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Lexus Car Dealer, Downtown Toronto

Vildan Ergin

Integrated Marketing Communication

Seneca College

MKM803SCC

Professor Dr. Ward

15 March 2022
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Lexus Car Dealer, Downtown Toronto

1.Company Situation Review

Lexus launched in Canada with the LS 400 in 1990. The LS was more than a vehicle
of Lexus brand because of having amazing features on all of parts. About thirty years later LS
flagship sedan released with new design, technology and performance as the fifth generation
of Lexus in 2019. The brand continued to improve its brand in the time by technology. The
Lexus ES luxury Sedan debuts as the best LS at Canada in 1990 and ES brand was the top
selling Lexus vehicles. Lexus vehicles were produced outside of Japan for the very first time
in spite of designing plant in Cambridge, Ontario. Ontario plant took two J.D. Power Quality
Awards. Canadian plant adds the popular Lexus NX and NX Hybrid to its portfolio in 2022.
Lexus dealerships introduce the brand depend on 30 years history of brand. Since the brand
beginning, Lexus has improves the concept of automotive luxury by caring of customer’s
comfort and consumer’s satisfaction thanks to advance technology. Moreover, Lexus model
around the world will be electrified model by 2025 because of high expectations for social
and ecological responsibility. Lexus has also contributed on the purpose of reaching zero
greenhouse gas emissions from our global operations by 2050.
Lexus marketing communications have focused on three messages, which are quality,
technology and value service. Lexus’ initial brand launch as well as its subsequent individual
model launches utilized mass media advertising on tv, radio, and print media. The initial
launch Lexus reveals different positioning strategies. The tv and radio ads position Lexus as
the smart or intelligent, increase brand awareness and brand recall. However, this way is an
expensive promotional strategy and suits if the company has adequate resources available for
the promotional efforts. The popularity of social media marketing has increased significantly
during the last few years. Use of this promotional strategy will enable Lexus to reach the
mass market economically. Lexus focuses on making the most out of time to connect
customers by social channels which are You Tube, Instagram, Linkedln, Twitter….etc. Lexus
has launched a new Canada specific campaign called “Make Time For Amazing”, hoping to
carry the momentum of several positive signs into a deeper connection with the brand. Lexus
is still behind Mercedes-Benz, BMW and Audi in the Canadian luxury automotive market.
The luxury brand has been improving for a few years. However, the marketing
strategy could be improved on some issues. The price of some model vehicles may decrease
or the company should produce new model with lower price. Another recommendation is car
producer could be increase due to supplying demand and improving marketing campaign.
Meanwhile, social media channels could be supported on the purpose of connecting with
customer and maintaining customer retention.
Lexus should wisely choose the target segments whose needs and expectations match
the company’s resources and capabilities. The targeting can be done by analyzing the
commercial appealing and improving potential of identified segments. Lexus can choose one
or more segments depending on the segments’ characteristics and the company's resources,
capabilities and growth objectives. After segmenting the customer market and choosing the
right target market, Lexus should establish a clear positioning statement that could create a
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positive image of the brand in the customers' perspective. Lexus positioning statement is to
chase the finest materials, the best technologies and the ultimate in quality control to ensure
the perfect luxury vehicle experience for customers, who are looking for luxury vehicles of
the highest quality and reliability. Lexus targets the high-end market since it manufactures
luxury vehicles. The target consumers are from different parts of the world. The vehicle price
is high for a special class of people who are out to look for luxury. Lexus produces variety
models of cars, which have special features by complying the latest and best in terms of
technology and performance. Meanwhile, the brand target consumers involve include the
tech-savvy young individuals.

2. Goals & Smart Objectives

Goal : Generate awareness about Lexus Car Dealer on social media from in the next 3
months between April to July
Social Media (Organic)
Smart Objective
Follows, comments, retweets, posts, video wievs, clicks, posts, engagements, feedbacks,
visits, sign up, purchasing from social media to web.

Smart Objective - Social Media Tactics

1 Achieve about 150 contacts per week on Facebook * Post at least 1 queston per day.

Publishing posts about brand due to improving

* Post 2 product demo videos per
2 brand awareness about 60% and increasing
week.
community engagement at least 45%.

