Week 24, 2022 Ingest - The C2S Nuggets
Week 24, 2022 Ingest - The C2S Nuggets
Each year, Tesla spends almost $0 on advertising - Marketing takeaways from their playbook.
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Why does Tesla not advertise? Elon Musk would rather spend that money on building a fantastic product. And he succeeds. Then his marketing strategies take things to the next level.
Here's what he has to say:
And he wasn’t even kidding:
This post will show you how he and his company does it…
Twitter is number one.
Of course, I can't leave out Elon Musk’s Twitter account. And with good reason. Elon uses Twitter to share memes and stir up debate, but he primarily uses it to communicate. Twitter is where you'll find updates, significant news, and teasers.
With almost 100 million followers, Elon presses a single button to put himself in front of all Tesla supporters.
This isn't a random occurrence. Some while back, they disbanded their public relations department and decided to rely solely on social media for communication.
Finally, people prefer to interact with one another. Elon Mush has almost 100 million followers on Twitter. Tesla has a following of 16 million people.
The people who created the businesses are now the businesses themselves.
Newsletter
A newsletter is a direct line of communication between you and your readers. In contrast to social media, where the algorithm dictates how many people you target, email marketing does not. If you have a million people on your email list, you can reach them all with a single click.
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Referrals
"One client should produce three," Elon Musk quoted once. Word-of-mouth is the most effective approach to achieve this. This is why Tesla's recommendation program is so important. It's always being tweaked and improved.
Examples:
1. Raffle Referral Program for Semi-Test Drives
2. Get $1000 and give $1000 to a buddy
3. The Treasure Chest
Through its referral programs, Tesla always finds a way to provide an incentive worth sharing or an experience worth trying.
Exaggeration
Elon Musk, is known for dropping teasers. This raises a lot of notice because of the nature of Tesla fans (raving fans). Thousands of followers take to social media the moment these teasers are revealed to share the news. The next thing you know, "Tesla" is trending on Twitter, and every newspaper is scrambling to write about "what they know."
Events -> Content Marketing -> Earned Media -> Virality
Tesla events, like Apple's, are HUGE F**KIN' DEAL. Elon's unpretentious theatrics is usually a crowd-pleaser.
Viral Cybertruck Broken Glass -> Viral Semi Truck - > Viral Falcon Doors
Then it's up to us. We tweet any update, piece of news, or rumor that comes our way. We use social media to share photos, thoughts, and opinions. Thousands of articles are written on the event and what will happen next.
Scarcity
Supply and demand can be a pain in the neck. Limited production combined with a waiting list is a powerful combination for creating a sense of urgency. Elon has done this with practically all of his products, from the Model 3 to his S3XY shorts. And, it works!
Customer Support
Is it possible to use customer service as a marketing strategy? Yes.
Everyone enjoys bragging about how well X company treated them. One positive encounter can influence thousands of people's perceptions of a firm. And thanks to social media, it will reach millions of people.
Here's a great example:
A man was diagnosed with stage 4 cancer and was given only 3-4 months to live. His Model 3 was the last item on his bucket list... However, manufacturing was still restricted. Tesla gave him VIP treatment at the Fremont delivery location, and he even got his Model 3. Excellent customer service may either favorably or adversely spread like wildfire.
WTF Moments
Steve Jobs did it with the "1000 songs in your pocket" campaign and even by extracting a MacBook Air from an envelope. Elon, on the other hand, had a WTF experience that was out of this world. For a Space X launch, he hooked his Tesla Roadster to a rocket. Minutes later, it was on its way into space, piloted by "Starman." And what a move it was, using a SpaceX launch to promote Tesla!
Communicate the vision
Someone must believe in what you're doing in order to love what you're doing. Tesla talked about its vision, objective, and strategy.
Vision:
"Lead the world's transition to electric vehicles to become the most exciting automobile company of the twenty-first century."
Their goal is to:
"To hasten the arrival of sustainable transportation by bringing to market compelling mass-market electric cars as soon as possible."
The strategy is as follows:
"Make a sports automobile. Use that money to design a car that's affordable."
As part of the aforementioned, provide choices for zero-emission electric power generation. Consumers who share these beliefs will become die-hard supporters.
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Integrate with the general public
Everything begins with focus and ends with trust. This is why public construction is so effective. People get to see you thrive and fail, and they get to accompany you on your journey. This is something that Elon Musk is aware of. The beginning was a blog post from 2006 in which he disclosed his "grand plan." He's been developing Tesla in public since then.
The ability to show the ups and downs has resulted in super fans. Customers will back the second try if the first fails. When they succeed, clients are ecstatic because they feel like they were a part of the process as well. Customers acquire faith in you and what you're doing unconsciously when you build in public. Elon even went so far as to release his patents to aid in the advancement of the electric vehicle sector.
Advertisements that are completely free
Imagine getting millions of views without having to run a single advertisement. Tesla developed "Project Love Day" in response to a letter from a 10-year-old Bria Loveday, which did exactly that. This is the granddaddy of all video contests. If you wanted to take part, you had to make a 90-second Tesla commercial and upload it on YouTube.
The winners would be chosen and announced. Hundreds of entries resulted in millions of views and media attention. Only the top ten finalists from "Project Love Day" received more than 3 million views. MKBHD was declared the winner. To date, his horrific video has picked up more than 2 million views. He ultimately published a "Tesla Factory Tour with Elon Musk" on YouTube. It has over 14 million views so far.
Original Titles
People are looking for the best of the best. Having titles makes you crave the next greatest thing without even realizing it.
Tesla holds the following titles:
Fastest production automobile in the world
The safest vehicle ever built
An electric vehicle with the longest range
Fastest SUV in the World
The automotive aficionado will scream with delight if he or she has a vehicle that can claim this title. If you have this, you have the greatest.
User-Generated Content (UGC)
There isn't a single automaker that generates more user-generated content (UGC) than Tesla. Tesla's features generate a lot of UGC.
Content-type:
videos of reactions
ridiculous mode - Tesla vs X vehicle (ex. Lambo) - dancing car videos
Falcon flight mode
Any other automobile can't compare to the feeling of owning or riding in a Tesla. When someone has a new experience, they are more likely to tell others about it.
Lead Generation (experience-driven)
For lead generation, most organizations offer ebooks, webinars, and email series, among other things. But what about using a once-in-a-lifetime opportunity as a lead magnet? They sent out a mailing to drum up interest in Tesla's Semi Truck. But there's more to it.
You'd be included in a drawing to race a Tesla semi-truck around a track if you signed up for the newsletter. You can't help but join up for something so amazing.
Takeaway: As a lead magnet, provide an incredible experience.
Purchase Speed
How can you buy a car the old-fashioned way? Go to a dealership, spend hours upon hours filling out paperwork, and then get your automobile. In the case of Tesla, you can go from zero to Model 3 in under a minute.
Return Policy
Customers want to have faith in their products. A return policy is where a buyer's objections are addressed. A 7-day 1,000-mile return policy is standard on Tesla automobiles. If you weren't sure about your purchase before, you will at that point.
So, having exposed Tesla’s marketing strategies, we come to the end of this awesome nugget. I’m sure you enjoyed this.
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