Tesla Motors was founded in 2003 by a group of engineers in Silicon Valley who wanted to prove that electric cars could be better than gasoline-powered cars. With instant torque, incredible power, and zero emissions, Tesla’s products would be cars without compromise. Each new generation would be increasingly affordable, helping the company work towards its mission: to accelerate the world’s transition to sustainable transport.
TESLA MOTORS INC •
Tesla Motors has 71 show rooms and galleries in the U.S.
•
Annual revenue in 2014, $3.2 billion. •
•
Revenue 2012, $413 million
North American market makes up majority of market
MODEL X
MODEL X
Now with more than 50,000 vehicles on the road worldwide, Tesla is preparing to launch Model X, a crossover vehicle that enters volume production in 2015. Featuring exhilarating acceleration, falcon wing doors, and room for three rows of seating, Model X defies categorization.
THE PRODUCT •
Consumer Reports rated the Model S the best car it has ever tested
•
Model X designed from the ground up to combine space and functionality of a sport utility vehicle with seating for seven adults
•
It is an automobile above category.
CURRENT EXPOSURE •
Tesla has been relying on media coverage of products and word of mouth.
•
Uses some traditional advertising techniques including product placement and pay-per-click digital, along with social media.
MARKET ENVIRONMENT •
Modern electric vehicle industry consists of Hybrid Electric Vehicles (HEVs) and Plug- in Electric Vehicles (PEVs)
•
PEVs industry is expected to grow 37.4% over the next few years and account for 3% of all global vehicles sales by 2020.
•
Factors contributing to trend include: •
Decreasing battery cost, cars with a range in excess of 300 miles, new innovations, improved safety over gasoline vehicles, decrease in the price of solar panels, and a stronger public perception due to environmental benefits.
ECONOMIC & SOCIAL TRENDS •
An issue that is essential to the expansion of PEVs is increasing the number of Supercharger network electrical charging stations.
•
Current automobile purchasing market is looking to purchase new vans & trucks, 31.4%, and New passenger cars, 19.4%
COMPETITION •
These competitors are the only plug-in vehicles available in mass production in the United States
•
A large portion are within luxury and modern design much like Tesla
COMPETITORS Plug-In Only
Plug-In/Hybrid
•
BMW i3
•
Chevrolet Volt/Bolt
•
Fiat 500e
•
•
Ford Focus Electric
Porsche Panamera S EHybrid Audi A3 E-Tron Cadillac ELR
•
Mercedez B-Class Electric Drive
•
•
Nissan Leaf
•
•
Volkswagen E-Golf
TARGET MARKET •
Company targets consumer who are interested in driving electric vehicles and who can afford the sticker price $70,000-$100,000
•
Analysts note that Tesla is appealing to consumers who own super-cars like Maserati or Lotus. These are often men looking to add another exotic vehicle to their collections
•
Tesla excels in quality and performance, appealing to consumers who want to be leading edge and be part of a net-zero carbon lifestyle
TARGET MARKET •
Customers want:
That’s just who the consumers are:
•
Long range and recharging flexibility
•
Energy efficiency and lower cost of ownership
The actual audience interested in purchasing a Tesla is much younger though
•
High-performance without compromise
67.4% intend to purchase a new automobile in the next year
The current average age of a Tesla buyer is 51.1 years
THE BROGRAMMER
DEMOGRAPHICS 61.1%
41%
25-34
Male
23%
18-24
18%
35-44
Based on a recent survey of consumer intent to purchase a Tesla vehicle
DEMOGRAPHICS 49%
Suburban–Urban Life
Single Divorced
No Children
39%
56%
Married Increasing $50-100K Income
53%
Homeowners
PSYCHOGRAPHICS
Graphic Novels
Sports
Technology Savvy
PSYCHOGRAPHICS
World Travelers
Art Lovers
Hand Crafting
MESSAGE THEME
Electrify Flight •
By telling consumers to “electrify your flight”, Tesla will open eyes and ears about the sleek design of the new Model X. Tesla is constantly changing the way people envision electric cars, and by introducing the new falcon wing doors to their first-ever sleek crossover, this company is showing they’re more than electricity, they’re electrifying.
