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Engagement Overdrive
      Creative inspired by Insights
                      Session Preview
Your presenters for Engagement Overdrive:




  Kent O’Hara                                Michael J Oliver
  kent.ohara@nissan-usa.com                      @michaeljoliver
  Director, Sales & Marketing                SVP, Creative Director




Nissan North America, Inc.                The Marketing Store Worldwide
   @NissanNews www.nissanUSA.com            @marketingstore www.themarketingstore.com
6 take-aways, proven to drive engagement and effectiveness in
                  direct marketing campaigns ...



   Know Your Customers
 FOCUS FOCUS FOCUS
   • Knowing what matters most
   • Going beyond rigid segments

 Map the Experience
   • Affecting Behavior, Attitude, & Cognition

Build BIG Creative Platforms
 BETTER BRIEFS
  Test, Iterate, & Evolve

                                                                              Engagement Overdrive
                                                                                  Creative inspired by Insights
                                                                                              Session Preview
                                                 Session begins at 11:30am Tuesday, October 16th, Breakers EK
6 take-aways, proven to drive engagement and effectiveness in
                    direct marketing campaigns ...



     Know Your Customers
 FOCUS FOCUS FOCUS
 Map the Experience
 • Identify key metrics to measure success
 • The role of convenience, value, and trust
Build BIG Creative Platforms
 • The importance of staying customer-centric

 BETTER BRIEFS
  Test, Iterate, & Evolve

                                                                             Engagement Overdrive
                                                                                 Creative inspired by Insights
                                                                                             Session Preview
                                                Session begins at 11:30am Tuesday, October 16th, Breakers EK
6 take-aways, proven to drive engagement and effectiveness in
                  direct marketing campaigns ...



   Know Your Customers
 FOCUS FOCUS FOCUS
 Map the Experience
Build •BIG Creative Platforms
           The power of visualizing the customer journey


 BETTER BRIEFS
         • Experience mapping techniques
         • Identifying and targeting engagement opportunities
  Test, Iterate, & Evolve

                                                                         Engagement Overdrive
                                                                             Creative inspired by Insights
                                                                                         Session Preview
                                            Session begins at 11:30am Tuesday, October 16th, Breakers EK
6 take-aways, proven to drive engagement and effectiveness in
                  direct marketing campaigns ...



   Know Your Customers
 FOCUS FOCUS FOCUS
 Map the Experience
Build BIG Creative Platforms
 BETTER BRIEFS
          • Key components to going BIG
          • Platform “Brand-Building”
  Test, Iterate, & Evolve
          • Nissan Platform evolution




                                                                         Engagement Overdrive
                                                                             Creative inspired by Insights
                                                                                         Session Preview
                                            Session begins at 11:30am Tuesday, October 16th, Breakers EK
6 take-aways, proven to drive engagement and effectiveness in
                  direct marketing campaigns ...



   Know Your Customers
 FOCUS FOCUS FOCUS
 Map the Experience               • Brief fundamentals
                                  • Insights that lead to inspired ideas
Build BIG Creative Platforms      • Putting the customer in your brief

 BETTER BRIEFS
  Test, Iterate, & Evolve

                                                                         Engagement Overdrive
                                                                             Creative inspired by Insights
                                                                                         Session Preview
                                            Session begins at 11:30am Tuesday, October 16th, Breakers EK
6 take-aways, proven to drive engagement and effectiveness in
                  direct marketing campaigns ...



   Know Your Customers
 FOCUS FOCUS FOCUS
 Map the Experience
Build BIG Creative Platforms
 BETTER BRIEFS
  Test, Iterate, & Evolve
    • Learning from customers
    • Agile creative production
    • Evolution of creative - visuals, messaging, layout
                                                                           Engagement Overdrive
                                                                               Creative inspired by Insights
                                                                                           Session Preview
                                              Session begins at 11:30am Tuesday, October 16th, Breakers EK
6 take-aways, proven to drive engagement and effectiveness in
                  direct marketing campaigns ...



