Volkswagen, Ford, GM, Toyota, and BMW collectively spend $25B+ on advertising each year.
@elonmusk says Tesla will always spend $0 on advertising.
The result?
Tesla is worth more than the 9 largest car companies combined.
Here are 16 takeaways from their marketing playbook 🧵
@elonmusk says Tesla will always spend $0 on advertising.
The result?
Tesla is worth more than the 9 largest car companies combined.
Here are 16 takeaways from 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's 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's 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 58M 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.
And lastly, people rather engage with people.
Elon Mush has 58M+ followers.
Tesla has 10M+ followers.
The humans behind the businesses are now the businesses.
Elon Mush has 58M+ followers.
Tesla has 10M+ followers.
The humans behind the businesses are now the businesses.
2. Newsletter
A newsletter is 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 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.
3. Rotation of Referral Programs
@elonmusk 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.
@elonmusk 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.
Examples:
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
@elonmusk 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.
@elonmusk 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.
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 launch.
And what a move.
Promoting Tesla through a SpaceX launch.
9. Share the vision
For someone to love what you’re doing, they have to believe in what you’re doing.
Tesla shared their vision, mission, and plan.
Vision:
“Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
For someone to love what you’re doing, they have to believe in what you’re doing.
Tesla shared their vision, mission, and plan.
Vision:
“Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
Their mission:
“To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.”
The plan:
“Build sports car."
"Use that money to build an affordable car."
“Use that money to build an even more affordable car.
“To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.”
The plan:
“Build sports car."
"Use that money to build an affordable car."
“Use that money to build an even more affordable car.
“While doing above, also provide zero-emission electric power generation options."
Consumers who align with these values will become ride-or-die fans.
Consumers who align with these values will become ride-or-die fans.
10. Build-in Public
Everything starts w/ attention but ends with trust.
This is why building in public is so powerful.
People watch you succeed and fail and get to tag along for the journey.
@elonmusk understands this.
Everything starts w/ attention but ends with trust.
This is why building in public is so powerful.
People watch you succeed and fail and get to tag along for the journey.
@elonmusk understands this.
The 2006 blog post that shared his “master plan” was the beginning.
Since that moment, he’s been building Tesla in public.
Displaying the up and downs has created super fans.
If they fail — customers support the next attempt.
Since that moment, he’s been building Tesla in public.
Displaying the up and downs has created super fans.
If they fail — customers support the next attempt.
When they succeed — customers rave as they feel they were a part of the journey too.
By building in public, your consumers unconsciously develop trust in you and what you’re doing.
Elon even went as far as to release their patents to help further advance the EV industry.
By building in public, your consumers unconsciously develop trust in you and what you’re doing.
Elon even went as far as to release their patents to help further advance the EV industry.
11. Free Ads
Imagine generating millions of views without making a single ad.
Tesla launched “Project Love Day” based on a letter that Elon received from a 10-year old Bria Loveday which achieved just that.
The most epic video contest of all video contests.
Imagine generating millions of views without making a single ad.
Tesla launched “Project Love Day” based on a letter that Elon received from a 10-year old Bria Loveday which achieved just that.
The most epic video contest of all video contests.
If you wanted to participate then you had to film a no longer than 90-second ad for Tesla and upload it to Youtube.
The winners would be selected and broadcasted.
There were hundreds of submissions generating millions and millions of views and PR.
The winners would be selected and broadcasted.
There were hundreds of submissions generating millions and millions of views and PR.
Just the top 10 finalists from “Project Love Day” racked up 3M+ views.
The winner — no other than @MKBHD. His sick vid has racked up over 1.2M+ views to date.
He eventually did a “Tesla Factory Tour with Elon Musk” that was published on YT.
To date, it’s racked up 12M+ views.
The winner — no other than @MKBHD. His sick vid has racked up over 1.2M+ views to date.
He eventually did a “Tesla Factory Tour with Elon Musk” that was published on YT.
To date, it’s racked up 12M+ views.
12. Own Titles
People want the best of the best.
Owning titles creates the unconscious desire to want the next best thing.
