To study BMW marketing strategy, we first have to indicate that the net presence just isn’t only for selling products. It can be a ‘vehicle’ to position the brand and satisfies their goals with poise.
BMW is taken into account as one in every of the leading producers of luxury and state-of-the-art vehicles for a few years. According to a noticeable amount of individuals, the brand is the very best automobile producer worldwide. Munich-based German automobile manufacturer establishes itself as outstanding in each aesthetic and luxury.
Marketing Mix of BMW
To create a well-organized and successful marketing plan, business managers of the brand should determine the various facts of the marketing mix and determine the precise market segmentation so as to understand the of customer purchasing behavior. So, BMW initiated the goal of segmenting the premium market by optimizing the correct fit between the purchasing behavior of consumers and the marketing mix to spice up sales to the segment.
Social Media Strategy of BMW
Regardless of how big the corporate is, the social media strategy of the worldwide automobile manufacturer’s isn’t any different than other brand. BMW uses social platform equivalent to LinkedIn, Instagram, Facebook, YouTube and even TikTok to showcase its latest products, engage with customers, and promote its brand values. One of the important thing elements of BMW’s social media strategy is visual storytelling. The company highlights its design and engineering prowess by utilizing high-quality images and videos to point out off its products in use. This helps to create an emotional reference to its audience and reinforce its brand image as a luxury automobile manufacturer.
Another aspect of BMW’s social media strategy is its concentrate on customer engagement. The brand usually responds to comments and messages from customer, and encourages them to share their very own stories and experiences with BMW vehicles. This helps to construct a way of community across the brand and foster long run loyalty.
In fact, BMW invites people to make use of the #BMWRepost hashtag for a likelihood to be featured on the corporate’s Instagram account which has almost 35M followers.
In addition, BMW has also experimented with newer social media features and platforms, equivalent to Instagram stories and TikTok. For example, the corporate has created short videos showcasing its latest models and design features on these platform, which has helped to succeed in younger audiences and stay relevant on a rapidly evolving social media landscape.
Branding Strategy of BMW
The branding strategy of this premium automobile manufacturer focuses on providing high-quality products that highlight innovation, excellent engineering, and cutting-edge technology. Here are a couple of points that BMW has in its marketing mix:
1. Premium Pricing
BMW positions itself as a premium brand manufacturing premium cars which is reflected in its pricing strategy. Its cars are prices higher than those of its competitors, however the brand’s popularity for quality and engineering justifies the premium.
2. Performance-oriented
The company is thought for producing high-performance vehicles, which reinforces the brand’s image as a frontrunner in engineering and innovation. BMW’s concentrate on performance can be reflected in its promoting.
Here’s the ad for the first-ever BMW M5 CS Sedan, a superb example of how the corporate showcases the performance of its German miracle automobile:
Advertising Strategy of BMW
As for its promoting strategy, BMW has traditionally focused on creating memorable campaigns that emphasize the brand’s premium positioning and performance-oriented focus.
The brand’s key elements for its promoting strategy are:
1. Emotional Appeal
BMW’s promoting often seeks to attach with consumers on an emotional level. This includes emphasizing the enjoyment of driving, the fun of high-performance vehicles, and the sense of freedom and independence that comes with owning a BMW.
Below, find the ad where the brand used its creative storytelling strategies to interact with its audience:
2. Product-focused
BMW’s promoting campaigns often concentrate on the features and advantages of specific models. This includes highlighting performance features, technological innovations, and design elements that make BMW cars stand out from the competition.
BMW iX1 – Electrify Your Dreams
3. Consistent messaging
Just like its branding strategy, BMW’s promoting is characterised by consistent messaging that reinforces the brand’s premium positioning and performance focus. The brand has consistently communicated its brand identity through all its marketing efforts. This features a consistent visual identity, brand voice and messaging that emphasizes BMW’s engineering excellence and modern spirit.
“BMW is fortunate-we don’t have an excessive amount of of a dilemma as to what we’re going to call our cars.” – Jim McDowell, Vice President of Marketing at BMW
The indisputable fact that BMW marketing strategy concentrates on high-end segments on a worldwide scale and consistently defines premium brand identification renders success. Trendsetting and attractive product range deliberately targets affluent customers and demonstrates the success of the automaker’s global marketing strategy. If you wish to construct a powerful marketing strategy on your company similar to BMW, ensure that to envision out automotive marketing agencies to search out the appropriate agency to partner with.
Responding sensitively to the unique values and buying behavior enabled BMW to transcend intended performance. So to specifically present, below we have now listed sensible examples of BMW commercials released in recent times and their underlying marketing tactics behind them.
