Date post: | 11-Feb-2017 |
Category: |
Automotive |
Upload: | natebradford |
View: | 66 times |
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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