How Aston Martin is marketing luxury cars to a new generation
"As a brand, Aston Martin has an interesting duality to it," Simon Sproule, Aston Martin Lagonda's VP/CMO, told delegates at the 2016 ClickZ Live conference in San Francisco.
"We have customers – people that buy our cars. And we also have people that love our cars – and may never buy our cars."
Sproule understands that these fans are not the marketing target. And if he wants to reach the true luxury customer, a mass-marketing approach simply won't deliver the desired result. To engage the high-end...