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Wednesday, May 31, 2006 Hyatt Century Plaza Hotel

Wednesday, May 31, 2006 Hyatt Century Plaza Hotel. Jan Thompson Vice President, Marketing Nissan North America, Inc. TRANSFORMATIONAL MARKETING. Jan Thompson, VP Marketing Nissan North America ANMS, May 31 st , 2006. VERSA. SENTRA. ALTIMA. Marketing Challenge.

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Wednesday, May 31, 2006 Hyatt Century Plaza Hotel

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  1. Wednesday, May 31, 2006 Hyatt Century Plaza Hotel

  2. Jan Thompson Vice President, Marketing Nissan North America, Inc.

  3. TRANSFORMATIONAL MARKETING Jan Thompson, VP Marketing Nissan North America ANMS, May 31st, 2006

  4. VERSA SENTRA ALTIMA Marketing Challenge • Launch 6 Models In 7 Months MAXIMA QUEST G35

  5. Next Generation Nissan Marketing

  6. Key drivers of this change • Ubiquitous technology • Media fragmentation • Changing demographics • Globalization • Accelerating business cycles • Escalating marketing costs

  7. Consumer Centric Model Click on banner ad to check out Nissan URGE microsite, sign up for next podcast Chatting on Xbox Live about the iPod connector in the URGE Playing Project Gotham Racing 3 on Xbox with Nissan URGE concept car Edmunds.com message boards to see what other people are saying about the Nissan URGE A little more interested in the model, off to check out any Auto show pictures onMy Space blogs Download some photos from the show as wallpaper onto a Sidekick II phone/internet/email/instant message/camera device Downloads a cool Podcast with a review from a guy in his My Space group that went to the Auto show.

  8. The disparity of ad spending and household time spent with various media types Misaligned Spending Advertisers’ spend isn’t aligned with consumers media preferences

  9. Age of true globalization • Faster product cycles • Continuous innovation • Improved efficiency & effectiveness • Global solutions to global challenges

  10. 17.0 Billion 1378% 17% 68% 322 17.0 Million 14.5 Million 191 700 Million 1985 2005 1985 2005 1985 2005 Number of Models Industry Sales Advertising Spend What has changed in the last 20 years? 1985, Wards Automotive Yearbook (1985), 2005, Automotive News Data Bank (2005)

  11. Traditional Model Transformed Model Planning Objective:> Brand Transformation > Channel Integration > New Media metrics Planning Objective:Communications goals based on reach/frequency Test Measure Refine Targeting Method: > Detailed consumer insights > Embrace media meshing > Enable peer networking Targeting Method:Mass mediums focused on large, undefined segments Test Measure Refine Actionable Business Intelligence: > Full funnel focus > Data Modeling > KPIs, ROI & CLTV Measurement:Ad tracking metrics like awareness, brand opinion, TRP and CPM Transformational Marketing

  12. 42% Using Internet 6% 22% Watching DVDs 15% Watching 19% cable/satellite TV 15% 5% Watching network TV 36% 5% Playing video games 18% 0% 10% 20% 30% 40% % spending less time % spending more time Transformational Marketing Media Type Consumption The web continues to “steal” time from other media outlets What do you spend more time and less time with than 12 months ago? Source: In-Stat MDR September 2004

  13. Transformational Marketing A new partnership with MSN and Microsoft: A New Strategic Relationship to Reach Consumers with a Digital Lifestyle The New Network: A Platform of Consumer Touchpoints

  14. Transformational Marketing 9pm 7am The Nissan Consumer 6pm 9am 3pm 12pm Learning from an Integrated Communications Experience

  15. Transformational Marketing • Yahoo reaches 73% of the total on line audience • 80% of all Nissan and Infiniti owners who are on line are on Yahoo • Yahoo delivers unique content to several key targets • A growing partnership with Yahoo:

  16. Transformational Marketing • Search has been a significant part of our media mix • Nissan Summer Sales event paid search results: • 40% of all web traffic to NissanUSA.com • 31% of interactive sales tracked to search activities • ROI of $31.82 returned for every dollar spent • * ClickZ, 11/2005

  17. Transformational Marketing • An expanded partnership with Google: • Utilize Google’s technology to map relevant Nissan content and tools to the right target audience. • Make it easier for our intenders to find and research our products and dealers

  18. Transformational Marketing

  19. Transformational Marketing Infiniti summer sales event, interactive media performance

  20. Transformational Marketing • Supporting Dealer and Regional marketing ROI optimization • Subject Matter Experts • Search • Data analysis and modeling • Business Intelligence OEM Dealers Regions • New OEM communication strategies must be aligned with regional and dealer strategies Create a consistent and integrated dialog with the consumer

  21. Transformational Marketing • Nissan advertising PNVR decreased by 8 percent from 2004 to 2006

  22. SEVEN KEYS TO TRANSFORMING YOUR MARKETING: • Measure everything • Adapt faster • It’s all about engagement • Break down the silos • Media must do the same • Embrace accountability • Have fun

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