To have effective marketing campaigns it is essential to know who your market is, what motivates them and address their motivation.
Recently, Cadillac began a campaign targeting a very specific market; women with confidence who are successful, powerful and like to live large. If the woman watching the commercial does not define herself as such, she may secretly desire to have these attributes. Cadillac has successfully conveyed this message and stirred the urge.
The first time I saw one of their new commercials with actress Kate Walsh, I was captivated. The commercial stuck. With each viewing of the commercial I find myself becoming more and more intrigued by the message. (And yes, I have started looking for my red CTS)
Not only is the message enticing (for their market), it is being shown numerous times. Another essential factor in a successful advertising campaign – repitition.
If you haven’t seen the commercials yet, go to
Click on the picture for the Turn You On and My Favorite Things. They convey confidence, success and powerful women.
A masterful campaign.
As you think about your own marketing campaigns, your target market and the message you convey, are you creating a winning formula.
Granted, small businesses certainly don’t have the advertising budget a company like Cadillac does, but that doesn’t mean you can’t have an effective marketing campaign.
Kathleen Gage
The Street Smarts Marketer