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Cadillac. Maureen Bickford National Advertising Manager January 23, 2008. Our Mission. Reignite the Love Affair with Cadillac. Target young-at-heart, affluent, import-oriented consumers Interrupt the busy life of luxury buyers – in the right places at the right time

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Presentation Transcript
cadillac

Cadillac

Maureen Bickford

National Advertising Manager

January 23, 2008

our mission
Our Mission

Reignite the Love Affair with Cadillac.

  • Target young-at-heart, affluent, import-oriented consumers
  • Interrupt the busy life of luxury buyers – in the right places at the right time
  • Connect with the target audience using the right tone, look and feel
  • Change the misperceptions of our brand
  • Give permission to luxury buyers that it’s okay to drive a Cadillac
marketing goals
Marketing Goals

Increase Conquest Rates

Decrease

Median Age

Improve Key

Image Measures

target mindset perpetual strivers
Target Mindset: “Perpetual Strivers”

“Life isn’t just the end result. Life is the journey.”

“Alpha Move Ups”

“Alpha Moms”

“Alphas”

Driven, self-determined and self-directed. Success is a result of their action, attention to detail and willingness to make sacrifices to achieve the greater goal. Challenge is greeted as opportunity. They are constantly striving, regardless of their level of success or the score.

Choices across brands reflect their individuality and willingness to take risks to achieve the right kind of rewards. They gain social currency with the things they are interested in.

the cadillac marketing touch points

INFLUENCER PROGRAMS

TEST DRIVES

OUTDOOR

DIGITAL SOCIAL NETWORKING

The Cadillac Marketing Touch-points

TV

“BEST OF THE BEST” ENTERTAINMENTGOLDEN GLOBESSUPER BOWLOSCARS

PROMOTIONS

FILM FESTIVALS

PRINT

ON-LINE ADVERTISING CADILLAC.COM

RADIO

cadillac digital strategy mycadillacstory com the vision
Cadillac Digital Strategymycadillacstory.com – The Vision

Develop Content/

Seek Storytellers

Joan Jett,

Travis Barker

Dana Buchman

Jay Leno

Wynton Marsalis

Sustain Plan and

Encourage Growth

Determine

Distribution Network

Invite Consumers to Generate

content

By telling their stories

Google

Provide an Interactive space where consumers can emotionally engage with Cadillac, ultimately creating a stronger, wider network of advocates for the brand.

TV Tags, Print Ads,

On-Line Media

Banners, CRM

Develop Marketing

Plan