Tesla Model 3 Digital Marketing Plan
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Transcript of Tesla Model 3 Digital Marketing Plan
Ibrahim CevikJessica MascaliYanike RamirezEric SobolewskiCindy Trabb
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35-50
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Jennifer Age 35-45- Married, Dual Income Household- Two Children: Ages 12 and 14- Currently Drives a Minivan, Daily Commute
- Looking for a car that is safe, reliable, affordable, family friendly, eco friendly, and comfortable; with luxurious features.
- Needs a car for primary use. Husband drives a luxury SUV.- Limited awareness of the Tesla Brand- Does extensive research before making big purchases.
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Jennifer’s Journey to Luxury...Thinking about a
new car?
Head to Google!
Tesla 3 appears
in results.
Closes Research
Starts noticing
Tesla Ads on Social
Media.
Hmmm… I’ll check out their
site!
PRE-ORDER
But I can’t afford that!
Ads on Facebook, Pinterest,
Instagram, etc.All showcasing
just what Jenn is looking for!
But I’m not ready to commit
Sees a Pop-Up Event in the Mall
Signs up for more
info.
Schedule a Test Drive
Maybe a Tesla is perfect!
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Digital Marketing Strategy
Paid Search and Retargeting Campaign
Create keywords focusing on safety, cost, family
(safe affordable family car, eco-friendly family car, best looking family car, economical but not tiny family car, best new cars for growing families, time to upgrade family car)
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Facebook Ads
Financial Info/Behavior/Education/Interests
- Value of Persona's Family Home
- Shopping Habits
- College Graduate
- Bravo Network TV Shows
- Luxury FB Pages (Pursuitist)
- Mom Blogs (Rage Against The Minivan)
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Mommy Bloggers, Mobile Apps, Targeted WebsitesEngage Mommy Bloggers: Banner Ads, Sponsorship of Mommy Bloggers Podcasts (audience can’t block mentions of the brand), Offer Mommy Bloggers test drive of Model 3 (equipped with GoPros) to use with family on a "typical weekend" in exchange for detailed post of the experience and video content for our Social Media
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Content Strategy
1. YouTube Video w/ Top 5 features2. Teaser video to grab attention with links to:
a) Ad encouraging Pre-ordersi) Savings calculatorii) Thank you email with next steps
b) Ad encouraging to “Learn More”i) Email with features, savings calculator and test drive optionii) SMS messages as reminder to test drive event
3. Mall Pop up eventsa) Virtual test drive Experience using VR glassesb) Sign up to pre-order or in person test drivec) Social sharing using hashtags
4. Test Drive Eventsa) In nearby dealersb) Sign up to pre-order
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CONTENT STRATEGY CALENDAR
Topic Content Keywords Target Persona
Customer Journey Stage
Launch Date: 8/1/17 Introducing Tesla Model 3!
You Tube video describing Tesla model 3 top 5 features and option to subscribe for more information
Tesla, Tesla Model 3, New Car, Safety Car, affordable car, ,safe car, electric car
Jennifer Awareness
Launch Date 9/1/17 Tesla Model 3 coming soon!
Teaser Video with option to Reserve or sign up for “more Information” in FaceBook /Instagram with option to share
Tesla, Tesla Model 3, New Car, Safety Car, affordable car, commuter car,safe car, electric car, Reserve a Tesla, Reservations, Preorders
Jennifer Awareness, Consideration & Decision
Launch Date 10/1/17
Tesla Mall Event! Mall Pop up Event for Tesla - virtual car experience
Tesla, Tesla Model 3, New Car, Safety Car, affordable car, commuter car,safe car, electric car
Jennifer Awareness & Consideration
Launch Date 10/15/17
Join us to Experience Tesla Model 3 live!
Test drive & Reservations Test drive Tesla, Tesla Model 3, safety Car, affordable car, commuter car,safe car, electric car
Jennifer Decision
Listening Strategy1. Social Media (Facebook/Twitter/Instagram)
● FB community page● Twitter/Facebook/Instagram hashtags
2. Weekly monitor of social feedback of mom blog experience
3. Event Surveys via text/email
4. Tesla Product Reviews
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3/31 Finalize content strategy by this date and hire/contract the content creators(YouTube, images, VR test drive experience, pop-up design) and coordinate test-drive events
5/31 Finish all filming and photography and move onto the editing and finishing stage
6/30 Get Elon’s feedback on media, especially pop-up design and VR experience. Make any changes based on feedback.
8/1-10/15 release of first content
10/31 release of Tesla Model 3
12/1 review and adjust strategy
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Metrics
GOAL: Convert leads to pre-orders
Social Media Engagement: video share counts, like counts, incoming traffic from social media channels, comment [count, sentiment]
Ad effectiveness: click through rate per [keyword, cost, channel]
Website: website volume, bounce rate, uniques, source and information sign-up conversion, source and pre-order conversion, most popular paths to conversion
Preorders: Rate of incoming preorders and any underlying events which cause spikes in conversion rates and factors which contribute to rate through time of day
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