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2003E#&F.-%G&A0.&F%&7%H                                                                                                   ...
KD-3-&63-&K-&I0"%5L                                                                                                       ...
N13%"%5&F%&ND-&O3"5D8#                                                                                                    ...
6>0%5&P03&ND-&Q"9-                                                                                                        ...
6>0%5&P03&ND-&Q"9-                                                                                                        ...
<3-$8"4-&O3"-R                                                                                                            ...
P$=">S&N3--                                                    NT&694-38"#-=-%8RESEARCH   EXECUTIONS   MEDIA   SUCCESS    ...
NT&694-38"#-=-%8                                                                                                      NT&6...
U3"%8&694-38"#-=-%8&                                                                                                      ...
U3"%8&694-38"#-=-%8                                                                                                       ...
J0W"$>&:-9"$                                                                                                              ...
V4-%8#                                                                                                                    ...
U30=08"0%$>&N013                                                                                                          ...
U30=08"0%$>&N013                                                                   U30=08"0%$>&N013RESEARCH   EXECUTIONS  ...
:-9"$&F@X-W8"4-#                                                                                                          ...
:-$#13-#&0R&J1WW-##  RESEARCH     EXECUTIONS      MEDIA     SUCCESSWe will be analyzing and tracking important variables o...
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Nissan plansbook3

  1. 1. ,--.#&/01&23"4"%5 !"##$%&&()*+ 6%&7%8-53$8-9&:$3;-8"%5&<$=.$"5%6>-?$%9-3&&<$@3-3$&&A03B"8C&&!-BD00;&&!1%-C
  2. 2. 2003E#&F.-%G&A0.&F%&7%H I-88"%5&J8$38-9 RESEARCH EXECUTIONS MEDIA SUCCESSTable of Contents Company AnalysisCompany Analysis ...........................................................................................................................3 You are a full-line car manufacturer. You have vehicles in every segment including sedans, sports cars,Market Analysis ................................................................................................................................3 SUVs, crossovers, trucks, a minivan, and a 100% electric vehicle. In August of 2010, you launched the “Innovation for All” marketing platform. This marketing platform supports your full line of products andTarget Audience ...............................................................................................................................3 displays the unifying theme of innovation. You hold true to and call out this unifying theme (includingKey Insights .......................................................................................................................................4 your tagline) in all of your advertisements, yet it has not been enough. You want to build awareness andCompetitive Sets .............................................................................................................................5 lasting favorability among African American, Hispanic and Chinese millennial consumers in the United States. We can help you do that.Creative Brief .....................................................................................................................................6Print ......................................................................................................................................................7TV ..........................................................................................................................................................8 MC Share Non MC Share Total Market ShareMedia ...................................................................................................................................................9Social .................................................................................................................................................10 2008 13% 2008 8% 2008 8.5%Point-of-Purchase .........................................................................................................................11Promotions .....................................................................................................................................12 2009 12.5% 2009 8% 2009 8.5%Events ...............................................................................................................................................13Budget ..............................................................................................................................................14 2010 12.5% 2010 8.5% 2010 9%Measurement.................................................................................................................................15 Market Analysis and government bailouts. (CSM Worldwide 2010). The economic recession took a hard hit to the au- tomotive industry starting in 2007. Units sold per year decreased dramatically from about 13.2 million down to 2.9 million sold. (Plunkett Research Ltd.) The economy is starting to show signs of growth with automotive sales increasing. Sales are “forecasted to increase by 11 percent to 15.5 million units—an in- crease of 1.5 million units from 2010. The U.S. auto market continues to be the driver for growth in the region, with sales expected to reach 13 million units, an increase of 12 percent from 2010.” (J.D. Power & Associates). Additionally, New mandates have been set by The National Highway Transportation Safety Administra- tion and the United States Environmental Protective Agency that state: automobile manufacturers must decrease the carbon monoxide emission and increase the fuel economy of vehicles sold in the U.S. The average miles per gallon by 2016 must be 32MPG compared to the 25MPG today. A major trend in re- 2 3
  3. 3. KD-3-&63-&K-&I0"%5L KD0M#&7%&ND-&23"4-3E#&J-$8L RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESSWeaknesses & Opportunities Millenials For MC Millennials, authenticity is important. It’s about being themselves, real and unique. These mul-researched your company, your past marketing efforts and your current standing amongst MC Millenni- ticulturals believe it’s important to identify with their country of origin. They aren’t very religious. Theyals along all social media channels. This is what we found. hold their personal lives to a high level and believe strong and healthy relationships with loved ones are their highest priority. They embrace technology, believe it makes life easier and have welded it with their social lives. Millennials want to live their passion and pursue it in education and career. The recession Weakness Opportunity has caused a setback for millennials into career entries, but they are very optimistic about their future Nissan is not in the consumer’s top of mind awareness Invest in more engaging mediums, such as social media cautious, but not frugal with their money. Style, functionality, quality, impact on the environment, and and digital advertising, to generate awareness among con- sumers reliability from established brands affect how this target market makes purchases. Millennials embrace making something their own and think it’s important to express themselves. Nissan lacks a variety of partnerships To achieve results similar to sponsoring the Heisman and African Asian Hispanic NCAA football, Nissan should invest in partnerships across the gamut of millenial and multicultural interests Americans Americans Americans The African American market can Values are very important and Millennial Hispanics are proud Nissan lacks a consistent brand image among its target Create a cohesive and unifying brand position that will include respecting one’s elders, of their Latino heritage while market resonate in the target’s mind Urban characteristics are tied to social harmony, interdependency simultaneously merging Hispanic psychographic elements of culture and relationships. It’s common for traditions with American customs, Values such as music, fashion, language, several generations to live together however, they identify with their and mindset. African Americans under one roof and believe helping country of origin. They generallyGoals & Objectives believe that what you buy should make a statement about you. They others is imperative before one can reach self-actualization. Gender rate career success higher than they rate marriage, children and are very committed to their sense roles are about expectations, with religion—and much higher than of individuality and pride. women being subservient to men. they rate wealth.Monumental chapters are constantly beginning and ending in the lives of MC Millennials. Choices havegreater effects, decisions are harder to make, and their lives are shaped by each move they make. We African-Americans are heavy users Chinese Americans are very con- More and more, Hispanics arewant them to know that Nissan stays by their side regardless of the conclusions they draw and the moves of electronic media. scious of brands and interested in turning to electronic media to Technologythey make. We will do this by reminding them that wherever they are going and whatever they are do- the most current technologies. They express themselves.ing, “Nissan Keeps You Driving.” We need our consumer’s to understand that their goals in life are Nis- rely on consumer reviews.san’s goals in life, and that is why their Nissan will be there to “Keep You Driving” till the end.Objective: Lead to increased market share across multicultural targetObjective: Generate conversation MC Millennials across digital and social media platforms African Americans are heavy media Chinese media, which is mostly They speak English and Spanish, consumers. Trends in technology consumed by 1st and 1.5 genera- and they consume media in both Use of MediaObjective: Increase brand awareness by 20% adoption and social networking tion Chinese, is primarily in-lan- English and Spanish. - guage and in-culture. Pan-Asian When it comes to music, some ence over popular culture beyond media, mostly consumed by young 30% of third-generation Latino the limits of ethnic categorization. 