Over the years, Lexus has revolutionized luxury automobiles. Last year they made step towards revolutionizing the way they speak to thier customers and prospects with an integrated, one-to-one marketing campaign to promote the purchase of the Lexus Affinity Warrantee Program. Direct2one worked with Lexus to develop segmentation strategy, communication strategy, and to develop creative that would compel response.
CAMPAIGN OBJECTIVES
Sell extended warranty product to Lexus owners
Reinforce Lexus and brand value
Compel current owners to have their Lexus serviced at thier dealer
Increase Lexus' customer knowledge
Develop a deeper relationship with customers to help influence loyalty and future purchase
CAMPAIGN STRATEGY
Current Lexus owners were the target audience.
A variety of variables and segments were included to enhance the personal feeling and relevant contents for this campaign, and included:
Male customer unique design
Female customer unique design
Car age
Car year
Car model including images of the customer's car
Car color (where the asset was available
Assigned service consultant
Assigned service consultant's work hours and phone number
Variable offers based on age and mileage of the customer's car
Price, terms and conditions appropriate to each Lexus owner
CAMPAIGN FLOW
The campaign included one drop of print and two drops of email, along with a personal website for each prospect. Prospects that expressed interest
were followed up with by the assigned Lexus Service Consultant.
CAMPAIGN CREATIVE
CAMPAIGN RESULT
30% of respondents visited purl
0ver 20% purl click through rate
High percentage of visitors to the web registered for more information
5% of target audience purchased the Affinity product ($2,500 + per customer)
Sell extended warranty product to Lexus owners
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