COM0014 – Blog #3: Targeting the Audience with Cadillac

Let’s jump right into business. Targeting people to purchase a vehicle can be tough at times, but it’s successful when you pick and choose the right ones. I’m going to give you a brief inside scoop of how we target certain people for particular campaigns.

At my job where I work as a Marketing Coordinator for a car dealership, we outsource our ad creations and targeting to another company. At the end of each month, we receive a report on how well the ads did, who we targeted the ads to, and if any leads were created from those ads. For the purpose of this blog post, I’m going to make up an example of how we would target a Cadillac customer. 

cadillac classic car

Here’s what Cadillacs used to look like… but this style is no more! (Photo by Pixabay on Pexels.com)

Demographics

Cadillac isn’t your Grandpa’s boat-sized sedan anymore. Cadillacs have now been rebranded, and are considered luxury vehicles where Apple CarPlay, Bluetooth, sunroofs, and all-wheel drive, plus more, come in a lot of the base vehicles. When advertising to people, we use language that will turn heads and capture attention.

When looking for Cadillac customers that we want to steer into our dealership, we use our outsourced ad agency to target them through Facebook or Instagram. The demographics could be as follows: middle-aged men or women; unmarried people as some of the vehicles are coupes that would not comfortably accommodate a family of four or more; people with a post-secondary education.

XT5 Crossover Sunroof

Interior of a Cadillac XT5 (Image from Cadillac.com)

Psychographics

In addition to income and age, we want to know what the customers are looking for. We usually target people based on what they have expressed an interest in, or if they have clicked one of our Cadillac ads before and possibly submitted a lead.

The psychographics we could look for are people in white collar jobs with a disposable income, and also people in middle to upper class as most new base Cadillac sedans or coupes start at the $50,000 range. We would also want to know what car they are currently driving as this can give us an indication of what they might be interested in. For instance, if they are driving a new Honda Civic but expressed an interest in Cadillac, then maybe a Cadillac ATS or CTS would suit their style. As a company, we might also present our lease offers to show that shopping for a luxury vehicle can also be an affordable and realistic purchase.

CTS-V Sedan Taking a Turn

2018 Cadillac CTS-V (Image from Cadillac.com)

Cadillacs Are Cool Now

Cadillacs are now cool luxury vehicles with tech savvy equipment and stylish interiors and exteriors. Cadillac has retargeted their audience to suit their new brand. Here’s an interesting article on how Cadillac has now upped its game in the luxury vehicle world in comparison to recent years: https://bloom.bg/2xMHz95

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