2nd and 1.5 generations, is primar- youths report that at least half of African-Americans are heavy users ily in English while still in-culture, the songs they listen to are in Span- of electronic media. but appeals to all different Asian ish. segments. 4 5
  4. 4. N13%"%5&F%&ND-&O3"5D8# J13-G&!"##$%&<$%&<0=-H RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESSTheir Wallet: Spending Habits We spoke to the target audience in an attempt to understand their current perception of Nissan as a brand. When we asked our interviewees what they thought about Nissan’s brand personality, many wereThere was a mutual agreement amongst millennials when asked if a car is an unnecessary expense in stumped in giving a solid response. We found that many of our interviewee’s responses were inconsis-today’s economy. They agreed it was dependent on the location of an individual. The most important tent across the board. While a few of our respondents emphasized Nissan’s style as a unique quality,things when purchasing a car vary from safety, gas mileage, warranty, price, and style. “I think it de- others showed concern about models being priced out of their price range. A few individuals even de- scribed Nissan as “average.” The inconsistency in our target audience’s responses led us to the conclu-like extended warranty, or better interior. Given that cars depreciate in value so quickly I would like to sion that Nissan lacks a clear communication strategy.purchase the little things that are going to be valuable when the car breaks down.” Even though they had We asked: “How would you describe Nissan as a person?”it came down to their parents’ decision. If the parents didn’t pay for the millennials car, they did play arole in the purchasing process. Interviewees admitted they turn to their parents for advice on car selec- This is what the target audience had to say:tion.My Life, My Brands: Connection w/ Brands “Stylish.”their name and how consumers will perceive that brand.” Communication and information about au- “A courteous neighbor”thenticity is also important to this target market. Interviewees were most impacted by Apple due to it’s - “Japanese, slightly older, boring but safe.”tures on cars like iPod connectors, integration of 3rd party devices, push on ignition, OnStar, parkingassistance, and collision avoidance or detections to be innovative. Technology is directly connected with “Expensive.”innovation. “The dean of the bio-chemical engineering program”Behind The Wheel: Perception of Cars “Recently married couple, younger. I think Nissan now is attracting a younger crowd.”do their research before purchasing something so expensive. The research consists of online reviews and “ People that work in retail, mall people.”word of mouth. The recession has affected some Millennials spending habits. They have become awareof their budget and how they spend their money. Others have not changed their spending habits. Inter- “Sportier, mid-range, average American”viewees admitted to looking for a good deal, but they wouldn’t stress themselves out about it. They aresavy-shoppers when it is easily accessible to them. Depending on the item, Millennials are willing tospend more money on items that are of higher quality when the price is reasonable for the item. Theydeem quality as an important factor in purchase decisions because they relate quality with lasting longer. 6 7
  5. 5. 6>0%5&P03&ND-&Q"9- 6>0%5&P03&ND-&Q"9-RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESS SOCIAL MEDIA SOV (‘10) SOM (‘10) Toyota has taken a technological approach to advertise to millennials. The newest digital marketing method uses SpyderLynks Snap & Tag technology, allowing a consumer to snap an image with their mobile phones to access brand and vehicle communications. The other approach Toyota has taken to FB 589,627 H 23.3% H 21.5% target millennials is using Augmented Reality. Augmented Reality is a meth- T 64,060 AA 17.7% AA 16.7% od for using a live direct or indirect view of a physical, real-world environ- Ch 47.25% Ch 34.75% ment whose elements are augmented by computer-generated sensory input, like sound or graphics. Through this technology, Toyota allows users to take a virtual test drive of their products. Current Honda campaigns include the “Good Reasons from Honda” cam- paign, as