Jeff Kuhlman - AMEC International Summit...
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Jeff Kuhlman Vice President Global Communications Nissan Motor Company
Transcript of Jeff Kuhlman - AMEC International Summit...
Jeff Kuhlman Vice President
Global Communications
Nissan Motor Company
What does Nissan mean to you?
VW
GM
Toyota Ford
BMW
Daimler
Fiat Hyundai Nissan
PSA Honda
Chrysler
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Sh
are
of
Vo
ice
Share of Market
Are you leading the conversation …
or following?
Get into the conversation
Influence the conversation
2013 2016
NISSAN’S CHALLENGE:
GET INTO THE CONVERSATION …
INFLUENCE IT …
THEN CREATE IT.
Create the conversation
Organizational Assessment
Brand Power Improving Overall Opinion
Aligning Communications with Power 88
Power 88
Clarity Commitment Responsiveness Credibility Protection Differentiation Presence Consistency
Measurement of presence in coverage and conversation
#1 Tone of voice
Top 5 In share of voice across all OEMs
• Nissan’s credible and unique media positioning
• Backed up with solid proof points
• LEAF and GT-R
• Alliance strategy,
• Diverse management team
• Autonomous technology
• emerging market strategy
• Measured using PRIME
NISSAN MOTOR CO. NARRATIVE:
CHALLENGE CONVENTION (GAME CHANGER)
Remarkable.
Remarquable.
Extrardinario.
Extraordinário.
Bemerkenswert.
印象的。
WE’LL DO THIS BY PRESENTING OUR
STORY…
Katherine Zachary General Manager
Corporate & EV Communications
Nissan Europe
22 VIEW>HEADER AND FOOTER>SLIDE TAB
CROSSOVER
LEADERSHIP
ELECTRIC VEHICLE
LEADERSHIP
AUTONOMOUS DRIVE AND ADVANCED TECHNOLOGY TODAY
NO1 FOR QUALITY
INNOVATION AND EXCITEMENT FOR EVERYONE
Francesc Corbero Vinyals
Communication General Manager
Nissan Iberia
Good
product
Customer
knowledge
Action
plan
Data
analysis
How to Maintain Nissan’s
Crossover Leadership
COMMS NE VP/GM/Manager FY14 AOP
A M J J A S O N D J F M
BP 1,0 Raise Brand Opinion: Product Component O
1,0Drive editorial and earned media in print, online and
broadcastS SOV vs Asian Brands
#1 SOV in print & online
Rollout of broadcast media engagement plan#2 SOV in print & online
#1
19.1% SOV l l l l l l l l l l l l l
1,2 LCP development for Crossovers S Completion of plan rolloutDevelopment and rollout of cost effective LCP
for crossovers but within budget constraints
Development of cost effective LCP for
crossovers but within budget constraintsWIP l l l l l l l l l l l l l
1,3 Drive CCL technology communications strategy SSOV in technology media; key message -
"penetration"#1 Asian Brand #2 Asian Brand
#2
14.0% SOV l l l l l l l l l l l l l
BP 2,0 Raise Brand Opinion: Corporate Component O
2,1 Crisis management project completion SCompletion of training and drills HQ, rollout at
RBU levelQ2 Training with simulation Q3 Training with simulation l l l l l l l l l l l l l l
2,2Leverage Nissan's industrial presence and corporate
leadership to support product positioningS SOV vs Asian Brands, engagement #1 Corporate SOV Print & Online #2 Corporate SOV Print & Online
#1
21.8% SOV l l l l l l l l l l l l l
2,3Establish Russia storytelling connected to industrial
presence, new products and salesS Major media programme execution
15 earned media pieces in pan-European
markets
10 earned media pieces in pan-European
markets l l l l l l l l l l l l l l
2,4
Leverage UEFA Champions League partnership through
promotion of "Innovation and Excitement" messaging to new
audiences
S
Build brand through media engagement and
creative activations to engage sports, marketing
and lifestyle media
Widespread media coverage (200+ articles)
plus media engagement at top UCL eventsWidespread media coverage (200+ articles) l l l l l l l l l l l l l l
BP 3,0 Raise Brand Opinion: Employee Component O
3,1Develop understanding of the Nissan brand, products and
customers through curated content and feature storiesS Overall online tool readership
6.5 (average articles read per month per
user)
5.3 (average articles read per month per
user) l N/A l l l l l l l l l l l l
SP 4,0 Deliver Market Share & Volume: New model launches O
4,1Optimize traditional and online coverage of X-Trail, Juke MC
for crossover dominationS Crossover SOV #1 SOV print & online #1 SOV print & online
#1
16.5% SOV l l l l l l l l l l l l l
4,2 Deliver powerful brand-driving unveil and launch of PULSAR S
SOV
(measured during 2 months following unveil & 3
months from start of LIVE)
#3 Asian competitors & #6 C segment overall #5 Asian competitors & #8 C segment overall#4
10.1% SOVN/A l l N/A N/A l l l N/A N/A N/A N/A l
ZEL 5,0Mass Market EV: Build EV leadership with integrated EV
activation programmes O
5,1Sustain EV media interest through integrated launch of e-
NV200S Campaign SOV #2 SOV for alt-fuel vehicles (e-NV +LEAF) #3 SOV for alt-fuel vehicles (e-NV +LEAF)
#3
11.9% SOV l l l l l l l l l l l l l
5,2Sustain momentum surrounding zero-emissions vehicles
through content-driven strategy S Content: delivery 1/month 18/yr 12/yr l l l l l l l l l l l l l l
BE 6,0 Datsun Launch in Russia O
6,1Support Datsun launch in Russia through media attendance
of key milestone eventsS
Media engagement at key milestones including
MMS; unveil event20+ articles in Russia, 10+ outside Russia 20+ article in Russia l l l l l l l l l l l l l l
Monthly Performance (Green/Amber/Red)
FY14 results
(Green/
Amber/ Red)
O/SNoFull Year FY 14
ResultsFY14 EOY Target
P88
PillarObjective/ Strategy Control Item Description FY 14 EOY Commit.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
April'1
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June
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Janu
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Feb
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Ma
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Share of Voice
SOV0
50
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April'1
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Crossover # Articles
CrossoverNum. Articles0
12345
April'1
4M
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4June
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July
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No
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Crossover News Release
CrossoverNews release
Nissan
Nwesroom
20 Nissan Crossover Press
Release
3.3 Articles Per Day
1218 News about Nissan
Crossover
%
Influence
by Channel
27% EARNED
25.3% OWNED
20.9% PAID
Crossover event Madrid Feb 2016
Nissan Spain
Crossover PR
Results FY14
#1 Brand
20,3% SOV
31% favorability
Qashqai #1 car
• Be bold and proactive
• Be smart using data sources
• Be innovative to get a big SOV
• Be flexible to adapt your plan
• Be consistent with the brand promise
• Be quick in your decisions
Communication Lessons Learned
Measurement makes us more relevant in the global
marketplace
Thank You
