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Starting in 2001, Cadillac began exploring ways to attract a younger demographic. For 3 years running sales had been falling off.
The campaign was called Breakthrough. They originally wanted to use the Doors song Break on Through.
The ad agency dispatched an executive to Los Angeles to seek the band's permission.
All agreed except the drummer, an avid environmentalist who didn't like what he called GM's gas-guzzling lineup of vehicles. Defeated, the executive returned to Detroit.
Three guys at the agency listened to hundreds of songs before they hit on Rock and Roll.
It is the first time Led Zeppelin agreed to sell the rights to their music. Reportedly for "millions"
It was a hit.
Sales following the campaign increased by 16%.
The ad is quite brilliant. Fast moving, hip, it has urgency, it exudes life style, it's fun...
How does this apply to you?
Why am I going on about this?
On LinkedIn 60% of the members are between the ages of 25 and 34.
Boomers account for about 3%.
Yes, I know. Your network does not reflect that. It will be comprised mostly of people spanning a category of 5 years older than you to 5 years younger than you.
You will still be able to grow your business with your existing network.
But, the real opportunity is being relevant to a younger demographic. Increasingly, decision makers are young.
This year I worked with 3 ambitious, savvy entrepreneurs under the age of 25. It was fun and invigorating.
Their values, priorities, lifestyle choices and language are different.
Is your brand and your sales and marketing staying relevant in the current landscape?
This is a great time to take a critical look at your business and make some informed choices.
Where are you going?
Are you and your brand relevant in your marketplace?
Do the solutions you offer still fit the needs of your Ideal Clients?
Do you want to grow your business?
Have you done a SWOT analysis lately?
What will it take to hit your revenue goals in 2024?
Is it time to update your funnels, sales, marketing, techniques, language...?
Think small, and get started.
I don't know about you, but I'm tired of all the "re-branding" going on. And, I don't think we want to hear the word pivot again.
Think about it as a shift, an adjustment, an upgrade, an adaptation.
Everything is changing rapidly.
Are you keeping up?
Time to Rock and Roll.
Until next time...
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