BEST PRACTICE REPORT. POWER & SOUND KIT.
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BMW
BEST M PERFORMANCE
PRACTICE PARTS.
REPORT.
M PERFORMANCE
POWER PARTS Q1/2018.
& SOUND KIT.
BA-220 | 04 / 2018
BEST PRACTICE REPORT Q1/18. OVERVIEW. Showroom & POS BMW M Performance – M Pack Accessorizing 7 Series (G12) BMW M Performance Parts Accessorized Cars. M Performance Parts - BMW M240i M Performance Edition M Performance Lounge Communication & Campaigns New BMW M5 M Performance Accessories Launch M Performance Parts Motor Show 2018 Promotion Youtube Accessories Channel M Performance & car care promotional Video BMW Accessories-M Performance - Press Promotion M Performance Parts – Local Communication Campaign Q3 Special Promotion Best Practice Report | BA-220 | Q1/2018 Page 2
BEST PRACTICE REPORT Q1/18.
OVERVIEW.
Events & Trainings
BMW M Performance parts booth & Executions: Toronto international auto show
BMW G30 M Performance - Event Promotion
M Performance Parts Journalist Track day Experience
Motorsport Festival - Thompson BMW
Fashion Tech Week NY 2017 - Connecting Design, Fashion, Technology and Automotive
BMW Motor Sport Festival 2017
International
Packages &Indonesia Auto Show 2017
Editions
Bangkok International Motor Show 2018
M Performance Parts – Product of the month
Orange county M5 launch edition
M Performance Exhaust Demonstrator offer – BMW M3/M4 Pure Edition
BMW 116d M Performance Edition
Best Practice Report | BA-220 | Q1/2018 Page 3
Showroom & POS
NEW BMW M5 M PERFORMANCE ACCESSORIES LAUNCH.
Target group Retailers to buy into the products/fit them to the car. Turnover/outcome
Key facts (NSC/DO or Customer): Customers to purchase the products. (qualitative/quantitative comparison):
Market: B1- UK Channels: Products sold to Retailers, with supporting information.
Communication & Campaigns
82 kits sold to Retailers. NIV Sales of £180,605.00 in one
Number of dealers: 82 Retailers who had a BMW Costs: £0.00 week. Great engagement with the accessories, including use of
M5 launch car. M5 marketing assets.
Detailed description/impressions Challenges and lessons learned
• What did you do? • Ensuring we had enough front splitters for the demand from our
We created an M Performance pack for the launch of the BMW M5. Retailers.
Instead of sending this out to all Retailers, we found out from Sales • Ensuring marketing material was available on time to support the
which Retailers had received a launch car and then targeted these launch and help Retailers promote the products.
Retailers, via our Regional Managers, to get them to purchase a kit. • It worked well to engage the Regional Managers and ASMs, as they
• Why did you do it? were able to drive the accessory sales/initiatives within the Retailer.
Events & Trainings
The BMW M5 is a brand new halo car for M Performance, and we
wanted to maximize the opportunity at the car launch. We ensured
the products were provided in time for the launch, so Retailers could
fit the products to their showroom car.
• How did you do it?
We worked with BMW AG to secure the products, our Pricing team Accessories set-up
to come up with a launch kit price, and our Regional Managers and • BMW M5 M Performance Accessories:
ASMs to be our voice with the Retailers. We also created some • Rear diffuser, carbon
Packages & Editions
supporting marketing material, including an editable template, • Rear spoiler, carbon
overview and adapting some BMW AG assets (film, social media). • Side sills, carbon
• With whom did you collaborate? Example of a Retailer marketing the accessories • Front attachment, carbon
Sales, BMW AG, Pricing, Regional Managers, ASMs, Marketing. fitted to their car, on social media. • M Performance floor mats
• Did your Best Practice take place in a special location? Contact information
No, it was available for all Retailers who had a launch car. Marketing Name: Fiona Mitchell / Nik Jones
is available for all Retailers for their own promotions. Mail: Fiona.Mitchell@bmw.co.uk
Best Practice Report | BA-220 | Q1/2018 Page 4
NEW BMW M5 M PERFORMANCE ACCESSORIES LAUNCH.
Above: The BMW M5 fitted with M Performance Accessories on display at the first round of the
British Touring Cars Championship. This car will also be on display at each following round, with
additional products being fitted as and when they are available.
Left: Examples of marketing material produced for the BMW M5, including digital pack overview
(sent to each Retailer and available to download), editable POS template, films, social media
assets, digital-slide, email template and email signature, amongst other assets.
Best Practice Report | BA-220 | Q1/2018 Page 5
Showroom & POS
BANGKOK INTERNATIONAL MOTOR SHOW 2018.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Current 5 Series customer and prospect (qualitative/quantitative comparison):
Market: B3 - TH Channels: Motor Show Event
Communication & Campaigns
MPP sales during event = Euro 50,000
Number of dealers: N/A Costs: Euro 15,000
Detailed description/impressions Challenges and lessons learned
• What did you do? • Which challenges did you cope with?
- Decorated BMW 520d with full M Performance Part at - Some sales person for new car do not have the knowledge
Bangkok International Motor Show 2018. about M Performance Part.
• Why did you do it? • Lessons learned – What should be improved for the next time?
- To build the awareness of M Performance Part among current - Accessories sales person to stand by to give product and pricing
Events & Trainings
BMW owner and prospect. information to customer.
- To increase sales of M Performance Part.
• How did you do it?
- Display the car at BMW booth with special package price for M Accessories set-up
Performance Part. • BMW M Performance Part
- M Performance aerodynamic kits and carbon part
Packages & Editions
With whom did you collaborate? - M Performance side skirt
- Part and Logistic, dealers and event organizer. - M Performance black grille and mirror cap in carbon
- M Performance carbon spoiler
• Did your Best Practice take place in a special location? - M Performance diffuser
- Impact Arena Muangtong Thani. Contact information
Name: Thanyakorn Kijchanalert - M Performance alloy wheels
Mail: Thanyakorn.Kijchanalert@bmw.co.th
Best Practice Report | BA-220 | Q1/2018 Page 6
BANGKOK INTERNATIONAL MOTOR SHOW 2018. Best Practice Report | BA-220 | Q1/2018 Page 7
Showroom & POS
M PERFORMANCE PARTS.
