Lexus has revamped global marketing as the luxury marque tries to cut costs while delivering more consistent brand messaging. Before, Lexus’ marketing officers in each country were tasked to develop their own advertising and brand messaging. They could also gather their ideas in a shared library of marketing content.
However, the pooled ideas come after these officers had already investing time and money producing content. But that has changed. Global marketers now meet up to a year before an initial vehicle launch to plan product messaging as well as choose the best content.
Despite the change, local officers could still tailor marketing to individual markets. However, unlike before, the revamp makes sure that all markets carry the same brand message. It also cuts costly overlapping efforts like filming vehicles driving along coastal roads in several markets.
Mark Templin, Lexus International's executive vice president, told Automotive News that the revamp will help the carmaker both in savings and in consistency in messaging. He noted that the more consistency Lexus has, the better it is as they build the brand.
Under the new approach, Lexus requires 25 marketing experts from its top 10 global markets meet months before they launch a certain product to participate in a so-called launch planning meetings to churn out and pool in ideas.
The first models to benefit from this new strategy are the NX compact cross-over now on sale in Japan and the RC Coupe bound for the United States later this year. The first meetings for the NX started in late 2013 and executives focused on two global themes: performance and design.
The brainstorming led to an NX tag line that targets younger buyers: "Beyond Utility." Those executives went back to their local ad agencies to spice up creative ideas. They then met again to share their ideas, keeping the good ones for pooled use. Members met every three or four months to tweak the message to perfection until launch. [source: automotive news - sub. required]