At the beginning of the month I spoke with American AAdvantage President Suzanne Rubin and Cadillac’s Chief Marketing Officer Uwe Ellinghaus about the new marketing tie up between the two companies.
American launched Cadillac tarmac transfers for their top ‘Concierge Key’ customers making tight connections at certain airports. And they shared that a promotion was coming, offering 7500 American miles for test driving a Cadillac.
I noted at the time that,
Suzanne said that the offer would last about two months, but both she and Ellinghaus said they were going to evaluate how the promotion worked in deciding when it might end and whether to continue it.
The promotion first went live on October 15.
As of yesterday, the promotion has closed.
Thanks for your interest. The Cadillac test drive program is now closed.
The program may be closed, but you can still experience the exceptional Cadillac lineup.
That’s about 9 days. Something didn’t go according to plan..
Here are some possible scenarios:
- The promotion was oversubscribed. Cadillac budgeted a certain amount for the promotion, wildly underestimating the demand for mileage-induced test drives. They spent their marketing budget much more quickly than planned.
- The promotion wasn’t quite ready for prime time. When it first launched, telephone hold times to schedule a test drive were running over an hour. It’s possible that Cadillac wasn’t providing the service foot forward that they wanted to and didn’t want to spend money to market a poor test drive experience. Note that this could be related to #1.
- They didn’t sell very many cars. Lots of test drives but much lower conversion than anticipated. They modeled that a certain number of people on the lot would translate to a predictable number of sales, but actual sales were so far below projection that the marketing spend didn’t make sense for the company.
Of course it could be something else entirely, and I reached out to American to ask, but I don’t expect they’ll comment on the business strategy decisions that their partners have made. So we may not know exactly why this ended after 9 days. I’m pretty sure, though, that it wasn’t expected to be so short-lived.