Live from Ad:Tech: Lexus Sharpens Promotion Work
Lexus is still spending plenty of money on traditional media, but it has reached a tipping point. Nowadays, it puts plenty of dollars and energy into the below-the-line world.
“The explosion and ability to make content in a different way is alive and well,” Deborah Wahl-Meyer, VP-marketing, Lexus Division, Toyota, said during yesterday’s keynote session. “This is probably the most exciting time in marketing that I’ve been involved with.”
She said it is no longer about a singular target definition and it is no longer about going out and finding the consumer—’s about helping the consumer find Lexus via various venues. She said all marketing evolves around one covenant: Treat every customer like a guest in your own home.
Several years ago, Lexus set up a new area to market its new Scion brand. The group had a separate building and staff was instructed to go out and sell, sell, sell. Oh, and by the way, they would have no marketing budget.
The folks at Scion hit the road running, launching mobile test drive tours and staging experiences that created brand evangelists, who then spread the word virally at some 75 events per month.
The successful tactics employed at Scion would ultimately be put into play by Lexus to boost sales of its luxury vehicles to high-end buyers— age in the mid 50s— lots of it focused on events and using the Internet to broaden the personal dialog with its target.
“[The Internet] created significant opportunities for direct experiences to deepen the relationship with Lexus,” Wahl-Meyer said.
One current campaign, now in Times Square in New York City, puts a rotating mosaic of photos submitted by consumers on Reuter’s mega screen; participants are entered for a chance to win a car. Many of the images also appear online and can be sent to friends and family. The campaign is managed online through a link from the Lexus.com site and has received 750,000 visitors. Close to 100,000 images have been put up so far, Wahl-Meyer said. The campaign ends at Thanksgiving.
Another recent campaign put Lexus General Manager Bob Carter online for a chat. Some 400 people logged on for the evening conversation and Lexus took away some great suggestions.
Its popular ride and drive events have been ongoing for the last five or six years where it invites owners and prospects to test drive its cars. But this year, for the first time, the brand allowed invitees to bring a guest to a lavish event that included luxurious furniture, wonderful food, golf lessons, tennis lessons and interactive displays that showed off the car’s latest technology. About 50,000 people attended the event.
As for the future, Lexus plans to continue to build relationships.
“We’re focusing on delivering that personal relationship to millions,” Wahl-Meyer said.
