New Century BMW is a franchised dealer in Alhambra, California. Although repeatedly earning BMWs “Center of Excellence” award for customer service, they were otherwise no different from any other BMW competitor.
Challenge: Located in a high density Asian community, New Century BMW had limited awareness with other consumers, particularly among Anglo men who research confirmed buy more BMWs than other consumer segments. Sales though steady, were unremarkable with below market performance.
Solution: RSC Marketing conceived and initiated the exclusive “New Century Club” featuring unique customer benefits like free performance driving clinics, pro golf instruction and preferred access to other promotional events and sales. New creative and the New Century Club brand message merged with retail “buy now” merchandising incentives was communicated to a target audience that included the Asian community, but expanded to reach Anglo men as well.
Result: Monthly sales increased between 8-20% shortly after the campaign was launched, with sales several percentage points higher than average market performance.