MOTOR SHOW 2018 PROMOTION.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Current and new BMW customer (qualitative/quantitative comparison):
Market: B3 - TH Channels: Online
Communication & Campaigns
Turnover Approx Euro 200,000
Number of dealers: BMW dealers nationwide Costs: 2,000 euro
Detailed description/impressions Challenges and lessons learned
• What did you do? • Which challenges did you cope with?
Special offer for MPP during the Motor Show event. Limited budget
No presence of M Performance Booth in the event
• Why did you do it?
Increase the sales of MPP during the Motor Show Event. • Lessons learned – What should be improved for the next time?
Accessories sales person to stand by at BMW booth to give
Events & Trainings
• How did you do it? product and pricing information to customer.
Communicate the special offer for MPP online.
• With whom did you collaborate?
Part and logistic, advertising agency, media agency, digital Accessories set-up
agency, dealers. • M Performance Part for various model at special price.
Packages & Editions
• Did your Best Practice take place in a special location?
BMW dealers nationwide.
Contact information
Name: Thanyakorn Kijchanalert
Mail: Thanyakorn.Kijchanalert@bmw.co.th
Best Practice Report | BA-220 | Q1/2018 Page 8
M PERFORMANCE PARTS. MOTOR SHOW 2018 PROMOTION. Best Practice Report | BA-220 | Q1/2018 Page 9
Showroom & POS
YOUTUBE ACCESSORY CHANNEL.
M PERFORMANCE & CAR CARE PROMOTIONAL VIDEOS.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Costumer (qualitative/quantitative comparison):
Market: B1 - ES Channels: On-line (Youtube, Facebook, LinkedIn), e-mail
Communication & Campaigns
• +38% on M2 M Performance sales compared to previous period.
Number of dealers: Costs: 15.000€ • +13% on Chemical Products sales compared to previous period.
• +140,000 views + Social Media video playbacks
Detailed description/impressions Challenges and lessons learned
• Videos offer content of M Performance and Care Products, in which every • Social media promotion (LinkedIn, Facebook, Instagram) by feeding
detail is considered: benefits, high quality, use, installation, outputs, etc. , customer’s curiosity.
which allows us to differentiate from competitors. • Increasing the amount of available videos.
• By cooperating with the Marketing / Communication department (B1-ES- • Showing to the customers the several families of BMW Accessories
B), the production took place in a Professional Recording Studio. available to protect and personalize his vehicle.
• Adding links in order to make purchases easier.
Links to YouTube Channel:
Events & Trainings
•
BMW M Performance video at Dealer´s stand.
3 Video of BMW M2 M Performance Parts,
Accessories set-up
• M2 M Performance parts.
Exterior Mechanical Interior • BMW Care (Chemical products).
Packages & Editions
1 Video of BMW Care Accessories.
BMW Care video demonstration.
Contact information
Name: Sergio Cendra
Mail: sergio.Cendra@bmw.es
Best Practice Report | BA-220 | Q1/2018 Page 10YOUTUBE ACCESSORY CHANNEL. M PERFORMANCE & CAR CARE PROMOTIONAL VIDEOS. Best Practice Report | BA-220 | Q1/2018 Page 11
Showroom & POS
BMW M PERFORMANCE PARTS BOOTH & EXECUTIONS.
TORONTO INTERNATIONAL AUTO SHOW.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): BMW customers and event attendees (qualitative/quantitative comparison):
Market: B2 - CA Channels: BMW customers and event attendees
Communication & Campaigns
358,842 event attendees
Number of dealers: N/A Costs: Approximately $100K
Detailed description/impressions Challenges and lessons learned
• A stand alone BMW M Performance Parts booth at the Canadian • Although the lead generation initiative did generate some hot leads
International Auto Show was executed. The objective was to boost for Retailers, overall expectations were higher than the final results,
overall customer awareness, educate, and build excitement of BMW from a quantitative standpoint.
M Performance Parts and the product lineup. Lessons:
• Elements within the booth included a Hanging Parts Display, a touch • A tactical offer could be more helpful with generating
screen unit to host the M Performance Exhaust App for customer additional interest to enter personal details into form.
Events & Trainings
interaction, an accessorized BMW 5 Series (G30) to showcase all BMW 5 Series (G30) displayed with M Performance Parts • Potential to incorporate a M Performance test drive
products installed on a vehicle, Motorsport Lifestyle product program, since this was the most popular inquiry.
displays, and a custom M Performance Parts wall which enclosed
the booth to help define the footprint and increase overall impact.
• Collaboration occurred with business development team, the event
marketing team and their agency, and also Retailers to help with Accessories set-up
staffing the booth for customer questions, engagement, and to • BMW M Performance Parts was the full focus. The full lineup of the
facilitate walk-arounds. MPP products were installed on the G30, and listed on the spec
Packages & Editions
• A lead generation strategy was implemented to assist with stand.
connecting customers with inquiries to their nearest Retailer. • Many MPP were also featured within the hanging parts display where
Panoramic view of the entire booth at show customers were able to see the entire lineup of products from a
different perspective (not actually installed).
Contact information
Name: Alison McDevitt, Johnathan Lung
• Various M Performance Exhaust sound clips were featured on a touch
Mail: Alison.McDevitt@partner.bmw.ca, screen app for customers to experience.
Johnathan.Lung@bmwgroup.ca
Best Practice Report | BA-220 | Q1/2018 Page 12BMW M PERFORMANCE PARTS BOOTH & EXECUTIONS.
TORONTO INTERNATIONAL AUTO SHOW.
BMW M Performance Exhaust Comparison App via Touch Screen and high BMW 5 Series (G30) installed with full portfolio of M Performance Parts, M Performance Parts were hung from fishing line to form the look of a vehicle
quality Harmon Kardon sound bar. This was a major highlight to drive traffic to displayed in front of custom backdrop/wall. Spec stand was removed for picture. without the body. M Performance footage played on digital display in
the booth. background (leveraged from BMW NA).
Motorsport Lifestyle Collection Displays which lead to purchase interest at the The booth and individual elements received a great amount of attention. M Performance Exhaust unit for the show floor BMW 4 Series was developed to
BMW Lifestyle Boutique at the main BMW booth. allow customers to hear and interact with two buttons comparing the stock exhaust
to the M Performance Exhaust.
