The slogan of BMW is "conquer the hearts of China people with BMW products", but it is not its car that really conquers China consumers, because in today's homogenization of many commodities, there are too few cases where real commodities can impress people. However, the "BMW lifestyle" deliberately created by BMW has touched and influenced many consumers. Driven by the "lifestyle marketing" of BMW, "BMW Lifestyle Store" came into being in Beijing. Seaman, president of BMW China, made no secret of their purpose: to let customers show their success by buying BMW products, to integrate the success of BMW brand and consumers themselves, and to make using BMW products a way of life for customers.
For BMW's motorcycles, a series of "lifestyle marketing" rules were also adopted at the end of last century. With the slogan of "driving a BMW and riding a Mercedes-Benz", BMW motorcycles have also risen rapidly in recent years. The data can prove the amazing sales performance of BMW motorcycles in North America-it has tripled in five years!
16,000 vehicles in 1998, and rapidly increased to16,000 vehicles in 2003. In just one year in 2003, the sales of BMW motorcycles increased by 32%! Through brand-new brand positioning "real knight logo" and advertising language "fun of driving", BMW's motorcycle riding has been promoted to a new height. In order to improve the brand awareness of BMW motorcycles and make more motorcycle enthusiasts consider BMW, the marketing activities in 2004 were mainly aimed at motorcycle owners and potential buyers aged between 18 and 45. In addition to conventional marketing methods, BMW also selected a large number of world-renowned magazines for publicity activities, including Motorcycle World, Men's Weekly, Outdoor, Playboy, Motorcycle Knight and National Geographic Adventure.
At that time, the core goal of BMW was to establish the brand recognition of BMW motorcycles. Although BMW motorcycles have a history of more than 80 years, few people know about them. In the United States, each motorcyclist owns an average of 2.3 motorcycles, but Harley-Davidson occupies an unshakable leadership position! BMW doesn't want to be the first ambitious. They just want BMW motorcycle to be the second motorcycle in people's garage. Relevant information shows that once motorcycle enthusiasts buy BMW motorcycles, they will become loyal buyers of the brand. ...
BMW's advertising creative personnel also fully consider this point: motorcycle magazine is a stepping stone to motorcycle marketing. When people are ready to buy motorcycles, they will look for specific information about a certain brand in magazines. However, less than 10% of motorcycle friends read motorcycle magazines, so it is particularly important to choose lifestyle magazines! Because in areas with a high level of spiritual life, all kinds of life magazines are indispensable cultural fast food in people's lives. Therefore, with the help of these non-motorcycle magazines, BMW can help deliver product information to people who cannot be reached by traditional marketing methods. Although these people are not motorcycle enthusiasts, they want to try another lifestyle, which may be related to adventure, sports or leisure activities (motorcycle riding has become a leisure activity in the United States). They may be ready to try riding motorcycles, or they may be ready to change their riding brands. As a result, BMW succeeded. With the help of family-friendly lifestyle marketing rules, they focus on magazine advertisements that can be seen everywhere in their lives. This "second" position has finally been realized. Of course, if you want to get the first place, you must first occupy the second place, otherwise it will be a castle in the air.
Interestingly, the brand BMW can also be extended to the clothing industry, and has achieved quite good results. This is also an example of BMW's intention to extend emotional marketing to life. The reason why BMW can be extended to clothing is that BMW not only symbolizes extraordinary car-making technology and craft, but also means a "chic, elegant, fashionable, leisurely and relaxed" lifestyle. Cars and clothing are the carriers to interpret BMW's core values.