Implementing the BMW Marketing Bonus Efficiently
Too small for a marketing department. Yet too professional for half-measures | Autohaus Karl Jungmayer
Discover how Autohaus Karl Jungmayer in Lower Bavaria fully automated its customer communication, achieved a campaign success rate of over 80% and met BMW’s requirements from Munich with minimal staffing effort.Over 80%
Success rate in the DSE campaign
Fully automated
All BMW Marketing Bonus campaigns managed through Veact
Noticeably less workload
Fewer internal resources tied up in marketing
For us, working without Veact is no longer imaginable. Any dealership without its own marketing department is in the best possible hands here.
Reminders to communication
For a long time, customer communication at Autohaus Karl Jungmayer focused mainly on the essentials. The dealership sent out reminders for vehicle inspections and emissions tests, while many other marketing activities were left untouched.
As a BMW Service Partner based in Geiselhöring in Bavaria, this approach worked well enough for many years. Then the expectations changed. BMW began asking its service partners to take a much more professional approach to marketing. Campaigns had to be run regularly, across several channels and with proper documentation. Any business that wanted to qualify for the Marketing Bonus had to be able to deliver. This left the dealership facing a challenge that many medium sized BMW businesses will recognise. The requirements had grown, but the internal resources had not. Gudrun Jungmayer, who is responsible for commercial management and marketing at the dealership, describes the situation very clearly. “We were no longer able to manage the customer contacts required for this. We urgently needed professional support.”
Building an in house marketing department was not economically realistic. At the same time, software alone would not have solved the problem. What Jungmayer needed was a partner who could raise the dealership’s marketing to BMW standards and take care of the work in a practical and reliable way.
Modular support instead of an oversized package
For Ms Jungmayer, the decisive factor was Veact’s modular approach. With Veact, individual modules can be booked exactly in line with BMW’s requirements, no oversized all-in-one solution, no software subscription that still has to be managed internally, but a modular system tailored precisely to what BMW demands.
There was also a second point that is often underestimated: dealerships without their own marketing department do not need software alone. They need professional support that automates the work for them. That is exactly what Veact promised and exactly what Veact delivered.
Implementation: smoother than usual
The process was not entirely without initial challenges. Setting up the interfaces was demanding at first and data quality still needed improvement during the early phase. Anyone who has ever experienced an IT implementation in a dealership will know this situation well.
What made the difference was the support provided by Veact itself. Account Manager Sandra Bundschuh guided the team step by step through the critical initial phase, ensured clean data structures and resolved the typical friction points before they could become real problems.
The result was an onboarding process that, according to Ms Jungmayer, was “significantly smoother than many other IT implementations.”
Over the course of the collaboration, data quality improved considerably, a crucial foundation for any form of automated customer communication.
What is running today
In day-to-day operations, Autohaus Karl Jungmayer now uses the full campaign package required for the BMW Marketing Bonus. This is complemented by lead management, email-first communication and ongoing data-quality measures. All marketing activities are handled automatically through Veact.
Ms Jungmayer sums up the current situation simply and honestly: “Everything practically runs by itself.”
Better response rates year after year
Response rates are improving year after year. This is no coincidence, but the result of continuous optimisation based on clean data. When asked what she would tell other dealerships about working with Veact, Ms Jungmayer answers without hesitation: “Any dealership without its own marketing department is in the best possible hands with Veact.” For Autohaus Karl Jungmayer, the decision has long since proven its value. Today, working without Veact is no longer imaginable.
The results
Noticeable improvement in the online appointment-booking rate
The online appointment booking rate has improved noticeably since implementation. This is a direct result of targeted customer communication across several channels.
DSE campaign with rates well above 80%
One campaign stood out in particular. The Direct Service Invitation achieved a rate well above 80 percent, a result that would be very difficult to reach with a manual process at this scale.
Less pressure on internal staff
By outsourcing its marketing activities to Veact, the dealership now requires significantly fewer internal resources for these tasks. The capacity freed up can be redirected to where it has the greatest impact in the dealership: direct customer contact.
