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Transformational Promoting. Car News World Congress Jan Thompson, VP Advertising Nissan North America January eighteenth, 2006. Radical times request radical changes in advertising. Radical change in innovation is occurring and will just keep on quickening
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Transformational Marketing Automotive News World Congress Jan Thompson, VP Marketing Nissan North America January eighteenth, 2006

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Radical times interest radical changes in promoting Radical change in innovation is occurring and will just keep on quickening “The Law of Accelerating Returns” Source: The Singularity Is Near , Ray Kurzweil - 2005

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Radical times interest radical changes in showcasing The customary various leveled advertising model is no more as compelling Demographic Shifts Technology Advances The Democratization of Content and Media Meshing Impact on Costs

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Radical times interest radical changes in showcasing Demographic and Cultural Changes Millennials or Generation Y Generation X Baby Boomers

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Radical times interest radical changes in promoting Technology Advances The Proliferation of Media Channels Source: Marketing Leadership Council, 2005

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Radical times interest radical changes in advertising The Long Tail - as it applies to the car business More nameplates with lower volumes than at any other time in recent memory before All items have a chance to catch buyer mindfulness because of the quantity of media channels accessible * The Long Tail idea from Wired Magazine, 2004

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Radical times interest radical changes in showcasing The Democratization of Content and Media Meshing Click on pennant advertisement to look at Nissan URGE microsite, sign up for next podcast Chatting on Xbox Live about the iPod connector in the URGE Playing Project Gotham Racing 3 on Xbox with Nissan URGE idea auto Edmunds.com message loads up to see what other individuals are saying in regards to the Nissan URGE somewhat more inspired by the model, off to look at any Auto show pictures on My Space blog s Download a few photographs from the show as wallpaper onto a Sidekick II telephone/web/email/text/camera gadget Downloads a cool Podcast with an audit from a gentleman in his My Space bunch that went to the Auto show.

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Radical times interest radical changes in promoting Impact on Costs Audience fracture 1960: 6 channels all things considered 2005: 100 channels on average* Prime time CPMs have expanded significantly 1994: $7.64 CPM ** 2004 $19.85 CPM Network TV viewership has declined very nearly half in the course of the most recent 30 years ** Source: *Forrester, “What’s Next for TV Advertising” December 2004; ** Advertising Age “The Chaos Scenario” April 2005

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Radical times interest radical changes in showcasing What does this mean for the Automotive Industry? The Automotive business spends more than whatever other category….. 17.0 Billion 68% 17% 1378% 322 17.0 Million 14.5 Million 191 700 Million 1985 2005 1985 2005 1985 2005 Number of Models Industry Sales Advertising Spend 1985, Wards Automotive Yearbook (1985), 2005, Automotive News Data Bank (2005)

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Comparison of Marketing Models Traditional Model Transformed Model Planning Objective: > Brand Transformation > Channel Integration > New Media measurements Planning Objective: Communications objectives in light of achieve/recurrence Test Measure Refine Targeting Method: Mass mediums concentrated on extensive, unclear portions Targeting Method: > Detailed customer bits of knowledge > Embrace media coinciding > Enable associate systems administration Test Measure Refine Measurement: Ad following measurements like mindfulness, brand sentiment, TRP and CPM Actionable Business Intelligence: > Full pipe center > Data Modeling > KPIs, ROI & CLTV

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Radical times interest radical changes in showcasing Search One of the greatest drivers of transformational promoting It is developing rapidly: Audio seek Video look Geographic inquiry User produced substance look $22 Billion $8 Billion 2005 2010 The Search Transformation * ClickZ, 11/2005

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Radical times interest radical changes in advertising Search is a noteworthy piece of our media blend Nissan Summer Sales occasion paid indexed lists: 34% of all web movement to NissanUSA.com 31% of intelligent deals followed to pursuit exercises ROMI of $31.82 returned for each dollar spent * ClickZ, 11/2005

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The Transformed Marketing Company To accomplish this transformative model inner and outer elements must be addressed…

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Clear Brand Vision What Manage the Consumer Experience Relentless spotlight on the Consumer How Who The Transformed Marketing Company Managing for Success Re-inspect and re-sort out inside association

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OEM Dealers Regions Create a reliable and coordinated dialog with the purchaser The Transformed Marketing Company Managing for Success - Internal Organization Subject Matter Experts Search Data investigation and demonstrating Business Intelligence New OEM correspondence methodologies must be adjusted to territorial and merchant procedures

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The Transformed Marketing Company Managing for Success - External Organization Re-analyze and re-arrange outside association Traditional Model Transformational Model Agency Client Lead Agency Client Agency

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The Transformed Marketing Company Seven keys to changing you\'re advertising: Know what you remain for and constantly execute against it Learn quick and adjust rapidly Create an activity situated society Structure interior and outside associations to adjust to the new correspondence worldview Start with the Idea, not the purchase Aggressively enhance – it’s not the amount you spend, but rather how you draw in your objective Embrace responsib

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