BMW
The strength of a non-intrusive, exclusive and relevant magazine for BMW-fans
If the owners or prospective owners of BMW vehicles form a small private Club gathered around the same passion – the pleasure of driving - they remain nonetheless "consumers" like any other.
They like to receive beautiful letters on glossy paper - without their names mispronounced - they appreciate that we anticipate their desires by inviting them to exclusive and relevant events. And, as true fans, they would not miss the issue of "THEIR" magazine, the BMW magazine!
What allows these non-intrusive contacts with them? Our customer database. At BMW, this little jewel of ours is at the center of all attention... Gwenaël Marchadour, the goldsmith of this unparalleled relationship marketing, explains his vision and details how WDM France contributed to this success.
What has changed with this new strategy?
We have to admit that until then CRM was rather suffered by a dealer network which was paradoxically very attentive to customer loyalty building and obviously sensitive to prospecting new clients. They had adequate communication tools, but could feel a little frustrated when dealing with the creation of direct marketing campaigns that would be efficient and at the same time complying with the brand codes. By providing an easy to use and economically competitive toolbox, we have started to reconcile both manufacturer and distributor points of view. Our dealers are indeed more active and they now launch better targeted campaigns.
Read the full interview with BMW's Marketing Director for France, Mr. Gwenaël Marchadour here.
DNA Partners
WDM France
Publisher case
Publisher
WDM France operating services for publishers run on P-Système, an owner program developed for data hosting, data managing with a multi-publication vision.
Everyday WDM France maintains the quality of the databases by treating and enhancing data, manages the dispatch of subscription renewal reminders, as well as undertakes the preparation, routing and accounting management of the publishing companies.
All addresses are enhanced thanks to SONARIA, the only referential that links French addresses to individual names. It currently covers over 90% of the French population.
In a very near future, WDM France is planning to:
- develop an online interactive space dedicated to customers using Abovision, WDM France solution for online subscription. It will enable subscribers to:
* declare their address move
* check or modify their account information
* request the shipping of their magazines to their holiday locations…
-get a customer vs. subscriber vision:
in increasing the marketing knowledge of individuals in the household, publishers will optimize their campaigns: more appropriate target definition, improved customer loyalty building and adapted marketing offerings.
Médecins sans frontières and Bon Prix
List Alliance Club Members
Two Interviews
«What advantages do you find in being a Member of the List Alliance Club?
MEDECINS SANS FRONTIERES
- I would identify 5 main benefits:
* firstly, List Alliance enables us to get access to addresses, without renting them, which we would not have been able to obtain in reciprocal exchange. The address owners are indeed not always interested in our files.
* secondly, for an organization like MSF which manages about thirty open exchange balances, List Alliance simplify all transactions.
* thirdly, the web portal guarantees us the delivery of net names.
* fourthly, the Club opens new recruiting sources, by gathering partners from different sectors, who we might not have been able to approach directly.
* finally, with List Alliance we are given the possibility to build selections based on transverse criteria such as geographical locations, age, income level…”
BON PRIX
“Why choose to join List Alliance?
- To begin with, the business model of list exchange on a web portal, as offered by List Alliance, appeared to us as a real market innovation. And Bon Prix has always intended to be innovative on its own market. It seemed only logical for us to join in that respect.
Moreover, like all mailorder companies Bon Prix is always on the lookout for new address files. List Alliance gives us the possibility to open up to new sectors (mailorder excepted) such as publishing or fundraising.
As of today, despite our product and service offerings, and despite the level of our achieved turnover, Bon Prix lacks brand recognition. To join List Alliance is also for us a means to make our company and our file widely known among the sector professionals.
Finally, the meetings of the List Alliance Club are an exclusive place of exchange with the gathering of Members from different sectors. We’ve had indeed the opportunity to meet confreres or partners who we did not really know until then.”