well as the “To Each Their Own” campaign, which highlight the FB 1,340,474 H 7.3% H 16.25% Civic. “To Each Their Own” is a campaign of interest because it targets Millenials. According to Honda, “Since the target personalizes everything T 25,873 AA 3.4% AA 12.5% in their lives from social media to fashion, the all-new Civic is positioned to Ch 12.75% Ch 29% be the latest canvas for personalization.” Hyundai is building and selling trucks in China, creating an application for Blackberry users, and is holding promotional events at a college football games to reach our target market. They are currently promoting their Velo- FB 200,007 H 1.7% H N/A ster which has a very innovative campaign with the tag line “Engineered for Whatever.” They have plans to advertise during the Super Bowl and Acad- T 17,671 AA 2.7% AA N/A emy Awards. They will also sponsor major sporting events. They also have a Ch 5.88% Ch N/A Diversity Mission Statement clearly stated on their website as well as a large “The Ride of Your Life” positions Chevy as a reliable, established line of cars that has and will continue to be there for you. Their social strategy is mostly FB 246,562 H 25.3% H 10.25% a reactive strategy, responding to negative feedback. They utilize social T 40,109 AA 12.7% AA 11.25% media in a very controlled setting, having little user-generated content that does not create much buzz around their products. Ch 0% Ch 5% Ford Motor Company has done an outstanding job in reaching the multi- cultural millennial audience. The Ford Fiesta campaign aided in making major strides in connecting to this audience. The homepage displays their current tagline “Ford- Drive One.” The Ford.com page also offers a link to a FB 889,623 H 16.3% H 11% microsite, thefordstory.com, that enables user-generated content. Ford also T 87,773 AA 19.3% AA 13% utilizes their social media in a very engaging atmosphere with their target audience, ultimately creating a very positive, proactive, and open platform Ch 0% Ch 3.75% which is extremely powerful and effective. 8 9
  6. 6. 6>0%5&P03&ND-&Q"9- 6>0%5&P03&ND-&Q"9-RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESS SOCIAL MEDIA SOV (‘10) SOM (‘10) Chrysler has re-priced their vehicles to be competitive with those of other mainstream brands, as well as broaden its product portfolio. Making its de- but in 2011’s Superbowl, Chrysler launched the “Born on Fire” advertising campaign which revealed the brands new tagline, “Imported from Detroit,” FB 233,817 H N/A H N/A starring musical artist Eminem. This campaign highlighted the rejuvena- T 22,252 AA N/A AA N/A tion of the entire product line. Chrysler interacts through twitter and face Ch N/A book with fans to develop a deeper connection with their consumers. After Ch N/A Chrysler’s bankruptcy, the automaker hired separate agencies to provide general advertising Shortly after Buick rolled out its new lineup in 2010, the average consumer purchasing a Buick was 11 years younger. Redesigned models were suc- cessfully aimed at the luxury category, attracting boomers and younger buyers worldwide. Buick made more use of “non-TV” media, utilizing more digital based strategies. This included using social media such as Facebook FB 123,704 H 14.3% H N/A and Twitter. Buick took advantage of innovative strategies, such as a 60-sec- T 8,852 AA 19% AA N/A ond in-cinema spot (to be shown on 13,000 screens). They increased out- Ch 0% Ch N/A door advertising and adapted more experiential marketing, such as zip-code precise targeting. Buick is now more into drama, cable, and prime-time programming as opposed to early morning shows, news and weather chan- nels. Buick went as far as to stop all marketing with ties to golf, explaining that the company sees golf as the old image of Buick 10 11
  7. 7. <3-$8"4-&O3"-R N$5>"%- RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESSWhat A MC Millennial Thinks:I know that Nissan is a car manufacturer, but I don’t really know what their brand represents. As a com- What We Want A MC Millennial to Think: Nissan is an innovative brand. When looking for a car, I can count on Nissan to have what I want before I even know that I want it. Nissan incorporates passion and style with technology that helps !"##$%&,--.#&/01&23"4"%5 through life.COMPELLING IDEAS Inventive From the ages of eighteen to twentynine, millennials go through a lot of milestones. Millennials graduate high school, enter college, pursue a career and might even start a family. With all of these changes going Show MC Millenials that Nissan isn’t as con- on in our lives, a reliable car is a must. A car that isn’t just a mode of transportation, but an innovative cerned about its competitors as it is about vehicle that keeps you motivated. A Nissan Keeps You Driving through all lifes transitions. Keeps You challenging itself to give consumers the most Driving every step of the way. up-to-date technology TONES Transitional Be Educational: - “I like ‘Keeps You “It makes sense, “The simplicity of Nissan’s products can adapt to every phase nials on innovation that will make their lives easier of MC Millenials’ lives. No matter where life Driving!’ It’s posi- very appropriate. the phrase leaves takes them, their Nissan is always relevant Be Conversational: Create rapport with MC Mille- tive and makes me I need to know I’m room for interpre- Aware nials to assure them that Nissan understands their feel like Nissan’s investing in a car tation, as it can needs and is always willing to help a quality product Nissan is never out of the loop. Whether it’s that’s reliable and relate to the car, their ever-changing technology, their adaption Be Con dent: Convey that Nissan is sure of who it that I’m going to will help me move literally, and to our to culture, or understanding the turning points love for a long is across all platforms forward,” lives, personally,” in life, Nissan is interested and attentive to MC Millennials time,” Darcie S, 20, Paige M, 23, Nina P, 21, Hispanic Millennial Chinese MillennialSo what’s the big idea? Hispanic Millennial Nissan’s innovation is what draws you in, but Nissan’s !"#$""%#&#($%#)*$+,"-$. adaptability is what keeps you driving KD$8&;--.#&S01&93"4"%5L 13
  8. 8. P$=">S&N3-- NT&694-38"#-=-%8RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESS Frame 1 The TV Spot will feature millennials of the three- backseat, looking over the driver’s right shoulder. Featured is a Hispanic high school grad leaving placed in the frame, his graduation tassel hangs from the rearview mirror. He uses the push to start ignition to begin the drive up to school. There is a focus on the push start technology to show off the innovations of Nissan. Frame 2 The camera pulls outwards to the back of the ve- hicle to extend the view. The exterior of the auto- mobile is shown so the audience can see the sleek curves of the Nissan’s body. 14 15
  9. 9. NT&694-38"#-=-%8 NT&694-38"#-=-%8RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESSFrame 3 Frame 5 With a slight pan to the left, the Hispanic high The camera angle enters through the windshield school grad is replaced with an Asian millennial. presenting a newly engaged African American-His- She steps into the car dressed in business attire panic couple. The camera turns to see the couple with laptop in hand. Her demeanor signals to the using the new GPS system to guide them to her audience she is a business professional. Driving to family’s house to break the news. the interview, her parents call to wish her luck. She answers with the Bluetooth technology so she can talk hands free. Once again, the audience can see Nissan’s innovative technology being put to use in the real world.Frame 4 Frame 6 The camera zooms out again and continues the The call to action appears on the viewer’s televi- rotation, this time showing off the front end of the sion screen. A narrator says: “Visit a Nissan deal- car. The audience is able to view the sporty design ership near you to learn how Nissan ‘Keeps You of the front exterior head on. Driving.’” The tagline ‘Keeps You Driving’ emerges on to the screen along with the Nissan Logo. 16 17
  10. 10. U3"%8&694-38"#-=-%8& U3"%8&694-38"#-=-%8 RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESS“We’ve Got Your Back” “Bold Decisions” The large photo is the main focus, and it dis- plays the step being take by the Millennial. The image aims to relate with the target audience The smaller images fea- tured in each advertise- ment are meant to show- case different elements of innovation, which is0(%12-%$#"-)%&(*%345"%5+6"%5!+-.%6*%7427%-"%#"*$-%34%2532&$%42$%&(*%821!/% what draws our target audience in 012$%1+3"%1%34!"%1541%6+.%4-)%67)%)"8+$+-%&(2,"%6""-%94+1+-.%&(*%957"%7+:"%1% 34!"/%;"1%15$"%&"4*$%:%$857%4-)%&(*%<+$$4-%14!"%&(%15"*"/%=+-)%15"%#"*:"81%>6%:*%!""#$%&(%)*+,+-./% &(*%-"9%4),"-1(*"$?%&(*%<+$$4-%9+77%$14*1%15"3%9+15%&(/% The copy of each advertisement corresponds with the “transition” the !""#$%&(%)*+,+-./% I%7"4*-%3*"%46(1%59%<+$$4-%84-%!""#%&(%)*+,+-.?% advertisement showcases. We chose to showcase transitions as they are ,+$+1%&(*%7847%<+$$4-%)"47"*$5+#/ a major component of MC Millennials’ lives. By featuring these step- ping stones, we connect with them emotionally and show we under- !""#$&()*+,+-./83%@A%3)"7%$59-/%B"*$+-C%<+$$4-%D71+34%E(#"/%@F1"*+*%E7*C%G")/%0-1"*+*C%H7-)%E715/%I*4-$3+$$+-C%A1*-+8%EBIJ%KE-1+-(($7&%B4*+467"%I*4-$3+$$+-L%9+15%34-(47%3)"/%M$")%:*% D),"*1+$"3"-1%#(*#$"$%-7&/%N%-1%83#4*"%3)"7$%6":*"%OPQO/%R1&7"%:%84*%34&%,4*&/%I5"%<+$$4-%R&367%+$%4%1*4)"34*!%:%<+$$4-%S1*%E/%;1)/%4-)%34&%-1%6"%($")%*%*"#*)(8")%9+15(1%#*+*%9*+11"-% stand them 4#*,47/%T%OPQQ%<+$$4-%S1*%E/?%;1)/ 18 19
