Integrated Marketing Communications MKT 750 Professor West

Agenda Discuss the BMW Z3 Launch Paradigm shift to nontraditional marketing?

Launching the BMW Z3

Launching a Roadster: Why did BMW use a “non-traditional” marketing venue for the Z3 launch? Does this campaign qualify as a “paradigm shift in marketing” and should BMW continue with this approach in the future?

Launching a Roadster: Was the Z3 launch successful? How do you know? What specific objective(s) would you set for Phase II of the campaign? What budget and media plan would you use?

Launching a Roadster: Situation Analysis Four Cs + Environmental Factors Marketing Strategy S-T-P Tactical Decisions Four Ps

Elements of the Campaign TV advertisements Jay Leno “Tonight Show” Today Show/Central Park Press Show Radio Programs Neiman Marcus Catalog

Phase II How do we convert the interest of prospective customers into orders? How do we sustain the interest of customers who are waiting for their cars to be built?

Infatuation Metaphor Response happens very fast and is highly emotional Leaves the consumer in a tenuous state, it can be quickly dismissed if not reinforced through behavior When consumers fall in love with their brands they become credible missionaries

From Excitement to Sale Desired End-State: Purchase Possible End-State: Brand forgotten Time Phase IPhase II Generating excitement, buzz, visibility Point of “infatuation” Excitement  

From Excitement to Sale What can we learn from interpersonal relationships? What makes them fizzle? What can to be done to keep move a relationship forward? Can we apply these insights to a product?

A Paradigm Shift We have observed a growth in non- traditional marketing campaigns Southwest’s service to Baltimore began with a joint announcement by the CEO and Maryland Governor. 49 children were taken on a trip to the Cleveland Zoo Employees hit the streets passing out bags of peanuts

A Paradigm Shift Why have observed a growth in non- traditional marketing campaigns? What new challenges does this approach present?

The Future of NT Marketing Circumstance Fit Product Portfolio Role Desire versus Need Due to the higher risk, NT is better suited to ancillary products in the brand portfolio. Product Life Cycle NT works at generating excitement during product launch Buying Behavior Works best for “irrational”/ emotional purchases Competitive situation Intensely competitive industries with high ad clutter are a good fit

Assignment Read: An now a word from our sponsor Begin working on Marketing Yourself memo (due next Tuesday).