Lexus targets affluent black women

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					                                                                                                                                        | July 27, 2009 | DMNEWS | 11

                                                                                                                                                       celebrities and socialites that get invited

                                                                                                                                                       to many events.
                                                                                                                                                          Even with the right list, tapping into
                                                                                                                                                       a niche audience is not easy. “It’s not
                                                                                                                                                       as simple to measure our results as
                                                                                                                                                       it might be in the general market,”

                                                                                                                                                       Kroll points out, “and you don’t
                                                                                                                                                       have quite as many tools available
                                                                                                                                                       to help you know when you’re really
                                                                                                                                                          “We know that media that specifi-

                                                                                                                                                       cally targets African-Americans and
                                                                                                                                                       women in particular is far more effi-
                                                                                                                                                       cient than using general media,” she
                                                                                                                                                       continues. “Engagement events are
                                                                                                                                                       where we’re really able to get more
                                                                                                                                                       targeted, but it takes a lot of research

                                                                                                                                                       and a tremendous amount of expertise
                                                                                                                                                       on the part of our agency.”
                                                                                                                                                          Marketers also face the challenge of
                                                                                                                                                       creating messages that resonate with

                                                                                                                                                       customers who may have different
                                                                                                                                                       cultural values.
                                                                                                                                                          “We have to make sure we under-
                                                                                                                                                       stand our customer well enough so that
                                                                                                                                                       the way we shape our communication
                                                                                                                                                       is resonating and making sense,” Kroll
                                                                                                                                                       says. “It’s not as simple as showing a
                                                                                                                                                       member of that community in the ad,
Event marketing, online tie-                                                                                                                           although that is important. You need to
ins and database marketing                                                                                                                             make sure the features you are talking
                                                                                                                                                       about are important to that audience
combine to generate leads                                                                                                                              and that you are speaking their lan-
                                                                                                                                                       guage — literally and figuratively.”
                                                                                                                                                          A combination of relative popula-
By Lauren Bell                             willingness to go where they live and      offers toward the purchase of a new                              tion growth among minority groups
: On February 4, an elite group filled     communicate and develop programs           Lexus at events and tracks redemp-                               and increased affluence among many
Los Angeles’ Smog Shoppe to mix,           that resonated with them,” adds Aaron      tions to gauge the success of these                              of these same groups suggests that
mingle and watch a special perfor-         Walton, partner at Walton Isaacson.        programs.
mance by R&B singer Keri Hilson.             These efforts, which also included
The event was one of many Lexus            digital and traditional advertising
Description: "You can't rely on any single avenue to get your overall message across, but definitely with the African-American community, you have to show that you want to invest in that community," says Mary Jane Kroll, senior advertising administrator of the multicultural division of Lexus. "Engagement events are a really effective way to do that because they help provide an authentic experience with the brand."
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