To reach potential buyers of its all-electric RAV4, Toyota Motor Corp. is using an advertising strategy as experimental as the battery-powered crossover car it seeks to sell.
The automaker is working with DirecTV to zero in on would-be customers identified as tech-savvy early adopters in Los Angeles, San Francisco and San Diego, where the $50,000 vehicle is sold. They’re using a new tool that combs satellite-TV subscriber data to help marketers like Toyota reach narrow slices of consumers, cutting wasted dollars and improving the effectiveness of ads.