  11. 11. U3"%8&694-38"#-=-%8 2"5"8$>&V?.-3"-%W- RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESS“Starting New Adventures” “Keeps You Driving” Microsite SEARCH What keeps you driving? Our “Keeps You What is driving you today? Driving” microsite ME & MY NISSAN will help Millenni- NISSAN NEWS als connect with SERVICE, PLEASE Nissan easily on DEAL OF THE WEEK an emotional and EVENTS EVERYWHERE practical level MODEL: Altima Coup 2011 PURCHASED ON April 6, 2011 SALES LIASON Jeff Sands NEXT SERVICE 20,000 miles HOME DEALERSHIP Boca Raton Take out in Keeps We want our millennials to stay connected, engaged, and excited about their Nissan. Our online expe- Take out in rience offers them this opportunity while re-enforcing the core concept that Nissan Keep’s You Driving offers. through life. The site is an open forum to post about their Nissan experiences. It offer’s options to make their lives easier, and keeps them united and loyal to the Nissan brand. The microsite is built with social functionality to post updates and pictures from Facebook, Twitter etc. The site keeps them updated with - ments, and presents relevant coupons and deals to save money. All components of the site are simple around the brand. Take out the word exclusivity. The microsite will serve as an emotional connection through the digital realm that is ever-present within the millennial target. The exclusivity of the microsite to Nissan-owners is a way to build a shared com- Replace with The munity while enhancing the Nissan ownership experience of convenience, ease, and staying social. microsite allows !""#$%&(%)*+,+-./% Nissan-owners to build a.... B%4":*-%1*"%:E(<%56%9+$$:-%0:-%!""#%&(%)*+,+-.Q% ,+$+<%&(*%40:4%9+$$:-%)":4"*$5+#/ !""#$&()*+,+-./01%23%1)"4%$56-/%7"*$+-8%9+$$:-%;4<+1:%=(#"/%2><"*+*%=4*8%?")/%@-<"*+*8%A4-)%=4<5/%B*:-$1+$$+-8%3<*-+0%=7BC%D=-<+-(($4&%7:*+:E4"%B*:-$1+$$+-F%6+<5%1:-(:4%1)"/%G$")%H*% ;),"*<+$"1"-<%#(*#$"$%-4&/%I%-<%01#:*"%1)"4$%E"H*"%JKLJ/%M<&4"%H%0:*%1:&%,:*&/%B5"%9+$$:-%M&1E4%+$%:%<*:)"1:*!%H%9+$$:-%N<*%=/%O<)/%:-)%1:&%-<%E"%($")%*%*"#*)(0")%6+<5(<%#*+*%6*+<<"-% :#*,:4/%P%JKLL%9+$$:-%N<*%=/Q%O<)/ 20 21
  12. 12. J0W"$>&:-9"$ U0"%8&0R&U13WD$#- RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESSUsing Facebook and Twitter E ectively Interactive Dealership Display Nissan’s Facebook fan page will function as an integral part of the social media campaign. The goal of this platform will not only be Our interactive aimed at sharing content aligned dealership display with the “What Keeps You Driv- aims to register ing?” campaign, but also at estab- lishing a larger fan base. Non-fans Millennials on the microsite in ‘like’ Nissan —in order to view hopes of creat- the page in its entirety. ing a long-lasting Once a fan has gained access, he/ relationship with she will be able to interact with the brand the brand through posts, pictures, and even through sweepstake en- tries. There will be a tab available for the ‘What Keeps You Driving?’ sweepstakes, as well as one to In select DMA dealerships, these LCD panels will be utilized as a jumpstart to support our Nissan micro- site: What Keeps You Driving? Upon purchase of a vehicle, the salesperson will lead the new owner to the innovative touch-screen panel to set up an account for the microsite. The simple process will ask for Twitter will also be a critical com- -!"##$%&#()*)+, ponent of Nissan’s social media name and password, age, car model, sold by, etc. The last step will be to have a picture taken through campaign, especially when target- ing Hispanic and African Ameri- can Millennials. their microsite account, a way to become familiar with the site before even leaving the dealership. In the last step, the panel will print out the documented information to have as a keepsake and for their per- To promote Nissan via Twitter, we will encourage Millennials to use our tagline with the hashtag Through the panels, we hope the consumers absorb an innovative experience and with hope the ac- #keepsmedriving. This will open the doors for interaction and connection from the consumer to the brand, as if he or she is joining this exclusive Nissan community in engagement with our target audi- an off-road experience. ence. 22 23
  13. 13. V4-%8# V4-%8#RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESS WHY EVENTS? Hispanic Americans African Americans Chinese Americans 36th Annual Calle Ocho Festiva BET Awards Comic ConWith a total of nine events, we chose threeevents targeted towards African American, In 2013, Black Entertainment Television will host their Comic Con is held every year in mid-July at the SanAsian American, and Hispanic millennials. Held every March in Miami, FL, Calle Held every March in Miami, FL, Calle Ocho draws 13th BET Awards Show at the Shrine Auditorium in Los Diego Convention Center. Last year it was a sold-out over 1 million attendees as they pay tribute to America Ocho drawsHispanics. Many people come to for welcoming all over 1 million attend- Angeles, CA. The show was established to celebrate event bringing approximately 130,000 people to the African Americans in music, acting, sports and other -The events were chosen based on high at- ees as diverse, pay music Puerto Rico,of various enjoy the they food, tribute culture Dominican latino backgrounds, including and to Americatendance of multicultural millennials. They for welcoming all Hispanics.Venezuela, Republic, Cuba, the