LEXUS Digital Media Strategy

Target AudienceMiddle aged men and women

30-55 High incomeLuxury position Dealerships placed on prime real estate in upper class areas

Social MediaVery well established social media profiles Current ads focus more on targeting men than women

Pinterest to balance out advertising

Why use Pinterest?Graphic based social media outletCurrent advertising targeting menEnhance reach100 million users

80% female42% U.S. women are on Pinterest

Display AdsRecommend display ads on four major sites to cover target audienceAutotrader CarfaxLuxury Daily Huffington Post

Lexus’s WebsiteGenerate awareness and sales onlineMake information easily accessible to customers Lacking in car customization options

Mobile StrategyKey to successfully targeting desired audienceFocus on:

AccessibilityEase of Navigation Communication and interaction with customers

Need to verify mobile pages

Big IdeaSponsorship of NASCAR Driver Kyle Busch

Current champion / Famous DriverEngineer and sponsor a racecar to be driven in

NASCAR races by Kyle Busch Why:

Fans 3% more likely to have income of $75,00+7% more likely to be married and pooling resourcesDisposable income due to cost of living4th most popular sport in U.S.

BudgetCurrent advertising budget estimated at $325 millionTotal budget for NASCAR idea = $30 millionDisplay ads charged on a CPM basis

Price depends on number of people who view the ads

Metrics and MeasurementReachInteraction RateCPMClicks and Cost per Click (CPC)Visitors Conversion RateSales