Despite the best efforts of talented marketers, new-car campaigns don't always leave a strong impression. It's a challenge to create the type of buzz that leads to robust sales.
That fact was top of mind when it came time to launch the Lexus NX compact SUV in Canada.
The company's sweet spot has traditionally been in the luxury, full-size SUV segment, and it owned the top slot in that category in Canada in 2014. The NX was a new arrival in the compact arena, and the marketing campaign required playing catch-up against a well-established field of tough competitors.
Research is the foundation of any marketing initiative. Before devising a plan, you need to listen and respond to the voice of the customer: What appeals to different segments of the population? What are their key reasons for making purchasing decisions?
After a detailed analysis of cross-country research, it was decided there was minimal value in focusing on the lifestyle benefits of the vehicle, such as how it can comfortably carry people and their gear wherever they want to go. Whether it's actually a strength of the vehicle or not, it's not what people cited as the main reason to buy it. Research demonstrated that the car's eye-catching exterior and interior designs set it apart.
That provided a clear message on which to build a campaign.
A pre-launch program took place throughout 2014, with a strategy of slowly ramping up activity – revealing information gradually to retain a potential customer's interest for a long period of time, building a sense of anticipation, and having the momentum peak at launch at the end of the year.
A pre-launch website offered videos and photographs to showcase key design features, complemented by occasional e-mails, targeted at people who indicated they were genuinely interested in the vehicle.
The campaign also had a highly unusual twist: a road show for consumers who could look but not drive. Four of the new models were shipped to Canada from Japan, where the vehicle had already launched. All 38 Lexus dealerships across Canada had a chance to show them off for a limited time, but none of them could be test-driven because Japanese cars have right-hand drive.
The limitation had a plus side. The spotlight was able to literally and figuratively shine on the design. With only a small window of time to see the new vehicle before it left town, the campaign boosted dealership traffic and generated a grassroots buzz.
At launch, the advertising also focused on design, using the power of non-verbal communication with vignettes shot in an elegant, understated style.
It all started with a detailed understanding of the customer. The overall lesson is simple: No matter how smart you think you are as a marketer, you can't fight the consumer. Respect their views with campaigns that are firmly guided by what they tell you.
Cyril Dimitris is director of Lexus and Scion Canada, based at Toyota Canada Inc.'s head office in Toronto, responsible for all aspects of those divisions, including sales, parts and service, and marketing. He also serves on a voluntary basis on the board of governors for Roy Thomson Hall and Massey Hall.
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