BMW & MINI
National Customer Magazine
& Campaign Collateral
Automotive brand marketing company, Maclaren Jones has been proud to work as an approved supplier of BMW GB for 14 years, and with MINI since the brands relaunch.
Our role has been highly dealership-focused, providing BMW and MINI dealerships with a comprehensive quarterly package of tactical marketing material covering new cars, approved used cars, servicing initiatives and accessory sales, as well as new car launch events collateral and dealership launch opening event materials.
This has included acting as sole supplier across the UK network for the BMW national dealer customer communication magazine – available as a 24-page dealer-specific publication or 68-page perfect bound coffee table style piece including luxury lifestyle content.
We created tailored magazines for over 70 individual dealerships on behalf of the BMW brand. We developed ‘core content’, briefed, agreed and approved by BMW GB in Bracknell. We then worked directly with Dealer Principals of the main dealerships, developing content that reflected their local needs and aims. Our agency’s experience of responding to both brand and dealership is long and deep.
BMW 7 Series Campaign – National winner
To support the re-launch and re-positioning in the market place for the BMW 7-Series, BMW GB announced a competition for dealers to pitch for a share of a £500k spend – with the 10 winners able to access £50K to support their 7 Series campaign ideas.
Maclaren Jones’ campaign, on behalf of our client Hexagon of Highgate, won first prize against stiff competition with other agencies.
Our understanding of the brand and the needs of the dealership stood out on the day and our successful campaign changed the perception of the BMW 7 Series from a chairman’s chauffeur-driven car to that of a dynamic drivers car, appealing to the younger owner-driver entrepreneur.
The whole campaign proposition was aimed at getting the individual prospect behind the wheel to experience the new 7 Series drive for themselves.
As a result of the campaign, the dealership sold more new 7 Series cars than ever before – creating a 45`% uplift in sales that year for this top of the range model.
MINI
When it came to the MINI customer newsletter we needed a quirky alternative that matched the brand – so the newsletter was created in the format of a take-away bag which dealership then used to house other collateral for customers to ‘take away’ with them.
I have worked with Maclaren Jones Marketing on many
occasions in my 21 years with the BMW and MINI brands and have always found them a pleasure to deal with.
Head of Business, Chandlers Worthing
As the approved national supplier for Customer communication pieces through the BMW newsletters Maclaren Jones ensured they were uniquely tailored to establish regular contact with our Customer base whilst promoting specific offers.
All the people I encountered within Maclaren Jones
clearly had a “can do” attitude around their work and worked extremely hard to help achieve our marketing goals.
Head of Business, Chandlers Worthing
