Fried Logic

For BMW Simple Is The Key To Mobile Marketing Success

Last winter BMW in Germany took a different approach to the seasonal marketing of snow tires, instead of direct mail they launched a MMS campaign to 1,200 BMW owners to encourage them to buy new tires. The result was a 30% conversion rate and an extremely successful campaign. You can read the entire case study over at Mobile Marketer, but I wanted to quickly point out the two key success points BMW learned about mobile marketing.

1. Keep it simple – Instead of trying to wow users with features, BMW kept their message and its complementary application simple and easy to use. The Mobile platform is about speed and quickness.  Providing customers an easily route to discover new information is the best chance a company has at holding their attention.
2. Keep it relevant – In the case of this small campaign, BMW was dealing with a niche group. By providing an application that could demonstrate how new tires would work on a specific model of car, BMW was able to provide extremely relevant information.