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Nissan Advertising Procedures Campaign
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Nissan Advertising Procedures Campaign

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    Nissan Advertising Procedures Campaign Nissan Advertising Procedures Campaign Presentation Transcript

    • TROPHY NISSAN ABBY BARTLETT MEGAN TSCHIDA SARAH CLINKSCALES ELIZABETH CHRISTENSEN BARRETT TOMEK EVAN RAY
    • Wednesday, May 1 FINAL PROJECT PRESENTATION
    • TROPHY NISSAN • #1 Nissan Dealership in the Region, and #3 in the NATION. • Can offer the best prices, and also have the largest selection of vehicles in Texas. • “We will be here to serve your family's needs not only today, but also in the future.”
    • ANALYSIS OF TROPHY NISSAN’S OPERATING ENVIRONMENT
    • STRENGTHS • Trophy Nissan’s large size • Trophy Nissan’s longevity (have been in business for over 25 years) • Currently rank as #1 dealership in customer satisfaction in Texas • Trophy’s location in the Dallas/ Fort Worth metroplex • They are minutes from anywhere in the DFW area • One of the top dealerships within Dallas • Strong brand identity currently established • Large advertising budget
    • WEAKNESSES • Lack of awareness within the younger demographic (particularly recent graduates) • Underdeveloped social media platform • Difficulty in navigating and finding College Grad Program information on the Trophy Nissan website
    • OPPORTUNITIES • Establish connection with younger demographic to create lifetime customers • Large college population within Trophy Nissan’s area • Increase knowledge of College Grad Program on local college campuses within Dallas • Elevate social media usage • Update College Grad Program webpage on the Trophy Nissan website • Increase community events geared toward college students in order to increase overall awareness and knowledge
    • THREATS • High competition with over 200 other car dealerships within the Dallas area • Young consumers are harder to target • Saturated car market
    • IDENTIFICATION AND ANALYSIS OF THE TARGET MARKET
    • TARGET AUDIENCE CURRENT CUSTOMER DEMOGRAPHIC • HH income of $50,000-$60,000 per year. • 65% women • 1/3 African American, 1/3 Hispanic, and 1/3 Caucasian. COLLEGE GRAD PROGRAM CAMPAIGN • Expand target market to include recent graduates • Students at colleges in and around DFW, i.e. UT Arlington, UNT • Young adults, age 21-25.
    • SURVEY AND RESULTS
    • ARE YOU CURRENTLY ENROLLED IN AN ACCREDITED UNITED STATES TWO OR FOUR YEAR UNIVERSITY, COLLEGE, GRADUATE SCHOOL OR NURSING SCHOOL, OR HAVE YOU GRADUATED FROM ONE OF THESE IN THE PAST TWO YEARS? • 93% of our survey respondents are currently in college • The remaining 17 % are recent college graduates # Answer Response % 1 Yes 43 93% 2 No 3 7% Total 46 100%
    • APPROXIMATELY HOW MANY HOURS A DAY DO YOU SPEND ON THE FOLLOWING FORMS OF MEDIA? • Facebook & TV were used the most • YouTube & Radio were used least Question < 2 hours 2 - 4 hours 4 - 6 hours 6 - 8 hours 8 + hours Mean Radio 35 7 3 0 0 1.29 Television 18 22 5 0 1 1.78 Twitter 25 10 3 1 1 1.58 Facebook 21 15 7 1 1 1.80 Instagram 25 14 2 1 1 1.58 Youtube 39 2 1 0 0 1.10 Newspaper/M agazines 33 7 0 0 1 1.27
    • HOW DO YOU DIVIDE YOUR TIME ON THESE DIFFERENT SOCIAL MEDIA PLATFORMS? (%) Ranked: 1. Facebook 2. Twitter 3. Instagram 4. Other 5. YouTube Answer Min Value Max Value Average Value Facebook 0.00 90.00 32.13 Twitter 0.00 95.00 19.89 Instagram 0.00 75.00 18.13 YouTube 0.00 40.00 4.51 Other 0.00 85.00 14.63
    • WHAT CONCERNS YOU THE MOST WHEN BUYING A CAR? (1 = MOST IMPORTANT, 5 = LEAST IMPORTANT) • Price & Reliability were most important • Warranty was the least important Statistic Brand Price Warranty Reliability Safety Min Value 1 1 3 1 1 Max Value 5 5 5 5 5 Mean 3.14 2.17 4.52 2.48 2.69 Variance 1.88 1.26 0.50 1.52 1.58 Standard Deviation 1.37 1.12 0.71 1.23 1.26 Total Responses 42 42 42 42 42
    • HOW MUCH DO THESE FACTORS MATTER WHEN PURCHASING A VEHICLE? Ranked most important to least: 1. Manufacturer Price 2. Brand 3. Dealership Reputation 4. Customer Service
