Communication must be tangible
Impersonal mass communication is long gone. People want to be emotionally affected, to feel understood and be part of a community. As a communication strategy, ‘brand experience’ combines these requirements and has become indispensable for firms. It is the only way in which companies can secure people’s long-term loyalty in a saturated market. Thanks to the current release of its Model 3, Tesla is a prime example of successful brand communication.
Shooting star in the marketing sky
In this respect, Tesla is an advertising pioneer, as the firm completely refrains from traditional advertising. It focuses on event, social media and influencer marketing. With 24.9 million Twitter followers, CEO Elon Musk is probably the brand’s biggest influencer. The company has also established a loyal fanbase by means of community building and brand experience, in the form of Tesla store events and roadshows. Its supporters excitedly await the next release years in advance and queue for hours to be at the front, just like screaming Justin Bieber fans.
Linking the right message with the right product
From the outset, Elon Musk formulated a convincing forward-looking vision for Tesla. A powerful vision is at the heart of its success, which is not about the brand itself, but about the added value of developing the automobile for humanity, the environment and society. The tactic seems to be working: Tesla is the first company in the automotive industry that has managed to create a hype of this magnitude. No other firm has so far recorded half a million advance orders, without its clientele having seen the car in person.
An exhilarating driving experience
Brandsoul had the privilege of organising a kick-off event for the dual motor Model S. This included a driving course that allowed attendees to experience the brand at first hand. More about this event: http://www.brandsoul.ch/project/tesla-eine-marke-erleben/.
We’ll be attending this year’s launch of the Model 3 in Zurich and documenting this spectacular event. The next issue will also include an interview with Switzerland’s first Model 3 owner, Tesla expert and futurist, Lars Thomsen, on the power of brand communication. Stay tuned!
Published 01.03.2019 © Brandsoul AG