6 Outputs from BMW’s Marketing Strategy
1. Artistic Approaches and Creativity is a Must
As the leading brand of Mini-Cooper, creativity and true representation of the brand identity is important for BMW. Plus, the style accents of the vehicles and the worldwide marketing identity are truly based on art and creativity. That’s why almost in every ad campaign, we see a feature that imposes something different and artsy which connects strongly with high-end technology and an unusual concept of the artistic elements.
The jaw-dropping images and the video of the campaign show and explain that BMW can be good and powerful in art when collaborating with Clemenger BBDO and photographing the Australian landscapes.
2. Ambassador and Proud Presenter of the Latest Technologies
Considered as one in every of the largest tech-savvy brands amongst their industry, BMW all the time follows the newest technologies in addition to
3. Eager to Follow Content Marketing as a Flagship Marketing Strategy of BMW
BMW is desirous to widen their potential audience by creating content that engages consumers beyond cars and “gets to the purpose”.
The brand sees a mobile-first, content-oriented approach which is able to help attract a broader audience and claims the recent relaunch of its website has already increased mobile visitors by 27%.
Speaking at Mobile World Congress 2019, the German
Based on data-driven insights we desired to create relevant and
snackable content in helpful and entertaining ways. That way the business hopes to succeed in each existing customers and people who is perhaps considering BMW but don’t yet own one. We were pondering customer, consumer-first, which implies for us mobile-first with speed. We did it by combining two technologies, accelerated mobile pages and progressive web apps, to bring each ends together on one site.It also shows when creative and engineering prioritizes speed from the start of the project, before the primary line of code is written. – Jorg Poggenpohl
4. Using Guest Stars in BMW Marketing Campaigns
One of probably the most traditional and best-known marketing tip for brands to make use of celebrities because the brand ambassadors. In the automotive industry, that is regularly working for the brand new features and models of the products to especially discover with the brand new products as well. This also doubles the connection to customers.
In the campaign of M2 Coupe, BMW released its digital-first campaign and enlisted model Gigi Hadid in an interactive 360 degree film. The film, which debuted on YouTube and Facebook, was directed by Marc Forster, who directed movies equivalent to “James Bond – Quantum of Solace” and “World War Z”.
Hadid was immediately impressed:
BMW is such an iconic brand. The indisputable fact that I get to be the face of this campaign is certainly a profession highlight for me. The M2 is such a cool, fun automobile
I had a blast working on this project.
5. Showing off The Competitive Side
As known being famous for its
BMW’s latest ad is routing Tesla’s latest model for its timeless waiting lists. The query for the users is, “Will you wait, or drive?”
Famous for its sarcastic marketing approaches, BMW is caving in Tesla’s Model 3 with its competitor-model 330e plug-in hybrid due to release problems. The teasing is simply because BMW already in-use with its product, while Tesla just isn’t, so the fastest aired-one wins this competition.
“You’ll do your taxes twice, possibly more… You’ll ring within the New Year twice, possibly more…” Here, the ad is trying to clarify the postponed dates for the Tesla 3 model.
“You will pay deposit and wait, you possibly can put your name on an inventory, and wait… or you possibly can drive…” We see the Tesla Superchargers within the ad but without the cars on, thus strengthening the BMW’s brand-image.
Tesla’s marketing strategy; nevertheless, isn’t any different than another automobile manufacturer, we must say!
6. Deep Knowledge About Who To Reach and How-To
Heading into 2020, millennial works and marketing techniques are essential to use and contribute even among the many authentic brands, and BMW is thought that they effectively use social media and third wave communication platforms equivalent to Twitter, Instagram and Snapchat when in popularity.
BMW designed a automobile inside Snapchat’s AR lenses, that just about looks prefer it’s real and ‘driveable’. The automobile brand is the primary to create a 3D augmented reality type of a product partnering with Snapchat to roll out the brand new advert campaign to launch the BMW X2. Last week, the LA based company, Snap Inc, began seeing ads from BMW that link to the AR version of the brand new automobile, which lets customers foresee how products look in the actual world before buying them.
As a part of the project, Snapchat users can customize the augmented-reality version of the automobile. They could make changes
BMW is the primary brand to launch
BMW positions itself as a pioneer in using the most recent technology and following the largest updates within the digital marketing industry. If you prefer to see more BMW’s marketing campaigns, ensure that to take a look. There is a bittersweet competition between the well-known automobile brands so we also recommend you to envision out mercedes marketing strategy to get inspired!
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