8 takeaways from Tesla’s marketing guide

I saw an interesting thread on Twitter by Alex garcia that I wanted to share here with some of my thoughts. Alex Garcia is an Austin-based marketer who often shares tips and thoughts on Twitter about marketing practices. He pointed out that Tesla’s market capitalization is over 9 of the largest auto companies combined. He noted that the “skyrocketing growth” is a testament to Elon Musk, brilliant products, and radical marketing. The latter is something he obsessively studied, which led to Alex sharing his 8 takeaways. Let’s dive in.

1. Share the vision

Photo by CleanTechnica

If you want to love what you do, you have to believe in it too. As Alex pointed out, it reminded me of a similar post I read from one of my new favorite authors, Billy Carson.

“You might be trying to figure out what you’re supposed to do with your life, how are you supposed to make money? The first thing to do is find a need and fill it. To do this, find your passion. “

It all comes down to what you love.

In the case of Tesla, Alex outlined his vision:

“Create the most compelling automaker of the 21st century by driving the global transition to electric vehicles.”

Image by Zach Shahan, CleanTechnica

Tesla’s mission is to accelerate the advent of sustainable transportation by bringing attractive mass-market electric cars to market as soon as possible. Alex also reviewed the plan, which CleanTechnica wrote a lot about. These blueprints that Elon created followed this formula that Alex spelled out:

  • Build a sports car.
  • Use that money to build an affordable car.
  • Use that money to build an even more affordable car.

While doing the above, Tesla also aims to provide zero-emission electric power generation options. Alex noted that those who align with these values ​​become fans of ride-or-die.

2. Building in public

The takeaway from Alex is that it all starts with attention but ends with confidence.

“That’s why building in public is so powerful. People watch you succeed and fail and accompany you on the journey. Elon understands this.

He cited Elon’s blog post in 2006 where he shared Tesla’s master plan as the start.

“Since that moment he has been building Tesla in public. Showing the ups and downs has created some great fans. If they fail, clients take over the next attempt. When they are successful, customers are delighted because they feel they are part of the journey as well. By building in public, your consumers subconsciously develop confidence in you and what you do. Elon even went so far as to publish his patents to help further advance the electric vehicle industry.

3. Free ads

In this section, Alex talks about Tesla Loveday project, which was based on a letter Elon received from then 10-year-old Bria Loveday. This led to a pretty neat video contest where you had to film an ad of no more than 90 seconds for Tesla and upload it to YouTube. The winners have been selected and disseminated. Alex noted that there were hundreds of submissions that generated millions and millions of views and PR.

“Imagine generating millions of views without making a single ad.”

The winner of this video contest was Marques Brownlee, whose video has been viewed over 1.2 million times. Alex calculated that the Top 10 Finalists for Project Love Day racked up over 3 million views (and up).

4. Personal titles

In this conclusion, Alex points out that Tesla has some interesting titles.

“People want the best of the best. Owning titles creates the subconscious desire to want the next best thing. “

Some of the titles Tesla owns are:

  • The fastest production car in the world.
  • The safest car ever.
  • Longest range electric vehicle.
  • The fastest SUV in the world.

For those who want to know more about this, Alex suggested reading Differentiate or Die: Survival in our Age of Killer Competition by Jack Trout and Steve Rivkin. The phrase “differentiate or die” means that you have to give your customer a compelling reason or difference to buy your product over your competition. In Tesla’s case, that reason is clean air. However, these titles attract those who want the best of the best even if they don’t care about the mission.

5. User generated content

Alex pointed out that there isn’t an auto company that generates more user-generated content than Tesla. Then it breaks down the types of content:

  • Reaction Videos
  • Dancing car videos
  • Tesla car against X (ex. Lambo)
  • Ridiculous fashion
  • Hawk fashion
  • Fart mode
  • Romantic fashion

I even created some of this content – my very first experience in a Model 3 when Wade Anderson came to Baton Rouge on his epic road trip. He recorded my reaction to Tesla’s insane acceleration. This list above is just the tip of the iceberg when it comes to Tesla user-generated content. There are also specific fan-made ads, Dog Mode reactions, and tons of Sentinel Mode footage, like a few other examples.

“The experience of owning or driving a Tesla is unlike any other car. When someone experiences something new, they tend to share it. “

6. Lead Gen (based on experience)

Alex pointed out that many companies offer ebooks, webinars, email series, and free trials as lead generation. In Tesla’s case, it doesn’t really do that. Instead, he offers product prizes and once-in-a-lifetime experiences as main magnets, like a chance to race in a Tesla Semi. In this case, for those who signed up for the newsletter, they entered a raffle for a chance to race a Tesla Semi on the track.

“Something so epic – you can’t help but sign up.”

Image courtesy of Tesla

7. Speed ​​of purchase

What is the traditional way to buy a car? You go to a dealership, spend a day doing paperwork and wrestling over the price. Depending on the type of car you want, the dealership probably wants to sell you some products that you don’t need. And then, finally, you get your car. This is not the case for Tesla.

“In Tesla’s case, you can go from 0 to Model 3 in 1 minute.”

You go online, choose your features, select upgrades, choose a payment plan, and wait for delivery instructions.

8. Return policy

Tesla’s return policy makes its customers feel confident about their purchases. Vehicles come with a 7 day / 1000 mile return policy.

“If you didn’t feel confident about your purchase, you will be now.”

Final thoughts

As the owner of a small jewelry business, I’m definitely taking notes. There are certainly lessons to be learned from Tesla’s marketing strategy and business strategy, and Tesla will most likely be a case study for many marketing and business classes in the future. I wanted to come back to his second point – how Tesla builds in public.

Not only did Elon Musk build Tesla in public as Alex described it, but he made himself accessible to his customers through his Twitter page. Look at me as an example of this. I didn’t know anything about Tesla or Elon Musk or the industry three years ago. If you were to go back to January 2018 and tell me that I would write about electric cars for living in the future, I would have thought you were crazy. Interacting with Elon Musk on Twitter took me to the world of Tesla, EVs, and my job here with CleanTechnica. It also opened the doors to some pretty amazing friendships with people all over the world – many of whom are only on Twitter due to Elon Musk’s involvement. I, who have never driven or owned a car before, now hold a reservation for the Cybertruck. I also own 4 Tesla shares. (I had never heard of the stock market before – it was all a financial giant to me back then.)

Without Elon Musk, I wouldn’t even be involved in Tesla or writing for CleanTechnica today. That’s what I mean by the way he made himself accessible to his millions of followers.

Since writing this, Alex has posted a new Twitter thread on similar topics. It starts here:


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