BMW Motorrad: communication strategy redefined in the launch of new products

The launch strategy for new products has been realigned BMW Motorrad through new ones live and digital formats which will increasingly take the place of traditional apparitionsthe moles trade fair events.

The change of strategy

BMW Motorrad, recalling the recent difficulties linked to the pandemic, had reported in advance its absence during important events such as EICMA and Intermot in 2020. Given the cancellation, in the final part of last year the various brands showed their innovations through online presentations or content videos broadcast on the web and new live and digital formats are central to the press release released by BMW on the occasion. Content that: "will increasingly replace traditional appearances at the fair", as reported. This means less centrality for important salons such as EICMA in Milan and Intermot in Cologne.
A strategy aimed at interaction, reaching an increasingly wider audience using live and digital formats independent of the presence at the fair, with the possibility of planning world previews and product launches "in a more flexible way", as reported. Furthermore, BMW Motorrad will continue to present its range to visitors at selected regional shows, remaining open to new formats, as indicated in the press release.
Therefore, a realignment of the communication strategy linked to new products and proposals with internal BMW Motorrad and BMW Group formats and also external live and digital formats takes into account the target groups and types of media.

Photo: BMW Motorrad