Endras BMW Social Media Campaign Pitch

Endras BMW Social Media Campaign “Keep the sparks alive.”

Sec$on 3, Team 9

Alexander Banh

Chris/ne Carter

Abha Chiyedan

Bafode Fadiga

Andrew Gabriel

Zhuo (Spring) Sun

Zack Teicher

Situation Analysis: Summary of Strengths PRODUCT -‐  High quality product with 15 service bays in a state-‐of-‐the-‐art facility, along

with high overall ra/ngs of service. PRICE -‐  N/A PLACE -‐  Endras is strategically placed in a loca/on such that they are the only

registered BMW dealership between Ajax and OQawa. PROMOTION -‐  Current social media plaSorms are manned by an expert, Alexander de

Clerck, and they are constantly and consistently being updated with new and exci/ng content.

-‐  There is a strong presence of 6,000+ followers on TwiQer, and a community of 1,400+ users on Facebook.

Situation Analysis: Marketing Challenges

Marke&ng Challenges in BLUE will be ac&vely targeted in the recommenda&ons to follow

The Social Media Campaign Model

The expose stage of our campaign has the objec/ve of clearly communica/ng Endras BMW servicing’s value proposi/on, and raising ini/al awareness amongst the target market.

-‐  A series of videos will be created, all of which revolve around a sensual theme where the BMW is seen as a loved girlfriend, spouse, or any significant other. -‐  Videos will be deployed on all social media plaSorms to raise

awareness and peak interest in Endras service, not only its cars. -‐  As Endras’ service revenue is lowest in the months of January, February,

September, and October, promo/ons will be released during these months to correspond with major holidays.

A sample promo&onal video can be seen in our video presenta&on. See the following slides for poster ad examples.

Recommendations EXPOSE & ENGAGE

NOTE: A summary of all people involved, and a breakdown of all costs for all our recommenda&ons can be found in the exhibits.





-‐  While Endras’ website contains a lot of informa/on about all aspects of its business’s value proposi/on, social media does not. In par/cular, in all plaSorms there is a common lack of informa/on about servicing.

-‐  Expose the target market to service by aligning the informa/on available on the website and that which is available on social media, for example, by crea/ng a service tab on the Facebook page.

-‐  Have very clear links from the website to ALL social media plaSorms. -‐  Service also needs to have a presence in status upates and Tweets

going forward.


-‐  It was iden/fied by BMW personnel that one of the major drivers of out-‐of-‐warranty customers returning for servicing is due to the safety and trust garnered by the professionalism of their servicing staff.

-‐  Endras needs to have weekly or monthly profile features of their servicing staff not only on the PowerShi_ blog but also on the service tab on Facebook.


When the keywords “auto service bmw ajax” are typed into various search engines such as Bing and Yahoo!, Endras is nowhere to be found on the first page. Just having Google op/mized is not enough. Endras needs to conduct search engine op/miza/on as a low cost method of increasing Endras’s exposure.


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-‐  BMW’s target market are mostly male (65%), out of warranty car owners. For the purpose of this analysis, we will not discriminate by age as it is not a direct influencer on whether one owns out of warranty cars.


CONTROVERSY & HUMOUR The tagline “Make every /me your first /me” relates turning on and driving one’s BMW to the experience of driving the car like it was brand new, every /me, implying that servicing at Endras was the cause. In our promo/onal videos, the inherent metaphor compares driving the BMW to the exhilara/on and exci/ng of one having sex like it was for the first /me, every /me.

Controversy & Humour

Engagement through soma/c markers Reach & Appeal


ENGAGEMENT THROUGH SOMATIC MARKERS A soma/c marker is a “bookmark” in the brain from an experience which leads the customer to make immediate associa/ons between events and objects. Here, we have made an associa/on between two wildly different things; driving one’s car like it was new every /me, and sex like it was the first /me, in order to communicate the quality resul/ng from Endras service. Our target market of only males will respond par/cularly strongly to the characteriza/on of a BMW as a woman.

Controversy & Humour

Engagement through soma/c markers Reach & Appeal


U/lize either HootSuite or Radian 6 to measure engagement rates as a result of videos being released on social media:

We recommend Radian6 due to its more comprehensive array of metrics, despite its higher cost. If service revenues do not increase from ini/al introduc/on of the video to the point where the video is pulled offline, the video campaign will need to be re-‐evaluated and redesigned.

-‐  Excel Add-‐In Integra/on. -‐  More metrics such as “share of voice across

industry”, “adver/sing weight expressed as a percentage of a defined total market or market segment in a given /me period. The weight is usually defined in terms of expenditure, ra/ngs, pages, poster sites etc.

-‐  Mobile Applica/on. -‐  High cost.

-‐  Scheduled Messaging (useful for service tweets)

-‐  RSS Integra/on -‐  Corporate profile protec/on. -‐  Low signup cost

Recommendations INFLUENCE

-‐  Introduce a loyalty program called the Endras Gold Service Program, only eligible to out-‐of-‐warranty BMW owners.

-‐  1 point will be rewarded for every 10 dollars spent on service. Accumulated points will earn credit towards Endras service.

-‐  Sign up is done through service tab on Facebook, where the customer will enter their VIN number.

-‐  First 50 people to sign up are automa/cally entered for a chance to win a BMW jacket.

This creates a sense of community among out-‐of-‐warranty car owners, using exclusivity as an a8rac9on. We are changing being out-‐of-‐warranty, something that was not posi9ve to begin with, into something that can be used to en9ce and influence customers.


Endras BMW Mobile Applica$on -‐  Available on Android Market, Apple AppStore, RIM

Blackberry AppWorld, and will give users the ability to book appointments and Gold Card holders to check their points balance.

-‐  Will include reminders of appointments and Endras Updates about monthly promo/ons.

Service Tweets -‐  Tweets from Endras reminding customers of

upcoming maintenance such as oil changes.


There are various blog communi/es where certain unsa/sfied customers have posted nega/ve comments and ra/ngs about Endras Service. Since these blog communi/es most likely consist of many poten/al customers in the target market, it is important for Endras to have a presence to limit the influence of nega/ve posts on deterring future customers.

Recommendations ACTION

The success of a social media campaign is heavily dependent on how o_en and how willingly your target online community shares videos and recommends your company. Others will follow suit as a result of their mirror neurons being ac/vated, and the online community will con/nue to grow. It is important for Endras to incen/vize its online community properly.

“Tweet and tag for a chance to win”

-‐ Possible prizes include free oil changes or BMW annual track days. -‐ The final goal is to have these recommenda/ons and video-‐sharing influence more of the online community to come to Endras for servicing.

I love service #EndrasBMW

BMW as good as new! #EndrasService

IPad lounge while you wait for service @EndrasBMW!!

Recommendations SUMMARY

Expose

Engage

Influence

Ac/on

Exhibit A: Pricing Analysis

Exhibit B: Summary of People and Costs

Exhibit C: Implementation Timeline

Documents

Endras BMW Social Media Campaign Pitch