• Loading stock data...
Thursday, July 31, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

Lexus Motorsports Takes Educational Approach to Email Marketing

Lexus - Email - Marketing

Since entering the IMSA WeatherTech SportsCar Championship in 2017, Lexus has leveraged the opportunity to activate in ways that are engaging, tangible, and informative.

From its on-site activation with interactive games, the opportunity to see the newest street-legal models, and the chance to go home with some swag, to its VIP hospitality area open for Lexus owners and guests of the brand, Lexus makes sure that its activations match its brand promise.

Part of this promise is upheld by the fact that the brand isn’t out to collect emails to sell consumers products; they want to inform them first.

[mc4wp_form id=”8260″]

Like any activation, the goal is to establish a brand touchpoint with the consumer as well as drive them to provide some type of information as an avenue to be reached.

For Lexus, this information isn’t just shuttled to the nearest dealership, it is used to further develop a more personal relationship with the consumer in the hopes that by providing them with value, they will fill in the blanks for the brand.

“We do registrations and the registrations get them an opportunity for a free gift, which everyone loves,” said Mark Egger, Lexus Motorsports and Accessory Manager. “T-shirts and hats always go over well. As part of the registration, we do sign them up for a Lexus racing newsletter called Accelerate and that is the only thing that they get from us.”

SEE MORE: Michelin Makes Largest Motorsports Commitment Ever With IMSA

Armed with a direct way to contact the consumer, Lexus is choosing to inform instead of sell. Part of this comes from the fact that the brand is new to the series and wants to makes sure it’s educating new and future fans, as well as from finding success with giving the consumers the choice of wanting to engage in a sales cycle or not.

“We then give them the option to go in and opt-in for other types of communication from us,” said Egger.We do five to six articles about every five or six weeks. We work with the team and do a driver interview, we do a race recap, and we’ll do something performance oriented on the vehicle. We also incorporate Scott Pruett, who is our Lexus brand ambassador and he does a blog every now then.”

What may seem counterintuitive has actually worked out for Egger and his staff. From being able to track social metrics to high conversion rates from customers self-identifying themselves versus being put in a bucket to be passed around various marketing channels has paid off.

“The reception has been fantastic. We are even having more people go back and read the other articles that may have been published in the weeks prior.”

SEE MORE: Mazda Uses Racing to Better Tell Brand Story 

They have used this data to better design their newsletters, giving those who receive it the chance to work through the sales funnel on their own, without being sent dozens of sales related emails.

“We can track everything from interaction with social links to where it dumps them out on the Lexus motorsports page. There, they are prompted to learn more about the racecar and why we are racing, finally giving them the chance to go to Lexus.com to look at our models and find out more information about our products as a whole.”

[mc4wp_form id=”8260″]

A relative newcomer to the series, Egger believes education and the emphasis on providing value to the fans will sell the products better than any direct sales outreach could.

“I think when you look at it…we are just starting out. We need to educate people that we are racing, and why we’re racing. If you win on Sunday, you sell on Monday.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Las Vegas sign

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.
2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.
Limited Hype

Sneaker Reselling Was Once Easy Money. Success Is Now Complicated

Vendors need to evolve what they’re selling and how they do it.

Featured Today

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.
July 17, 2025

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.