1. Increasing incentives …
BMW
5-Series sales
(orange line)
still fell off a
cliff.
Source:
Compete October 2012
… doesn’t always work.
October 4, 2012 1

2. Shoppers lost interest…
BMW 5-Series
shoppers
declined and
conversions
dropped rapidly.
Source:
Compete October 2012
…conversions fell off.
October 4, 2012 2

3. Dr. Augustine Fou – Chief Digital Strategist
“In the absence of innovation or
true differentiation, just shouting at
customers louder and more often or
giving them more “bribes”
(incentives) still won’t drive sales.
What else can brands do?”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
October 4, 2012 3
acfou@mktsci.com