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Home Page > Internet > Internet Marketing > Trendsetters Bmw & Gmc Using the Web to Drive Sales
Trendsetters Bmw & Gmc Using the Web to Drive Sales
Posted: Jan 24, 2008 |Comments: 0
|
Today’s larger, progressive companies are investing millions of dollars into discovering how to deliver their message effectively to consumers via the Internet. For smaller businesses with smaller budgets, the dollars that larger corporations sink into bolder internet marketing campaigns are like free internet marketing lessons without risk or expense.
While your company may not be as large as those mentioned in this article, the following scalable examples illustrate how moving even a small portion of your marketing budget over to Internet Marketing can translate into noticeable returns for your company.
BMW Takes Hollywood Online
6.5 years ago on bmwfilms.com BMW released and distributed a stunt-filled, action mini-film series called “The Hire” starring actor Clive Owen (Sin City and The Bourne Identity). Guided by such directors as John Frankenheimer, Ang Lee (Crouching Tiger Hidden Dragon, The Hulk, Brokeback Mountain), Wong Kar-Wai, Guy Ritchie, Alejandro González Iñárritu, John Woo (Mission Impossible II), and Joe Carnahan, this was unquestionably a big-budget Hollywood style production.
The 8-part series, each directed by a different director, won numerous awards and received accolades from the New York Times and Time Magazine. The result: over 100 Million film views translating into approximately 1.9 million film views per month over its 4.5 year run which ended in October of 2005. Though the series is no longer available for download, various websites still sell the DVD 6.5 years after it first debuted at the Cannes Film Festival.
If these films released via non-traditional media such as television, the statistics would have been less accurate and much more time-consuming and expensive to track. Imagine if those films made just 1% or 1 Million of those viewers curious enough to visit a BMW showroom. If even 1% of those 1 Million leads purchased a vehicle at an average vehicle cost (est.) of $50,000.00 USD that translates into $500 million USD of additional sales over 4.5 years; just over $111 Million a year of additional revenue.
Sure, few companies have the budget that BMW has but try scaling it all down and finding a unique way to present your own products online that will excite your target market and leave your competition in the dust. The lesson here is thinking outside the box.
GMC Uses Traditional Media to Support Online Campaign
For the last 3 years, GMC has been working with creative company Digitas – the National Football League (NFL), and the Entertainment and Sports Programming Network (ESPN) – to power an online interactive campaign for GMC.com. Mary Kubitskey, national advertising manager for GMC had this to say about the decision to move advertising dollars online: “Any day I’ll trade traditional media money for something nontraditional. Digitas did a great job in putting together a promotion, and we feed the promotion with traditional media.” The campaign is a direct result of the company moving a larger percentage of its advertising dollars online.
She also added, “As with all our traditional marketing advertising, we’re trying to go more digital. It’s not a surprise that 30-second ads aren’t working like they used to, and this gave us an opportunity to interact with NFL fans and football. I spend too many hundreds of millions of dollars in traditional media and broadcast 30-second spots and it’s getting hard to see that money work for us. So we’re engaging Digitas to keep trying to bring us what’s new.”
Bigger companies are starting to realize that traditional media doesn’t have the same bite as it used to so they’re thinking of ways to use traditional means in conjunction with newer online strategies to advertise effectively. Think of ways you can use your existing locations or marketing mediums to augment or enhance a web marketing campaign.
Benefits of Internet Marketing: What’s In It for Your Business?
BMW chose to deliver its message via a very aggressive, multi-million dollar web campaign and got the attention of the media, potential buyers and non-buyers alike. GMC, instead of funneling marketing dollars into traditional media advertising has decided to use traditional media to feed an online advertising campaign. It may seem like bigger corporations have the upper hand but when you really break it all down, whether you’re a small business or a large corporation, the benefits of moving towards internet marketing are the same.
Measurable – Track visitation stats, conversions, paths through a website and more so you know where to channel your advertising dollars and where you shouldn’t.
Affordable – Internet Marketing is on average less expensive than traditional media, potentially saving your company money.
Wide Reach – Geographically, you can access local, national, or even global markets to expand your potential revenue exponentially for a fraction of the cost of using traditional media to accomplish the same task.
Geographic and Demographic Targeting – Certain types of campaigns allow you to target consumers by age, income levels, education, location and many other factors increasing the effectiveness of your campaigns and website.
Interactive – Allows quick and easy communication between advertiser and visitor via filling out online forms, email, or even live chat that further increase the chance of a sale or conversion. Visitors receive information on demand.
Compare that with traditional “show-and-tell” one-way media such as print, radio, magazine, and television and internet marketing suddenly becomes a very attractive way to get in front of a changing market. As more and more people begin to embrace the web as a rich source of information and entertainment, the importance of achieving an effective online presence and delivering your unique message over this new, digital medium is climbing its way to the top of the priority list.
