When Lexus wanted to drive attendance for their Taste of
Lexus event, our acquisition campaign delivered.
To catch a customer, you have to think like a customer. Or, in
the case of Lexus, like an affluent customer.
For Lexus of North America, we were asked to recruit the best
prospects for Taste of Lexus, the luxury brand's by-invitation-only
test drive event. This prestigious annual gathering had two
objectives: reward existing Lexus owners for their loyalty, and
lure competitive owners with an upscale, low-pressure introduction
to the Lexus brand.
To catch these "best prospects," we built an email database for
brand owners and prospects modeled on actual attendees of the
previous year's event. We also introduced an online viral,
referral component for existing registrants to make sure they
actually showed up. And, we encouraged dealer participation in the
marketing process to create additional word-of-mouth publicity.
In our first year of this assignment, we delivered more than
twice the necessary attendees. Year-over-year attendance surpassed
our client's goal. For Lexus, as for many of our other clients, our
approach to data analysis delivers powerful results.