Caribbean, Colombia, Many are presented annually and broadcasted live on BET. The convention is the largest in the Americas.were also chosen because the areas wherethe events are held have a high population people Honduras, Haiti, Guatemala,diverse, Nicaragua, come to enjoy the Costa Rico, Mexico, Chile, Ecuador, Panama, Peru and more. Should we include a picture for oneof that particular demographic. food, music and culture of various NBA All-Star Game of the Chinese Events? latino backgrounds The NBA All-Star game is to be held in Toronto CanadaAt these events we will have many Nissan for March 2014. The game is the featured event of thebanners displaying our tag line, “keeps you All-Star Weekend, and it is held on a Sunday night. All- 2013 Chinese New Year’s Festivaldriving.”. We will also have a table set up 36th Annual Calle Ocho Festiva Star Weekend also includes a number of popular exhi- bition games and competitions featuring NBA playersat these events with members of our street At the beginning of early January, the Chinese celebrate Held every March in Miami, FL, Calle and alumni as well as players from the WNBA and D- the New Year. Beginning in 2012, the festival will beteam answering questions. They will also League. The All-Star Game is usually the highest ratedbe giving out Nissan promotional items Ocho draws over 1 million attend- held in Los Angeles, CA as it is expected to bring in an (January to March) of the cable television season. estimated 100,000 visitors from all over the Southernsuch as t-shirts and coosies that display our ees as they pay tribute to America California region. At the event, there are vendors offer-tag line.Take out . after the "keeps you driving." for welcoming all Hispanics. Many ing unique gifts and specialty items, food booths with Take out also in third sentence Taste of Chicago various types of delectable items, amusement rides, people come to enjoy the diverse, and lots of live entertainment.We will take videos at the event with thetarget market answering the question: food, music and culture of various 14th Annual Latin Grammys Held during the last week of June, the Taste of Chicago has grown to be the world’s largest outdoor food fest.“What keeps you driving?”. This will help latino backgrounds Attracting upwards of 3 million people each year, many The Latin Grammys will take place in November 2013. people come to taste the different foods, listen to live The awards recognize outstanding achievement in the music, and enjoy exploring this Windy City.them to make sure to keep checking the Make micro site one word. 36th Annual Calle Ocho Festiva music industry, primarily those produced in Spanish or Fast & The Furious Premieresite to see their interviews. Portuguese. In 2011, there were approximately 11.1 Last sent: We will tell them million viewers. The Fast and the Furious ”Fast 6” is anticipated to be to keep checking.. Held every March in Miami, FL, Calle released Memorial Day weekend, May 24, 2013. Di-Being at these events will show our target Ocho draws over 1 million attend- rector Justin Lin stated in an interview that he intendsmarket that we understand things they like 2013 FIFA World Cup to get Vin Diesel, Paul Walker, Eva Mendes, Dwayneto do. These events are all great ways to ees as they pay tribute to America Johnson and Tyrese Gibson back as well as others,quickly generate buzz and effective PR. for welcoming all Hispanics. Many The futbol match will be held in Brazil through the “Fast 5,” which made more than any other previous month of June. During the last World Cup, held in South Africacome to enjoy the diverse, people of 2010, the United States averaged 2.1 Fast and the Furious counterpart, the sixth is expected to bring in the most money, as they have largest budget food, music and culture of various rating, with 2.2 mm HH and 3.2 mm views over the 64 games. latino backgrounds 24 25
  14. 14. U30=08"0%$>&N013 U30=08"0%$>&N013 RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESSNissan Cash Cab: Campus Tour Nissan Cash Cab: City TourThe Cash Cab tour will feature a Nissan cab. This cab will drive around the area giving rides to MC mil-Change MC to The City-State Nissan Tour will be following the Cash Cab Campus Tour. This tour will go to cities withlennials. At random, we will offer riders a chance to win Nissan prizes and/or cash. Questions will be multicultural a high population of MC millenials. Some of this tour will collide with events going on in these cities.asked about the Campus and Nissan. Take our and/or test-drive the car models or choose the augmented reality version on our augmented reality racing game. cash. Accompanying the Cash Cabs will be a customized Nissan tour bus. A Nissan event set-up will be We’ll be visiting the following cities:event team answering any questions and supervising the test drives. Students will have the opportunity State DMAto test-drive out our virtual reality/augmented reality test-driving racing game. Take out MC We