Your customers are changing their thinking and your competition is starting to adapt. Is your business ready for the revolution?
Official BMW Press Release. “The Hire – The Acclaimed Film Series By BMW – Will End A Four And A Half Year Internet Run October 21st” October 11, 2005. Accessed on: October 05, 2007. http://www.bmwusa.com/bmwexperience/filmspr.htm
Clickz.com News. “GMC Launches NFL Site in Move Away from Traditional Media Buys”, Oct 05, 2007, Matthew G. Nelson. Accessed on: Oct 5, 2007 http://www.clickz.com/3627219
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Michael Dela Cruz -
About the Author:
Michael Dela Cruz is the Web Marketing Consultant for Canada’s Web Shop, an Internet Marketing Company located in Winnipeg, Manitoba Canada specializing in Internet Marketing,
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Is the new on the internet program known as Work At Home Assault just one more scam? Much more and a lot more individuals are seeking an on-line position possibilities these days, only to run into numerous marketing messages and informational items that call for them to ‘invest’ a massive sum of cash just before they are able to get began.
By:
Dirk21 Johnl
Internet>
Internet Marketingl
Jan 21, 2011
Marketing Quickies 3 Scam or Any Good?
Have you been questioning should you need to acquire Marketing Quickies 3? This item is created by expert marketing Andrew Fox together with Lee Benson. From my personal experience, each item that I’ve gotten from Andrew Fox thus far has supplied me with substantial top quality information and higher top quality instruction materials.
By:
Dirk21 Johnl
Internet>
Internet Marketingl
Jan 21, 2011
Find Out How To Choose A Profitable Clickbank Product
This article is about promoting profitable Clickbank products, by taking into account a number of indicators, provided by Clickbank itself, that helps the affiliate marketer to succeed in making money online. What figures to consider, what values of gravity, competition, price, popularity etc. should the marketer that starts out selling Clickbank products, consider in their marketing strategy.
By:
German Calvol
Internet>
Internet Marketingl
Jan 21, 2011
The Social Media Snob and His Weapon: the #nofollow
Social Media snobs and #nofollow tags really have no place in a communication medium like Social Media, which was created to encourage interpersonal engagement among all good people rather than to inhibit it in any way. No one is too important to exclude others in Social Media and the best filtering system for what is appropriate and what may not be is not an algorithm. It is the human intellect.
By:
Marc LeVinel
Internet>
Internet Marketingl
Jan 21, 2011
Online Shopping Trends on the Rise
Consumers are sending a very clear message to businesses that they are starting to look to the web and online stores to meet some, if not all, of their shopping needs.
By:
Michael Dela Cruzl
Internet>
ECommercel
Jun 19, 2008
lViews: 102
E-commerce Store Owners: Beware of Duplicate Content
If you’re an e-commerce store owner that sells merchandise from popular online suppliers, this article describes a problem you may have with default descriptions for product.
By:
Michael Dela Cruzl
Internet>
ECommercel
Jun 19, 2008
The Buying Process: What is a Landing Page?
6 Tips on Creating Pages that Convert Visitors to Clients
By:
Michael Dela Cruzl
Internet>
Internet Marketingl
Jun 05, 2008
Banner Advertising: It’s not What You Think
Banner Advertising Goes High Tech; Less Annoying and More Effective than Ever
By:
Michael Dela Cruzl
Internet>
Internet Marketingl
Jun 05, 2008
5 Ways to Leverage Offline Advertising Using Your Website
Many companies’ online and offline advertising initiatives play in different corners of the sandbox. Read this article to find out how you can leverage both to create a finely-tuned marketing machine.
By:
Michael Dela Cruzl
Internet>
Internet Marketingl
Jun 05, 2008
The Buying Process: Symptoms of Abandoned Cart Syndrome
How to effectively find and minimize the number of abandoned shopping carts on an e-commerce website.
By:
Michael Dela Cruzl
Internet>
ECommercel
Apr 25, 2008
Top 5 Benefits of Analyzing Your Website Traffic
A list of the top 5 reasons why you, if you’re not tracking/monitoring your website traffic statistics, you SHOULD be
By:
Michael Dela Cruzl
Internet>
Internet Marketingl
Apr 25, 2008
57% of Canadians Bought But Only 15% Sold
Even with proportionally more internet users, Canada falls short with only 15% of Canadian Companies doing business online.
By:
Michael Dela Cruzl
Business>
Online Businessl
Apr 25, 2008
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Michael Dela Cruz is the Web Marketing Consultant for Canada’s Web Shop, an Internet Marketing Company located in Winnipeg, Manitoba Canada specializing in Internet Marketing,
