Abstract
BMW is entering an existing Electric Vehicle (EV) market. Customers know BMW for superior drive control & comfort. The EV market is growing exponentially.
Fuel costs are increasing. The database is insufficient owing to no contact information on potential EV buyers and only 35% of email addresses. Rather than the competition BMW i3 is made for the urban rider. Efforts are ongoing to create excitement and awareness about the BMWi3, from June 2012 to January 2013 among the 3 segments.
To persuade at least 2% of the targeted audience to ask for a brochure or a test drive.
To maintain awareness and remind potential and existing customers about the recently launched BMWi3 among our qualified leads from March to May 2013.
Increase in traffic on campaign-related websites pages compared to usual traffic
Response rate on e-mail & direct mail
No. of brochure requests
Statistics from hosts of advertising media including banners, SOE (Google Adwords) and social networks (Facebook)