Best Practice Report | BA-220 | Q1/2018 Page 13Showroom & POS
ORANGE COUNTY M5 LAUNCH EDITION.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Customer (qualitative/quantitative comparison):
Market: B2 -US Channels:
Communication & Campaigns
Front End Gross Profit = $1050 per vehicle
Number of dealers: 5 Costs: $4270 per vehicle (Dnet w/Labor) Parts Bonus @ 10% Net labor = $376
Co-op = $1068 TOTAL PROFIT OPPORTUNITY = $2493
Detailed description/impressions Challenges and lessons learned
We worked with all BMW Centers in Market 33 to accessorize • There were a lot of logistics involved, communication and
new M5’s in the pipeline to create truly special and unique launch follow up with each BMW Center. Each VIN had to be recorded,
editions, before these accessories were available to order. tagged for these accessories, and confirmed.
• All had to be done timely in order to have accessories installed
Program targeted launch of the M5 because they are in tight at the port to be fully residualized.
supply and will move quickly. • Lessons learned: all Centers were so happy to have special
Events & Trainings
Accessorized M5 Launch Edition
• F90 M5 was chosen because we knew many dealers would launch cars for the amazing M5 and we will continue to do this
add market adjustments for future launches.
• VIA allows dealers to show a lower market adjustment while
still holding gross on the accessories
• If selling at MSRP, then can demonstrate fair pricing to owner Accessories set-up
while making a little extra GPVR Orange County Launch Edition includes:
Packages & Editions
I collaborated with the AAM for the Market, Mr. Matt Ziegler, and –Carbon Fiber Side Blades
our VIA program Administrator, Daniel Vaverko. –Carbon Fiber Rear Spoiler
Carbon Fiber Accessories
–Carbon Fiber Rear Diffuser
Contact information –M Performance Side Sill Decals
Name: Emmanuella Kariotis –Carbon Fiber Front Splitter
Mail: Emmanuella.Kariotis@bmwna.com
Best Practice Report | BA-220 | Q1/2018 Page 14ORANGE COUNTY M5 LAUNCH EDITION.
Carbon Fiber Rear Spoiler and Rear Diffuser Total Profit = $2,493 per vehicle Carbon Fiber Front Splitter
Carbon Fiber Side Blades and M Performance Side Sill Decals
Best Practice Report | BA-220 | Q1/2018 Page 15Showroom & POS
BMW M PERFORMANCE - M PACK.
Target group New and existing M Customers. Turnover/outcome
Key facts (NSC/DO or Customer): (qualitative/quantitative comparison):
Market: B1-UK Channels: Retailer Showroom.
Communication & Campaigns
£425,146 (476.00€) NIV total sales.
Number of dealers: 115 M Certified Retailers Costs: £200 (224€) for marketing (e.g. pricing flyer) Product visibility within showroom, increase sales.
Detailed description/impressions Challenges and lessons learned
What did you do? • Market request process worked well on this occasion, and we
• Created a M showroom pack containing the new M Performance received all products on time.
Steering Wheel Pro, Engine Cover and 763 M Alloy Wheels. • We produced some marketing material, but it would have been good
• 115 M Certified Retailers automatically received a M pack along to put together a ‘best practice’ guide, to suggest how to display the
with PoS material. products.
Why did you do it?
Events & Trainings
• Increase awareness of a number of key new products to customers.
• Opportunity for Retailers to display new products which they may
never have ordered.
How did you do it?
• In consultation with BMW AG, we requested the products in the
quantities we wanted. Agreed special price (-16% on all products) Accessories set-up
with our Pricing team and worked with our RDC on delivery • BMW M Performance Steering Wheel Pro, Engine Cover and 763 M
schedules. Alloy Wheels.
Packages & Editions
• Created some retailer showroom POS, which included pricing and
key product details. This could also be sent out digitally to
customers. BMW M Pack information flyer and products in the
With whom did you collaborate? showroom.
• BMW AG, BMW UK Pricing Team, ASMs/RMAs. Contact information
Did your Best Practice take place in a special location? Name: Fiona Mitchell / Nik Jones
115 M Certified Retailers. Mail: Fiona.Mitchell@bmw.co.uk
Best Practice Report | BA-220 | Q1/2018 Page 16BMW M PERFORMANCE - M PACK – DISPLAYS IN SHOWROOMS. Best Practice Report | BA-220 | Q1/2018 Page 17
Showroom & POS
ACCESSORIZING 7 SERIES (G12).
Target group Turnover/outcome
Key facts (NSC/DO or Customer): 7 Series Customers (qualitative/quantitative comparison):
Market: B2- US Channels: Sales Department
Communication & Campaigns
Quicker moving G12 inventory over the last few months.
Number of dealers: 16 Costs: N/A
Detailed description/impressions Challenges and lessons learned
What did you do? Challenges:
• Accessorizing 7 Series (G12) with 21” M Performance Wheels • getting the dealership to install the parts in advance using VIA.
and various M Performance Parts. As well as committing to accessorizing them in the first place.
Why did you do it? Most of the time the cars are $100K (85K€) plus, which scares
• To assist in struggling G12 Sales and making inventory stand sales people; training sales people on the advantages of the VIA
out. program.
Events & Trainings
How did you do it? Lessons learned
• Used the VIA Port program to make accessories reasonably • The more promotion the better. Individual colors also really help
priced for customers and easier to sell for sales people. Use with giving more uniqueness to the car.
Social Media to promote cars.
Did your best practice take place in a special location? Accessories set-up
• Stores with struggling G12 Sales. • 21 Inch 650M M Performance Wheel Set, Z08 M Performance
650M Accessory Wheel Set for 7 Series (G12)
Package (21in Wheels, Black Kidney Grilles, Carbon Fiber
Packages & Editions
Mirror Caps, Rear Spoiler and M Performance Trim.)
Contact information
Name: Brandon Harwood
Mail: brandon.harwood@bmwnaext.com
Best Practice Report | BA-220 | Q1/2018 Page 18ACCESSORIZING 7 SERIES (G12) USING SOCIAL MEDIA TO PROMOTE Best Practice Report | BA-220 | Q1/2018 Page 19
Showroom & POS
BMW M PERFORMANCE PARTS ACCESSORIZED CARS.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Customer (qualitative/quantitative comparison):
Market: B4-R3 Singapore Channels: New Car Sales Showroom
Communication & Campaigns
Retail T/O: 16,000 SGD (10.100€)
Number of dealers: 1 Costs: 1,320 SGD (833€)
Detailed description/impressions Challenges and lessons learned
What did you do? Challenges
• Retrofitted the showroom car with BMW M Performance Parts. • Requesting a car from Sales team can be a tough and lengthy
process
Why did you do it? • The Sales team prefers to have a showroom display car in its
• To increase the awareness and sales of BMW M Performance Parts. standard option to avoid any miscommunication with the customer or
to have another similar model on display if one is accessorized. Which
Events & Trainings
With whom did you collaborate? is usually not possible due to lack of floor space.
