jan thompson - nissan, 5/2/07
TRANSCRIPT
May 2, 2007, Presentation to Nashville AMA
Jan Thompson
Vice PresidentMarketing Communications
Nissan North America
May 2, 2007, Presentation to Nashville AMA
– Ray Kurzweil
Source: KurzweilAI.net
“ The future will be far more surprising than most observers realize: few have truly internalized the implications of the fact that the rate of change itself is accelerating.”
Source: Marketing Leadership Council, 2005
Technology Adoption Curve
May 2, 2007, Presentation to Nashville AMA
The “Long Tail” Concept
The “Long Tail” Phase III
May 2, 2007, Presentation to Nashville AMA
The “Long Tail” Relevance
3 million visitors per month!
May 2, 2007, Presentation to Nashville AMA
– Chris Anderson, Wired
“Many of our assumptions about popular taste are actually artifacts of poor supply-and-demand matching—a market response to inefficient distribution.”
The Long Tail Meets the Adoption Curve
May 2, 2007, Presentation to Nashville AMA
Democratization of Content & Media Meshing
Download some photos from the show as wallpaper onto a Sidekick II phone/internet/email/instant message/camera device
Playing Project Gotham Racing 3 on Xbox with Nissan URGE concept car
Chatting on Xbox Live about the iPodconnector in the URGE
A little more interested in the model, off to check out any Auto show pictures on MySpace blogs
Edmunds.com message boards to see what other
people are saying about the Nissan URGE
Downloads a cool Podcast with a review from a guy in his MySpace group that went to the Auto show.
Click on banner ad to check out Nissan
URGE microsite, sign up for next podcast
Impact on Costs
• Audience fragmentation– 1960: 6 channels on average– 2005: 100 channels on average*
• Prime time CPMs have increased dramatically– 1994: $7.64 CPM** – 2004 $19.85 CPM
• Network TV viewership has declined almost 50% over the last 30 years**
Sources: * Forrester, “What’s Next for TV Advertising” December 2004; ** Advertising Age, “The Chaos Scenario” April 2005
May 2, 2007, Presentation to Nashville AMA
Number of Models
325Models
191Models
20061985
70%
1985, Wards Automotive Yearbook (1985), 2005, Automotive News Data Bank (2005)
Advertising Spend
17.0 Billion
700 Million
20061985
2329%
Industry Sales
16.5 Million14.5
Million
20061985
14%
Comparison of Marketing Models
Traditional Model
Planning Objective:Communications goals based on reach/frequency
Targeting Method:Mass media focused on large, undefined segments
Measurement: Ad tracking metrics like awareness, brand opinion, TRP and CPM
Planning Objective:> Brand transformation > Channel integration > New media metrics
Targeting Method:> Detailed consumer insights> Embrace media meshing> Enable peer networking
Actionable Business Intelligence:> Full funnel focus> Data modeling> KPIs, ROI and CLTV
Test Measure Refine
Test Measure Refine
Transformed Model
May 2, 2007, Presentation to Nashville AMA
Business Intelligence GroupBridging Business, Marketing and IT
We’re not sellin’ tacos here . . .
vs.
May 2, 2007, Presentation to Nashville AMA
NBC Promotional Commitments: September 1–10
Premiere Broadcast: Monday, September 25
Two 2-Minute Commercial PodsEstimated AD 25-54 Impressions:
48,264,011
1 2
4
5
In-Theater Promotion:July 28–
August 31 3,005,000 Co-Branded iTunes Cards: September 1
3
Product Integration
Sports Illustrated Cross-Platform Program
May 2, 2007, Presentation to Nashville AMA
Sentra and Glamour
May 2, 2007, Presentation to Nashville AMA
Sentra Communications Plan Components
Sentra Communications Plan Components
May 2, 2007, Presentation to Nashville AMA
May 2, 2007, Presentation to Nashville AMA
“Infiniti in Black” Microsite
Wired Pop-Up Store
May 2, 2007, Presentation to Nashville AMA
Hispanic Market Opportunity
• Account for 50% of U.S. population growth
• Youthful market with growing spending power
May 2, 2007, Presentation to Nashville AMA
College Football—Nissan Domination
Nissan Live Sets on Yahoo! Music
May 2, 2007, Presentation to Nashville AMA
Nissan Live Sets on Yahoo! Music
May 2, 2007, Presentation to Nashville AMA
Shifting to the New Model
The result of these shifts would take the advertising industry to new heights in value realization for advertisers, content providers and agencies.