1stobjective » Channel marketing

Re-engaging Nissan’s dealers

nickr — Sat, 31 Jul 2010 07:14:59 +0000

With several major product launches – such as Leaf, Nissan’s electric car, Juke, a small crossover and March, the replacement for Micra – all happening within a few months, Nissan needed a rock-solid communication programme with their 186 dealers around the UK.

1st Objective developed a regular, weekly, electronic email, backed by a website, that grew over the weeks into a resource that dealers could draw on.

It allowed Nissan to drip feed product information rather than swamp them, and to slowly raise excitement and expectation that could easily be cascaded by dealer principals to their sales teams.

Over six months, this publication – called the Insider – would start to raise friendly competition between regions and improve dealer pride in the brand. By endorsing the commitment they had made to become a Nissan dealership in the first place Nissan formed a stronger bond with their distribution chain.

Nissan: Dealer engagement

nickr — Wed, 21 Jul 2010 16:59:47 +0000

Juke, Nissan's new baby crossover

Nissan HQ used the email we developed – The Insider – to communicate with senior managers in their dealer network.

Content mix changed week-by-week, but it was the natural home for updates on upcoming product.

One of the big launches we were involved with was Juke, the baby brother to their highly successful crossover, Qashqai.

We timed dispatch of The Insider to match global embargo deadlines for release.

It meant that The Insider got the news to the guys at the sharp end first, ahead of the motoring press and showroom visitors, and went some way to reinstating the dealerships in terms of newsworthiness.

MLL Telecom: Search Engine Optimisation

djworth — Wed, 07 Jul 2010 14:15:05 +0000

In a competitive market MLL needed exposure that would help them stand out and push back on their competition.

1st Objective created a new identity, relaunched the website and provided sales support documents and literature.

The SEO work pushed them into an enviable position with the major search engines and is now reaping the benefits of serious web enquiries.

Lead generation materials supported by telemarketing is growing revenues.

And specific channel campaigns aim to make them the wireless provider of choice with the UK’s biggest telcos.

Nissan: Channel engagement

djworth — Wed, 07 Jul 2010 13:57:16 +0000

1st Objective have just completed the first six months of a communication project for Nissan’s 186 franchised dealers. This meant the establishment of an outbound communications channel for greater collaboration between NMGB and its distribution channel.

We chose a weekly HTML email linking to a website that contained video and interactive content, a structure that was easily cascaded to sales teams, and onwardly to customers and prospects.

At the end of these first two quarters of activity Nissan has gained a closer and more trustful relationship with their dealer management, with increased morale and the start of friendly regional competition.

There is now greatly improved shared pride and enthusiasm for both brand and product at dealer level