• New Car Sales • Given short turnaround time on accessorizing a car.
Accessories set-up
• BMW M Performance Parts
Packages & Editions
Display of BMW 4 Series (F32) Accessorized with BMW M
Performance Front Grille, Exterior Mirror Caps, Carbon,
Accent Stripes and Rear Spoiler, Matt Black.
Contact information
Name: Kris Lee
Mail: kris.lee@bmwasia.com
Best Practice Report | BA-220 | Q1/2018 Page 20BMW M PERFORMANCE PARTS ACCESSORIZED CARS.
BMW 3 Series (F30) Accessorized with BMW M Performance Parts such as BMW M Performance Front Grille, Front
Attachment – Matt Black, Side Sill Attachment – Matt Black, Side Skirt Stripes and Rear Spoiler, Matt Black.
BMW 3 Series (F30) Accessorized with BMW M Performance Parts such as BMW M Performance Front Grille,
Front Attachment – Matt Black, Side Sill Attachment – Matt Black, Side Skirt Stripes and Rear Spoiler, Matt BMW 5 Series (G30) Accessorized with BMW M Performance Parts such as BMW M Performance Front Grille, Exterior
Black. Mirror Caps – Carbon, Side Skirt Stripes, Rear Spoiler – Carbon, 19” Complete Wheels Set M Double Spoke 664M, Jet
Black
Best Practice Report | BA-220 | Q1/2018 Page 21Showroom & POS
M PERFORMANCE PARTS.
BMW M240I M PERFORMANCE EDITION.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Customer (qualitative/quantitative comparison):
Market: B6 Channels: Place/POS
Communication & Campaigns
Many customers equipped some of the M Performance Parts
Number of dealers: 1 Costs: 0 € on their new cars. The showcar was sold quickly and another
one was ordered to keep the attention on M Performance P.
Detailed description/impressions Challenges and lessons learned
What did you do? • Managing the interface between Sales and Aftersales.
• We placed a BMW M240i M Performance Edition in the
showroom. As there was no commitment to accessories from
the sales department, this was a compromise between Sales
and Aftersales, because the car affects only the sales
department. This way various M Performance Parts are shown
Events & Trainings
in the new car showroom. Prominent position of the showcar.
Why did you do it?
• Attract new car customers to M Performance Parts and show a
holistic solution on a showcar – right next to a regular car.
How did you do it? Accessories set-up
• Providing the employees with the necessary information on • BMW M Performance Parts
the edition car and supporting with POS presentation. A list of
Packages & Editions
all parts helps customers to retrofit their own car accordingly.
With whom did you collaborate?
• Managers of the dealership Rear view of the showcar
Did your Best Practice take place in a special location?
The showcar is placed at the “pole position“ of the dealership Contact information
Name: Felix Winkler
Mail: felix.winkler@iic-group.com
Best Practice Report | BA-220 | Q1/2018 Page 22M PERFORMANCE PARTS. BMW M240I M PERFORMANCE EDITION. Detail view of the M Performance Edition Comparison to a 2 series convertible Detail view of the POS communication Rear view of the showcar Very prominent placement of the showcar Best Practice Report | BA-220 | Q1/2018 Page 23
Showroom & POS
M PERFORMANCE PARTS.
M PERFORMANCE LOUNGE.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Customer (qualitative/quantitative comparison):
Market: B6 Channels: Place/POS
Communication & Campaigns
Because of the MPP lounge many customers asked about
Number of dealers: 1 Costs: Approx. 3,000 € in shop element systems MPP and the salesman sent customers to take a look at the
products. This resulted in higher MPP sales.
Detailed description/impressions Challenges and lessons learned
What did you do? • Next time shop elements with more different possibilities to
• Creation of an M Performance world in the new car area. This present should be used. It had to be improvised to present the
includes various shop system elements, presenters, specials products suitable and theft-proof.
and an accessories specialist as a direct contact person for
accessory matters in the new car department.
Why did you do it?
Events & Trainings
• Offering a better variety and service for demanding customers View into the MPP lounge
and providing an immediate answer regarding accessory
retrofitting.
How did you do it?
• A concept was drawn up, shop elements were presented, Accessories set-up
proposals to decoration were given, everything was set up and • The focus in this showroom redesign was directed towards
in the end offer sheets were created. BMW M Performance Parts.
Packages & Editions
With whom did you collaborate?
• The collaboration was between the dealer and the ASM.
Did your Best Practice take place in a special location? Another perspective of the lounge
• In the new car area between the waiting zone and the M area.
Contact information
Name: Felix Winkler
Mail: felix.winkler@iic-group.com
Best Practice Report | BA-220 | Q1/2018 Page 24M PERFORMANCE PARTS. M PERFORMANCE LOUNGE. Accessories POS at the dealership Overview of the accessories POS Focus products of the MPP lounge M Performance tail pipe embellisher Showcar next to accessory POS M Performance exhaust system Best Practice Report | BA-220 | Q1/2018 Page 25
Showroom & POS
BMW ACCESSORIES-M PERFORMANCE.
PRESS PROMOTION.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): (qualitative/quantitative comparison):
Market: B1-ES Channels: Press
Communication & Campaigns
Our collaboration with Press Department require a powerful
Number of dealers: Costs: Car retroffited by Press Department. car to promote the M Performance accessories, reason why.
Detailed description/impressions Challenges and lessons learned
What did you do?
• After a request from our Press colleagues to retrofit their M2
with M Performance, they used it to promote the M
Performance Accessories “only”.
• After few weeks the press was quite impressive how the M2
Events & Trainings
retroffited with the Exhaust System performs.
How did you do it?
The car was retroffited with 20.000€ value.
Accessories set-up
Few examples from the specialized magazines.:
• The article is about M Performance Accessory.
• The M2 loaned was equipped with : Exhaust System,
Packages & Editions
•EVO MAGAZINE:
Aerodynamic Kit, MP Complete wheels, Alcantara/Carbon
5 page Article about M Performance Parts +1 advert 3 M
Interior trims., MP Floor Mats, MP Steering Wheel.
cars loaned during 2 days: M2, M1 and M3.
