Nissan has been absent from late-night TV for over six years, and it is set to make a comeback with the launch of the new Versa Note. Nissan North America launched the new Versa Note this month, but is targeting a different set of buyers than the usual costumers for the Versa. Julie Lynch, Nissan's senior marketing manager for the model, said the carmaker is aiming the Versa Note towards more affluent entry-level buyers who have a penchant for outdoor activity.
While the Versa is targeting entry-level buyers in their 20s, the Versa Note is aiming for entry-level buyers in their early 30s. Likewise, the Versa Note is targeting couples, but not necessarily married ones, especially those with kids.
Lynch said the carmaker wants to pitch the Note at active-lifestyle consumers who are not limited by family obligations, especially those who demand for enough cargo room for carrying their camping gear, sports equipment, gardening supplies or music equipment.
According to the model’s brand manager, their target customer is different than their current customer, noting that “a space out there” that carmakers are not going after.
Nissan is aiming to get into a new advertising territory when it launches the national marketing for the Versa Note in September. Lynch said that before brand managers see the TV market as not worth their while, that has since changed.
Late-night TV has a growing viewership, especially after the recent publicity over the changes in late-night show hosts. This also led to the increased value of late-hour TV spots.
Lynch said that it is now a “great time to capitalize on the growing viewership." Marketers plan to promote the $14,780-hatchback heavily on late-night TV. Lynch quipped that the late-night strategy will help broaden their reach and appeal to their target customers.