Agency: | Author: Pete Taylor |
BMW Bikes - A return to oil, grease and fresh air
Introduction
This paper is about how the planning process played a pivotal role in identifying a very different way of communicating with BMW bike riders. The transformation came from a two stage process - the first stage was turning a simple profiling questionnaire into an 'insight giver'; the second stage was using that learning to bring about the transformation. Using direct mail to communicate with existing BMW bike owners and prospects, the result was a shift in approach from straightforward and product focused to...