• MOTOR PASION MAGAZINE: Contact information
Name: Sergio Cendra
Reportage about the M Performance world.
Mail: sergio.cendra@bmw.es
Best Practice Report | BA-220 | Q1/2018 Page 26BMW ACCESSORIES-M PERFORMANCE. PRESS PROMOTION. Magazine‘s cover. Picture from interior magazine. Suspension test. Reporter‘s social media post. Picture from interior magazine. EVO magazine cover. Best Practice Report | BA-220 | Q1/2018 Page 27
Showroom & POS
M PERFORMANCE PARTS.
LOCAL COMMUNICATION CAMPAIGN.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Customers
168% turnover growth vs.
(qualitative/quantitative comparison): same period last year
Market: B1-CS-CZ Channels: Social media, website, newsletter, showroom
Communication & Campaigns
Number of dealers: 14 Costs: 8.000 EUR
Detailed description/impressions Challenges and lessons learned
What did you do? • Main challenge: very limited budget, budget for production 3.500 EUR
• 10 % discount on all M Performance Parts (more than 1500 part numbers)
– connection with Product of the month activity to support turnover
growth.
• Participation of dealers – providing another 10 % discount on mounting of
purchased M Performance Parts.
Events & Trainings
Campaign visual
How did you do it?
• Local communication materials that are more authentic and popular for
Czech social media users: set of 5 videos with different topics (wheels &
brakes, exterior, interior, limited slip differential, Power & Sound kit), using
unboxing concept. Accessories set-up
• Communication platforms: social media (classic posts on Facebook and • All M Performance Parts part numbers.
Instagram, sponsored posts, link ads), showroom (videos played on
Packages & Editions
screens in dealerships), newsletter (focused only on F15/F16 owners as
the target group with highest potential), website (website special with local
materials).
Campaign visual
• User journey: first contact on social media or mailing link to website
special with description of individual MPP categories linking to Contact information
accessories configurator with call-to-action „Check what M Performance Name: Kristyna Feldova
Parts suit best to your car“ RFO to dealer Mail: Kristyna.Feldova@bmwgroup.com
Best Practice Report | BA-220 | Q1/2018 Page 28M PERFORMANCE PARTS.
LOCAL COMMUNICATION CAMPAIGN.
Facebook posts
Newsletter sent to F15/F16 owners
Website special
Instagram posts
Best Practice Report | BA-220 | Q1/2018 Page 29Showroom & POS
Q3 SPECIAL PROMOTION.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): BMW Customer (qualitative/quantitative comparison):
Market: B3-TH Channels: Online
Communication & Campaigns
Approx. 35% increase in sales
Number of dealers: All BMW Dealers Costs: 3.000 €
Detailed description/impressions Challenges and lessons learned
What did you do? Challenges
• Quarter 3 Accessories Promotion Campaign • How to develop a good campaign under limited budget without
• Offered up to 30% special price on selected BMW MPP and diluting the premium image
accessories Lessons learned
• Improve time planning for better production lead time.
Why did you do it?
Events & Trainings
• To increase sales and turnover for accessories during rainy
season (low season)
How did you do it?
• Create advertising campaign online (website and Facebook Accessories set-up
fanpage) as well as POS material • M Performance Parts (MPP alloy wheel set, Brake set, tailgate
light, fitted floor mats etc.)
Packages & Editions
With whom did you collaborate?
• Part Department, Dealers, Advertising and Media Agency
Did your Best Practice take place in a special location?
• All BMW and MINI Dealers nationwide Contact information
Name: Thanyakorn Kijchanalert
Mail: Thanyakorn.Kijchanalert@bmw.co.th
Best Practice Report | BA-220 | Q1/2018 Page 30Q3 SPECIAL PROMOTION. Best Practice Report | BA-220 | Q1/2018 Page 31
Showroom & POS
BMW G30 M PERFORMANCE.
EVENT PROMOTION.
Target group Turnover/outcome
Key facts (NSC/DO or Customer):
Customers
(qualitative/quantitative comparison):
Market: B1-ES Channels:
Communication & Campaigns
External Events The main purpose its to build M Performance engagement
Number of dealers: Costs: Cover by Marketing Department. with premium costumers.
Detailed description/impressions Challenges and lessons learned
What did you do? • It’s one of the greatest places for promotion.
• Saling Race event took place in Palma de Mallorca. It is the • Next time a good option would be to set up an Accessory booth.
largest regatta in the country and one of the most important in
the European calendar. It attracts to this locality to the best
shipowners, skippers and sailors of the world. The
repercussion is of maximum reach due to its impact in both the
Events & Trainings
general and social press as well as in sports and specialized
press.
Why did you do it?
• One of the main objectives is to increase the link with the Accessories set-up
brand through a unique experience of great added value. For • M Performance exterior: front splitter, rear diffusor, side panel,
this reason, it is also very focused on the collective of black kidney grills, 19” MP SCW & Sport Breaks.
Packages & Editions
Corporate & Special Sales customers (fleets, rentings, Rent a
Car, high-end customers GKL and M models).
Contact information
Name: Sergio Cendra
Mail: sergio.cendra@bmw.es
Best Practice Report | BA-220 | Q1/2018 Page 32BMW G30 M PERFORMANCE. EVENT PROMOTION. Shuttle Car Our CEO and the King of Spain. The BMW i8 was also there. G30 M Performance at the main entrance. G30 M Performance from the side. G30 MP in order stage. Best Practice Report | BA-220 | Q1/2018 Page 33
Showroom & POS
M PERFORMANCE PARTS JOURNALIST TRACK DAY EXPERIENCE.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): (qualitative/quantitative comparison):
Market: B2 – US Channels: Major automotive journalist outlets
Communication & Campaigns
Media coverage on all major automotive outlets
Number of dealers: Media Event Costs: $40,000 USD (34.00€)
Detailed description/impressions Challenges and lessons learned
What did you do? • Challenges:
• Organized a track day experience for journalists to come and spend a • Ensuring vehicles were prepared and ready to go on time
day at the Circuit of the Americas (COTA) racetrack in Austin, TX USA • Coordinating with various stakeholders to ensure everyone was in
How did you do it? alignment
• Ensuring on-time arrival of all participants
• Journalists had 3 hours of on track time in factory spec vehicles and M
• Lessons learned:
Performance vehicles • Invite additional media as some people will fail to attend
Events & Trainings
• Journalists could freely switch between the vehicles and were able to Presenting the M Performance Parts to the journalists prior to • Make sure you have enough time; 1 hour for prep and 3 hours of on-track
go on track on their own going on track. time would be ideal
Why did you do it? • Manual transmissions were LOVED! Ensure you have manual transmission
• Raised awareness about M Performance in all major automotive outlets vehicles on hand
With whom did you collaborate?
