1. Digital Marketing Assessment

2. AGenda Presenter 1: Chris Presenter 2: Jim Presenter 3: Zach
Presenter 4: Adrienne

3. Slogan, tagline & jingle Corporate color palette defined
Chris
The Lexus Story
Slogan, tagline & jingle
Corporate color palette defined

4. 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.

5. 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.

6. 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.

7. 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

8. 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

9. 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

10. 7. What do their display Ads look like? First Keyword
Keyword = lexu. Local search = frisco
Keyword = infinity. Local search = frisco

11. 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

12. 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

13. 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

14. 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.

15. 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.

16. 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

20. 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.

21. 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.