47. Cash Cab City Tour State DMA California Los Angeles, San Diego, San Francisco Florida Hialeah, Miami, Tampa, Orlando Georgia Atlanta, Duluth Illinois Chicago Maryland Baltimore Massachusetts Boston New York New York City Philadelphia Philadelphia, Pittsburgh Texas Austin, Dallas-Ft. Worth, Houston Washington, D.C.
We researched your company, your past marketing efforts and your current standing amongst MC Millenni- als along all social media channels. This is what we found. Invest in more engaging mediums, such as social media and digital advertising, to generate awareness among con- sumers To achieve results similar to sponsoring the Heisman and NCAA football, Nissan should invest in partnerships across the gamut of millenial and multicultural interests Create a cohesive and unifying brand position that will resonate in the target ’s mind
For MC Millennials, authenticity is important. It ’s about being themselves, real and unique . These mul- ticulturals believe it’s important to identify with their country of origin. They aren’t very religious. They 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 has caused a setback for millennials into career entries, but they are very optimistic about their future cautious, but not frugal with their money. Style, functionality, quality, impact on the environment, and 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. The recession has affected some Millennials spending habits. They have become aware of their budget and how they spend their money. Others have not changed their spending habits. Inter- viewees admitted to looking for a good deal, but they wouldn 稚 stress themselves out about it. They are savy-shoppers when it is easily accessible to them. Depending on the item, Millennials are willing to spend more money on items that are of higher quality when the price is reasonable for the item. They deem quality as an important factor in purchase decisions because they relate quality with lasting longer.
From Hispanic Chart.
From AA Chart.
From Chinese Chart.
There was a mutual agreement amongst millennials when asked if a car is an unnecessary expense in today ’s economy. They agreed it was dependent on the location of an individual. The most important things when purchasing a car vary from safety, gas mileage, warranty, price, and style. Even though they had some say in the make or model, when it came down to their parents’ decision. If the parents didn’t pay for the millennials car, they did play a role in the purchasing process. Interviewees admitted they turn to their parents for advice on car selec- tion.
When it comes to innovation, interviews find the extra features on cars like iPod connectors, integration of 3rd party devices, push on ignition, OnStar, parking assistance, and collision avoidance or detections to be innovative. Technology is directly connected with innovation.
We asked consumers: “ How would you describe the Nissan as a person? ” We asked this to get their current perception of Nissan as a brand. When we asked our interviewees what they thought about Nissan’s brand personality, many were stumped in giving a solid response. We found that many of our interviewee’s responses were inconsis- tent across the board. While a few of our respondents emphasized Nissan’s style as a unique quality, 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- sion that Nissan lacks a clear communication strategy.
While speaking to consumers about brand perceptions, we came across similar brand views for Nissan ’s competitors. We decided to have some fun and put together a family tree of all the competitors. How would you describe the following competitors as people? Millennials consider Chrysler to be a “ somewhat educated American ” who is “ prone to injury. ” Chrysler was also described as a “ guy who is past his prime. ” This reminded us of a grandfa- ther . Millennials said Buick was “ an old guy--maybe retired. ” This reminded us most of a grandfather . Millennials also described Buick as “ large, hefty, rugged ” and a “ gas guzzling fatty. ” Toyota was referred to as “ reliable ” and even a “ third parent ” by one Millennial. For that reason, we believe Toyota to be the maternal figure. Chevy was considered “ American, wholesome and reliable. ” One Millennial described Chevy as a “ blue-collar guy. ” This makes Chevy the father in our family tree. Ford is described by Millennials as “ rug- ged and American. ” One Millennial re- ferred to Ford as “ an old fling that hurts you every time you go back. ” Ford might be considered a younger brother. Honda was described as “ practical, down- to-Earth, realistic, and dependable. ” Other Millennials referred to Honda as a “ college graduate ” or a “ young professional. ” For this reason, we considerer Honda an older, responsible sister. Millennials lacked a clear perception of Nissan as a brand, giving inconsistent answers.
“ 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 make my life that much easier. I’m confident that my Nissan will remain relevant as I transition through life.”
Show MC Millennials that Nissan isn’t as concerned about its competitors as it is about challenging itself to give consumers the most up-to-date technology.
Nissan’s products can adapt to every phase of MC Millennials’ lives. No matter where life takes them, their Nissan is always relevant
Nissan is never out of the loop. Whether it’s their ever-changing technology, their adaption to culture, or understanding the turning points in life, Nissan is interested and attentive to MC Millennials
Be Educational: Be the first to educate MC Millennials on innovation that will make their lives easier Be Conversational: Create rapport with MC Millennials to assure them that Nissan understands their needs and is always willing to help Be Confident: Convey that Nissan is sure of who it is across all platforms
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 on in our lives, a reliable car is a must. --A car that isn’t just a mode of transportation, but an innovative vehicle that keeps you motivated. Nissan Keeps You Driving through all lifes transitions. Keeps You Driving every step of the way.
The TV Spot will feature millennials of the three targeted cultures. The first shot opens from the backseat, looking over the driver’s right shoulder. Featured is a Hispanic high school grad leaving home to start his college journey. Specifically 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.
The camera pulls out towards 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.
With a slight pan to the left, the Hispanic high school grad is replaced with an Asian millennial. She steps into the car dressed in business attire with laptop in hand. Her demeanor signals to the audience that she is a business professional. Driv ing to 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.