MEDIA OBJECTIVES 1. Reach 60% of Tesla shoppers that intend to purchase a Tesla in the next year. 2. Establish Tesla as the top of mind plug-in electric vehicle
MEDIA STRATEGIES 1. Place media based on target market’s media consumption in digital and print landscapes 2. Increase viewability of brand integration in target market TV 3. Highlight Model X arrival in Summer 2015
PRODUCT PLACEMENT Brand integration on ABC’s Modern Family, NBC’s Saturday Night Live, and The Big Bang Theory will incorporate Tesla as part of the script with having relevance to the plot and characters.
DIGITAL NEWSPAPER Brogrammers consume large amounts of online news source content. Tesla will place digital display ads in the New York Times, USA Today, and Wall Street Journal to reach this audience with high reach and frequency.
DIGITAL NEWSPAPER
SPONSORED SOCIAL MEDIA Sponsored social media posts on both Facebook and twitter targeted to demographics and psychographics of our digital market will reach Brogrammers at specific times they are utilizing social networks
SPONSORED SOCIAL MEDIA
DIGITAL PROGRAMATIC Digital programmatic encompasses technologies that automate buying, placement and optimization of media inventory, in turn replacing human-based methods. By using this from of advertising, we will better be able to narrowdown online traffic and advertise directly to our primary target market, Brogrammers.
PRINT MAGAZINE Tesla will take over the back cover of GQ Magazine to target the specific consumer base of professional males with the mean age 35.3. This will enable Tesla to reach a the large circulation audience of GQ six times during the year campaign.
PRINT MAGAZINE
PR STUNT Tesla will partner with Uber and Uber drivers in the top brogrammer DMA’s such as New York, Los Angeles, and Chicago. Brogrammers, along with others, will have the opportunity to be picked up in the Model X.
MEDIA CALENDAR Media Type
Budget
Campaign Reach
May
June
July
August
September
October
November
December
January
Feburary
March
Product Placement Modern Family Big Bang Theory Saturday Night Live
$747,000
31,800,000
$1,000,000
132,800,000
$250,000
12,500,000
3 Episodes 8 Episodes 1 Skit
PR Stunt Uber A Tesla
$655,000
750,000
Sponsored Social Media Facebook
$500,000
100,000,000
$250,000
50,000,000
Print Magazine GQ Print Cover
$1,322,142
5,662,056
Back Cover of Print, 6 Months
PPC Digital Programmatic
$437,000
240,000,000
Digital News Publication The New York Times
$64,000
8,000,000
USA Today
$180,000
12,000,000
Wall Street Journal
$500,000
8,000,000
$5,905,142
601,512,000
Total
Home Page Billboard Ad, Video Home Page Billboard Ad, Video Video Take Over
April
MEDIA INVESTMENT Digital News 13% PPC 7%
Product Placement 34%
$5,905,142 Print 22% PR Stunt Sponsored SM 11% 13%
National Tesla Motors advertising budget for 2013, $9 million
MARKET EXPOSURE
601.5 Million
CPM= $9.81
SUMMARY
We will use product placement, digital display advertising on select newspapers, sponsored social media, programmatic advertising and print magazine ad placement to reach our target market, the Brogrammers. 
 Media Calendar Clearly outlines our plans for Tesla Motors.
 Media Investment This campaign is an investment in Tesla Motors that will reach consumers considering purchasing a Tesla vehicle. Market exposure within this campaign will be 601.5 million exposures across the United States market.
ANNOTATIONS •
http://www.plugincars.com/cars?field_isphev_value_many_to_one=pure%20electric
•
http://nytmediakit.com/online
•
http://www.statista.com/statistics/193792/average-paid-circulation-of-the-new-yorktimes/
•
http://adage.com/article/media/brands-products-modern-family-make/232271/
•
http://www.usatoday.com/story/life/tv/2013/12/17/nielsen-chatter-for-week-ofdecember-9/4062223/
•
http://www.condenast.com/brands/gq/media-kit/print/rates