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.