Transcript Transformational Marketing

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 31st, 2006
Marketing Challenge
Launch 6 Models In 7 Months
VERSA
MAXIMA
SENTRA
QUEST
ALTIMA
G35
Next Generation Nissan Marketing
Key drivers of this change
Ubiquitous technology
Media fragmentation
Changing demographics
Globalization
Accelerating business cycles
Escalating marketing costs
Consumer Centric Model
Playing Project Gotham
Racing 3 on Xbox with
Nissan URGE concept car
Chatting on
Xbox Live
about the iPod
connector in the
URGE
Click on banner
ad to check out
Nissan URGE
microsite, sign up
for next podcast
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 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.
Download some photos from the
show as wallpaper onto a
Sidekick II
phone/internet/email/instant
message/camera device
Misaligned Spending
Advertisers’ spend isn’t aligned with consumers
media preferences
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?
1378%
68%
322
17%
14.5
Million
191
17.0
Billion
17.0
Million
700
Million
1985
2005
Number of Models
1985
2005
Industry Sales
1985, Wards Automotive Yearbook (1985),
1985
2005
Advertising Spend
2005, Automotive News Data Bank (2005)
Transformational Marketing
Traditional Model
Planning Objective:
Communications goals based on
reach/frequency
Transformed Model
Planning Objective:
> Brand Transformation
> Channel Integration
> New Media metrics
Test
Targeting Method:
Mass mediums focused on large,
undefined segments
Ad tracking metrics like
awareness, brand opinion, TRP
and CPM
Refine
Targeting Method:
> Detailed consumer insights
> Embrace media meshing
> Enable peer networking
Test
Measurement:
Measure
Measure
Refine
Actionable Business
Intelligence:
> Full funnel focus
> Data Modeling
> KPIs, ROI & CLTV
Transformational Marketing
The web continues to “steal” time from other media outlets
Media Type Consumption
What do you spend more time and less time with than 12 months ago?
42%
Using Internet
6%
22%
Watching DVDs
15%
Watching
cable/satellite TV
19%
15%
5%
Watching network TV
36%
5%
Playing video games
18%
0%
10%
% spending less time
Source: In-Stat MDR September 2004
20%
30%
40%
% spending more time
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
Transformational Marketing
9pm
The Nissan
Consumer
6pm
7am
9am
3pm
12pm
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
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
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
Transformational Marketing
Supporting Dealer and Regional marketing ROI optimization
– Subject Matter Experts
– Search
– Data analysis and modeling
– Business Intelligence
OEM
New OEM communication
strategies must be aligned with
regional and dealer strategies
Dealers
Regions
Create a consistent and integrated
dialog with the consumer
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