一位智者曾经说过："成功孕育着更多的工作。"如果特斯拉品牌致力于大众营销，那么它所取得的非凡成就将会进一步放大。电动汽车领域的竞争即将加剧。
亲爱的特斯拉
Congratulations on the recent press surrounding Tesla’s new Model S Plaid model, which Dan Neil of the 华尔街日报 described as a “technical tour de force.” Zero-to-60 in two seconds? A 187-mile charge in 15 minutes? These represent engineering feats that no company has ever achieved—that’s admirable.
然而，这股力量却在颤抖。如果特斯拉要成为汽车行业的全球利益攸关方，那么特斯拉的盔甲上有一个明显的缺口。该公司的竞争对手将在未来三年内推出 60 多款电动汽车 (EV) 车型。这将给特斯拉仅有的五款车型带来巨大的竞争压力。因此，特斯拉最好考虑一下 2022 年及以后电动汽车战场的变化。
宝马、丰田和梅赛德斯-奔驰等品牌的形象和标语经常引起消费者的共鸣。想想 "终极驾驶机器 "和 "让我们去远方"。经过多年的品牌建设和宣传活动，这些标语已在消费者中广为人知。在数亿消费者心目中的熟悉程度并非一蹴而就。它源于汽车制造商在营销和广告方面的巨大投入。无论经济形势好坏，汽车制造商的市场营销始终如一。
特斯拉从未做过广告，以至于没有建立起品牌形象。事实上，特斯拉在最近提交的年度监管文件中重申了它如何回避传统广告：
"媒体报道和口碑是我们目前销售线索的主要驱动力，并帮助我们在没有传统广告的情况下实现了销售......"
是的，消费者对特斯拉汽车的技术奇迹并不陌生。特斯拉汽车发烧友对特斯拉的驾驶体验和公司取得的进步充满热情。他们好奇地仰望天空，期待埃隆-马斯克（Elon Musk）的 SpaceX 公司在太空旅行方面取得的成就。
What they don’t have is a clear answer about why Tesla does what it does. This represents one of the core tenets of marketing, and it’s something Simon Sinek’s Golden Circle presentation articulated brilliantly: “Consumers don’t care what you do. They care why you do it.”
Apple addressed this head-on with the spot it ran during the 1984 Super Bowl, appropriately titled “1984,” and thematically it touched on George Orwell’s famous novel. The message, which ran one time on broadcast TV, espoused Apple’s brand identity. It laid the foundation for the company’s “challenger” identity and it solidified Mr. Lee Clow of Chiat Day as one of advertising’s creative rock stars.
This provides perspective because the field of battle is about to change radically. Tesla’s competitors are large in number; they have been planning a counterattack for quite some time; and they represent some of the most brilliant marketing minds in the world. They have the marketing machinery in place and know how to make an indelible impression in the minds of car buyers.
If you need further proof, consider where Tesla sits on the totem pole of U.S. car sales. For calendar-year 2020, Tesla’s sales position is No. 13, just ahead of Jaguar/Land Rover, yet behind Mazda, and they did it with zero mass-marketing investments.
The automotive industry, according to 尼尔森Ad Intel data, spent more than $11 billion in advertising in 2019. It also spent $7.3 billion last year—when the world came to grips with the onset of a global pandemic. Given the industry’s collective electric vehicle pipelines, it’s safe to assume that manufacturers will earmark a large swathe of their future media investments squarely at stealing share from Tesla.
像特斯拉这样出色的工程公司该如何扩大其全球足迹？以下是几个浅显的建议：
- Task your CMO to invest in MarTech: Multi-touch attribution, for example, identifies impression-to-conversion insights and reveals which advertising mediums have a bigger impact on results. Invest in a DMP and activate first party data in tandem with third-party to broaden reach and impact. Identify your best target audiences through ROI analytics that uncover what consumers bought, what they traded in, and what ultimately drives Tesla car sales.
- 打造具有广告影响力的活动：在与特斯拉这样的品牌相匹配的场所推出两分钟的品牌视频。超级碗 "可能行得通，但也许有更好的方式来宣传特斯拉的核心价值。这与之前提到的西蒙-辛克的 "为什么 "精神不谋而合。安排在 2022 年地球日的黄金时段播出--庆祝人类与地球的关系，用音乐艺术家的表演围绕你的信息，并提供一个展示地球守护者（即推广绿色创新的专家）的场所。如果由你来制作，你可以要求其他汽车制造商不得在活动中做广告。或者，在 Netflix 平台上举办活动，并声称自己是该平台上出现过的唯一广告。
- 开发一致的信息：在特斯拉的 "广告影响事件 "之后，开始推广品牌形象，坚持品牌形象，并使用品牌共鸣关键绩效指标来衡量品牌形象。100 多年来，人们一直在喝糖水，而且不眨眼，这是有原因的：可口可乐的广告始终如一。
Reciprocally, traditional car manufacturers will benefit by magnifying their brand equity. This will drive loyalty, which is far more economical in comparison to the costs of acquiring new customers. Organic retention will help sustain a company’s share of market. Furthermore, when new EV models launch, ensure messaging cites the technological advancements your company has made in new models. Spotlight awards and recognitions from the likes of JD Power, and if necessary, sacrifice short-term profits by investing in new EV innovations that will anchor your company as an industry leader.It is rare to find a scenario where the original disruptor to an industry (e.g., Tesla) may find itself on the defensive after making impressive market share gains. But we know that companies that commit to higher-funnel marketing tactics will net out ahead of those that don’t.
