“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:  DealerSupport@NissanOneToOne.ca    

Questions

Hours  of  Opera?on:  9am  –  5:pm