The Tesla Model S is the world’s first premium electric sedan.Their challenge is educating consumers about radically new products in a familiarcategory, while establishing a brand identity.Tesla: The World’s Most Innovative Car, That Few About ... Yet•
What People Who Do Know About Tesla Are Saying...The BlogosphereThe Social SpaceThe Conversation around TelsaMotors is overwhelmingly positive,but it needs to happen more often.People describe Telsa with excitement and optimism.Tesla is a fantasy car.
These People Should Be Talking...Tech-Savvy, Environmentally Conscious A25-44.
Buying a car is an emotionally driven purchase that people find a rationaljustification for. It is a high involvement purchase because buying a car is, formost people, the second largest purchase they make after purchasing a home.It is not an impulse buy.Car Buying is an Emotional JourneyIn the U.S., the car someone drives is tied to their identity. So it is somethingpeople care deeply about. This is why people want “distinctive” cars. Whensomeone drives a Tesla, it says that they are intelligent, open minded, andaltruistic.
Social media is the key touch-point in raising awareness for cars. Telsa needsto start a conversation with consumers.This Is The Journey...The messaging must start out appealing to emotion and then appeal more toreason as consumers move into the consideration and purchase stages of thejourney.
This Is The Journey...Once Telsa has made the consideration set. The key touch-points will besearch engines, the Tesla website and the showroom. Sites featuring onlinereviews are secondary but pivotal.
This Is The Journey...Positive customer/ownership experiences with Telsa will be vital to thesurvival of the brand. Telsa needs to build a community of evangelists tosolidify their presence in the marketplace.
Awareness Consideration Purchase LoyaltyDoingThinkingFeeling• An electric car would be good forthe environment.• I like the design of the Tesla.• I should look this car up.• This is a rolling proclamation that Iam a futurist.• It’s like something Marty McFlywould have brought back from thefuture.• This would get me a lot of attention,especially from the opposite sex.• This would be fun to drive.• How does the Telsa compare to it’scompetitors in terms of safety, perfor-mance and economic sense?• Is an electric car really a good invest-ment?• How practical is the Tesla?• I can trust the advice of consumeradvocacy groups, non-biased autoreview sites and word of mouth.• Which car in my consideration setlooks the coolest?• Which car will make me look thebest to others?• The purchasing process is straightforward.• Is the website secure?• No one is answering the costumerservice line, how will I get my ques-tions answered?• Frustrated that my car will take solong to arrive, but like the customi-zation.• Wish I could experience the feelingof driving off the lot in a new car.• The customization makes me feelspecial.• I am still apprehensive about makingsuch a large purchase online.• I can’t wait to show off my new car.• I am glad to get rid of the hassle ofoil changes.• Will I return the car at the 36-39month mark of my finance plan?• Plugging the car in everyday is ahassle, but I am glad I don’t have tostop for gas anymore?• Where can I find a charging stationon the road?• So many people have asked meabout my car. I love the attention.• Having an electric car makes mefeel good about myself for being anenvironmentalist.• Telling people about my futurist carmakes me feel intelligent.• People know I am rich.• Build a relationship with consumersand establish a loyal community.• Establish a brand identity.• Interactive transmedia campaignwith TV, social media, and display.- Facebook, Instagram, high profilecable and broadcast, tech-centricsites like Wired and Mashables.• Product placement in movies.• Tablet friendly sales app people canbring to competitor’s showrooms.• Test drive events and pop up stores.• Autoblogs, car magazines (online,offline), consumer reports, Influencermarketing.• SEO and homepage takeovers.• Offer more accessible costumerservice options.• Offer more design studio features.• Establish a community of“TelsaPeople”.• Extra owner app feature like IM-ing with customer service reps andplaylists.• Partnership with charger stationsites like plugshare.com andcarstations.comOpportunitiesChannels ToTargetVisiting showroomsTalking tofriendsSearch engines,Company websites BlogsReviewsSurfing the webUsing socialmediaWatching TVUsing the app Talking to friendsUsingsocialmediaCallingcustomerserviceMaintenanceChargingCalling customer servicewith questionsGoing tothe TeslasiteContactingbankThis is the Map of The Journey
The Brief (Emotional Message)The Awareness and Loyalty Phase of the Consumer JourneyBackground:Tesla is the world’s first luxury electric car.Challenge:Raising awareness for Tesla.Audience:Tech-Savvy, environmentally conscious A25-44 with an HHI of $100K+.Insight:Now matter how old people get, they always long for the optimism and fantasy of theirchildhood.Strategy:Telsa takes people back to the future (their childhood vision of the future).KPI:Raise unaided brand awareness by 25%YOY.Thought Starters:In order to stand out in an cluttered category, the campaign should tell one cohesive storyacross all elements and engage consumers in a two way conversation.An Appeal to Emotion...
The Brief (Rational Message)The Consideration and Purchase Phase of the Consumer JourneyBackground:Tesla is the world’s first luxury electric car.Challenge:Raise Awareness for Tesla.Audience:Tech-Savvy, environmentally conscious A25-44 with an HHI of $100K+.Insight:People need to justify emotional decisions.Strategy:Telsa is the ideal car.RTB:• Consumer Reports calls the Model S the best car it has ever tested.• It is good for the environment.• You save on maintenance, and fuel costs.• You can charge from anywhere, so long trips are possible.KPI:Increase sales by 25%YOY.Thought Starters:Since Telsa is a new product in an old category. The RTBs could come to life by disruptingtraditional elements (ex. a solar panel print ad that charges a cell phone to convey that thecar is good for the environment.).An Appeal to Reason...