Saturday September 30, 2023

Lexus Motorsports Takes Educational Approach to Email Marketing

Front Office Sports Today

Donovan McNabb and the State of Football

From Taylor Swift to the Prime Effect, there's a lot going on in the world of football.
Listen Now
September 29, 2023 | Podcast
Copy Link
Link Copied
Link Copied
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 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.”

Copy Link
Link Copied
Link Copied

What to Read

Ryder Cup’s Future Hanging In The Balance Amid Saudi Disruption

An unexpected change could be coming to the Ryder Cup.

Colorado Has Become the Hollywood of College Football. This Weekend Proves It.

Folsom Field will welcome dozens of Hollywood stars on Saturday.
Toy Story

‘Toy Story’ Success Could Lead to More Disney-Branded NFL Kid-Casts

A successful ‘Toy Story’ game could open the door for other franchises.
Kansas City Chiefs tight end Travis Kelce on field after the game at GEHA Field at Arrowhead Stadium.

Taylor Swift Shaking Up Travis Kelce, Chiefs Prop Betting Market

Sportsbooks are capitalizing with Taylor Swift-themed prop bets.
podcast thumbnail mobile
Front Office Sports Today

Donovan McNabb and the State of Football


Featured Today

Taylor Swift reacts while sitting next to Donna Kelce watching the Kansas City Chiefs vs Chicago Bears game during the first half at GEHA Field at Arrowhead Stadium.

Taylor Swift Is Affecting The NFL, Chiefs Ticket Markets

Swift will visit her second NFL stadium in as many weeks.
September 28, 2023

BioSteel Bankruptcy Shows Perils of Costly Sports Partnerships

BioSteel spent heavily on partnerships deals before bankruptcy.
Taylor Swift at Chiefs vs. Bears game.
September 27, 2023

Taylor Swift NFL Hype Likely To Continue Another Week

Swift could drive blockbuster TV ratings for NBC's "Sunday Night Football."
September 27, 2023

Lillard And Giannis Pairing Could Be Big For The NBA, Too

Bucks to be featured on national TV 19 times this season


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Drew Brees smiling while wearing hat

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV's celebrity marketing campaign.
al michaels and kirk hergstreit
September 15, 2022

Amazon's Advertising Blitz Ahead Of First 'Thursday Night Football'

'Thursday Night Football' has launched massive marketing takeover ahead of Chiefs-Chargers.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA's Latest Floating Court Hits London's River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.
June 13, 2022

Steph Curry Is NBA's Social Media King

Steph Curry isn't only dominating on the court, he's become the king of the NBA's social and digital push.
June 7, 2022

The NBA Continues to Dominate the Social Media Space

The NBA seemingly capitalizes in the digital and social space more than most leagues. Here's some of the data from the Finals.