BMW India was faced with a tough situation on hand. With high tag price, the number of potential buyers was few and scattered. All tried and tested methods of advertising faced the issue of huge wastage.
Business Understanding
If consumers take a test drive, they are 50% more likely to buy the car than without a test drive
Problem
How to reach out to right people and offer a test drive
Good to have
Reaching out in right context
Solution
Offer free pick up and drop services to all the golfers during a tournament.
Execution
Email details of all registered golfers were shared by the event organizers. Local BMW dealership offered all registered participants free pick up and drop service for the event day. At the time of pick up, they were offered self drive. They were asked if they would be interested in knowing more about the car later. All participants said “Yes” were sent a detailed brochure over email and request to visit the showroom.
Result
It was the most successful sales promotion for the brand for the year.
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P.S: Data might have been morphed to maintain event confidentiality
