Lexus is a brand with very strong ethical values with a mission statement that states, “Lexus will win the race because: Lexus will do it right from the start. Lexus will have the finest dealer network in the industry. Lexus will treat each customer as we would a guest in our home.”
We promote luxury and lifestyle with our cars: You are the hero.
Lexus sponsors many different professional golf athletes.
Lexus is very good when it comes to taking initiative to new technologies. With this new engineering system that will not only better the safety in their cars, but it can also open doors for other companies who are interested in buying this system as well.
Lexus has the opportunity to expand their market to other technology advancing countries.
Being Toyota’s luxury car brand separated from Toyota cars, it can open the door to potential new buyers.
The convention will also give our audience information on all aspects of safety and cars (Environmental, roadway safety, car buying safety)
We will give the community a chance to sign up for our safety news letter either via mail or email.
Hand out brochures about the convention. The brochure will direct the public to our website along with AAA website and explain the message of how important safety is to Lexus when it makes its cars for the public.
The Pursuit of Safety will use Email tracking to keep track of our campaign as well as retrieving feedback from our customers.
As the customer views the Pursuit of Safety campaign website we will be able to track what they are viewing specifically from the link, the keywords used, and where they clicked using Google Analytics and Google Adwords.
Since we are promoting the car show via website, televised advertisements, ANRs including radio and local news channels, we would like these sources of media to share their thoughts before, during and after the convention. Everything is going to be recorded so we can review the feedback.
Computing an AVE will be difficult considering this is being taken place nationally. After the convention is taken place, we will be able to compute the amount of media coverage including, radio, television networks, and television ads.
"Audi, Cadillac, Lexus Buyer Demographics Exhibit Most Changes." Motorwayamerica.com . May 2010. Web. 14 Nov. 2011. <http://www.motorwayamerica.com/editorial/audi-cadillac-lexus-buyer-demographics-exhibit-most-changes>.
"How to Track Your Marketing Campaign." Online Media Marketing,Social Media Marketing,Public Relations,Offline Marketing,Content Writing . Web. 21 Nov. 2011. <http://www.online-media-marketing.com/offline-marketing/track-marketing-campaign/>.
"How Does Campaign Tracking Work?" Google.com . Web. 2011. <http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55540>.