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Cadillac Maureen Bickford National Advertising Manager January 23, 2008
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Cadillac
Maureen BickfordNational Advertising ManagerJanuary 23, 2008
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Our MissionOur 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
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Marketing GoalsMarketing Goals
Increase Conquest Rates
DecreaseMedian Age
Improve KeyImage Measures
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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
RADIO
FILM FESTIVALS
PROMOTIONS
OUTDOOR
INFLUENCER PROGRAMSTEST
DRIVES
TV
“BEST OF THE BEST”
ENTERTAINMENTGOLDEN GLOBES
SUPER BOWLOSCARS
ON-LINE ADVERTISING
CADILLAC.COM
DIGITAL SOCIAL
NETWORKING
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mycadillacstory.com
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mycadillacstory.com Videos
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Cadillac Digital Strategymycadillacstory.com – The Vision
Develop Content/Seek Storytellers
Joan Jett,Travis Barker
Dana BuchmanJay Leno
Wynton Marsalis
Determine Distribution Network
Develop MarketingPlan
TV Tags, Print Ads, On-Line Media
Banners, CRM
Sustain Plan and Encourage Growth
Invite Consumers to Generate content
By telling their stories
Provide an Interactive space where consumers can emotionally engage with Cadillac, ultimately
creating a stronger, wider network of advocates for
the brand.
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mycadillacstory.com
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Cadillac / You Tube Branded Channel
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The best Cadillac stories are lived and shared. Share
yours at mycadillacstory.com
Thank you.
