Regardless of all issues unhealthy in regards to the 12 months, BMW Motorrad was capable of leverage digital and promote about 160 bikes extra in 2020 than in 2019; we take a deep dive into their technique.
BMW Motorrad encourages one to ‘Make Life a Experience’, one thing that has been a key proposition of their digital communication technique over the previous couple of years. With their posts, they nudge folks to look as much as the model as a accomplice within the journey to make life a journey. Digital Refresh Networks has been managing the model’s social media presence over the past 4 years.
Explaining the evolution of the company’s relationship with BMW Motorrad, Barin Mukherjee, Co-Founder & CEO, Digital Refresh Networks tells us, “From simply managing their communication wants, now we have advanced to be a accomplice in creating and managing the whole digital ecosystem that mixes communication with commerce to fulfill the model goals.”
“We now have advanced from simply creating content material to creating and sustaining an entire digital advertising ecosystem. This has helped our efficiency which has advanced 12 months on 12 months,” a BMW Motorrad India spokesperson says.
2020 was a difficult 12 months for the model but additionally one which got here with a possibility to interact with their followers as a substitute of simply selling their bikes on-line. Even offline occasions like bike launch have been moved to digital — a necessity on account of COVID-19 that helped them witness a hike in gross sales.
Monies & Gross sales
BMW Motorrad’s affiliation with the Digital Refresh Networks has led to witness progress in gross sales. In 2020, they bought 2,563 items, a rise of about 6.65% from 2019, when 2403 items have been bought. To what extent ought to a digital advertising company be involved about financial returns is a query with a number of solutions. Can a promise of a financial RoI set a tough precedent? May it’s a possible pitfall?
Mukherjee shares his view: “We imagine each advertising group is literate sufficient to be away from their expectations of the medium. If we, as a advertising options firm, aren’t capable of map the target, it’s vital that we needs to be asking the query of being related to a model’s journey.”
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Within the case of BMW Motorrad, the company noticed a possibility in monitoring and easing the acquisition journey of a client. Mukherjee explains, “For BMW Motorrad, being bought offline by means of the supplier community, whereas the buyer researched on-line to teach themselves to interact and to converse to seize the intent of gross sales occurring, we felt it’s necessary to arrange a course of to have the ability to map all the journey, and we achieved the goal with the advertising group.”
This was completed proper by means of content material creation, listening, sharp media focusing on, and finally administration of conversations to funnel in certified leads. “This led to the combination with their present techniques to have the ability to attribute the efficacy of each motion taken,” he provides.
Mukherjee feels the share of voice, sentiment evoked and the quantity and kind of discussions initiated in regards to the model on social media are a number of the standards manufacturers ought to take into account whereas calculating the RoI.
The BMW Motorrad Digital Technique
Digital performs a key function within the buy journey of a client by being a degree of analysis, be it within the type of opinions or UGC. It provides the model a possibility to be part of their journey and be thought of as a possible buy selection. For BMW Motorrad, the company has needed to concentrate on figuring out the persona of every bike after which creating customised communication in order to attach with the related audiences.
“Whereas BMW Motorrad is a model extensively identified internationally, and enjoys a cult following, now we have seen that almost all of Indians affiliate the model with vehicles solely. There was a necessity to succeed in out to a wider viewers and lift consciousness. We achieved this by focusing on and being a part of completely different ardour factors of our potential clients,” Mukherjee tells us.
Being a primarily visible medium, Instagram is an important platform for the model. Right here, the model performs up aspirational content material to develop their neighborhood and interact with related audiences.
The Model’s Facet
For BMW Motorrad, digital is a crucial house for it facilitates direct engagement and acquisition of suggestions. “Digital helps us funnel the engagement that now we have at completely different contact factors by means of a course of that ultimately results in gross sales,” a model spokesperson tells us.
“Contemplating that every bike has a distinct persona and thereby completely different segments of audiences, digital acts as the right platform for us to take a position primarily because it allows us to customize our communication and goal solely the related viewers,” they add.
All stated and completed, India is a value-conscious market and BMW Motorrad is a luxurious phase bike model. How does this affect the model’s advertising communication within the nation? A spokesperson tells us, “We now have to incorporate the worth proposition to the expertise angle.”
There are numerous advantages of digital for a luxurious car product: Concentrating on a distinct segment viewers for the product, analyse efficiency by means of knowledge and enhance in real-time, map RoI and guarantee a two-way communication between the model and the audiences.
As for pitfalls, the model feels that the tempo of communication on digital might be tough for the luxurious sector segments. “It’s extra of a problem with digital being an ever-evolving medium. One must be in sync, real-time, to get the very best out of it,” the model states.