   Know Your Customers
 FOCUS FOCUS FOCUS
 Map the Experience
Build BIG Creative Platforms
 BETTER BRIEFS
  Test, Iterate, & Evolve

                                                                         Engagement Overdrive
                                                                             Creative inspired by Insights
                                                                                         Session Preview
                                            Session begins at 11:30am Tuesday, October 16th, Breakers EK
Engagement Overdrive
             Creative inspired by Insights




 Session begins at 11:30am Tuesday, October 16th


Breakers EK

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Engagement Overdrive Creative Inspired By Insights

  • 1. Engagement Overdrive Creative inspired by Insights Session Preview
  • 2. Your presenters for Engagement Overdrive: Kent O’Hara Michael J Oliver kent.ohara@nissan-usa.com @michaeljoliver Director, Sales & Marketing SVP, Creative Director Nissan North America, Inc. The Marketing Store Worldwide @NissanNews www.nissanUSA.com @marketingstore www.themarketingstore.com
  • 3. 6 take-aways, proven to drive engagement and effectiveness in direct marketing campaigns ... Know Your Customers FOCUS FOCUS FOCUS • Knowing what matters most • Going beyond rigid segments Map the Experience • Affecting Behavior, Attitude, & Cognition Build BIG Creative Platforms BETTER BRIEFS Test, Iterate, & Evolve Engagement Overdrive Creative inspired by Insights Session Preview Session begins at 11:30am Tuesday, October 16th, Breakers EK
  • 4. 6 take-aways, proven to drive engagement and effectiveness in direct marketing campaigns ... Know Your Customers FOCUS FOCUS FOCUS Map the Experience • Identify key metrics to measure success • The role of convenience, value, and trust Build BIG Creative Platforms • The importance of staying customer-centric BETTER BRIEFS Test, Iterate, & Evolve Engagement Overdrive Creative inspired by Insights Session Preview Session begins at 11:30am Tuesday, October 16th, Breakers EK
  • 5. 6 take-aways, proven to drive engagement and effectiveness in direct marketing campaigns ... Know Your Customers FOCUS FOCUS FOCUS Map the Experience Build •BIG Creative Platforms The power of visualizing the customer journey BETTER BRIEFS • Experience mapping techniques • Identifying and targeting engagement opportunities Test, Iterate, & Evolve Engagement Overdrive Creative inspired by Insights Session Preview Session begins at 11:30am Tuesday, October 16th, Breakers EK
  • 6. 6 take-aways, proven to drive engagement and effectiveness in direct marketing campaigns ... Know Your Customers FOCUS FOCUS FOCUS Map the Experience Build BIG Creative Platforms BETTER BRIEFS • Key components to going BIG • Platform “Brand-Building” Test, Iterate, & Evolve • Nissan Platform evolution Engagement Overdrive Creative inspired by Insights Session Preview Session begins at 11:30am Tuesday, October 16th, Breakers EK
  • 7. 6 take-aways, proven to drive engagement and effectiveness in direct marketing campaigns ... Know Your Customers FOCUS FOCUS FOCUS Map the Experience • Brief fundamentals • Insights that lead to inspired ideas Build BIG Creative Platforms • Putting the customer in your brief BETTER BRIEFS Test, Iterate, & Evolve Engagement Overdrive Creative inspired by Insights Session Preview Session begins at 11:30am Tuesday, October 16th, Breakers EK
  • 8. 6 take-aways, proven to drive engagement and effectiveness in direct marketing campaigns ... Know Your Customers FOCUS FOCUS FOCUS Map the Experience Build BIG Creative Platforms BETTER BRIEFS Test, Iterate, & Evolve • Learning from customers • Agile creative production • Evolution of creative - visuals, messaging, layout Engagement Overdrive Creative inspired by Insights Session Preview Session begins at 11:30am Tuesday, October 16th, Breakers EK
  • 9. 6 take-aways, proven to drive engagement and effectiveness in direct marketing campaigns ... Know Your Customers FOCUS FOCUS FOCUS Map the Experience Build BIG Creative Platforms BETTER BRIEFS Test, Iterate, & Evolve Engagement Overdrive Creative inspired by Insights Session Preview Session begins at 11:30am Tuesday, October 16th, Breakers EK
  • 10. Engagement Overdrive Creative inspired by Insights Session begins at 11:30am Tuesday, October 16th Breakers EK