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Tesla is worth $725 Billion – more than 2x GM, Ford, and Toyota combined.
Yet Elon claims they’ve never spent a dollar on paid marketing.
But that’s not true — Tesla is running the most effective modern marketing campaign in history.
Here’s a breakdown:
Yet Elon claims they’ve never spent a dollar on paid marketing.
But that’s not true — Tesla is running the most effective modern marketing campaign in history.
Here’s a breakdown:
Everything Tesla does from a marketing perspective is designed to do one thing:
Build super fans.
And you don’t do that through FB, IG, or TV ads.
You have to be more creative.
Build super fans.
And you don’t do that through FB, IG, or TV ads.
You have to be more creative.
EVs only made up 9% of total car sales in 2021.
That number was <1% in 2004 when Elon became Tesla’s largest shareholder.
Tesla has to target early adopters:
– technologists
– futurists
– people with money
In each of the coming examples, that’s exactly the audience.
That number was <1% in 2004 when Elon became Tesla’s largest shareholder.
Tesla has to target early adopters:
– technologists
– futurists
– people with money
In each of the coming examples, that’s exactly the audience.
Example 1: collab with @waitbutwhy
In 2015, Tim Urban released a 4-part series detailing Elon and his companies.
It’s the tech version of influencer marketing.
Part 2, covering Tesla, is one of the best essays I have ever read: waitbutwhy.com/2015/06/how-tesla-will-change-your-life.html
In 2015, Tim Urban released a 4-part series detailing Elon and his companies.
It’s the tech version of influencer marketing.
Part 2, covering Tesla, is one of the best essays I have ever read: waitbutwhy.com/2015/06/how-tesla-will-change-your-life.html
Example 2: Audience building
Elon (and his companies) have spent countless hours building audiences.
Elon:
– Twitter: 100.3 million
Tesla:
– Twitter: 16.2 million
– Insta: 9.5 million
– YouTube: 2.2 million
An audience is a compounding asset that gets more valuable each day.
Elon (and his companies) have spent countless hours building audiences.
Elon:
– Twitter: 100.3 million
Tesla:
– Twitter: 16.2 million
– Insta: 9.5 million
– YouTube: 2.2 million
An audience is a compounding asset that gets more valuable each day.
What’s really impressive is not Tesla’s follower numbers
It’s the engagement.
This tweet likely did 10M impressions… talking about a technical improvement to the car.
What would that cost as a FB ad?
It’s the engagement.
This tweet likely did 10M impressions… talking about a technical improvement to the car.
What would that cost as a FB ad?
Example 3: product drops
Tesla uses product drops to raise awareness (and money).
Tesla is not out here dropping boring products.
That’d be off brand. It’s dropped:
— Tequila
— Cybertruck whistle
— S3XY shorts
Tesla uses product drops to raise awareness (and money).
Tesla is not out here dropping boring products.
That’d be off brand. It’s dropped:
— Tequila
— Cybertruck whistle
— S3XY shorts
Example 4: product —> brand
Elon says, “brand is simply a collective impression some have about a product.”
According to @adage, Tesla spent just $0.11 on measured media per car sold in 2020.
Other luxury carmakers spend close to $2000 per car sold.
Elon says, “brand is simply a collective impression some have about a product.”
According to @adage, Tesla spent just $0.11 on measured media per car sold in 2020.
Other luxury carmakers spend close to $2000 per car sold.
Example 5: drone videos
Tesla films drone footage and releases it on its channels.
It can be Elon dancing, footage of its latest plant, or a drone light show.
Here’s Tesla’s video of its Giga Berlin plant, which has over 3M views on YouTube:
Tesla films drone footage and releases it on its channels.
It can be Elon dancing, footage of its latest plant, or a drone light show.
Here’s Tesla’s video of its Giga Berlin plant, which has over 3M views on YouTube:
Every company is a media company.
And every post you see is an ad for something.
Elon and Tesla are masters of this game.
Tesla makes up 65% of the EV market despite legacy players investing in the space.
And every post you see is an ad for something.
Elon and Tesla are masters of this game.
Tesla makes up 65% of the EV market despite legacy players investing in the space.
The real brilliance?
It’s hard to be neutral on Elon & Tesla — you love them or hate them.
That translates to super fans, viral content, and earned media.
For ex: @SawyerMerritt has built an incredible following of >250k, mostly around his Tesla takes.
It’s hard to be neutral on Elon & Tesla — you love them or hate them.
That translates to super fans, viral content, and earned media.
For ex: @SawyerMerritt has built an incredible following of >250k, mostly around his Tesla takes.
Hope you enjoyed that!
I write about storytelling 1-2x per week.
Follow @nathanbaugh27 so you don’t miss those.
Here’s another one you may enjoy:
I write about storytelling 1-2x per week.
Follow @nathanbaugh27 so you don’t miss those.
Here’s another one you may enjoy:
Storytelling is one of the most important skills you can learn.
To become a better storyteller, try my free weekly newsletter: worldbuilders.ai/subscribe
To become a better storyteller, try my free weekly newsletter: worldbuilders.ai/subscribe
Can’t forget S3XY.
— Model S
— Model 3
— Model X
— Model Y
A great touch.
— Model S
— Model 3
— Model X
— Model Y
A great touch.
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Ben Brimacombe @BenBrimacombe
·
Jan 15, 2024
- Post
Fair valuation?
Sahil Bloom @SahilBloom
·
Jul 6, 2022
Interesting thread