When marketers combine a advertising campaigns with other promotional tools such as contests, a website, event sponsorship, and point-of-purchase displays,all aimed at building and maintaining brand awareness,they are using integrated marketing communication.BMW did just that when the firm reintroduced the Mini Cooper automobile to the U.S market.The IMC campaign used billboards, print ads, an interactive - website, and "guerrilla" marketing (a Mini was mounted on top of a Chevy Suburban and driven around New York City). Each part of the campaign was coordinated with all the others. Without coordination among these various promotional efforts, the consumer will merely encounter a series of unrelated (and often confusing) communications about a brand.
Movies have played a key role in BMW's promotions. The company has garned huge waves of publicity from having the Mini Cooper featured in The Italian Job and for arranging for James Bond to drive new BMWs. To reach Internet- savvy car buyers, BMW also hired top directors to make short films especially for Web viewing. Although the films ran online for only four years, they were viewed more than 100 million times, won numerous awards, and were later issued on DVD for free distribution to prospective buyers.
BMWs sales promotion efforts also included samples-in the form of extended test drives-as well as participation in major automotive trade shows. Eye-catching point-of-purchase displays in dealer showrooms support the overall integrated marketing communications effort by echoing selected images from the company's advertising. Prices promotions are rare, although the company held its first end-of-year clearance sale on select U.S. models not long ago. The company also has offered special leasing deals to spark sales of its X3 model.
"The Ultimate Driving Machine" slogan is planned to be retained for BMWs marketing communications because it resonates with the target audience and differentiates the brand from other premium competitors. BMW's worldwide positioning will not change, but with the launch of new models every year, the company will continue refining the promotion mix to attract new buyers, maintain brand image, and keep profits high.
