Ch. 16 - Advertising, Public Relations and Sales Promotion

Tesla advertising strategy is unique because they don't spend millions of dollars on ad campaigns like other car companies. Most of there advertising is by word of mouth, videos, forums and blogs. Also, Tesla retail stores are part of the adverting too.

Tesla hasn’t needed to advertise its cars or spend not one penny because its fans do that for them and for free. According to spokeswoman Alexis Georgeson, who is the closest to a PR person in the company says:

“Right now, the stores are our advertising. We’re very confident we can sell 20,000-plus cars a year—without paid advertising. It may be something we’ll do years down the road. But it’s certainly not something we feel is crucial for sales right now.”

Tesla offers consumers free test drives. The consumers spread the message to family and friends about Tesla cars which later result into sales without spending any money on advertising.

Tesla Model S: Gallons of Light Video

Goal: The goal of this campaign is to show that long range travel is finally accessible to electrical vehicle owners without spending a single penny on gas.

Motto: Tesla’s motto is “we love our customers.” They captured a real family’s first road trip in their new Tesla Model S. Use Tesla’s network of solar-powered Superchargers to fuel the journey.

Impact:

The campaign was tweeted by Tesla CEO Elon Musk and distributed across Tesla’s social media channels. Over 200k YouTube views. Press coverage from FastCompany, AutoBlog Green, Current TV and many more.