Chapter 18:Sales Promotion and Personal Selling;General Motors Cadillac

Take a Look, Take a Test Drive ... the Valet Is on US! Cadillac has developed a new approach to customer outreach. Through their new grassroots marketing push, Cadillac says THANK YOU to their current customers as well as future Cadillac CTS and SRX owners with a free valet parking service campaign. "Take a look at our new CTS and SRX, enjoy the complimentary parking perk and come take a test drive at a nearby dealership."

Vice President of Los Angeles-based Garrett Associates, Tom Garrett, has been the pioneer of this fresh concept. Garrett says, "This unique program is designed to direct ad budget dollars away from traditional media and positions it directly in the hands of potential Cadillac CTS and SRX customers." The goal is simple: to expand awareness for the 2011 Cadillac CTS and SRX by giving a valuable service DIRECTLY to people who love and drive luxury cars.

Garrett concludes, "Our stated goal is to make a direct connection between the Cadillac brand and new and return customers. By displaying the new CTS and SRX on-site, giving people the free valet perk and inviting them to visit their local Cadillac dealer, we plan to cultivate new buyers and bring people into the showrooms across Southern California. As a luxury car that every one knows of practically sells itself. Now have a younger target market that is very beneficial to Cadillac sales financially.