CUSTOMER EXPERIENCE JOURNEY.
Defining and unifying cross-functional strategies for multiple user personas.
ROLE & DELIVERABLES:
Planning & Strategy
Customer Journey
Media Planning & Buying
OVERVIEW.
Increase reach and impressions among young consumer segment.
Background: Nissan is confronting intense rivalry in the Puerto Rico market. With the launch of the new Nissan Versa 2020 the team is working passionately to reposition the brand for a younger demographic while looking to take back market share. However, the current Versa model is mostly used by a broader and older audience, it does not have affinity among the younger audience and the Versa brand does not have strong equity that connects with them.
Insights: Nissan is one of the most popular cars in Puerto Rico. Looking back at 2015, during the first five months, Nissan has held on to second place among Puerto Rico’s automakers.
Audience: 25 – 34 years old, self- motivated, men and women, proud of their experiences. They believe life is about balance and they like to be prepared for life. Most of them could have a 2nd job.
Personas: Multiple personas will help us identify and prioritize changes to our offering based on what the customers need the most. Our persona(s) are archetypal characters created to represent the different user types within a targeted demographic, attitude, and behavior. In order to effectively define and unify cross-functional strategies with market segmentation to represent specific customers, we are implementing a 'tensity' concept that will allow us to optimize communication thru the same touch-points and creative initiatives while keeping them "separate" within their needs at the end of the funnel.
Objectives: Launch of the new Nissan Versa 2020 Sedan to a Millennial audience and generate quality traffic towards multiple partner dealers (leads). Increase reach and impressions among young consumer segment. Drive awareness by amplifying Versa USP and special financing. Drive leads from Online to Offline dealers.
Budget: There is a huge budget gap against the brand and product launch objectives. The client has specifically stated that even though we have 2 target audiences we won’t be able to reach both separately. Therefore, we will propose one solution for both targets after we uncover the overlapping creative interest and device - touch-points.
EXPERIENCE.
from awareness to remarketing.
A journey map is a visualization of the process that a person goes through in order to accomplish a goal. In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Next, the timeline is fleshed out with user thoughts and emotions in order to create a narrative. A marketing funnel is a way of breaking down the customer journey all the way from the “awareness” stage (when they first learn about your business) to the “purchase” stage (when they're ready to buy your product or service).
CROSS-AUDIENCE JOURNEY MAPPING.
key performance questions.
Are consumers participating of our re-marketing programs?
Yes, we have observed active consumer participation in our remarketing programs.
Is our content reaching our target audience as expected within the plan?
Yes, our content is successfully reaching our target audience as planned.
Are we using digital to drive consumers to purchase? Are we building healthy leads?
Yes, we are effectively utilizing digital channels to drive consumers towards purchases and generate healthy leads.
Are we effectively engaging our target with campaign content?
Yes, we have achieved effective engagement with our target audience through our campaign content.
Are we encouraging consumers to be part of our database - leads?
Yes, we are actively encouraging consumers to become part of our database as leads.
Are we building advocacy thru referrals? How are we encouraging consumers to be our best marketers?
Yes, we are building advocacy through referrals. We encourage consumers to become our best marketers by incentivizing referrals and providing a positive customer experience that they are excited to share with others.