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“Keep Summer Rolling” Sweepstakes
Informa8onal Kit
August 1 – September 30, 2014
Nissan ACersales Marke8ng
Table of Contents
§ Campaign Introduction o Important Dates
§ Dealer Incentives
§ Sweepstakes POP Material § Coupon Strategy § Coupon Strategy Research
§ Campaign Details
2013 Campaign Results
The 2014 Summer Sweepstakes
We are proud to announce the 2014 Nissan Keep Summer Rolling Service Sweepstakes. The campaign will be between August 1 and September 30, 2014. The ac?ve par?cipa?on of your dealership will help ensure the success of this dynamic campaign. The 2014 Sweeps will include mul?ple points of engagement for owners; including social, point of purchase material and direct mail & email.
New Crea?ve: • Con?nua?on of BBQ Theme • Sense of neighbourhood togetherness
Important Dates
Enrollment: May 26 – June 6
Campaign mailer in home dates: July 30 – August 1
Campaign & Coupon validity dates: August 1 – September 30
Dealer Enrollment Incentives - ODM
Dealers who enroll into both campaign segments, without capping their customer mailing lists, will be eligible to receive a 50% discount on any ODM email orders placed between May 26 – June 30th.
Dealer Incentives – Overall Performance
We want to recognize the top performing Service Managers in the country. The winning Service Manager in each Region will receive a $750 Visa giW card. Dealership performance will be measured by: • Enrollment par?cipa?on • Use of social media assets from the dealer portal • Campaign response rate
Dealer Incentives – Overall Performance
Dealer Portal Activity
Portal Activity Points Awarded Cap Description
Tweeter Functionality 2 Points per Tweet 32 16 Tweets provided; more weighted because shows every week participation
Download of Assets* 5 Points per asset 25 *Assets include: Phone Script, Web Banner, Campaign FAQ, Tweeter FAQs, Facebook FAQs
Please see the point system and rules below:
Nissan Rules: • Dealers will only be eligible for the overall incen?ve if they have 100% enrolment • Once 100% enrolment is determined, these dealers will then be assessed on their dealer
portal par?cipa?on. • The dealer portal points system will correlate to the content available.
Dealer Incentives – Overall Performance
Once a dealer reaches Goal 1, they will receive 100 points Once a dealer reaches Goal 2, they will receive an addi?onal 250 points
Response Rate Performance Benchmarks for Nissan Dealers
Nissan Rewards Class AA Class A Class B Class C
Goal 1: 100 Points 11.83% 14.32% 15.83% 16.58%
Goal 2: 250 Points 14.23% 18.83% 20.94% 20.14%
• Thirdly, at the end of the campaign, their overall response rates will be accessed Dealers have a par?cular response rate bench park, which is determined by their dealer class.
• Dealers with the highest points will be eligible for the $750 incen?ve. In the case of a ?e, the dealer with the highest total number of responses will be the winner per region.
Sweepstakes POP Material
Each dealership par?cipa?ng in the Nissan Keep Summer Rolling Service Sweepstakes will receive a point of purchase material package with:
• Sweeps branded window cling • Sweeps branded poster • Large Sweeps branded standee • Package of pamphlets, along with a holder • 120 branded Frisbees (plus addi?onal orders) where applicable • *Express Service dealers will receive an addi?onal 100 Frisbees (total of 220)
*Express Service dealers as of May 17th
Dealers will receive their POP kits mid July via courier.
2014 Summer Sweepstakes Creative
Enrollment Coupon Strategy
You will no?ce that the coupon strategy for this par?cular campaign has been enhanced from past SDM campaigns. Previously, we have provided you with a coupon planner. For this campaign coupon recos have been selected for you based on the highest performing coupons in your territory.
Segment 1 -‐ Inner Circle Customers
3 offer posi?ons
Segment 2 -‐ Outer Circle Customers
3 offer posi?ons
Enrollment Coupon Strategy
In order to beher understand your customer’s service behaviours and how to offer the most appealing coupons, we have compared the response rates of last year’s campaign with the Nissan Consumer Panel; Offer & Communica8on Evalua8on Management Report by IMI Research. The Study: 820 Nissan customers were surveyed across Canada Tes?ng the perceived value and coupon offers, price types and discount amounts. Why: Iden?fy how to best communicate these offers
o Iden?fy the op?mal communica?on -‐ $ off vs. % off vs. set price point o Provide recommenda?ons to fine-‐tune and op?mize offer to maximize in-‐market impact
Enrollment Coupon Strategy- New Coupon Options
New Coupons: • Complete Brake Replacement • Complete Brake Service – no longer limi?ng coupon to front brake service etc. • Complimentary Brake Inspec?on New Formats: Regular $XX.XX, Now $XX.XX; • Oil & Filter Coupon • Shock and Strut Replacement • Complete Brake Replacement • Microfilter
Star8ng from $XX.XX: • Oil & Filter Coupon • Shock and Strut Replacement • Complete Brake Replacement • Microfilter • Manufacturer Recommended Services
ex: ex:
How to Enroll?
We understand that vehicle service needs may vary by region due to: demographics, weather, and consumer behaviour, which will influence the type of offers customers value. With this in mind, we have selected coupon recos for your territory. Here is a step-‐by-‐step process of how to select these territory specific offers:
1. Login to the Enrollment site. Click Get Started or Modify
How to Enroll?
2. Select the two available segments Save & Con8nue
3. Select Change Offer to open the Coupon Library
How to Enroll?
4. Scroll through the category op8ons on the leW hand side of the Coupon Library. Select your region and territory to see the recommended coupons for your dealerships.
Campaign Details Grand Prize Offering
• Choice of 1 of 3: 2015 Al?ma, 2015 Rogue and 2015 Micra • Instant Win Prizes:
• Mul?ple daily winners: 320 x $50 Nissan Service giW cards • Weekly: 8 x 1 Year Maintenance Plans
Dealer Portal • Redesigned and easy to use Dealer Portal
Customer Engagement: • Segmented mailers
• Inner & Outer Circle direct mail & email • Keep Summer Rolling microsite for grand prize entry
• Personalized Coupon download func?onality (NEW!) • Social engagement via Facebook and Twiher to keep Sweepstakes top of mind
IMI Research Findings - Recommendations
The value of a discount encourages different behaviour, the higher the value the more people are likely to come into your dealership. You should always include relevant offers that appeal to a mass audience.
Recommended Offers: (1) Oil & Filter Change for $30 (2) Oil & Filter Change for 15% off
(1) Air Filter for 15% off (2) Air Filter for $15 off
(1) Air Condi8oning Service for 15% off (2) Air Condi8oning Service for 10% off
Nissan customers perceive Price Point & $ off coupons as “high value” * Based on research from Nissan Canada owners. Source: IMI Interna?onal
The Dealer Support Team: Phone: 1-‐866-‐294-‐1378 E-‐mail: [email protected]
Questions
Hours of Opera?on: 9am – 5:pm