New Hit Marketing Trend Launches in Los Angles Saturday, November 15th at the Boa and Anisette eateries in Santa Monica and Katana in Hollywood
LOS ANGELES, Nov. 12 /PRNewswire/ -- In light of today's challenging economic times, automakers are spending an average of 18% less on advertising expenditures in 2008. Additionally, research is showing the effectiveness of traditional media is significantly falling and the need to stretch advertising and marketing budgets is at an all-time premium.
Carmakers, with sales down nearly 13% through September, have responded by slashing advertising budgets. General Motors canceled spots on the Super Bowl, the Academy Awards and the Emmys. Ford has cut its advertising by more than 30% and dropped out of the top 10 advertisers in total spending for the first half of the year. Overall, automotive ad spending fell 8% through June, to $5.3 billion.
In response, Tom Garrett, 24-year-old Vice President of Los Angeles-based Garrett Associates (http://www.btccampaign.com), had an idea. Garrett took his idea to Cadillac. The Southern California Cadillac Dealers Association liked what they heard. Now, with the backing of Cadillac, Garrett Associates is pioneering a fresh, grassroots marketing concept that directs ad budgets away from traditional media and positions it directly in the hands of potential Cadillac CTS customers. "We are stretching Cadillac's ad budget and engaging consumers in a more sustainable and effective method," notes Garrett.
The goal is simple: to expand awareness for the 2008 Cadillac CTS, Motor Trend's Car of the Year, by giving a valuable service to high concentrations of people who love and drive luxury cars. Garrett says, "The traditional approach to advertising is to get your commercial in front of as many consumers as possible, as often as possible. The inevitable result is an arms race between advertisers. Volume up, effectiveness down."
The campaign is deviously simple. At upscale restaurants and events throughout the greater Los Angeles and Orange County area, Garrett contracts to pick up the tab for each patron's valet parking service. As guests enter the restaurant, there is a 2008 CTS strategically parked near the entrance of each establishment. As happy restaurant-goers exit the eatery and proceed to the valet area to pick up their own automobile, they receive a stylish chocolate mint with an embossed card/invitation. The card reads, "Your Valet Service Tonight Has Been Provided Compliments of Your Southern California Cadillac Dealers." The card also includes the location of the nearest Cadillac dealership and other pertinent details.
Utilizing money previously targeted for what Garrett believes are often ineffective media buys, their new approach redirects these resources to the customers themselves. Tom adds, "We create an authentic connection between the Cadillac brand and potential customers by giving them something of value. We don't buy demographics; we go out and find them. And then, we give them something to talk about and that is Cadillac's new 2008 CTS, the Motor Trend Car of the Year."
http://www.btccampaign.com
Visit http://www.SoCalCadillac.com to see more about the Cadillac CTS.
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Media Contact: 310-341-3201 or Handsonpr@aol.com
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