have chosen colleges that have a high population of each MC Millennial. The tour will travel to California Los Angeles, San Diego, San FranciscoHistorically Black Colleges with a high enrollment of African-Americans, colleges with over a 60% His-panic population and campuses with a high Chinese-American population. Eight colleges were chosen Florida Hialeah, Miami, Tampa, Orlandofor each ethnicity so we could target each MC millennial evenly. We will be visiting the following Cam-puses on our college tour: Change 2nd to last sent to: Eight colleges were chosen for each Georgia Atlanta, Duluth ethnicity. Illinois Chicago African American Hispanic American Chinese American Maryland Baltimore Howard University Texas A & M International University of California Massachusetts Boston University Morehouse College Riverside New York New York City University of Phoenix Hampton University Polytechnic University NY Philadelphia Philadelphia, Pittsburgh The University of Texas-Pan Tuskegee University American Rutgers Texas Austin, Dallas-Ft. Worth, Houston Xavier University of Texas State Technical Col- University of Pennsylvania Washington, D.C. Louisiana lege University of Maryland Florida A&M University Boricua College Cornell University North Carolina A&T State Los Angeles Mission University College Stanford North Carolina Central Miami Dade College Massachusetts IT University New Mexico State University 26 27
  15. 15. U30=08"0%$>&N013 U30=08"0%$>&N013RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESS Nissan Cash Cab: Campus Tour Nissan Cash Cab: City Tour 28 29
  16. 16. :-9"$&F@X-W8"4-# :-9"$&P>0BWD$38 RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESSMedia Objectives and Strategies J.F.M A.M.J Ju . A . S O.N.DObjective: Target MC Milleninals to increase MC market share Special messaging Special messagingStrategy: Use targeted print and TV spot placement in key DMAs regarding Black His- regarding Hispanic TV & Print tory Month will be Heritage Month willO: Increase word-of-mouth and generate buzz published during the be published during month of February the month of Octo-S: Focus on and generate events that target MC Millenials be purchased due toO: Create a powerful digital connection with consumers the holiday seasonS: Use Social Media to engage with consumers and increase awareness Heavier monitor-O: Maximize ROI Digital & Social ing due to holidayS: Advertise year-round with pulsing during Hispanic Heritage Month, Black History Month and the holiday seasonseason SUGGESTED MEDIA VEHICLES MEDIA BUDGET Print Vehicles Considering magazines with high MC Millennial Production $15 million readership Calle Ocho Festival FIFA World Cup in Latin Grammys (lo- Examples: Cosmopolitan, People, Forbes Lifestyle Events TV $50 million All-Star Game in Con in San Diego, Taste of Chicago Fes- CA Print $1 million Chinese New Year Festival in Los Ange- Fast and the Furious Digital $1 million les, CA VI Premiere (Loca- tion TBD) Social $1 million Cash Cab Promotional Tour Promotions $5 million Promotions Point of Purchase $1 million Events $27 million TV Vehicles $100 million Considering spot TV in DMAs with high MC composi- Indicates pulsing tion and during programming popular among MC Indicates advertising 30 31
  17. 17. :-$#13-#&0R&J1WW-## RESEARCH EXECUTIONS MEDIA SUCCESSWe will be analyzing and tracking important variables of our campaign to make certain that our ob-jectives are being met. The success of our campaign will be measured by the success of each of thesevariables. We will be analyzing the following variables:MULTICULTURAL SHAREOur overall marketing goal is to increase total Multicultural Share. We will measure this by the increasein sales for each multicultural millennial audience by quarter.Monthly tracking studies will be done on the following to measure impact of the campaign: - Number of sales from 18- 29 year-old MC Millennials -Retention rate of the target market - Brand awareness - Overall perception of Nissan - Perception of dealership experienceDIGITAL EXPERIENCE-We will track campaign success via Facebook and Twitter Analytics. Success of these social media ve-hicles will also be analyzed by monthly reports completed by employees monitoring the pages.-Google Analytics will be used to track the success of our micro site.-The perception of all of these digital aspects will be evaluated by surveys before, during and after thecampaign. These surveys will strictly be given to members of the designated target market.-The number of users that are signed up for our micro site will show us how effective many aspects ofour campaign were. Since this site will be promoted through our events and other areas of our cam-paign, this will show an effective measure of success.RECALL SURVEYS:Survey consumers of our target market to make sure we are reaching an adequate number. These will bedone at the end of the campaign and will mostly focus on the recall of our television spot and print ads. 32

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