Brand marketing 丨 Tesla's "problem" is constant. Why is it so hot?

Recently, a Tesla Modelx drove by the star Lin Zhiying collided with the island due to unknown reasons.

This is not the first accident in Tesla. In early July, a Tesla sheet spray center in Suzhou also had a fire. Battery spontaneous combustion and fire seem to be the "curse" that Tesla is difficult to get rid of.

As the rise of new energy vehicles, Tesla's safety issues have always been controversial. Even so, many people are still loved by many people, and it is difficult to find a car. Before the accident, Lin Zhiying, as a professional racer, also expressed his love for Tesla models many times in public.

The reason for Tesla is so hot that it is inseparable from its innovative marketing method.

01

Seed users and celebrities

As a car company focusing on high -end models, Tesla gave up the promotion model of celebrity endorsement, but invited a group of politicians, technology circles and entertainment stars as their first batch of seed users, such as Xiaomi founder Lei Jun, the founder of the car, Li Xiang.

Through their influence, the public's familiarity and appeal to form a communication effect, the binding exposure with Tesla has caused attention and discussion, and entertains the brand image for the endorsement of brand trust.

△ Tuyuan Tesla Weibo

02

Fan relationship business

There is a fan area on Tesla's official website to allow users to discuss the exchanges and use problems, and the official will also help users solve the problem above. In the riders' community, you can also directly participate in the Q & A of various vehicles, consultation with car questions, and partying and drinking. In Tesla's sales, orders recommended by fans account for an important part.

In addition to the official forum, users will also create a community spontaneously. A senior user founded a forum called "Tesla Driver and Friends". Tesla owners and followers could know and communicate with each other in the forum, and later became a major position for Tesla.

The link of the community collectively enlarged the user's communication energy.

△ Tuyuan Tesla Weibo

03

Fission marketing

Tesla launched the "Recommended Reward Plan" in 2014 and continued to experiment with the optimized reward mode to achieve the purpose of promotion.

Bilateral rewards: Invite friends to order Tesla, each of them gets 1,000 US dollars, which can be used to buy Tesla cars, accessories and peripheral services.

Reward on the list: The users on the list have a chance to participate in the lottery, and the prize is the tripx headquarters. In the world rankings, there was a Chinese user who successfully sold 188 orders within two months.

△ Tuyuan Tesla Weibo

04

Conclusion in this issue

In the context of new markets, new consumption, and new needs, it is a special and effective brand promotion method to break the traditional cognition, achieve brand differentiation with innovative marketing methods, and create its own brand halo effect.

However, as the top -flow brand of new energy vehicles, the safety of batteries will also be more concerned about all parties. How to provide more secure products is Tesla's next development direction.

Manuscript source: brand Hunan Plan public account

Editor in this issue: Yang Yufei

Some graphics: Weibo, Zhihu, M360 Content Center, Securities Daily

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