Understanding the audience: How BMW Engage Millennials (2024)

FAQs

Understanding the audience: How BMW Engage Millennials? ›

BMW understood that millennials are often online, and hence, creating an integrated ecosystem by running a social media campaign. This ensures that conversations about both BMW and Coachella are always present and on-going from pre to post festival.

BMW aims its marketing at affluent consumers with high disposable incomes who value performance driving. This includes wealthier professionals, corporate fleet customers, and automotive enthusiasts.

Direct Mail & Email. BMW dealers really get involved in the marketing game when it comes to direct mail and email. These channels are an exceptional local marketing and brand equity boosting tactic. To pull this off, BMW invests in creating high-quality direct mail pieces such as postcards and door drops.

BMW's marketing strategy is centred around their strong dedication to brand positioning. BMW is more than just a company that makes cars. It represents luxury, exceptional craftsmanship, and the pure joy of driving. The brand's tagline, "The Ultimate Driving Machine," is something that has really stuck with consumers.

Social Media Strategy of BMW

The company highlights its design and engineering prowess by using high-quality images and videos to show off its products in use. This helps to create an emotional connection with its target audience and reinforce its brand image as a luxury car manufacturer.

Audience Demographics

66% of automotive enthusiasts are male. While that's still the majority, young women (18-34) also make up a large portion of the DIY community, with 54% performing their own automotive maintenance.

The digital customer experience is a top priority

“The digital ecosystem formed around BMW Connected, including the link to BMW's Open Mobility Cloud, enables us to not only better understand our customers, but also to assist them with personalised and contextual in-car information,” continues May.

BMW is prioritizing quality across its value chain to ensure the German carmaker maintains and improves customer satisfaction. It aims to achieve this by implementing excellent quality management in research and development, production, supply chain and aftersales service.

BMW's design philosophy centres around creating vehicles that evoke a sense of emotion and passion in drivers. Every BMW is designed with precision and attention to detail, from the iconic kidney grille to the striking headlamps, and everything in between.

Compared to other luxury car brands, BMWs are often viewed as having excellent resale value due to their premium quality, high-performance engineering, and established brand reputation. This makes BMWs a sound investment, with many models retaining a high resale value even after several years of use.

What is the BMW omnichannel strategy? ›

BMW is one of the world's best-known car brands. Its omnichannel strategy allows customers to configure their ideal car on the phone using a shared screen, gives them a live tour of the cars they have in stock, and has physical showrooms. BMW offers engaging experiences for its customers across multiple touchpoints.

BMW vehicles are engineered to provide a driving experience like no other. The brand is known for its focus on driver engagement and its ability to deliver a balance between comfort, performance, and driving dynamics.

The communication channels which BMW used to receive their customers are magazines, internet,BMW websites, external billboards,tradeshow,telesales campaigns etc. These are the media elements. Viewers are decoders of the message. Consumers are the receivers of the message.

The BMW Slogan

The current BMW slogan— as drivers spanning from Marietta and around the world may be quite familiar with— is “The Ultimate Driving Machine®.” This slogan was initially marketed in North America in 1974.

The BMW Group has long been supporting educational projects at its sites worldwide. We believe education is the engine that drives social development, generating growth, prosperity and social stability. Since late 2023, we have been collaborating with UNICEF, a strong partner, to further expand our commitment.

According to YouGov, BMW drivers are most commonly male, aged 40-59, and live in East Anglia.

The age and occupation of a typical BMW owner

Although you will always find examples of people driving a BMW that do not fit the typical profile it is likely that a typical owner of this make of car will be a male who is in his 40s or 50s. The average BMW owner is usually aged between 40 and 59.

BMW has made concessions that do make it quite practical. So, while the core target audience for the M4 is a Motorist with a capital 'M', this car is still suited to drivers with small families. You may prefer to test its capabilities around Monza, but it's still a fun drive to the garden centre.

BMW's design philosophy centres around creating vehicles that evoke a sense of emotion and passion in drivers. Every BMW is designed with precision and attention to detail, from the iconic kidney grille to the striking headlamps, and everything in between.