Volkswagon, Ford, GM, Toyota, and BMW collectively spend $25B+ on advertising each year.
Tesla $0.
The result?
The most Googled car company in the US.
The "Most Valuable American Automaker."
Here are 8 takeaways from inside their marketing playbook 🧵
Tesla $0.
The result?
The most Googled car company in the US.
The "Most Valuable American Automaker."
Here are 8 takeaways from inside their marketing playbook 🧵
First, why doesn't Tesla advertise?
@elonmusk rather put that money towards creating a stellar product.
And he does.
Then his marketing tactics kick things up a notch.
Here's his take:
@elonmusk rather put that money towards creating a stellar product.
And he does.
Then his marketing tactics kick things up a notch.
Here's his take:
1. Twitter
Of course, I have to include @elonmusk Twitter.
And for good reason too.
Sure, Elon uses Twitter to post memes, create controversy, but he mostly uses it to communicate.
Update, big news, teasers, it all happens on Twitter.
Of course, I have to include @elonmusk Twitter.
And for good reason too.
Sure, Elon uses Twitter to post memes, create controversy, but he mostly uses it to communicate.
Update, big news, teasers, it all happens on Twitter.
With over 51.8M followers — Elon hits one button and gets in front of all Tesla fans.
This isn’t a coincidence. They dissolved their PR department last year and chose to use social as their main communication channel.
This isn’t a coincidence. They dissolved their PR department last year and chose to use social as their main communication channel.
2. Newsletter
A newsletter is a direct communication with your audience.
Unlike social where the algorithm determines how many people you reach — email marketing doesn’t change.
If you have 1M ppl on your email list, then you can click one button and reach all 1M ppl.
A newsletter is a direct communication with your audience.
Unlike social where the algorithm determines how many people you reach — email marketing doesn’t change.
If you have 1M ppl on your email list, then you can click one button and reach all 1M ppl.
This, plus promising updates, teasers, news, and events and you bet Tesla fans are dropping their emails.
3. Rotation of Referral Programs
Elon is quoted saying, “one customer should generate three.”
The best way for that to happen is through word-of-mouth.
This is why Tesla puts an emphasis on its referral program.
It’s constantly being optimized.
Elon is quoted saying, “one customer should generate three.”
The best way for that to happen is through word-of-mouth.
This is why Tesla puts an emphasis on its referral program.
It’s constantly being optimized.
How:
1. Semi Test Drive Raffle Referral Program
2. Get $1K and friend gets $1k off
3. The Loot Box
Tesla always finds a way to offer an incentive worth sharing or an experience worth trying through their referral programs.
1. Semi Test Drive Raffle Referral Program
2. Get $1K and friend gets $1k off
3. The Loot Box
Tesla always finds a way to offer an incentive worth sharing or an experience worth trying through their referral programs.
4. Hype
Elon is notorious for dropping teasers.
Because of the nature of Tesla fans (raving fans), this drives massive awareness.
The second these teasers are released, thousands of fans go to social to share the news.
Elon is notorious for dropping teasers.
Because of the nature of Tesla fans (raving fans), this drives massive awareness.
The second these teasers are released, thousands of fans go to social to share the news.
Next thing you know “Tesla” is trending on Twitter and every publication rushes to write a piece on “what they know.”
Content Marketing -> Earned Media -> Virality
Content Marketing -> Earned Media -> Virality
5. Events
Similar to Apple, Tesla events are a BIG F**KIN’ deal.
You were there to see with your own eyes how the world was going to advance.
Elon’s casual showmanship always puts on a show that generates waves.
Similar to Apple, Tesla events are a BIG F**KIN’ deal.
You were there to see with your own eyes how the world was going to advance.
Elon’s casual showmanship always puts on a show that generates waves.
Falcon doors -> Viral
Cybertruck Broken Glass -> Viral
Semi Truck - > Viral
Then we take over.
We tweet every update, news, or rumor,
We share pics, thoughts, opinions via social.
We write thousands of articles covering the event and what’s next.
Cybertruck Broken Glass -> Viral
Semi Truck - > Viral
Then we take over.
We tweet every update, news, or rumor,
We share pics, thoughts, opinions via social.
We write thousands of articles covering the event and what’s next.
6. Scarcity
Supply and demand can be a b*tch.
Limited Production + Waitlist is a helluva recipe for driving urgency.
Elon’s done this across the board with nearly every product, from a Model 3 to his S3XY shorts.
And, does it work?
How about 500k pre-orders for the Model 3.
Supply and demand can be a b*tch.
Limited Production + Waitlist is a helluva recipe for driving urgency.
Elon’s done this across the board with nearly every product, from a Model 3 to his S3XY shorts.
And, does it work?
How about 500k pre-orders for the Model 3.
7. Customer Service
Customer service as a marketing strategy? Yes.
Everyone loves to talk about how well they were treated by X company.
One good experience can help mold the expectation of a company in the minds of thousands.
And with social, it'll reach millions.
Customer service as a marketing strategy? Yes.
Everyone loves to talk about how well they were treated by X company.
One good experience can help mold the expectation of a company in the minds of thousands.
And with social, it'll reach millions.
Here’s an amazing example:
A man had stage 4 cancer and only had 3-4 months to live.
The last thing on his bucket list was to get his Model 3…but production was still limited.
Tesla invited him to the Fremont delivery center, VIP treatment, and even got his Model 3.
A man had stage 4 cancer and only had 3-4 months to live.
The last thing on his bucket list was to get his Model 3…but production was still limited.
Tesla invited him to the Fremont delivery center, VIP treatment, and even got his Model 3.
A tear-jerker of a story.
Great customer service can spread like wildfire, both positively or negatively.
Great customer service can spread like wildfire, both positively or negatively.
8. WTF Moments
Steve Jobs did this with the “1000 songs in your pocket” or even by pulling a MacBook Air out of an envelope.
But Elon went out of this world with a WTF moment.
He strapped his own Tesla Roadster to a rocket for a Space X launch.
Steve Jobs did this with the “1000 songs in your pocket” or even by pulling a MacBook Air out of an envelope.
But Elon went out of this world with a WTF moment.
He strapped his own Tesla Roadster to a rocket for a Space X launch.
Minutes later it was on its way into Space with “Starman” behind the wheel.
And what a move.
Promoting Tesla through a SpaceX lunch.
And what a move.
Promoting Tesla through a SpaceX lunch.
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- copywriting tips
- how-tos
- campaign dissection
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Because I'm writing a thread for 19 days straight covering everything marketing.
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TL;DR
1. Find a communication channel
2. Collect Emails
3. Optimize Referral Program
4. Generate Hype Through Teasers
5. Experiential Marketing
6. Scarcity
7. Customer Service
8. WTF Moments
1. Find a communication channel
2. Collect Emails
3. Optimize Referral Program
4. Generate Hype Through Teasers
5. Experiential Marketing
6. Scarcity
7. Customer Service
8. WTF Moments
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