Cadillac Care
May 13, 2009
I returned last week from a fantastic full day of private consulting with a client in Illinois, and I have to say it was one of the sharpest groups I’ve worked with in a while. Not that the other groups are somehow mentally deficient, it’s just that this particular group had an almost innate grasp of the high-level marketing strategies I was presenting to help them grow their association.
One participant in particular, the owner of a private-duty nursing company, shared her strategy for placing their nurses in the homes of affluent elderly clients, with a program she called “Cadillac Care.”
These nurses also know how to cook, and provide a level of professional service that makes it possible for the company to charge premium prices for a premium service to people who can afford to pay for it.
Even the name of the service, “Cadillac Care,” shows a fantastic understanding of marketing concepts. It could have been called “Lexus Care” or “Mercedes Care” but this wouldn’t have been nearly as effective. (For extra credit, see if you can guess why – e-mail me your answer and I’ll pick a winner at random who will receive a 20-minute private consulting call!)
Virtually every business has the opportunity to develop a product or service targeted at an affluent market segment that’s not affected by the slow economy. Doing this can add a steady and reliable stream of income that others in your market are missing. Can you find this hidden money?
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9 Responses to “Cadillac Care”
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Regarding “Cadillac Care,” having grown up with my grandparents – my perception is that the ultimate sign of luxury for their age group was to own a Cadillac. This was especially true for the middle class population, where a Cadillac was seen as a sign of accomplishment and having “made it.” Further, one could argue that, for the generation more senior than baby boom, there is significant pride in buying American made products – including cars. This could be, in part, due to the likelihood of their having fought to protect and defend our country. Not that I believe in all of the teaching of my Grandparents (just most of them), but one could do well and succeed in life with the simple principles of honesty, discipline, hard work, family values, respect for others, and – yes – an appropriate level of pride in who and what you are and of which you are a part.
Even if my answer is askew from accuracy, thanks for the pause to reflect and enjoy….. Zane
You asked that we guess why “Cadillac Care” is a such a perfect name for this service. My answer is two-fold:
1. Alliteration — the recurrent hard “c” sound carries poetic echoes that leave favorable impressions on our minds and memories. It’s an excellent technique to employ in marketing.
2. Targeted Demographics — the service is geared toward the elderly in the Midwest, for whom the name Cadillac resonates more meaningfully than (newcomer import) Lexus or (venerable import) Mercedes. When these folks were in their prime, Cadillac meant something special.
Ron, I receive a lot of newsletters and whatnot by e-mail, and there are few that I really enjoy (and learn from). Yours top the list and I always share them with staff here.
Thanks,
~Greg
they are seinor citizens (old People to you) when cads were The ultimate in transportation.
Seems to me “Cadillac Care” is effective because of the alliterative nature of the two words. Also, for this age group, “Cadillac” and “Lincoln” represent true luxury when they were young and middle-age adults.
Cadillac Care was a great name cause cadillac is simnomous in our culture for top of the line quality. (The word has held its meaning in pop culture even when the car business has faltered. )
By the by, enjoy your cadillac level articles.
Ron – the demographic was a domestic high end customer – not a foreign manufacturing type customer. Cadillac set the high standard for this generation.
It’s true–the fact that Cadillac has been considered the ultimate in luxury and status–and using the name really helps to market to the affluent. Using a car name also reminds the customer that this is a moblie service, that comes to their home.
However, I believe the real reason that “Cadillac Care” is the most appropriate “car” name for this service is the fact that it so closely sounds (and even reads) like “Cardiac Care.” This creates a fun play on words connecting a private-duty nursing company with a strong quality/status appeal to the affluent.
Mr. Rosenberg,
As to your query about “Cadillac Care”:
1) It’s got a ring to it. Alliteration is effective and easy to remember.
2) Cadillac is “Made in USA”. To the demographics targeted by this service provider, Cadillac has much more allure — pride in country and patriotism — than the name of a non-US car could ever engender.
3) The targeted customer base grew up with a mindset that having a Caddy was a status symbol equating to having grasped the golden ring. This resonates with the affluent position they are currently in, and by definition becomes something they would continue to seek after.
ps — if the above happens to be (or contain) the right answer and becomes your random winner choice, I’d like to pass along your offered consultation to my daughter, who just graduated from Clemson University in SC with a Marketing degree. She’d be thrilled to have a chance to speak with you!
These two words flow well together with the same first letter. When you think “cadillac” this relates to a premium product.