Phase 1 launch developed pathway for planning phase 2Z3 strategies and brought change in philosophy.
Launch of Z3 was a sort of Paradigm shift. But their plan to launch the BMW was designed to cover several media types and resulted in exposing customers to the Z3 from various sources and venues.
James McDowell needs to assess the performance of the aforementioned prelaunch activities and develop marketing strategies, which can sustain the excitement for the BMW Z3 until the product is publicly available in March.Their multi-media campaign was definitely non-traditional, yet it worked. One of the biggest challenges that the company faced was the time between launching the introduction of the Z3 to the public and actually getting the product to market. This partnership appealed to potential new BMW owners who also had an affection for James Bond memorabilia, as well as standing owners who might want something a little more fun and zippy. They followed up the non-traditional advertising and used traditional methods to supplement it. Related Interests. If BMW were to use non-traditional methods of advertising exclusively, their message could become distorted and fail to accurately project the intended image to the public. At the cornerstone of this campaign was the near perfect union between the James Bond GoldenEye film and the Z3 roadster. Story of Faber, An overworked architecture who decides to relieve a cross-country road trip he took with his aunt when he was The story focused on emotional character of driving experience and tried to position Z3 close to the customers heart. Again, here was another successful element. Showcased in segment of Today Show, Extensive coverage in both broadcast and print Cartoon about Brosnan being upstaged by car!!! Often times, products are ill matched, or the timing is wrong and the company is faced with a costly advertising failure. This was a very risky endeavor since BMW did not put any restrictions on how the car could be used. So Apart from its franchise-expansion mission, it was a great step to rejuvenate the BMW brand by positioning the Z3 Roadster in the American culture and settling in to hearts and minds of the American public.
Unlike in traditional marketing, where the message is created by the marketing team, non-traditional marketing more heavily relies on word of mouth. They followed up the non-traditional advertising and used traditional methods to supplement it.
Z3 reviews were favorable and over orders were pre-booked. So Apart from its franchise-expansion mission, it was a great step to rejuvenate the BMW brand by positioning the Z3 Roadster in the American culture and settling in to hearts and minds of the American public.
Combination of StrategiesAlthough the new marketing approach was successful in Phase 1, traditional marketing has its benefit too — primarily, control of the message.
Dealerships had access to their most loyal customers, who were invited to pre-screenings and showered with promotional materials. With this approach, customers are exposed to different forms of advertising, which appears to have a positive impact on sales. The Bond movie associated the Z3 car with adventure and carefree living.
Related Interests. Case study solutions by top business students. If BMW were to use non-traditional methods of advertising exclusively, their message could become distorted and fail to accurately project the intended image to the public.