• Worked with our existing M Track Day event to rent the track after the
MTD event, thus saving significantly on the cost of the track rental
Accessories set-up
• Collaborated with local AK colleagues to invite the media to the event. • Fully Accessorized M2
Also worked closely with marketing team to tie into the M Track Days • Fully Accessorized M3/M4
Packages & Editions
event • Fully Accessorized 340i
Did your Best Practice take place in a special location? • Strong focus on track parts:
• The best practice took place at COTA in Austin, TX • Lightweight Wheels
M Performance Parts vehicles used at COTA.
• Suspension
• Limited Slip Differential
Contact information
• Lightweight Exhaust
Name: Matthew Mostafaei
Mail: Matthew.Mostafaei@bmwna.com
Best Practice Report | BA-220 | Q1/2018 Page 34M PERFORMANCE PARTS JOURNALIST TRACK DAY EXPERIENCE.
MEDIA COVERAGE.
Bimmerpost – Sam Pat YouTube UNIVISION / Jaime Gabaldoni
Rondel – Satch Carlson
BIMMERPOST Tests BMW M2 with M Performance Parts at COTA A Bordo de un BMW M2 2017 modificado por M Performance Parts
Waiting for Story
http://f87.bimmerpost.com/forums/showthread.php?t=1419949 https://www.youtube.com/watch?v=ewkyNHONNo8
Review: 340i with M Performance Parts BMW M2 2017 - Detalles En Vivo
Univision – Jaime Gabaldoni
http://f30.bimmerpost.com/forums/showthread.php?p=22161785 https://www.youtube.com/watch?v=VH1kgLofZPk
El BMW M2 enseña a los niños a manejar como hombres
M3 Competition with M Performance Parts BMW M2 2017 M Parts & Accesories – Encendido
http://www.univision.com/noticias/a-bordo/el-bmw-m2-ensena-a-
http://f80.bimmerpost.com/forums/showthread.php?t=1419955 https://www.youtube.com/watch?v=Pwi-
los-ninos-a-manejar-como-hombres-video
3fFpzwo&feature=youtu.be&a
BMWBlog – Horatiu Boeriu
A Bordo de un BMW M2 2017 modificado por M Performance
A lap with the BMW M2 M Performance Parts at COTA, Austin Facebook Jaime Gabaldoni
Parts
http://www.bmwblog.com/2017/07/29/lap-bmw-m2-m- https://www.facebook.com/jaime.gabaldoni/photos/a.6543926079
http://www.univision.com/noticias/a-bordo/a-bordo-de-un-bmw-
performance-parts-cota-austin/ 89001.1073741828.654370964657832/1413329555428632/?t
m2-2017-modificado-por-m-performance-parts-video
http://www.bmwblog.com/2017/08/08/day-cota-bmw-m- ype=3
performance-parts/ https://www.facebook.com/jaime.gabaldoni/photos/a.6543926079
La reacción de Jaime Gabaldoni cuando mata a un BMW M2 en
89001.1073741828.654370964657832/1413943248700596/?t
plena curva
european Car Magazine – Mike Febbo ype=3
http://www.univision.com/noticias/a-bordo/la-reaccion-de-jaime-
https://www.instagram.com/p/BXElGF6ltUA/ https://www.facebook.com/jaime.gabaldoni/photos/a.6543926079
gabaldoni-cuando-mata-a-un-bmw-m2-en-plena-curva-video
89001.1073741828.654370964657832/1414033492024905/?t
Jalopnik – Kurt Bradley ype=3
Twitter – UNIVISION / Jaime Gabaldoni
A BMW M Track Day May Be The Best Way To Blow $250
https://twitter.com/univisionautos/status/891444188860076032
http://jalopnik.com/a-bmw-m-track-day-may-be-the-best-way-to- FacebookLive UNIVISION
https://twitter.com/jaime_gabaldoni/status/89144136171044864
blow-250-1797375135/amp https://www.facebook.com/ajax/sharer/?s=11&appid=2392950137
0
&id=10155580661498103&p[0]=10155580661498103&sharer_
https://twitter.com/jaime_gabaldoni/status/89140239764545945
Road and Track – Brian Silvestro type=all_modes&av=100000481424955&feedback_referrer=%2F
7
You Need BMW's M Performance Parts If You're an M-Car Owning pg%2Funivisionautos%2Fvideos%2F&feedback_source=17
https://twitter.com/jaime_gabaldoni/status/89135660093351936
http://www.roadandtrack.com/new-cars/car-comparison- https://www.facebook.com/jaime.gabaldoni/videos/141418418200
2
tests/a12014922/bmw-m-performance-parts-track-test/ 9836/
Best Practice Report | BA-220 | Q1/2018 35M PERFORMANCE PARTS JOURNALIST TRACK DAY EXPERIENCE.
M Performance M3 on display for product M Performance M3 on track 340i M Performance on track
walk around
M Performance M2 on track M Performance M3 and standard M4 on 763M Close up on M3
track
Best Practice Report | BA-220 | Q1/2018 Page 36Showroom & POS
MOTORSPORT FESTIVAL.
THOMPSON BMW.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Performance Car Enthusiasts (qualitative/quantitative comparison):
Market: B2-US Channels: Sales, Parts and Service
Communication & Campaigns
Event generated over $2,000 (1.700€) in Lifestyle product
Number of dealers: One Costs: $5,189 (4.400€) sales and over $25,000 (21.200€) in BMW Performance
Parts and Accessory sales
Detailed description/impressions Challenges and lessons learned
What did you do? Challenges
• Participated as an Official Event Dealer in an annual • Being at an offsite event we had the challenge of moving
Motorsports Festival “MPACT MOTORSPORTS FESTIVAL” at displays, vehicles and product to the event site.
Pocono Raceway. Lessons learned
Why did you do it? • Have additional inventory of products to sell. Sold over $2,000
• Created greater awareness of BMW M Performance Parts and (1.700€) of Lifestyle Product and could have sold more if we
Events & Trainings
Accessories and BMW Lifestyle Products. had additional inventory.
