Advertising Practices used by BMW in the UK and US
All advertisements for BMW focus on BMWs brand values; however the way these are expressed evolves in response to economic, environmental and competitive changes. One thing that all BMW advertisements have in common is that they focus entirely on the cars.
Branding campaigns and new car launches.
Radio
Branding campaigns (2002 was the first year that BMW used radio for national advertising). It does not tend to be used at a national level, although may be used regionally.
Press
Color press for example: Vogue, lifestyle magazines, motoring publications, broadsheet newspapers and tabloid newspaper weekend color supplements.
Black & white: national press.
Some regional publications (for tactical campaigns).
Outdoor campaigns
A high impact, high awareness medium used mainly for branding and new car launches.
Online advertising
On selected 3rd party sites which can deliver to relevant audiences.
In addition to higher profile national advertising, dealers also run their own local campaigns through:
Local press
Radio
Bus advertisements
Cinema & Digital
Screens showing short films.
Other marketing activity
Includes supply of sales literature, brochures, bmw.co.uk/bmw.com, direct marketing, price lists and point of sale materials.
Alternative Advertising methods:
Product Placement
Product placement is a business practice based on mutuality. Having its cars placed in a variety of films, television plays and documentaries benefits BMW in many ways.
Examples:
1983 BMW 5 Series and a BMW motorcycle appeared in Octopussy
1994 the Z3 Roadster became James Bonds official car in GoldenEye
1997 following the success of GoldenEye a 7 Series saloon and R1200C Cruiser motorcycle appeared in Tomorrow Never Dies
1999 the Z8 sports car featured in The World is Not Enough
BMW Art Car Collection:
BMW has been committed to the world of culture for approximately three decades. It is one of BMWs commitments to take a close look at trends within society and serve as a driving force for new developments. Technology shapes our culture in the same way as culture refines our technical world.
Sponsorship
Formula 1 Sport has always been a strong part of the BMW brand and philosophy. Motor racing reflects the main brand characteristics of BMW: dynamic and innovative, competence, authenticity and competitiveness. BMW returned to Formula 1 with the BMW WilliamsF1 Team in 2000 and now supports BMW Sauber F1 team. The association with Formula 1 is not a sponsorship, but instead is a mutually beneficial partnership enabling BMW to demonstrate the importance of technical innovation