CHICAGO -- To bring more dealers into its new regional dealer advertising associations, Nissan Division will trim the amount of money it is giving nonmembers.
For the past year, Nissan has been giving dealers $150 per vehicle sold to use for local advertising, whether or not the retailer participates in the ad groups.
This month Nissan will notify dealers by letter that the $150 payments will end for nonparticipating dealers, says Jon Brancheau, Nissan's vice president for marketing.
"We'll still give them the money," he says. "But they'll have to participate in the program."
The program is Nissan's Regional Marketing Program, which Nissan has been fanning for the past year to maximize local advertising through dealer groups. Brancheau said that most of Nissan's 1,100 dealers participate.
He said Nissan is planning significant increases in both its national advertising and contributions to dealer ad groups this year in preparation for a wave of new products, including redesigned versions of the Altima, Sentra and Pathfinder.
Nissan also plans to double the number of dealers it has on its Advertising Review Committee from six to 12. The group helps steer Brancheau's media teams on Nissan advertising.
"Our hope is that by doubling the number of dealers we will get more geographical diversity," he says. "We really want to include the voice of all dealers."