How did you do it?
• Promoted the event on dealer website, email campaigns and
through Social Media
With whom did you collaborate? Accessories set-up
• Dealership Fixed Operations Management Team. • BMW Performance Parts and Accessories
Did your Best Practice take place in a special location? • BMW Lifestyle Product
Packages & Editions
• Took place in The historic Pocono Raceway in Pennsylvania. • Performance Tire and Wheel sets
• Over 6,000 attendees at the event.
Contact information
Name: Stan Dellis
Mail:
Mail:stan.dellis@bmwna.com
Best Practice Report | BA-220 | Q1/2018 Page 37MOTORSPORT FESTIVAL.
THOMPSON BMW.
Dealership lineup of cars for the event Dealership vehicles displayed MPACT Dealer Display Booth
MPACT Dealer Lifestyle Display Area Matt Bean – Dealership Performance Race Track Dealer Ride and Drive
Specialist and his personal car at the track
Best Practice Report | BA-220 | Q1/2018 Page 38Showroom & POS
FASHION TECH WEEK NY 2017.
CONNECTING DESIGN, FASHION, TECHNOLOGY AND AUTOMOTIVE.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Customer (qualitative/quantitative comparison):
Market: B2- US Channels: 3
Communication & Campaigns
Difficult to tie accessory sales to event however, over 200
Number of dealers: 1 Costs: 18,000 USD (15.300€) people, press and models were in attendance for a premium
event with customer not normally shopping BMW.
Detailed description/impressions Challenges and lessons learned
What did you do? • Managing the expectations and desired outcome from the
• Dealer served as host venue for event taking place during Fashion fashion aspect and associated press for such an unusual event.
Tech Week NY 2017. This follows Fashion Week, and focuses on • Communicating with wrapper, wrap artist, acquiring cars, and
the technology side of modern fashion.
wrapping the cars.
How did you do it?
• The artistic coordination and attention to details on such a
• Dealer wrapped two M4s, one equipped with M Performance Parts,
high-fashion and high-expectation event.
Events & Trainings
with designs inspired by the displayed shoes. M Performance Parts windshield banner
With whom did you collaborate? • The press and attention this received increased pressure but
• Dealer worked with professional videographers, photographers and the team did an amazing job and deserves the credit for it!
Social Media Influencers to generate Social Media content prior to
the event, and teased in the weeks leading up to the event.
Why did you do it? Accessories set-up
• Drove customer engagement with dealership through effective use
of social media platforms
• The coordination of cars, ordering as well as borrowing cars
• This drove the right, premium customer, to the dealership along took a lot of time.
Packages & Editions
with media and press. • Acquiring, prepping, and wrapping cars took the longest and
• Presented, promoted, and marketed BMW M Performance Parts in was the most costly part of the event.
a different, unique way. M Performance exhaust, rear diffuser, and side-blades • Highlighting M Performance parts and accessories was a
• Cars were unique and dealership was prepared to help make Contact information priority.
themselves look edgy and engaged with a different audience. Name: Anthony Gillmeier • http://www.bmwnyc.com/fashion-tech-week-ny-2017.htm
• This was an amazing concept and creation and was a huge success! Mail:Anthony.Gillmeier@bmwnaext.com
Best Practice Report | BA-220 | Q1/2018 Page 39FASHION TECH WEEK NY 2017 “ALL ABOUT THE SHOE”
PICTURE HIGHLIGHTS
Checkout the dealership site at http://www.bmwnyc.com/fashion-tech-week-ny-2017.htm
Best Practice Report | BA-220 | Q1/2018 Page 40Showroom & POS
BMW MOTOR SPORT FESTIVAL 2017.
Target group Turnover/outcome 1€=130.8JPY
Key facts (NSC/DO or Customer): BMW owners (qualitative/quantitative comparison):
Market: B3-JP Channels: The customers who visited the event
Communication & Campaigns
Total 34,400 € (Car Accessories/ Care Products and Lifestyles)
Number of dealers: One – the dealer of Fuji district Costs: approx. 76,450 € - Producing Fee, Labor Cost, Transportation
Cost, Agent Fee
Detailed description/impressions Challenges and lessons learned
What did you do?
• BMW Japan held its first ever 4-wheel and 2-wheel joint and
• Strengthen the brand and raise the awareness of BMW, BMW M,
circuit event for BMW owners.
Aftersales & BMW Motorrad
• Brand experience for young and old at the race course • Gathered a total of 5,262 visitors / 2,697 vehicles.
• Generation of new prospective leads • In Accessoires and Lifestyle shop of the Aftersales area, it was
• Promotion of M & BMW Motorrad through PR & SNS record sales in an event per a day. Then, items run short in the
• Event Programs: Driving Experience/ Extreme Show/ Parade Run/ middle. – Items should be arranged more than this year, in
Events & Trainings
Technical Workshop/ Car Display/ Kids Activities/ On-stage particular hot-selling products, to increase other sales.
programs / Food Court • Every Accessories or Lifestyle items purchasers were given the
How did you do it? Event’s Key Graphic
“Entry Ticket” and the “Drink Coupon.”
• Aftersales Area at Pit Garage
• Display: BMW M Performance parts installed demo car
• Entry Ticket: From all those who applied by QR code or
Inside - 7 Series G11/ M4 F82, Accessories
campaignset-up
site, 3 people chosen by lot have been
Outside - 5 Series G30 / 3 Series F31 received a prize - BMW City Scooter. (Applicants 130)
• Display: Original BMW Engine Oil • Drink Coupon: It can in exchange for one energy drink at
Packages & Editions
• Display and Sales: Accessories & Car Care Products/ Lifestyle BMW M Performance Square in front of Aftersales Area
• Key Reader Experience (BMW Service.): Maintenance at pit garage. (Limited 1,000 bottles)
advices by key data
• BMW M Performance Square (outside): Drink coupon Entry Ticket
exchange Contact information
Name: : Rika Yabuki
• BMW M Performance Parts
Did your Best Practice take place in a special location?
Mail: Rika.Yabuki@bmw.co.jp • Original BMW Car Care Products
• Fuji Speedway (SAT 15th JULY 2017 / 8:00 ~18:00)
Mail:
Best Practice Report | BA-220 | Q1/2018 Page 41BMW MOTOR SPORT FESTIVAL 2017.
