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Cars. Journey. AIDA.

I would like to explore first the AIDA Model. This model identifies the different steps that a customer takes in the process of purchasing a product or service. It refers to the customer journey that a person transits from getting to know the product to finally purchasing it.

Customer Journey: From attention to action

The AIDA model is basically: Attention, Interest, Desire, and Action (Aida for its first letters). Attention refers to the stage in which the customer gets to know your product or brand. Becomes aware of its existence. This step is usually guided by advertising: a strong advertising budget is designated for this step.

Interest is the step when the consumer already knows who you are, and shows interest in learning more about it. The consumer starts to evaluate how your product or brand fits or not with his lifestyle.

Desire is the stage where the consumer shows a favorable disposition to your product or brand. You almost have him…and Action, the last step of this model, is when the consumer turns into a customer, he or she makes the action of buying or forms a purchase intention.

Marketing strategies and goals vary depending on what stage of the model, or step in de journey, you are in.

Having this said, let’s see an example, and here is where cars come to action: TESLA

TESLA: non-marketing strategy on board

Tesla’s way of (not) making marketing is very interesting, although they are a big company, whit a lot of economic resources, they do not use traditional ways of advertising like mass media ads or online marketing. Their marketing efforts are all settled in the word of mouth and referrals: their customers are their marketers. Having a luxurious premium-line car that not everybody can achieve, creates a kind of premium customers community. This community has similar interests and this makes them have similar beliefs.

How do they do marketing without doing marketing?

Tesla has different ways of making it:

  • Customer’s referrals program: promoting actual customers to refer the products to other people, and if this derivates in an actual purchase, the customer has some benefits: money for next purchase, TESLA events participation, new tires, etc. Depending on how many referrals you got, what will you earn. The key of success here is to maintain your customers happy when buying but also in the post purchase experience. And have tempting rewards when they refer you to someone else.
  • Elon Musk’s twitter account is definitely making marketing in a different way. He is a CEO that engages with people, talks about real time news, and answers customers tweets. He is authentic, funny and compromised, and all this is transmitted in his twitter account.
  • Company’s Mission: sustainability as the heart of TESLA. The company orientation makes people with same views and thoughts about caring the earth feel identified and part of it. Setting your brand as a defensor of this kind of matter, makes people who share your mission feel good of being part of your community.
  • Cross-Promotional marketing: TESLA and the two other Musk’s companies help each other in promotion. For example, when a customer refers the product to more than five people, and they buy the car, one of the awards is to presence a SPACE X launch at Cape Canaveral.

TESLA and AIDA

Attention

How does Tesla generate branding awareness?

When launching new products, the car company uses its CEO to announce in his Twitter account, they invite the press to test their new car and then they will write about it, they use their customers as brand ‘influencers’ by inviting some of them too, who will be their maximum referrals.

Interest

Learning about the brand benefits is essential, but also, engaging. People who start getting information about TESLA’s cars, their features, and basically their compromise with sustainability, are people that are showing interest in this type of product. If it identifies with their lifestyle… then it’s a GO for the next funnel level.

Desire

Getting more and more involved with this kind of car, starting to love their attributes and feeling more and more identified with it, makes people want to have one, desire one. Purchasing it is just around the corner.

Action

The purchase action is on!! Yes. On and Online cause the action of buying a TESLA car is different from any other car brand, you cannot buy the car at the store. Cars are sold online, and if you want to try them first you must get an appointment in one of their showrooms.

With all this information and insights, we explored how the marketing strategy of TESLA differs from what we know about common marketing, but the customer journey it’s still the same!

We must say, although, that not all the companies can do this kind of thing, well…TESLA is TESLA.

Hope you liked today’s “Let’s talk about…” topic, I look forward to reading your comments and positions about it!


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