More often than not, local dealer ads miss the mark on echoing what a specific auto brand attempts to brand themselves as. Flip on your television for a moment, and analyze a national auto ad, versus your local dealer up the road. The national ad most likely has meaning, and a direct message for the consumer to decode. The local dealer is most likely screaming about how their deals are too darned good.
These relationships are defined as tier 1, tier 2 and tier 3 marketing. Tier 1 sits at a national level, tier 2 as regional and, finally, tier 3 as local.
A new report from Forbes has Cadillac making moves to ensure its “Dare Greatly” message isn’t watered down by local dealers. Specifically, Uwe Ellinghaus, Cadillac head of marketing, says he is putting a concerted amount of effort into revitalizing how Cadillac’s advertising tiers align.
“We simply needed to strengthen retail executions, giving them the same look and feel that ‘Dare Greatly’ has, not just, ‘Buy me, I’m cheap.’ We are the only automotive brand no longer doing retail-level communications that have completely their own look and feel,” Ellinghaus told Forbes.
“There’s no such thing as ‘Tier 1′, ‘Tier 2′ or ‘Tier 3′ advertising: It’s all brand advertising.”
By blurring the lines between its tiers, one cohesive message will be able to shine through on what Cadillac is, what it stands for and, finally, a motivator to get consumers into its dealerships. This means we can expect cues from “Dare Greatly” to trickle into our local airwaves. Specifically, local ads will make an effort to combine the aura of the national ad campaign with a specific offer.
For example, Ellinghaus showcased a new Cadillac ad for tier 2 advertising. According to Ellinghaus, the ad features a pleasant female voiceover, with scenes borrowed from New York City, while a black Cadillac SRX sits parked on the street.
“Cadillac 2015 SRX. A crossover with space, safety and style. Lease it from around $339 a month for 24 months.”
It seems like a simple idea, but it’s something glaringly overlooked by many automakers. But as dealers tap their feet and wait for the sales boom, they can only place their faith in Ellinghaus and Cadillac CEO, Johan de Nysschen, as they execute Cadillac’s rebirth.
It won’t happen overnight, but it’s happening.