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Tesla Motors - Final Digital Strategy Presentation
- 1. TESLA MOTORS Digital Strategy Marshall Clabeaux
- 2. Current Strategy • No advertising • No ad agency • No CMO
- 3. Internet Marketing • Secure and maintain relationships • Social Networks • Blogging • Word of mouth • Capture Mindshare
- 4. Target Audience • Current • Environmentally concise • Zero emission • Innovative Consumers • Electric Vehicle • Target Shift • College students • Environmentally concise • Educated • Model 3 Timing
- 5. Social Media • Is NOW • 2016 Advertising • Live Feed • Capture mindshare • Big 3 • Twitter, Facebook, Instagram • Twitter • 948.1K Followers • Consistent ads • Early Environment Fact of The Day • Dinner Time Tesla Trivia • Informative postings
- 6. Social Media cont. Facebook • 1,428,280 Likes • Great current strategy • ‘Electric routes’ • Personal Stories • Informative postings • Instagram • Big potential • 553K followers • Increase postings • Informative • Environmental facts
- 7. Mobile Strategy • YouTube biggest opportunity • Expand to daily lessons 10-15 minutes • Topics included currently Customer stories, Tesla playlists, Autopilot, Touchscreen walkthrough, manufacturing, Tesla in the news, Model X, and Roadster. • Only 145,000+ subscribers • Opportunity to capture mindshare • Mobile Social Medias • Twitter – 948.1k+ Followers • Facebook – 1,400,000+ Likes • Instagram – 553k+ Followers
- 8. Measuring Metrics • Net Promoter Score • Friends and Family • CLV / CAC Ratio • Customer lifetime value • Cost of customer acquisition • Number of comments / blog posts • Facebook, Twitter, Instagram, YouTube comments • Blog posts regarding Tesla • Electric vehicle transition
- 9. Big Idea • College market key to future sustainability • Educated – environmentally knowledgeable/concise • Tech Savvy • Climate Change • Electric vehicle importance • Clean path
- 10. Closing • Current legal issues in states • Selling directly to consumers • Model S • Sticker shock • Starts at $69,000 goes to $120,000 • Model 3 Potential • Base price $35,000 • Incentives could lower to $25,000 • 375,000 reservations – $14 billion future sales • Production orders now • 200,000 - 2017 • Production full swing late 2019
Editor's Notes
- http://www.fool.com/investing/general/2013/12/14/teslas-word-of-mouth-advantage.aspx Intro into final assignment, Tesla Motors – Founded 2003. Products made Model S, Model X, Model 3, Supercharger (car charging stations), Powerwall (home battery)
- http://www.qmac.ca/teslas-marketing-strategy-accelerating-the-world-into-sustainable-transport/ http://adage.com/article/news/tesla-generates-small-sales-big-buzz-paid-ads/241994/ http://www.referralcandy.com/blog/tesla/ Tesla has a $0 advertising budget. It’s true. Elon Musk communicates the groundbreaking technology that Tesla is. He does this through many interviews that can be found on YouTube. Internet blogging and word of mouth are the main sources of “advertising”. No advertising, no ad agency, no chief marketing, no deal network. 7 person in-staff marketing team who run the websites. "Right now, the stores are our advertising. We're very confident we can sell 20,000-plus cars a year -- without paid advertising," Georgeson (Alexis Georgeson – Public Relations at Tesla. $47 million on selling, general and administrative expenses that include marketing.
- 21st century style of advertising has got to include Internet marketing. This includes social media networks, blogging, and word of mouth. Ultimately, success in this field can be defined as securing and maintaining relationships by consistently capturing the mindshare of consumers.
- Talk current appeals, main environmentally concise, zero emissions, and electric vehicle. Current prices are high, opportunity for college students now to become aware of Model 3, which could be around $25,000 following incentives to lower from the reasonable $35,000 base price. Key is production won’t be mass until late 2019, capture the audience now. Prepare for future cars, timing of well paying jobs to purchase an electric vehicle will be key for Tesla, and for their commitment in fighting against climate change for a sustainable future.
- Social Media Current trends. Breakdown of Twitter’s current usage and potential ideas going forward.
- Further breakdown of current Facebook and Instagram with potential ideas.
- Current mobile is solid, can be improved with previous mentions. Biggest opportunity is for an inventive YouTube mobile channel. Daily lessons or short clips of 10-15 minutes about customer stories and other categories that they currently list such as: Tesla playlists, Autopilot, Touchscreen walkthrough, manufacturing, Tesla in the news, Model X, and Roadster.
- Net Promoter Score, measures friends and family. Important as it is a big transition to an electric vehicle switch and to gain those closest to you is important for a business of the sort. A grassroots style of advertising is doable with such a product because of the benefits. Cost of customer acquisition, measures includes of the in cost of the product, as well as the cost involved in research, marketing, and accessibility costs.
- Big idea. Current and future college markets are key for sustainability. Educated and knowledgeable about climate change. Will have the money to be tech savvy and buy the toys. Climate change and sustainability importance behind electric vehicle transition and the clean path it creates.
- Current legal right issues to sell cars directly to consumers Model S starts at $69,000 goes to $120,000 stick shock Model 3 potential and importance. 375,000 reservations, production 200,000 a year 2017. Late 2019 - projected full-scale production. Repaid $465 million loan from U.S Energy Department Elon Musk - 227,000 twitter followers