Do Millennials Love Cadillac?
Cadillac is working hard to remake its image as the vehicle for an older generation into becoming the vehicle of younger people. Like many other brands right now, there is a lot of incentive for companies to push their products as strongly as they can onto a younger demographic. Young people tend to have more disposable incomes at this point, and the millennial generation is the largest in American history.
A New Style Of Marketing
The approach that Cadillac has attempted to use is one of marketing to millennials directly through advertising. They have focused heavily on making sure that they don't lose their baby boomer consumer, but at the same time want to highlight some of their younger customers.
A recent ad series by the brand highlights millennial entrepreneurs and their accomplishments. This campaign underlines the diversity among millennials, showing they are not monolithic in behavior or lifestyle. They hope that this will encourage more millennials to buy their vehicles.
Men's Fashion Week
Cadillac was the sponsor of the first annual men's fashion week last year. They believe that millennials are watching different types of programming compared to their usual base of customers. They have pulled away from some of their earlier advertising tropes such as golf and other major sports events. Instead, Cadillac wants to get its vehicles in front of the eyes of millennials no matter where those eyes happen to be.
Will It Work?
Cadillac is definitely pulling out all of the stops to attract those treasured millennial customers. That is something that is not one-hundred percent clear yet. Millennials are much more careful about how they spend their money compared to previous generations. They also tend to see right through marketing ploys that are targeted at them. If a company seems like it is being gimmicky with its marketing then it is not going to work. Is that how millennials are going to see this push from Cadillac? Only time will tell on that one. For now, it is an interesting tactic to take with the younger generation.
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