Tesla owns insane titles:
- World’s quickest production car
- Safest car ever built
- Longest-range electric vehicle
- World’s Fastest SUV
People want the best of the best.
Owning titles creates the unconscious desire to want the next best thing.
Tesla owns insane titles:
- World’s quickest production car
- Safest car ever built
- Longest-range electric vehicle
- World’s Fastest SUV
The car enthusiast will foam out the mouth to have a car that claims this title.
Own this, and you own the best.
If you want to know more about this, then read "Differentiate or Die."
Own this, and you own the best.
If you want to know more about this, then read "Differentiate or Die."
13. User-Generated Content
I don’t think there is an automotive company that generates more UGC than Tesla.
Tesla’s features drive insane amounts of UGC.
Content-type:
- reaction videos
- dancing car videos
- Tesla vs X car (ex. Lambo)
- ludicrous mode
- Falcon mode
I don’t think there is an automotive company that generates more UGC than Tesla.
Tesla’s features drive insane amounts of UGC.
Content-type:
- reaction videos
- dancing car videos
- Tesla vs X car (ex. Lambo)
- ludicrous mode
- Falcon mode
The experience tied to owning or riding in a Tesla is online any other car.
When someone experiences something new — they tend to share it.
When someone experiences something new — they tend to share it.
14. Lead Gen (experience-driven)
Most companies offer ebooks/webinars/email series etc as lead gen.
But, what about offering a once-in-a-lifetime experience as your lead magnet?
To generate hype around Tesla’s Semi Truck they released a newsletter.
But more to it.
Most companies offer ebooks/webinars/email series etc as lead gen.
But, what about offering a once-in-a-lifetime experience as your lead magnet?
To generate hype around Tesla’s Semi Truck they released a newsletter.
But more to it.
If you signed up for the newsletter then you’d be entered in a raffle for a chance to race a Tesla semi-truck around a track.
Something so epic -- you can't help but sign up.
Takeaway: Offer an epic experience as your lead magnet.
Something so epic -- you can't help but sign up.
Takeaway: Offer an epic experience as your lead magnet.
15. Purchase Speed
The traditional way to buy a car?
Head to a dealer, spend hours upon hours doing paperwork, and then, FINALLY, get your car.
In Tesla’s case, you can go from 0 to Model 3 in 1 minute.
The traditional way to buy a car?
Head to a dealer, spend hours upon hours doing paperwork, and then, FINALLY, get your car.
In Tesla’s case, you can go from 0 to Model 3 in 1 minute.
16. Return Policy
Consumers want to feel confident in their purchases.
Here’s where a return policy addresses those buyer objections.
Tesla vehicles come with a 7-day | 1,000-mile return policy.
If you weren’t feeling confident in your purchase — you will now.
Consumers want to feel confident in their purchases.
Here’s where a return policy addresses those buyer objections.
Tesla vehicles come with a 7-day | 1,000-mile return policy.
If you weren’t feeling confident in your purchase — you will now.
Follow me @alexgarcia_atx if you want to turn your marketing dollars into revenue.
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- growth marketing optimization
- marketing automation
- ad development
- landing page dev
And...
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TL;DR
1. Use Social (preferably a person)
2. Create a newsletter
3. Rotate referral programs
4. Generate Hype
5. Create epic events with epic moments
6. Create scarcity
7. Customer-Service is the best marketing
8. Create WTF moments
9. Share the vision
10. Build in public
1. Use Social (preferably a person)
2. Create a newsletter
3. Rotate referral programs
4. Generate Hype
5. Create epic events with epic moments
6. Create scarcity
7. Customer-Service is the best marketing
8. Create WTF moments
9. Share the vision
10. Build in public
11. Generate free ads
12. Own a title
13. UCG is social proof
14. Experience driven lead gen
15. Reduce friction
16. Tackle objections
12. Own a title
13. UCG is social proof
14. Experience driven lead gen
15. Reduce friction
16. Tackle objections
If you liked this one about Tesla, then you might like this one about Steve Jobs:
https://twitter.com/alexgarcia_atx/status/1424385284301537290?s=20
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