Lexus just recently jumped into social media, starting a Twitter account about a month ago, while also ramping up their Facebook fan page. Lexus says it is all in an effort to both listen to, and engage with their customers and fans. They have built a brand around the pursuit of perfection. While nothing is perfect, they have been chasing that dream for over 20 years now.
This past Sunday evening, Lexus General Manager Mark Templin hosted a dinner at a customer's house. The concept was dubbed "An Evening With Lexus." The host customer was chosen by the Lexus Advisory Board, a group of customers volunteering their time to take surveys and provide feedback, from a field of 36 entries.
The customer invited 16 guests, which mainly consisted of people in the entertainment industry. Some, but not all of the guests are Lexus owners. Most of the guests, however, do own luxury cars, including Audis, BMWs, and Porsches.
Throughout the dinner, tweets were coming from the table live from Lexus. This kept fans in the loop about what was happening, and what was being talked about. Nothing was off limits for Lexus to tweet. One such tweet even mentioned styling: "Lexus customer loves her Lexus, but wishes it was sexier.#Lexus
." It seemed many customers felt similarly, echoing what many writers in the industry have been saying in reviews for years.
Lexus received candid feedback from a group of individuals different from any focus group. While live tweeting an event is nothing new, live tweeting a dinner hosted by your company in a customers house, that's definitely new.