The camera zooms out again and continues the rotation, this time showing off the front end of the car. The audience is able to view the sporty design of the front exterior head on.
The camera angle enters through the windshield presenting a newly engaged Millennial couple. The camera turns to see the couple using the new GPS system to guide them to her family’s house to break the news.
The camera angle enters through the windshield presenting a newly engaged Millennial couple. The camera turns to see the couple using the new GPS system to guide them to her family’s house to break the news.
Special messaging regarding Black History Month will be published during the month of February. Special messaging regarding Hispanic Heritage Month will be published during the month of October more ads will be purchased due to the holiday season
The large photo is the main focus, and it dis- plays the step being take by the The smaller images fea- tured in each advertise- ment are meant to show- case different elements of innovation, which is what draws our target audience in. The copy of each advertisement corresponds with the “transition” the advertisement showcases. We chose to showcase transitions as they are a major component of MC Millennials’ lives. By featuring these step- ping stones, we connect with them emotionally and show we under- stand them.Millennial. The image aims to relate with the target audience on an emotional level.
Considering magazines with high MC Millennial readership Examples: Cosmopolitan, People, Forbes
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 basic information about the owner and their new vehicle to set up a profile, such as name, account user- name and password, age, car model, sold by, etc. The last step will be to have a picture taken through the built-in camera, which will be used as their profile picture for the site. The user will have the option to use a social networking picture as well. Last, the user will have a chance to make their first post to 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- sonal records, almost serving as a birth certificate for the day they bought their Nissan. Through the panels, we hope the consumers absorb an innovative experience and with hope the ac- count setup will lead to consistent traffic to the microsite. The panel is also trying to build an emotional connection from the consumer to the brand, as if he or she is joining this exclusive Nissan community in an off-road experience.
We want our millennials to stay connected, engaged, and excited about their Nissan. Our online expe- rience offers them this opportunity while re-enforcing the core concept that Nissan Keep’s You Driving 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 Nissan news and the latest innovations. It simplifies the process for scheduling maintenance appoint- ments, and presents relevant coupons and deals to save money. All components of the site are simple incentives to keep the users interacting with the site for their own benefit, while building a community around the brand. 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- munity while enhancing the Nissan ownership experience of convenience, ease, and staying social.
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 aimed at sharing content aligned with the “What Keeps You Driv- ing?” campaign, but also at estab- lishing a larger fan base. Non-fans will encounter a call to action – to ‘like’ Nissan —in order to view the page in its entirety. Once a fan has gained access, he/ she will be able to interact with 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 direct traffic to the microsite.
The Cash Cab tour will feature a Nissan cab. This cab will drive around the area giving rides to MC millennials. At random, we will offer riders a chance to win Nissan. Questions will be asked about the Campus and Nissan. Accompanying the Cash Cabs will be a customized Nissan tour bus. A Nissan event set-up will be placed in unions or areas of high student traffic on the campus. Participants will have the opportunity to test-drive the five Nissan car models – Sentra, Versa, Altima, Rogue, and Pathfinder. We will have an event team answering any questions and supervising the test drives. Students will have the opportunity to test-drive out our virtual reality/augmented reality test-driving racing game.
The Cash Cab tour will feature a Nissan cab. This cab will drive around the area giving rides to MC millennials. At random, we will offer riders a chance to win Nissan. Questions will be asked about the Campus and Nissan. Accompanying the Cash Cabs will be a customized Nissan tour bus. A Nissan event set-up will be placed in unions or areas of high student traffic on the campus. Participants will have the opportunity to test-drive the five Nissan car models – Sentra, Versa, Altima, Rogue, and Pathfinder. We will have an event team answering any questions and supervising the test drives. Students will have the opportunity to test-drive out our virtual reality/augmented reality test-driving racing game. We have chosen colleges that have a high population of each MC Millennial. The tour will travel to Historically 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 for each ethnicity so we could target each MC millennial evenly. We will be visiting the following Cam- puses on our college tour:
We have chosen colleges that have a high population of each MC Millennial. The tour will travel to Historically 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 for each ethnicity so we could target each MC millennial evenly. We will be visiting the following Cam- puses on our college tour:
The City-State Nissan Tour will be following the Cash Cab Campus Tour. This tour will go to cities with a high population of MC millenials. Some of this tour will collide with events going on in these cities. The tour will feature our top five models we are promoting. Participants will have the opportunity to test-drive the car models or choose the augmented reality version on our augmented reality racing game. We’ll be visiting the following cities:
With a total of nine events, we chose three events targeted towards African American, Asian American, and Hispanic millennials. The events were chosen based on high at- tendance of multicultural millennials. They were also chosen because the areas where the events are held have a high population of that particular demographic. We will take videos at the event with the target market answering the question: “What keeps you driving?”. This will help lead traffic to our micro site. We will tell them to make sure to keep checking the site to see their interviews. Being at these events will show our target market that we understand things they like to do. These events are all great ways to quickly generate buzz and effective PR.
We 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 these variables. We will be analyzing the following variables: MULTICULTURAL SHARE Our overall marketing goal is to increase total Multicultural Share. We will measure this by the increase in 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 experience DIGITAL 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 the campaign. 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 of our 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 be done at the end of the campaign and will mostly focus on the recall of our television spot and print ads.
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