Usually, a customer’s relationship with a business is almost always transactional. When it comes to Tesla and its clients, though, this is not the case. Tesla investors are fully invested in the company’s growth, much as Tesla is fully invested in making the finest electric vehicles in the world.
Tesla’s target demographic is enthralled with the company’s vision and feels the company is capable of great things. In reality, in less than two decades, it has risen to become the most profitable automotive maker in the United States, as well as one of the most coveted car brands with a huge following.
Is Tesla Motors’ marketing department up to par? No, there isn’t a communications department or a chief marketing officer (CMO). Furthermore, Tesla has no promotional budget.
So, how can Tesla sell itself on a shoestring budget? What advertisement approach does Tesla employ? Although no one outside of Tesla has definitive answers to these issues, we can surely gain a lot about how Tesla has differentiated itself as a car brand.
Takeaways from Tesla’s Marketing Strategy
You must place a heavy emphasis on providing exceptional consumer service if you want to achieve high-impact digital marketing on a tight budget. Create convincing recommendation services to encourage word-of-mouth promotion. Instead of relying solely on paid promotional ads, assist the company’s leadership in using their social network reach and positioning yourself as a genuine brand with a sense of humor.
Additionally, you can have a clear goal and purpose statement that you will include with any of your digital content and promotions. After the sale, have excellent client support, be open with your issues, and be brave enough to produce material that is divisive. Next, maintain a clear company message through all platforms, keep the fans informed of all updates, and react to as many followers as possible.
Finally, for inclusive messaging, move beyond direct product or service sales by endorsing a campaign or doing things for the public benefit of the people. Also, instead of being concerned with your rivals’ achievements, concentrate on being the strongest in your business while meeting your company’s long-term goals and vision.
Now, to go much further into these points, here are five takeaways from Tesla’s obvious marketing strategy:
Create the Best Customer Experience Possible
Create an effective referral program.
Don’t Put Your Confidence in Paid Advertising
Make the most of your CEO’s social media clout
Be as genuine (and entertaining) as possible.
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1. Have the best customer experience possible
Tesla’s emphasis on ensuring the greatest possible customer service is one of the most important factors in its growth. When you head to a vehicle shop, you usually have to meet with a sleazy salesman who is only interested in making as much money as possible off your buy. You haggle about the costs, take the car for a test drive, and talk figures — it’s a time-consuming and unpleasant process overall.
Tesla, on the other side, is a unique person. There are no retail dealerships where you have to haggle for obnoxious salespeople. Everything details is easily accessible on their website, and you can order and customize your car as well as arrange pickup. The price shown is the final cost. The entire car-buying procedure is smooth and simple.
It’s no surprise that Tesla has the strongest consumer loyalty of any car brand, with a 90 percent total satisfaction rate. You’ll see that Tesla is different from the start of your shopping experience. The firm manages the whole ride (from the first test drive to follow-up maintenance) and isn’t pushy about its pricing, resulting in an excellent car-buying experience.
An exceptional experience creates a sense of exclusivity and motivates you to spread the word about the company, which takes us to the next step…
2. Create an effective referral program
People are more likely to trust advice from friends and relatives than they are to believe advertisements from a brand promoting itself. That is, one of the most important means of messaging is word of mouth, and Tesla is well aware of this.
As a result, Tesla has had a strong recommendation policy from the beginning, which encourages consumers to tell others about their positive interactions with the business and its goods. If you haven’t already, suggest developing a fun recommendation scheme for your business that encourages clients to tell their friends and family about it.
While we’re on the subject of advertisements…
3. Don’t Depend on Pay-Per-Click Ads
Ads are an annoyance you can’t avoid unless you’re browsing across social media or driving along the highway. Aside from those in the publicity and advertising business, there are only just a few people on the globe who love advertisements.
To put it another way, almost everybody despises advertisements. Nonetheless, it seems that businesses would sell their brands. Per year, billions of dollars are invested in ads in the car sector alone. Tesla, on the other hand, does not advertise.
Instead, they concentrate on building a consumer interface that converts consumers into fans immediately. Of course, there’s still the matter of creating fun things that you can’t help but like. Tesla’s brand is defined by creativity and simple minimalism; it distinguishes itself by doing things differently without sacrificing efficiency.
This isn’t to suggest that you shouldn’t use paid ads, so they should be kept to a minimum. Your primary emphasis should be on delivering exceptional user service and developing the best potential goods in your niche that sell themselves by content marketing.
Furthermore, frank tweets from the company’s CEO are likely to be much more valuable than 30-second paying YouTube advertisements, which leads us to the next step…
4. Take advantage of the CEO’s social media clout.
Tesla Motors would not be where it is now if it weren’t for the dynamic and outspoken CEO Elon Musk.
When it comes to going all out on social media, several CEOs are reluctant. And it’s reasonable — they have to be highly careful with everything they share since they’re the company’s public face. One bad post will ruin a brand’s image and even lead to legal action.
Elon Musk, on the other hand, is not one of them. In reality, you might argue that his social networking clout has aided Tesla’s growth more than any marketing dollars invested. To label him a mere “influencer” would be an understatement. He has over 34 million fans and 11,000 messages.
He’s honest (even about his failures) and interacts with his fans on a regular basis. On his way home, he tweets about innovative company plans, rants about Twitter locking his account, and live broadcasts of rocket launches — you name it, he tweets it. Unlike other CEOs who use social media to post very uninteresting business announcements and new product details, he says what’s on his mind.
What is the takeaway here? Give the name a face. You, or the CEO, should take a more intimate approach to the crowd and openly interact with them. It will do good for your brand, and you won’t have to waste much money on advertisements.
Of course, the company’s CEO won’t be as well-known as Musk, but their personal image will help the company prosper significantly, potentially more so than a paid advertisement. As a result, allowing the management staff to devote a portion of their social networking marketing campaign to strengthen the business leadership’s social media identity and authority is a smart move.
5. Be as genuine (and entertaining) as possible
Keeping with the theme of honesty, Tesla as an organization is unmistakably itself. They introduce features to their vehicles including “fart sounds,” and the CEO tweets memes. Around the same moment, they have some of the best researchers working on cars that would help in the fight against the fossil fuel crisis.
They look unassuming and carefree, despite being one of the most ambitious labels on the globe. Simply stated, Tesla’s branding approach is more “human,” relatable, and enjoyable — something you will use to improve your own.