wednesday, may 31, 2006 hyatt century plaza hotel
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
Wednesday, May 31, 2006Hyatt Century Plaza HotelWednesday, May 31, 2006Hyatt Century Plaza Hotel
Jan ThompsonVice President, MarketingNissan North America, Inc.
TRANSFORMATIONAL MARKETINGJan Thompson, VP Marketing Nissan North AmericaANMS, May 31st, 2006
Launch 6 Models In 7 Months
Marketing Challenge
MAXIMA
QUEST
VERSA
SENTRA
ALTIMA G35
Next Generation Nissan Marketing
Key drivers of this change
Ubiquitous technology
Media fragmentation
Changing demographics
Globalization
Accelerating business cycles
Escalating marketing costs
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 iPod connector in the URGE
A little more interested in the model, off to check out any Auto show pictures on My Space blogs
Downloads a cool Podcast with a review from a guy in his My Space group that went to the Auto show.
Edmunds.com message boards to
see what other people are saying about the
Nissan URGE
Click on banner ad to check out
Nissan URGE microsite, sign up
for next podcast
Consumer Centric Model
Advertisers’ spend isn’t aligned with consumers media preferences
Misaligned Spending
The disparity of ad spending and household time spent with various media types
Age of true globalization
Faster product cycles
Continuous innovation
Improved efficiency & effectiveness
Global solutions to global challenges
What has changed in the last 20 years?
1985, Wards Automotive Yearbook (1985), 2005, Automotive News Data Bank (2005)
17.0 Million14.5
Million
20051985
Industry Sales
17%
20051985
322
191
Number of Models
68%
17.0 Billion
700 Million
20051985
Advertising Spend
1378%
Transformational Marketing
Traditional Model
Planning Objective: Communications goals based on reach/frequency
Targeting Method: Mass mediums focused on large, undefined segments
Measurement: Ad tracking metrics like awareness, brand opinion, TRP and CPM
Transformed Model
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 & CLTV
Test Measure Refine
Test Measure Refine
The web continues to “steal” time from other media outlets
Transformational MarketingM
ed
ia T
yp
e C
on
sum
pti
on
Source: In-Stat MDR September 2004
What do you spend more time and less time with than 12 months ago?
18%
36%
15%
15%
6%
5%
5%
19%
22%
42%
0% 10% 20% 30% 40%
Playing video games
Watching network TV
Watchingcable/satellite TV
Watching DVDs
Using Internet
% spending less time % spending more time
The New Network: A Platform of Consumer Touchpoints
A new partnership with MSN and Microsoft:
A New Strategic Relationship to Reach Consumers with a Digital Lifestyle
Transformational Marketing
Transformational Marketing
7am7am
9pm9pm
6pm6pm
3pm3pm 12pm12pm
9am9am
The NissanConsumer
Learning from an Integrated Communications Experience
Transformational Marketing
A growing partnership with Yahoo:
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
Transformational Marketing
-* ClickZ, 11/2005
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
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
Transformational Marketing
Transformational Marketing
Infiniti summer sales event, interactive media performance
Media Channel Impressions ROI
On line Advertising 22.8 Million $1.34
CRM Communications 1.5 Million $27.54
Paid Search 2.6 Million $42.04
Supporting Dealer and Regional marketing ROI optimization
– Subject Matter Experts
– Search
– Data analysis and modeling
– Business Intelligence
Transformational Marketing
OEM
RegionsDealers
Create a consistent and integrated dialog with the consumer
New OEM communication strategies must be aligned with
regional and dealer strategies
Transformational Marketing
Nissan advertising PNVR decreased by
8 percent from 2004 to 2006
SEVEN KEYS TO TRANSFORMING YOUR MARKETING:
1. Measure everything
2. Adapt faster
3. It’s all about engagement
4. Break down the silos
5. Media must do the same
6. Embrace accountability
7. Have fun