Panel on the wall Display (Inside) - BMW M Performance 7 Display (Inside) - BMW M Performance M4 F82
Series G11
Display (Outside) - BMW M Performance 5 In front of Aftersales Area at Pit Garage Panel on the wall
Series G30 & 3 Series F31
Best Practice Report | BA-220 | Q1/2018 Page 42BMW MOTOR SPORT FESTIVAL 2017.
Drink Coupon
Display and Sales of BMW M Performance Square – Drink coupon exchange
Original BMW Car Care Products
Display Original BMW Engine Oil Car Accessories and Lifestyle Shop Key Reader Experience (BMW Service) -
Maintenance advices by key data
Best Practice Report | BA-220 | Q1/2018 Page 43Showroom & POS
INTERNATIONAL INDONESIA AUTO SHOW 2017.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Customer (qualitative/quantitative comparison):
Market: B4-R3 Indonesia Channels: Event
Communication & Campaigns
Sales result € 81.920. About 54% higher than 2016.
Number of dealers: 1 Costs: € 21.400
Detailed description/impressions Challenges and lessons learned
What did you do? • The bid approach for dealers who want to manning auto show
• F30 equipped with M Performance Parts, we add rear wing can boost spirits and ownership of dealer staff. That’s because
spoiler, black rear light and red edge to attract the customer dealer was selling the stock which they purchased in order to
attention. win the bid.
With whom did you collaborate? • Some products were not arrived due to import issues
• Cooperation with Bridgestone on rim wall, Bridgestone agree
Events & Trainings
Aftersales booth, integrating accessories and lifesyle
to support us with some fund in order to get their brand
attached on our rims wall.
How did you do it?
• Accessories configurator was placed in front of the retrofitted
car to create emotion and visualization to the customer who Accessories set-up
plan to buy the accessories. • M Performance aerodynamic package on F30.
• M Performance small wall.
Packages & Editions
• A desk was provided for service advisor of dealer as an • Rims wall.
explanation center for customer regarding the accessories • Car care + floor mat showcase.
inquires. Rims wall
Contact information
Name: Andrew Elias
Mail: Andrew.Elias@bmw.co.id
Best Practice Report | BA-220 | Q1/2018 Page 44INTERNATIONAL INDONESIA AUTO SHOW 2017. M Performance part Floor mat and car care Accessories Configurator Carbon Rear Wing Spoiler and Rear Light on M Performance Pars interior Additional red edge to give sporty feeling F30 Best Practice Report | BA-220 | Q1/2018 Page 45
Showroom & POS
M PERFORMANCE PARTS.
PRODUCT OF THE MONTH.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): (qualitative/quantitative comparison):
Market: B1-CS-CZ Channels: Dealer network
Communication & Campaigns
As per slide NUMBER .
Number of dealers: 15 Costs: 0€ Connected with the local communication campaign.
Detailed description/impressions Challenges and lessons learned
What did you do? • The product group is large and the processes must be
• 2 months product campaign PRODUCT OF THE MONTH for improved.
the whole range of M PERFORMANCE PARTS. • The special price must be applied accross the whole product
group in the system.
Why did you do it? • Current procedure is very inefficient as the discount is applied
• Dealers were interested in this portfolio to make a good per each order via header discount.
Events & Trainings
promotion.
How did you do it?
• We arranged a discount of 10% from RRP for the whole
product portfolio. Accessories set-up
• We arranged to apply the discount for the whole MPP portfolio.
With whom did you collaborate?
Packages & Editions
• We provided 10% discount on parts, dealers provided 10%
discount on labour.
Contact information
Name: Jana Tolia
Mail: jana.tolia@bmwgroup.com
Best Practice Report | BA-220 | Q1/2018 Page 46Showroom & POS
BMW M PERFORMANCE EXHAUST DEMONSTRATOR OFFER.
BMW M3/M4 PURE EDITION.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): (qualitative/quantitative comparison):
Market: B3 – AU Channels: NSC
Communication & Campaigns
Revenue $104,522 (70.000€) GP $29,889 (20.000€)
Number of dealers: 9 Costs: Reduced margin (-$952) to support M4 Pure Model
Detailed description/impressions Challenges and lessons learned
What did you do? • Forward planning & communication between key departments
• To support New Vehicle Sales Department with the launch of was critical to the success of campaign
the M3 (F80) / M4 (F82) Pure Edition and combat strong
competition from Mercedes C63 AMG we offered a BMW M • Regular dealer visits by Area Managers ensured demonstrators
Performance exhaust for demonstrator vehicles vehicles with exhaust were constantly on display or replaced
How did you do it? during the 3 month period.
Events & Trainings
• Demonstrator exhaust price support by reduced NSC margin
• Demonstrator vehicle with exhaust must be kept on display for
a minimum 3 month and replaced if sold during this period
Accessories set-up
• Offer launched via a dealer bulletin including video & followed • Exhaust system with carbon fibre tips
up by Area Managers
Packages & Editions
• Full range of marketing material including EDM (with video),
• Additional MPP recommended to be installed on demonstrator flyer and DM.
eDM Template
• 8 additional exhaust sold during program.
Contact information
Name: Stephen Booth
Email: stephen.booth@bmw.com.au
Best Practice Report | BA-220 | Q1/2018 Page 47Showroom & POS
BMW 116D M PERFORMANCE EDITION.
Target group Turnover/outcome
Key facts (NSC/DO or Customer): Customer (qualitative/quantitative comparison):
Market: B4-R3 Singapore Channels: New Car.
Communication & Campaigns
20 units of new car with accessories worth 75,800 SGD
Number of dealers: 1 Costs: 320 SGD (200€) (48.000€).
Detailed description/impressions Challenges and lessons learned
What did you do? • Getting Sales team to plan and commit on the 90 days
• Together with new car sales, we introduced 20 units of BMW advanced ordering.
116D with M Aerodynamic Kit as standard.
• Regular monitoring on parts shipment to avoid any delay and
• To further accentuate the car sportiness, it was bundle with disappointment to our Sales team & New car owners.
BMW M Performance Parts.
Events & Trainings
• Lengthy homologation process by local authority.
Accessories set-up
• BMW M Aerodynamic Kit
Packages & Editions
• BMW M Performance Front Grille
• BMW M Performance Accent Stripes
Accessorized Display Car in the showroom.
• BMW M Performance Rear Spoiler
Contact information
Name: Kris Lee
Mail: kris.lee@bmwasia.com
Best Practice Report | BA-220 | Q1/2018 Page 48You can also read
