兰博基尼的微观目标策略：吸引少数强者
技术
- 分析与建模 - 虚拟和增强现实(AR/VR)软件
- 可穿戴设备 - 虚拟现实(VR)眼镜/耳机/控制器
适用功能
- 销售与市场营销
用例
- 虚拟现实
服务
- 测试与认证
关于客户
客户是兰博基尼，是一个针对少数有权势的奢侈品牌。他们希望创造创新体验来吸引潜在买家并维护他们的品牌形象。
挑战
面临的挑战是为兰博基尼提供数字营销策略，以保持品牌的地位并满足潜在买家的高期望。
解决方案
解决方案是使用基于净资产和家庭收入的地理定位列表来实施微观定位方法。高级印刷直邮邮件和电子邮件通信被发送给目标受众，并附有一副 Google 护目镜以观看 360 度虚拟现实驾驶。试驾是在旧金山经销店进行的。
运营影响
数量效益
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