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LEXUS
Digital Media Strategy
Target Audience
Middle aged men and women
30-55
High income
Luxury position
Dealerships placed on prime real estate
in upper class areas
Social Media
Very 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 outlet
Current advertising targeting men
Enhance reach
100 million users
80% female
42% U.S. women are on Pinterest
Display Ads
Recommend display ads on four major
sites to cover target audience
Autotrader
Carfax
Luxury Daily
Huffington Post
Lexus’s Website
Generate awareness and sales online
Make information easily accessible to customers
Lacking in car customization options
Mobile Strategy
Key to successfully targeting desired audience
Focus on:
Accessibility
Ease of Navigation
Communication and interaction with customers
Need to verify mobile pages
Big Idea
Sponsorship of NASCAR Driver Kyle Busch
Current champion / Famous Driver
Engineer 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 resources
Disposable income due to cost of living
4th most popular sport in U.S.
Budget
Current advertising budget estimated at $325 million
Total budget for NASCAR idea = $30 million
Display ads charged on a CPM basis
Price depends on number of people who view the ads
Metrics and Measurement
Reach
Interaction Rate
CPM
Clicks and Cost per Click (CPC)
Visitors
Conversion Rate
Sales

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Adv420 final presentation

  • 2. Target Audience Middle aged men and women 30-55 High income Luxury position Dealerships placed on prime real estate in upper class areas
  • 3. Social Media Very well established social media profiles Current ads focus more on targeting men than women Pinterest to balance out advertising
  • 4. Why use Pinterest? Graphic based social media outlet Current advertising targeting men Enhance reach 100 million users 80% female 42% U.S. women are on Pinterest
  • 5. Display Ads Recommend display ads on four major sites to cover target audience Autotrader Carfax Luxury Daily Huffington Post
  • 6. Lexus’s Website Generate awareness and sales online Make information easily accessible to customers Lacking in car customization options
  • 7. Mobile Strategy Key to successfully targeting desired audience Focus on: Accessibility Ease of Navigation Communication and interaction with customers Need to verify mobile pages
  • 8. Big Idea Sponsorship of NASCAR Driver Kyle Busch Current champion / Famous Driver Engineer 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 resources Disposable income due to cost of living 4th most popular sport in U.S.
  • 9. Budget Current advertising budget estimated at $325 million Total budget for NASCAR idea = $30 million Display ads charged on a CPM basis Price depends on number of people who view the ads
  • 10. Metrics and Measurement Reach Interaction Rate CPM Clicks and Cost per Click (CPC) Visitors Conversion Rate Sales