August 23, 2012
BMW is adding direct mail to the comprehensive push for its first four-door coupe, the 6 Series Gran Coupe, likely to pique the interest of affluent consumers who prefer print over digital marketing channels.
The booklet shows sharp images of the 6 Series Gran Coupe supported with bold text as well as a link to schedule a test drive on the back cover. It follows the same style of BMW’s “Beauty. Revealed.” campaign for the model that spans television, print and digital.
"The strategy for this mailer was that we wanted to showcase the 6 Series Gran Coupé since this is the first time we are marketing a four-door model," said Silvia Villaverde, head of customer relationship management at BMW of North America, Woodcliff Lake, NJ. “The mailer has two different goals.
“One is to raise awareness for the 6 Series during its first time in the market and showcase all of the different features of this car,” she said. “Second, we try to generate sales and make the car the hero in our pieces.
“Basically, we direct consumers to the Web site to spark their interest in the vehicle, and we hope that they take the piece and show it other people.”
The 6 Series Gran Coupe booklet came in an envelope that also acted as a preview of what is inside.
The front of the envelope displays a shadow-covered coupe with a solar eclipse in the background so that recipients can only see the outline of the car.
On the front of the actual mailer, a gray 6 Series Gran Coupe is shown with the text “Objectify It.”
Inside, the 10-page booklet shows five panoramic images of the model.
First, the model is shown on a wood platform amid rocks and mountains. It is accompanied by bold text to the left and a few sentences on the right that give an overview of the BMW’s first four-door sedan.
The next pages hone in on the engines available for the model. The automaker tells the seconds it takes for the vehicle to reach 60 miles per hour with each engine.
The middle two-page spread shows the interior of the model.
Next, the coupe is pictured going full-speed down a curved road. The background of the image is blurred and the caption reads, “A graceful alternative to everything else on the road.”
The last two pages display only an image of the 6 Series Gran Coupe against a solar eclipse. In contrast to the image on the envelope, the car seems to be illuminated by the small part of the sun that is revealed behind the moon.
Furthermore, the images of the full vehicle in the booklet seem to be printed with a different technique so that they jump off the page and have a smoother texture than the rest of the page.
The mailer aligns with BMW’s Beauty. Revealed. marketing campaign for the 6 Series Gran Coupe.
The theme of the multichannel campaign is a total solar eclipse. The vehicle has the same qualities as the phenomenon which is a breath-taking natural occurrence that reveals the pure beauty of nature to its observers for a brief moment, claims BMW.
BMW launched the campaign in print and TV during the second quarter.
The “Sight to Behold” commercial, for example, begins with a solar eclipse and as it progresses the vehicle becomes more visible.
Sight to Behold commercial
Also, print ads show the coupe against a solar eclipse with varying headlines such as “Some things are worth waiting for.”
BMW 6 Series Gran Coupe print ad
BMW’s campaign focuses on the components of the coupe that set it apart from others models. The mailer conveys this message with simplicity.
Also, direct mail is a way to stand out to affluent consumers since not many luxury brands use the channel.
Furthermore, mail should be combined with digital efforts so that consumers can view videos and search for dealerships, which will help a brand complete the sale.
BMW uses email to reinforce messages spread via direct mail so that it is a two channel approach, per Ms. Villaverde.
Email allows BMW to personalize the brand message to each of its consumer. The automaker uses personalized URLs in some of its emails so that consumers are brought to a personalized page with their information and nearby dealerships.
“We use direct mail and email in tandem to get at the consumer in two different ways," Ms. Villaverde said. “It is a way for us to have a direct channel to the consumer.
“We are able to gather results to see if the person went to the Web site, submitted a dealer request or bought a car," she said. “CRM allows you to get direct information about what consumers are doing."
Tricia Carr, editorial assistant on Luxury Daily, New York