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Digital Marketing Assessment
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AGenda Presenter 1: Chris Presenter 2: Jim Presenter 3: Zach
Presenter 4: Adrienne
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Slogan, tagline & jingle Corporate color palette defined
Chris The Lexus Story Slogan, tagline & jingle Corporate color palette defined
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The story The Lexus story began in 1983, when Chairman Mr. Eijii Toyoda challenged Toyota to develop a luxury automobile to rival Europe’s finest: Mercedes & BMW. Committed $1 billion, 1,000 engineers and 6 years for intense R&D. In 1989, they debuted the LS 400 in a tv ad that would shock the world: 15 champagne glasses balanced in a pyramid shape on the car’s hood with the engine running…spotlighting a new depth of quality and refinement.
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Corporate message Slogan: ‘experience amazing’ (2017) replaces their long running ‘the pursuit of perfection.’ Tag line: we transformed the industry in join us as we do it again. (the lexus+ roll out). Jingle: The lexus ‘December to remember’ sales event during the Christmas holiday season.
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Color palette: black, gray and gold
Lexus color palette symbolizes the functional elegance of modern industrial design and the look of contemporary luxury. Thus, communicating to the world: a tone of luxury, refinement and understated style.
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4. Does the logo meet the criteria for Effective Logo design?
Simple? – Yes. Type=Iconic & Font based Memorable? – Yes Timeless? – Yes Versatile? – Yes. Can be reproduced in larger and smaller sizes without loss Appropriate? - Yes Simple? – Yes. Type=Iconic Memorable? – Yes Timeless? – Yes Versatile? – Somewhat, may lose some clarity when reduced Appropriate? - Yes
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5. What are some of the keywords that are popular with your brand?
<title>INFINITI | Empower the Drive<title> <meta name="description" content="Learn more about and explore INFINITI's high-performance luxury vehicles, concept models & brand vision."> TOP KEYWORDS infinity infin infiniti infiniti suvs infiniti cars <title>Lexus - Luxury Sedans, SUVs, Hybrids, and Performance Cars</title> <meta name="description" content="Welcome to Lexus' official site. Explore the line of Lexus luxury sedans, SUVs, hybrids, convertibles and accessories, or find a Lexus dealer near you." /> TOP KEYWORDS lexu lexus suv lexus lexus rx350 lexus is 300
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6. Search by keyword (not brand name) and location
what do the SERP’s look like? Organic and Paid? Search in Plano, Frisco, Carrollton and Dallas First keyword = infinity. Local search = frisco First search result = Organic keywords = 5,649 Paid keywords = 6,744 First keyword = lexu. Local search = frisco SpyFu result = Organic keywords = 698 Paid keywords = 3
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7. What do their display Ads look like? First Keyword
Keyword = lexu. Local search = frisco Keyword = infinity. Local search = frisco
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6. Search by keyword (not brand name) and location
what do the SERP’s look like? Organic and Paid? Search in Plano, Frisco, Carrollton and Dallas Keyword = infini. Local search = plano Search result = Organic keywords = 217 Paid keywords = 109 Second keyword = lexus SUV. Local search = plano Search result = Organic keywords = 979 Paid keywords = 0
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Keyword = lexus SUV. Local search = plano
7. What do their display Ads look like? Second Keyword Keyword = lexus SUV. Local search = plano Keyword = infini. Local search = plano
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Zach: 8. Do they have Landing Pages? Yes, but you must know what type of Lexus you’re in the Market for. Ex: If you google “GS F Lexus” a Paid Ad comes up with the specific Lexus.com site and when you click that Ad it takes you to a page with a GS F Lexus
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Zach cont’ 9. Is key information located above the fold? Yes, there are the option for a potential buyer to browse the model showcase, Inventory, Specials, Finance, Service & Parts and About us. Along with the address and TN on the Dealership SERP page. 10. What is the CTA? It’s a chat box “Live Help” you have to click to start a live chat.
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Zach cont’ 11. Who are they targeting? And how did you draw that conclusion? Millennial generation (early 80’s), I’ve drown that conclusion by the style of car that was displayed on the landing page from the search term. Sporty look, the color “Red” that represent emotional intense, energy(increased heart rate), strength, power. This search return if from the “Park Place Lexus of Plano”. My search wasn’t specific so SERP page will give you dealerships that sells Lexus’s.
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adrienne STRENGTHS Website shows strong display of diversified product portfolio, sports cars, SUVs, sedans and convertibles Use of logo, stylized photography aligned with luxury image of brand Prompt delivery of welcome and newsletters WEAKNESS Promotion of LEXUS + on Primary web page, New Value proposition not available nationwide, but small localized rollout. Creates Negative experience if customer is not eligible for news sales treatment OPPORTUNITY Leverage early movers with existing hybrid & concept car segments THREATS Perceived as costly brand which can limit potential customers Strong competition from big automobile giants
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ADAPTIVE vs. Responsive
Both Lexus and Infinity are Mobile Friendly. They us the Adaptive method by creating content to specifically work with the type of screen accessing the site. Chatbots – Both lexus and infiniti sites directed customers to contact dealer with any questions. There was not any interaction through chatbots.
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4 cs of strong Brand CONSISTENT – use of logo treatment is consistent on web site, marketing material, mass advertising, vehicles CREDIBLE – Name attributed as combination of Luxury and elegance, The L was born of the LE on Toyota’s Luxury Edition vehicles, or luxury edition for us – LEUS with X added for luxury. CLARITY – Reproduces well as stand alone in small spaces or oversized for signage and banners. COMMUNICATE - L design is simple and elegant. It represents the classic design of the luxury of lexus vehicles.
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