Informing the consumer on new design and

* Spend 30 mins per day engaging
3 discount on the purpose of increasing the sales
on other social channels.
about 5 % each week.
Publishing customer feedbacks videos on * Post at least 3 customer
4 facebook, and try to appeal the customer for 2 % feedbacks videos on social media
more each week. channels.

Supporting costumer connection on social media * leave at least 10 comments on

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to increase 49 % satisfaction. social media.

Obtain 3,500 new Twitter followers within 3

* Spend $50 per week on page
6 months by posting content, statistics, and industry
followers on social media channels.
news, and increase sales 2% each 2 weeks.
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Increase the profit margins 5% by the end of * Create daily post using trending
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quarter thanks to Instagram shares. hashtags

Chasing customer feedback and comment in order

* Spend 20 mins per day for
8 to maintaining customer retention about 10 %
customer connection.
each day.

Share of voice by each social media channel as a 15

* Spend $60 per week on social
9 % more of the total number of social followers
media channels.
across all platforms.

Generate the leads 3% more by social media * Spend $60 per week due to
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platform each week. increasing leads.

Improve current customer loyalty 10% each month * Spend 35 mins per day for
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by following on social media. customer satisfaction.

3.Content Strategy
The Lexus improves weekly contents and will be focus on social media platforms.
The campaign will be improved by sharing variety ads, videos and comments by different
social media channels such as Facebook, Instagram, Linkedln, and Twitter. Moreover, the
advertisements will run weekly. There will be weekly updated about the car, and share
informative contents. In addition, people will be informed on Lexus promotional events.
Facebook will be used due to connection with people, who are interested in car. Picture of
cars will be shared via platforms. Instagram will be utilized on the part of customer posting
photos related with their new car. Lexus will share pictures, videos, comments and customer
feedback weekly on the purpose of increasing customer rate, sales amount and consumer
retention.
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WEEKLY CONTENT SNAPSHOT

ORGANIC

PLATFORM MONDAY TUESDAY WEDNESDAY THUSDAY FRIDAY SATURDAY SUNDAY

Sharing Sharing
Post Post Post
Sharing post Sharing post pictures videos
customer customer customer
FACEBOOK related reated related related
feedback new car feedback and
promotion discount weekend weekend
videos videos comments
activities activities
Sharing Sharing
Post Post Post
Sharing post Sharing post pictures videos
customer customer customer
INSTAGRAM related reated related related
feedback new car feedback and
promotion discount weekend weekend
videos videos comments
activities activities
Sharing Sharing
Post Post Post
Sharing post Sharing post pictures videos
customer customer customer
LINKEDIN related reated related related
feedback new car feedback and
promotion discount weekend weekend
videos videos comments
activities activities
Sharing Sharing
Post Post Post
Sharing post Sharing post pictures videos
customer customer customer
TWITTER related reated related related
feedback new car feedback and
promotion discount weekend weekend
videos videos comments
activities activities
Post
Post Post customer Post customer
customer feedback' and customer feedback'
YOUTUBE Sharing ads Sharing ads Sharing ads
feedback comments' new car and
videos video videos comments'
video
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4.Overall Budget

OVERALL BUDGET - GENERAL ITEMIZED EXPENSES

ITEM CATEGORY EXPENSE

Digital Marketing $4K

Events $2K

Websıte $1K

Youtube $2K

Traditional Ads $3K

Social Media Manager $5K

Freelancers $3K
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5.Advertising Chart

ADVETISING DIGITAL :
ESTIMATED ROI

PLATFORM AD CONTENT METRIC SPEND CPC / CPM ROI

Spring
discount, Landing page
FACEBOOK $500 $1 - $4 500 clicks
promotion and clicks, visits
link
Video views,
Promotional 4000 video
INSTAGRAM clicks, $1000 $0.25 - $3
videos x6 view
comments

LIKENDIN Informative ads Impression $800 $1.33 - $4 600 clicks

TWITER Image ads Impression $600 $1.2 - $3 500 clicks

Video views,
Promotional 4000 video
YOUTUBE clicks, $1000 $0.25 - $4.5
videos x6 view
comments