    • WOULD A SPECIAL PRICE DISCOUNT DRAW YOU INTO PURCHASING A NEW CAR? 74% reported that they would be likely or very likely to purchase a new car if a special discount were offered Answer Response % Very likely 11 29% Likely 17 45% Neutral 6 16% Not Likely 3 8% Very Unlikely 1 3% Total 38 100%
    • IF THERE WAS A DEAL FOR RECENT GRADUATES (SIMILAR TO THOSE BELOW) TO PURCHASE A NEW CAR AT A DISCOUNTED RATE (NO CREDIT NEEDED), WOULD THIS PROGRAM INCREASE YOUR WILLINGNESS TO BUY A NEW CAR? Answer Min Value Max Value Average Value Standard Deviation Responses Wiilingness to Buy -3.00 3.00 0.62 1.89 34
    • BASED ON THE DISCOUNT DESCRIPTION, HOW INTERESTED WOULD YOU BE IN BUYING A NEW CAR WITH THIS INCENTIVE IF IT WERE WITHIN YOUR BUDGET? # Answer Response % 1 Extremely interested 10 26% 2 Somewhat interested 18 47% 3 Not very interested 8 21% 4 Not at all interested 1 3% 5 Not sure 1 3% Total 38 100% Statistic Value Min Value 1 Max Value 5 Mean 2.08 Variance 0.83 Standard Deviation 0.91 Total Responses 38
    • CAMPAIGN OBJECTIVES
    • CAMPAIGN OBJECTIVES • Increase overall awareness for the College Grad Program • Elevate social media presence for the program • Generate 5% more potential graduates into our customer database for email blasts and notifications • Reorganize webpage for the Trophy Nissan Grad Program • Increase the number of customers who purchase a vehicle with the College Grad Program to 10 people per month (currently 7 people per month) within the next six months of our campaign
    • MEDIA PLAN
    • MEDIA PLAN: Our media plan will include: • A 30-second commercial spot • Billboard Campaign • University newspaper ads • Email Blasts • Facebook Ads • Community Events at local college basketball games
    • COMMUNITY EVENT
    • COMMUNITY EVENT: • Sponsor three Basketball games • 1 per college campus • Held on 3 major college campuses in the Dallas area- UTA, UTD, UNT • Will be raffle held at the event and Trophy Nissan representatives • Information table with promotional prizes
    • PRIZES 1 PER CAMPUS • Nissan Altima Sedan • Nissan Xterra • Nissan Altima Coupe *Will be Raffled at Event
    • PROMOTION: • Flyers prior to event • Social media campaigns- Facebook, Twitter, and Instagram teasers • Will cater all promotional materials to EACH individual school- Koozies, sunglasses, t- shirts,etc. • Ex: Using their schools colors with our ads
    • Budget Plan Budget Category Description Expense Traditional Media Billboards $387,400.00 TV Commercials $60,000.00 Flyers $243.49 Newspapers UT Arlington (8x per semester) $4,764.80 UT Dallas (8x per semester) $2,800.00 UNT (10x per semester) $6,835.00 Interactive/Digital Media Email Marketing $900.00 Facebook Ads $894.00 Community Event Food (50 pizzas per event) $400.00 T-Shirts (500 per event) $6,030.00 3 New Nissans for raffle $75,000.00 Promotional Products Koozies (500 per university) $1,465.00 Nalgene Bottles $4,164.48 Sunglasses (500 per university) $1,190.00 $552,086.77
    • POSITIONING STRATEGY: Who: Trophy Nissan What: College Graduate Program For Whom: Recent College Graduates What Need: High quality, reliable vehicle at a discounted price Against Whom: Other competitive car dealerships with discount incentives What’s different: Above average customer service (#1 in Texas region) & an exceptional deal So: Creates long-term customer and lifelong brand loyalty
    • BIG IDEA: Got your degree? Get your keys • Simple • Catchy • Conveys main objective • Incites call to action RATIONALE:
    • Creative executions BILLBOARD ADVERTISEMENT
    • Creative executions WEBSITE BANNER
    • Creative executions EMAIL BLAST
    • Creative Execution PROMO SUNGLASSES
    • Creative Execution PROMOTIONAL ITEMS
    • Creative Execution UPDATED WEBPAGE
    • Creative Execution TV COMMERCIAL
    • CAMPAIGN EVALUATION: • We believe that Trophy Nissan will greatly increase awareness • Will check back with monthly sales to see if our initial objective of having 10 purchases has been met. • We also would like to take a follow-up survey after our “Got your degree? Get your keys” campaign ends to see how effective we were WHAT WE LEARNED: • How much goes into each ad campaign • Research, research, research • Big budget is hard to spend