Tesla marketing communication mix explains the usage of individual elements of the marketing communication by the alternative fuel vehicles manufacturer. These elements include print and media advertising, sales promotions, events and experiences, public relations and direct marketing.
Tesla uses print and media advertising sparingly as a part of its unconventional marketing strategy. Tesla’s unconventional marketing strategy also involves the promotion of fan-made ads that come for no cost for the electric automaker. The company launched Project Loveday, a contest for fan-made videos advertising Tesla.
Project Loveday was named for Bria Loveday, a fifth grader who suggested the idea for the contest to CEO Elon Musk. Project Loveday ad contest winners such as Electric Life’s “Embrace the Energy” and Thy Future’s “A Better Future.” and ‘Spaceships. For Earth.’ have been watched in YouTube millions of times, contributing to the level of Tesla brand awareness in a cost effective manner.
Tesla uses only referral program and showroom incentives sales promotions techniques in order to increase the sales and boost the level of its brand awareness:
- Referral Program. Tesla car owners who refer more customers to the company can qualify for a wide range of awards including Solar Roof, 21” Arachnid Wheels for Model S or 22” Turbine Wheels for Model X and VIP invitation for Tesla Unveiling events.
- Showroom Incentives. Tesla offers showroom incentive discounts occasionally. For example at the end of Q3, 2017, the company announced showroom discounts of up to USD 30,000 to address cashflow problems and improve its overall sales performance for the quarter.
The alternative fuel vehicles manufacturer does not practice other traditional sales promotion techniques such as money off coupons, competitions, discount vouchers and free gifts.
Tesla Inc. Report contains a full analysis of Tesla marketing communication mix and Tesla marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Tesla. Moreover, the report contains analyses of Tesla leadership, organizational structure and organizational culture. The report also comprises discussions of Tesla business strategy, ecosystem and addresses issues of corporate social responsibility.
 Nudd, T. (2017) “Tesla Crowned This Commercial as the Winner of Its Fan-Made Ad Contest” AdWeek, Available at: https://www.adweek.com/brand-marketing/tesla-crowned-this-commercial-as-the-winner-of-its-fan-made-ad-contest/
 Lambert, F. (2018) “Tesla announces new round of referral program” Electrek, Available at: https://electrek.co/2018/04/19/tesla-regerral-program-new-round/
 Lambert, F. (2017) “Tesla offers ‘up to $30,000 showroom discounts’ and lowers interest rates to boost sales before end of the quarter” Electrek, Available at: https://electrek.co/2017/09/01/tesla-offers-showroom-discounts-lower-interest-rates-boost-sales/