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Iris > 实例探究 > 宾利在蒙特利汽车周体验式营销的成功
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Monterey Car Week 2018: Bentley's Experiential Marketing Strategy

技术
  • 应用基础设施与中间件 - 事件驱动型应用
  • 传感器 - 自动驾驶传感器
适用行业
  • 汽车
  • 零售
适用功能
  • 销售与市场营销
用例
  • 智能停车
  • 车辆到基础设施 (V2I)
挑战
宾利希望在蒙特利汽车周期间与受邀客户、媒体和潜在客户建立密切联系,并推广其核心车辆。
关于客户
宾利邀请客户、媒体和潜在客户参加蒙特利汽车周,与他们的品牌互动并体验他们的车辆。
解决方案
宾利将圆石滩旅馆附近的一处房产改造成“宾利之家”,为 VIP 客人、客户和媒体提供一流的体验和接待空间。他们还举办了 Bentley 研讨会和签名派对来增强体验。
运营影响
  • The experiential marketing strategy employed by Bentley at the Monterey Car Week was a resounding success. The transformation of the property into the 'Home of Bentley' and the production of two standout evening events provided an immersive and memorable experience for the attendees. The Bentley symposium and Bentley’s Signature Party not only engaged the attendees but also effectively showcased Bentley's luxury vehicles. The strategy resulted in a significant increase in retail sales at the Bentley Boutique and a high number of social impressions, indicating a strong brand engagement and visibility. The event also served as a platform for Bentley to foster a close relationship with its customers and potential clients, further strengthening its brand positioning in the luxury vehicle market.
数量效益
  • 941 visitors to the Home of Bentley
  • 340% increase in retail sales at Bentley Boutique
  • 300 event attendees

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