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