[robbiep]

http://site.bmw.co.uk/news/article/bmw-baby-boots/

The video is especially brilliant, with BMW certainly taking the mick out of themselves !

[Rukka]

https://www.youtube.com/watch?v=dqyrYmqDZyc


Don't know how to embed the video sorry


Very funny

[JustChris]

[Tengocity]

Have to say from a marketing point of view this has been the cleverest one yet, as before the value was just in having a standalone joke, but this one actually ties in some of their key marketing messages as well, and nicely integrated use of all their available channels around the one concept.

[Rbrown]

Love it!

[jhuber]

Awesome! Haha I would throw those on my boy

[tinytrevor]

Don't forget these are also available in pink! So get a pair for your soon-to-be-bmw-fan daughter too!

[Kal101]

That's a bloody brilliant idea

They should make an adult version - be great for when I'm pissed

[Tengocity]

Originally Posted by Lobb

I wonder how many additional units marketing expect to shift on the back of this little beauty?

If they're any good at their jobs they won't try to measure the specific benefit or return by such an inappropriate yardstick. Yes, eventually you hope for it to contribute to sales success but only as part of the wider marketing mix, made up of clear brand values and personality delivered via advertising, sponsorship, social media, dealerships etc etc

[Tengocity]

Originally Posted by Lobb

You try telling that to the board......

That's what they get paid to do. But at least BMW have someone on the executive board with sales and marketing accountability- Ian Robertson.
So I'm pretty sure they get it as an organisation.

What they don't do is make models which aren't profitable in their own right, like the VW group do. So "halo" cars like super cars don't get made these days by BMW. Some would argue that the business cases for these whilst not stacking up in the strict sense, might bring wider brand and PR benefits that could drive higher sales or better margins. Always difficult to prove directly though.

[Tengocity]

Originally Posted by Lobb

Marketing get employed to increase the capital that shareholders have invested in BMW. They can do this by increasing the number of units sold and / or the value of each unit (higher prices / more options specified). I agree, that depending on where in the economic cycle we are, boards may indulge themselves in "halo" cars. But be in no doubt, when you strip back the marketing fluff surrounding such creations, the bottom line is, the bottom line.

A marketing director going to a board and trying to present a case saying that he's spent €100m on marketing, but only created €50m additional value won't be around for long...

BMW, like all car manufacturing (apart from the very high cost / unit outfits) are about volume. For years BMW marketed the RWD of their cars. Then they bought Mini. Then the need to drive more volume and cross model commonality meant RWD is sacrificed to volume, as BMWs become front wheel drive.

Why? BMWs board has a primary responsibility to increase shareholder value.

Lobb, you talk a lot but say nothing I'm afraid and it's clear you don't really understand marketing. It's the board's accountability to increase shareholder value, through effective management and leadership of the various resources, assets, people, functions, R&D or whatever at it's disposal. If a marketing director pitched up for his annual budget based on increasing shareholder value as a direct consequence he'd get laughed out of the room.
Sure, his efforts will contribute to that, but only through a number of intermediate steps, that would all be more appropriate measures of success, and only as part of a wider company plan to which he/she may not be a part of. For example, no point in positioning yourself as a maker of driving enthusiast cars (the marketers responsibility) if the engineers are building dull handling cars.

[Tengocity]

Originally Posted by Lobb

I don't understand alot of "marketing".

We agree on something

Originally Posted by Lobb

I do understand some marketing managers have an over inflated value of their worth.

I'm sure they do, they are human after all, and that's a very normal human characteristic. However, like many people (in many different professions and jobs) they also know that those who don't understand what they do fully, also underestimate their worth at times.

Originally Posted by Lobb

And I understand a great deal about creating shareholder value. Have you presented to many boards?

I'm all ears... tell me what you understand about shareholder value?

Personally I've presented several times a year to the UK boards of the organisations I've worked for, and on occasion to levels above that. Can't say it was that big a deal, nor do I miss it now that it's not part of my current job. I'd never pretend I had any significant or direct impact on shareholder value, but I know what my team delivers for the organisation on the top line, as that's what I'm accountable for. Is that enough macho bullshit for you?

[teaston]

Oh dear!

[davyk31]

Some Willy waving in here guys.

Modesty is a much more admirable quality IMHO.

[robwils]

Originally Posted by davyk31

Some Willy waving in here guys.

Modesty is a much more admirable quality IMHO.

[Tengocity]

Originally Posted by davyk31

Some Willy waving in here guys.

Modesty is a much more admirable quality IMHO.

Not sure I could have answered a direct question more modestly :

[Tengocity]

Originally Posted by Lobb

Not sure where you are getting the "macho bullshit" from?

Quite happy to talk to you about shareholder value Mr Tengocity. But my company charges for its services, so I'd need to invoice you.

On that basis, we will agree to disagree, and part as friends.

Sorry, perhaps I've misinterpreted your tone as unnecessarily alpha male, and your comments in relation to the true function and accountability of marketing as ignorant. In that case, if I'm wrong, then I do apologise.

[Mattyk]

In case anyone hasn't noticed, this is a diesel vs petrol, xd vs sd war of attrition, it could have serious legs

[JustChris]

I look away for a second an you're fighting.

Naughty step. 2 minutes.

[Mattyk]

Doh, I've been waiting all day to log back in a see where this thread ended up :/