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Tesla's market cap is more than 9 of the largest car companies combined.
Their meteoric growth is a testament to:
- @elonmusk AKA Technoking of Tesla
- Brilliant Products
- Radical Marketing
I've been studying Tesla's marketing playbook obsessively.
Here are 8 takeaways
Their meteoric growth is a testament to:
- @elonmusk AKA Technoking of Tesla
- Brilliant Products
- Radical Marketing
I've been studying Tesla's marketing playbook obsessively.
Here are 8 takeaways
1. 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.
2. 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.
Elon 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.
Elon 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.
3. 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.
4. 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."
5. 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.
6. Lead Gen (Experience-Driven)
Most companies offer ebooks/webinars/email series/free trials 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/free trials 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.
7. 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.
You literally just go online, select your features, upgrades, payment plan, and now wait for your Model 3 to be delivered.
Talk about reduced friction.
Talk about reduced friction.
8. 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.
This is part one of two.
If you want to read pt.2 then follow @alexgarcia_atx :)
Plus I tweet:
- marketing breakdowns
- copywriting tips
- how-tos
- campaign dissection
And I'm writing a thread for the next 19 days straight covering everything marketing.
If you want to read pt.2 then follow @alexgarcia_atx :)
Plus I tweet:
- marketing breakdowns
- copywriting tips
- how-tos
- campaign dissection
And I'm writing a thread for the next 19 days straight covering everything marketing.
It's also a daily newsletter that I send to 3200+ marketers. (over 50% of them open it daily)
Join them
http://bit.ly/3flYp6b
Join them
http://bit.ly/3flYp6b
TL;DR
1. Share vision, mission, and plan
2. Build in public
3. Generate Free Ads
4. Own Titles
5. User-Generated Content / Social Proof
6. Experience-Driven Lead Gen
7. Purchase Speed
8. Return Policy
1. Share vision, mission, and plan
2. Build in public
3. Generate Free Ads
4. Own Titles
5. User-Generated Content / Social Proof
6. Experience-Driven Lead Gen
7. Purchase Speed
8. Return Policy
