Not so much in the eyes of Tesla’s Cybertruck, Tesla took a $ 100 deposit and didn’t spend on advertising: It was all about Elon Musk’s calculations, which made it easier to collect 250,000 orders like ‘eating candy’!
- Tram Ho
Last Thursday (November 21), people still did not know what the "face" of Tesla's Cybertruck looked like, but less than a week later, more than 250,000 people paid US $ 100 to deposit products. this.
Although the incident of a glass door advertised as bulletproof by Cybertruck burst on stage, Tesla's share price dropped but many people criticized the car's lack of aesthetic design. It's undeniable that it has become a viral phenomenon on the internet and social networks.
Some social networking users also believe that the incident of Cybertruck glass is a "conspiracy theory" of Elon Musk, helping the car to receive more attention. Whether it is true or not, the billionaire has achieved some of his goals.
Network users suspect the broken glass is a "conspiracy theory" by Elon Musk.
Two days after launching Cybertruck, Tesla's CEO, billionaire Elon Musk boasted on Twitter that they had received hundreds of thousands of orders without spending a penny of advertising or sponsorship.
Professional marketers (marketers) all desire such an approach to their customers. To find out more, Business Insider turned to several marketing experts from prestigious universities to analyze Cybertruck's case.
Professors say that hardly anyone in the world can imitate the boldness of Elon Musk. Despite this, they have given some advice that business people and marketers can refer to.
There are true "followers"
Professor Toubia of Columbia University of Business commented: "Musk's" insane look "has garnered a lot of media attention, something that many other CEOs and business people can't do. also called Musk's business tactics a tactic of a cult leader. "
In addition to the advantage of communication, Tesla owns a major advantage compared to most other companies: Customers who identify themselves as "true believers". These loyal followers have participated in a number of new feature tests and are willing to pay cash in advance to deposit new products.
Elon Musk, founder and CEO of tesla.
The automotive industry, which has a high cost, low profit margin and constant volatility, makes it a challenging industry. But it is clear that Musk often overlooks the normal business perspective. Instead, he has a bigger ambition.
Toubia said: "He is truly one of the few entrepreneurs who try to solve the big problems that everyone faces. That mission has resonated well with a certain group of people and motivated. development of Tesla ".
Recently, the official account of the Dubai police has posted a photo of a Cybertruck with blue-and-white pattern typical of Dubai police patrol and said it will add it to the "detachment" of the patrol car. His whole supercar. Thus, it can be seen that not only ordinary users but even police agencies have also become "followers" of Tesla.
Notice of Dubai police on Twitter.
Create products with their own mark
Tesla has a knack for creating products that say a lot about themselves. Wharton University professor Reibstein said: "What they do is not small adjustments but something more wonderful. That's why they created a product line when close together, to become Tesla Model S / 3 / X / Y (sexy – sexy).
Tesla's car "s3xy" is it!
Of course, the new product must be better than the existing option and attractive enough for people to talk about it a lot. Instead of saying: 'I spent $ 69,000 to buy a Cybertruck, people would be more excited to show off:' I only lost 100 USD deposit and can even get back that money! '. Continuous customer feedback allows Tesla to tailor products to market needs faster than most other automakers. "
Notice instead of advertisement
One way that Tesla uses to better connect with customers is to announce such as the Cybertruck launch event. From Reibstein's point of view, the media certainly benefits but more useful is the efficiency of market research that Tesla acquires with every pre-order.
Professor Meyvis of Stern University said the pre-order program was a long-standing marketing strategy called "stuck in the door". Accordingly, when a person receives a small request and accepts it, he or she will easily accept the larger request made next.
"Stuck in the door" is a long-standing marketing strategy.
After Tesla introduced three versions of Cybertruck, customers quickly turned to the two and three engines compared to one. Thereby, the company partly captures the attention of customers before producing in large quantities.
Of course, Tesla can always ask directly which versions of its customers want it, but according to Meyvis, market research surveys are not always a reliable measure of demand.
The difference from a regular market survey is that customers have to deposit, even if only $ 100 to book Cybertruck. For Toubia, these believers have become co-creators of new products and helped them grow in the marketplace.
Just because Musk says that Tesla doesn't spend on advertising or sponsorship doesn't mean the billionaire's strategy is inexpensive in other ways. Toubia says the long-term costs of cultivating relationships with customers are difficult to quantify and can be a time-consuming approach to building brand loyalty.
Source : Trí Thức Trẻ/Tổng hợp