The current edition of the BMW Impulse – specifically designed for prospective customer – shows once again how valuable the separately addressing of this target group is. The mentoring program was launched for those who are specifically interested and it considers all of the peculiarities of this target group.
An intensive multilevel communication guarantees a high degree of appreciation. With the help of that and based on the basic interest a positive start to the brand relationship will be supported and encouraged. Furthermore, those prospective customers get provided with a targeted content marketing. With a, to the specific needs aligned, editorial concept and a thorough content mix. With a print magazine, an accompanying website with additional benefits for registered interested persons and with an accompanying e-mail marketing and many dialogue options the Impulse Program ensures thus an intense relationship with the interested parties.
The result demonstrates that: Interested parties are sustainably activated and early established as a close contact to BMW. The conversion rate is higher than in inactive supervised prospects.