News plays a vital role in the media mix for Nissan with the channel doing the “heavy lifting” to build memorability for the brand.
Print newspapers, particularly, play a key role in the marketing mix with Nissan Marketing Director Geraldine Davys noting that news brands provide a relevant contextual environment to communicate with customers at key decision making moments. Once such moment is following the announcement of the Federal Government’s budget in May each year.
“We advertised heavily post the budget announcement because we knew that there were a lot of decisions that we’re going to be made that would be important to our customers,” said Davys.
Another key advertising period is the end of the financial year.
Davys said: “There’s a lot of tax benefits and a lot of reasons why you need to ensure your advertising is where the eyeballs are. And sometimes, that is in many different sections of the paper, not just the auto section.”
According to Davys, advertising for automotive brands fits within sections including early general news, sport and the classifieds.
In addition to these key periods of decision making, news in both print and digital is part of Nissan’s always-on marketing approach.
News continues to be a key part of our media plan every week, every month of every year. It is, for us, part of the journey to ensure that we meet strong ROIs every single month and what I mean by ROIs for us is sales volume.
CMO, Nissan Australia
“It would be a massive hole in our media mix if we didn’t use news throughout our campaigns and I’m talking brand and retail campaigns.”
To the point of the channel doing the “heavy lifting”, Davys said: “It does the heavy lifting to build memorability for our consumers. It does the heavy lifting to ensure we are continuing to build an emotional connection with our customer and, lastly, it does the heavy lifting to ensure we meet sales volumes every single month. So, the gap would be huge if we didn’t have news consistently within our media mix.”