Solution:
Enter the digital age

How Turtl's features help Lexus level up their materials

Prioritizing reader experience

Say goodbye to generic CTAs

The success of the marketing team at Lexus is measured on CTAs within the brochures. In the old version, the CTAs were limited and appeared on a static sidebar throughout the PDF.

"The way that Turtl documents are structured lets people navigate more autonomously to what they actually care about," explains Marian. "This has allowed us to create really specific CTAs that give them the next obvious step in their journey based exactly on what they've chosen to read."

A modern format for the modern reader

Lexus hosts a lot of experiential events where prospects can speak with brand ambassadors about the cars. The ambassador then sends the PDF brochures to them as follow-up.

However, they'd received a lot of negative feedback that the PDF brochures were impossible to read on mobile without excessive zooming and scrolling. By contrast, the Turtl format automatically adjusts its layout to any device and the creator of the brochures can preview mobile layouts in the Turtl Editor.

Multimedia for a full-throttle experience

"We really wanted our brochures to provide the same experience you would expect from Lexus," says Marian. "Reading about a car in a PDF document just doesn't do that."

Turtl's format heavily encourages the use of visuals, requiring imagery or video on each chapter cover at a minimum. It also offers a range of interactive widgets like charts and polls to create a more dynamic reader experience that makes a traditionally one-way channel more conversational.

Live reader analytics for constant iteration

One of Marian's biggest criticisms of the PDF was the lack of analytics. Without that insight, she had no way of seeing how people were engaging with the report beyond simple download and click metrics.

"Turtl's analytics show us exactly what's working and what isn't," explains Marian. "The fact that you can see how each individual section is performing helps us spot areas for improvement so we're continuously producing better brochures.

And the brochures were just the beginning...

After seeing the results of implementing Turtl for the original use cases of brochures and price lists, it quickly became clear that Lexus could do so much more with the power of Turtl. "A lightbulb moment was when we began using Turtl for dealership communications. At last we knew what content was being read and what wasn't." New initiatives were developed with Turtl:

Turtl has been an absolute game-changer.

Matt Healey, Account Director, LCMS / TMW - a Turtl Solution Partner

Turtl's personalization capability will enable us to provide dealers with locally-tailored prospecting content that previously we thought we were a million miles from.

Matt Healey, Account Director,
LCMS / TMW

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