Wednesday, May 31, 2006 Hyatt Century Plaza Hotel

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


http://www.xbox.com/


7am7am

9pm9pm

6pm6pm

3pm3pm 12pm12pm

9am9am

The NissanConsumer

Learning from an Integrated Communications Experience


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


-* 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


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


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


OEM

RegionsDealers

Create a consistent and integrated dialog with the consumer

New OEM communication strategies must be aligned with

regional and dealer strategies


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

Wednesday, May 31, 2006 Hyatt Century Plaza Hotel

Documents

Transcript of Wednesday, May 31, 2006 Hyatt Century Plaza Hotel