BMW Films: HBS Case
...fective tool to lure more people to the website. In order to get this kind of Public Relation for the second series of films, it is paramount for BMW to do something different. A simple continuation will not lead to much press coverage. 2. Target BMW and competitors customers: The data suggests that there is no correlation between the introduction of the movies and BMW sales in the US. Furthermore there is a large discrepancy between the typical BMW customer and the bmwfilm.com visitor (see exhibit 1). Since the current films appeal to a group which is younger, less educated and less wealthy than a BMW customer the new films have to be different to target the true BMW driver or competitors customer. 3. Alternatives We reject the alternative to produce a full length movie. Although BMW has tremendous success with its new marketing approach the marketing department still has to concentrate their efforts to sell cars rather than producing an expensive full length movie. New products such as the 7series have to be introduced in the coming months which will require a large fraction of the relatively small adverting budget. We also reject the alternative to distribute the films through channels such as movie theatres or magazines. Both channels are expensive especially when using the still pricy DVD. These funds should rather be used to produce additional films tailored toward the true BMW target group. The new and the old films could then be distributed via the homepage. This distribution strategy is not only less costly but also offers a superior tracking of potential customers for CRM purposes. 4. Action plan BMW sells very different cars for different people. This should be reflected in the new films. For example a ...