Anna Johnson on April 7th, 2009A recent MarketingSherpa case study shows how customer-focused thinking combined with a little ingenuity can produce impressive results.
In the case of BMW Germany, the car maker was able to produce a 30.31 percent conversion rate in a mobile telephone campaign to sell snow tires.
BMW Germany confined the campaign to existing customers who were most likely to need snow tires before winter. At the time of purchase, BMW acquired each customer’s name, car make and model, date of purchase, and mobile telephone number.
The company crafted a multi-media text message which was personalized according to the customer’s name and car type, and included details of the recommended tire (including its price) and links to call – or request a call from – a local dealership, or download a tire application for more information.
The tire application was an interactive application customers could download to their phone and which, among other things, displayed how different tires would look on the customer’s car, along with prices, and contact information for the local dealership.
The campaign also involved sending the messages at the right time. Despite earlier plans to stagger the campaign to different customer segments, BMW Germany ended up sending all the messages out over the first few days of snowfall in Germany. An ideal time to remind customers of their need to get suitable tires.
