ANALYZING THE EFFECTIVENESS OF BMW FILMS

A RESEARCH PROPOSAL

Pamela Prieto Yvonne Tran Fei Hao

November 12, 2012

OVERVIEW
o

Situational Analysis of BMW Films Specific Aims of the Research Research Design Background Information Study Population Methodology Timeline and Budget

STRENGTHS
Impactful way to showcase BMW's product capabilities Shareable content lead to increase in brand awareness Videos resulted in 9.5+ million views Registration led to growth in customer contact database Positive reception from viewers and movie critics Comments indicate a positive perception of the BMW brand

The Hire is what movies might be like if someone decided to give James Bond a soul The New York Times

WEAKNESSES

Questionable return on investment

Did the films generate direct sales? Is there a likelihood to purchase BMW after watching the films?

Requires active involvement

Campaign reaches only the people who are curious or interested enough to visit the website Excludes people who dont have the access or desire to use the Internet

WEAKNESSES

Less effective in reaching typical BMW consumers

Reaches younger and lower income viewers than the typical BMW buyers

OPPORTUNITIES

Great potential to turn their BMW Films audience into actual customers

Early engagement to influence brand image in future potential buyers Redirect marketing efforts to reach target customers

BMW Films Visitor Profile Age

16-34 (60%) 35+ (40%)

OPPORTUNITIES
Drive traffic to BMWs website Increase understanding of potential customers tastes and preferences Strengthen the innovative and edgy brand image

THREATS

Diluted effects in second installment

Campaign loses its edge with increased exposure Saturated market Comparative evaluations based on entertainment values More critical viewers

Copycat projects

SPECIFIC AIMS

The main purpose of this study is to determine whether to continue to build on the BMW Films idea and how to do so or to start looking for new ideas for the next marketing campaign.
The study must: Evaluate the effectiveness of the existing campaign Guide BMW through their available choices to the most
profitable option

SPECIFIC AIMS

Phase 1: Is the BMW Films campaign worth continuing?

What is the brand image of BMW? Does the brand image match BMW expectations? Did the campaign affect intent to purchase a BMW in the future?

Did sales increase because of the campaign?

How can BMW improve the effectiveness of the campaign? If the campaign was effective, is there an interest in new films?

SPECIFIC AIMS

Phase 2: If the BMW Films campaign is successful, how should BMW proceed?

Option 1: Make the existing films available to a wider audience Option 2: Make a feature-length film

NECESSARY BACKGROUND INFORMATION

Luxury-car industry landscape BMWs competitors BMWs target audience lifestyles and habits Factors that affect brand-image formation Effectiveness of nontraditional advertising

Internet Social media Web videos

METHODOLOGY PHASE 1
Research Question: Is the BMW Films campaign successful in branding and influencing intent to purchase?

Study Population

Viewers who registered with BMWFilms.com Non-viewers found through market research online panels

METHODOLOGY PHASE 1

Method: Survey to evaluate attitudes and behaviors

How people perceive the BMW brand Their attitudes toward the brand Habits of media consumption Intent to purchase Interest in development of future films

METHODOLOGY PHASE 2
Research Question: How should BMW continue their films campaign?
63% Male Average Age: 46

Study Population

Sample respondents should overall reflect BMWs target consumer Mostly male (2/3) 35+ year olds Higher income bracket ~$100,000 College-educated

The BMW Customer

Median Income: $150,000

76% College Education

METHODOLOGY PHASE 2

Option 1: Reaching a Wider Audience

Movie theaters
Television DVDs

METHODOLOGY PHASE 2

Movie theaters:

Previews as precursors to feature films

Survey of moviegoers Test Market: Three cities and one theater per city

METHODOLOGY PHASE 2

Television

Broadcast the movies several times during a one-week period

Telephone survey
Random digit dialing sampling

METHODOLOGY--PHASE 2 CONT

DVDs:

Distribute DVD compilations of the films at select BMW dealerships

Follow-up phone survey

METHODOLOGY PHASE 2

Option 2: Feature-Length Film Conduct three focus groups

Analyze the participants perceptions, attitudes and opinions toward a potential new film Five to eight members from the target demographic The participants will view a trailer to the new film

EXPECTED RESULTS

Phase 1

BMW will know whether to continue the BMW Films campaign or to abandon the project Will allow BMW to know if new films are a viable option
Will allow BMW to determine whether distributing the films across a variety of media is a profitable option

Phase 2

TIMELINE & BUDGET o Phase 1:

o Phase 2:

Questionnaire design and sampling: 2 weeks Data Collection: 2 weeks Data Analysis and Creation of Report: 2 weeks Total = 6 weeks Estimated cost = $23,000

Option 1: Wider Audience

Questionnaire development and sampling: 2 weeks Data collection: 1 week Data Analysis and creation of report: 3-4 weeks

Option 2: Feature-Length Film

Designing and sampling: 1 week Execution: 3 days Analysis and Report: 1 week

Total = 8 weeks Estimated cost = $95,940

THANK YOU.