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Need for Tesla Advertising / PR
- Thread starter Buckminster
- Start date
Thankfully Tesla recognized their mistake half-way through last year and started putting money into advertising.
Elon will incur the media's wrath if Tesla start using X to advertise
Amazing hit rate.
Don't want to overspend.
Looking to target Japan awareness also.
Don't want to overspend.
Looking to target Japan awareness also.
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Spelling out the basics:
This would be perfect as an ad on FB. Facebook I think would target the right people fairly well. Internet savvy but not savvy enough to know much about Tesla.
This would be perfect as an ad on FB. Facebook I think would target the right people fairly well. Internet savvy but not savvy enough to know much about Tesla.
What is the biggest Tesla product? - Optimus
How do they advertise Optimus? - video on X of 1000+ bots building Redwood or Robotaxi
Your assertion is misleading, if not false. Those of us formally trained in Marketing who have put the concepts in practice object not to Marketing, but to the inept application of Advertising.
As a stellar example, take Super Bowl. Few subjects are so relentlessly covered, aggressively promoted and almost universally misunderstood. There are products for which the extortionate prices are entirely justified. Categorically those are described as ‘low involvement’ and ‘hedonic’. Frankly few of these win awards. Excellent examples are Oreos, beverages, any cheap, ubiquitous, easy to acquire impulse item. Those generally pay, but only with clever, attention grabbing, attractive promotion. Anything other than these almost never pays off financially. There are very rare exceptions, which invariably alter the conception of already universally known products. The best single example was the ancient classic Apple ad.
The Tesla challenge is not simple awareness, nor low involvement, nor hedonic. Further the crucial factors are a deep realization of the combination of not expensive, low maintenance, high reliability and daily easy life. Home charging and so on. The entire conversion process is, in Tesla’s case , an actual ‘conversion to understand why BEV’. In short, this is NOT, repeat NOT, simple awareness.
The Tesla case demands a steady, relentless, process of conversion. From a Marketing perspective this is more analogous to religion than to simple consumer impulse purchases.
If you accept this logic you end out with quite similar approaches to those used for earlier epoch-defining products. Keeping analogies modern we have:
Cessna Citation (originally Cessna fanjet 500): skipping details this was the first groundup design for simple, easy to fly, personal jets. Next major iteration was CitationJet 525, groundup intended strictly single pilot. The original name changed to ‘Citation’ because bright marketing people knew it was not plausible fior a cheesy little airplane maker like Cessna to build a jet. Christened by Learjet fans as ‘slowtation’ it outsold all others. The trick, word of mouth, selecting sports, entertainment and influencers to begin to fly their own Citations.
Next, the old prototype for Tesla. Mission: accelerate transition to sustainable energy.
Example, prototype: Edison’s General Electric. Mission: Live better electrically . First, invent a light bulb. Oops, must have electricity. Then electricity everywhere. Of course Westinghouseand others came along. General Electric did it differently. They set up some electricity generation, but people did not see why they’d want that. So, they invented refrigerators, then washing machines and so on. The sold the solutions, not the technology itself. Rather than advertise what was not plausible they demonstrated those uses all over, and sold solutions people wants, not the technology.
Taking only those two examples both were implausible solutions to problems people did not know they had. If people do not perceive an advantage to a product they don’t understand… raw awareness is useless, unaided recall is useless. They need to deeply understand something that is destructive to the status quo, but crucial to a better future. So, how to do that…
First, build the crucial useful methodology:Superchargers! Next, find early adopters to use the products: those of us pre:2016, were that.
Then rinse and repeat.
We are now beyond early adoption in many major urban areas that do not have major impediments. Now there are different problems.
So, how to do Marketing now?
First, prove this works everywhere, just as in our examples. Pick remote areas with difficult fossil fuel access and poor infrastructure. Blanket every area one can with integrated Tesla Energy solutions (just copy the Chinese playbook) add Tesla vehicles to that mix. Do that all over wherever you can. Just as with other cases, once obvious but improbable cases proliferate, the coverage of benefits and solutions spread rapidly.
In short, for high involvement, high benefit, radical changes are combined, only actual demonstrations work. Advertising in any traditional sense does NOT work. Note: conventional!
What about non-conventional? That is something entirely different. In the present day world of online searches, direct response to search is part of Advertsing only peripherally. The category that is direct response to an enquiry has zero in common with broadcast or event-based advertsing. Tesla does that well and has since inception, but they’re having growth-related tactical constraints.
So, on X they are experimenting with variants in direct response to enquiries. There is so much more to learn, on other platforms too. Qualified leads are the trick now. Not really anything else.
General Advertsing = burning money if you’re not selling, say, Oreos or Viagra.
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