Some call it 'relationship marketing.' Others call it 'one-to-one.' But BMW has come up with a term all of its own: 'high touch.'
BMW hopes to use this strategy to appeal to an important market segment: women. 'We have not always done a good job appealing to women,' admits BMW of North America President Victor Doolan.
About 30 percent of BMW's owners in America are women; Doolan says that figure must be closer to 45 percent if the German luxury automaker is to stay competitive in this market.
One way BMW is trying to connect with women is by donating money to the Susan G. Koman Foundation, which researches breast cancer. The carmaker donates $1 to the foundation for every mile BMW dealers log as customer test-drives. BMW has raised $2 million so far.
'The test-drives allow us to reach owners and prospects and at the same time benefit a good cause,' Doolan says.