Tesla project strategy presentation

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Tesla Motors Alyssa Helmon, Emily Nugent, Chris Lorenz, Stephanie Conte & Christine Ryan

Transcript of Tesla project strategy presentation

Page 1: Tesla project strategy presentation

Tesla MotorsAlyssa Helmon, Emily Nugent, Chris Lorenz, Stephanie Conte & Christine Ryan

Page 2: Tesla project strategy presentation

Consumer Insight

● Winner’s Circle consumer group

Key target wants a car that stands out from the crowd of conventional luxury vehicles.

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UVP

Top luxury car in the market

Added value of battery power, making it completely different from any other car.

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Key Takeaway

The Tesla Model S offers the highest exclusivity

out of all luxury vehicles.

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Big Idea

Anything they can do,

Tesla can do better.

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Print

● Objectives:○ Create awareness○ Drive to website

● Rational:○ Based on SRDS consumer data these publications

have high readership within the target

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Print: Media Plan

Publication Total Circ. Total Audience # of Insertions Full Page CostGross

Impressions CPM Total Cost

Vanity Fair 1,205,229 6,224,000 2 $207,506 12,448,000 $172 $415,012

Forbes 931,558 5,185,000 4 $148,220 20,740,000 $159 $592,880

Wired 858,818 2,971,000 4 $125,263 11,884,000 $146 $501,052

Esquire 713,009 2,950,000 4 $131,390 11,800,000 $184 $525,560

Total 3,708,614 17,330,000 44,424,000 $1,619,492

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Print: Schedule & Metrics

Publication January February March April May June July August September October November December

Vanity Fair

Forbes

Wired

Esquire

Impressions CTR Responses44,424,000 0.02% 8885Success =

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TV

● Objectives:○ Generate awareness of Tesla as a top luxury

vehicle, along the lines of industry leaders○ Enhance the consumer perception of Tesla as a

premium, statement making luxury vehicle● Rationale:

○ Targeting shows watched by affluent viewers will increase interest in the Tesla brand and Model S

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TV: Media Plan

Total for TV: $1,232,000

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TV: Media Schedule

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Outdoor

● Objective:○ Increase awareness

● Rationale:○ Potential luxury vehicle customers are highly likely to

be consumers of outdoor media

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Outdoor Media Plan

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Outdoor Media Plan

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Schedule & Success MetricsJan. Feb. Mar. Apr. May Jun. July Aug. Sep. Oct. Nov. Dec.

NYC 4 2 2 2 5

San F.

1 1 2 2 2

Chic. 3 1 2 2

Dall. 1 3 3 1

Success● Pre and post-test surveys - 20% awareness increase

example: of 500,000 people interviewed before campaign, 300,000 knew about Tesla Model SIf after campaign, 360,000 of those people know, campaign was a success

● TAB Eyes-on System reports

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Website

Online Display

Search

Social

TV

Outdoor

Print

Website

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Online Display

● Objectives:○ Awareness○ Drive to website

● Rationale:○ According to MRI/SRDS data, these are the

websites that are more highly visited by the target● Metrics:

○ Awareness % increase○ CTR/Clicks

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Online Display: Media Plan

Site Monthly Visits# of Months

RunningGross

Impressions CPM Total Cost

Forbes 24,047,621 4 96,190,484 $12.00 $1,154,285.81

The Atlantic 4,202,643 2 8,405,286 $12.00 $100,863.43

Allure 4,880,824 2 9,761,648 $12.00 $117,139.78

Priceline 20,730,449 3 62,191,347 $12.00 $746,296.16

Hotwire 8,928,996 2 17,857,992 $12.00 $214,295.90

Expedia 33,831,371 2 67,662,742 $12.00 $811,952.90

Huffington Post 138,079,509 2 276,159,018 $12.00 $3,313,908.22

The New York Times 51,317,213 3 153,951,639 $12.00 $1,847,419.67

Livingsocial 14,777,665 3 44,332,995 $12.00 $531,995.94

Coupons.com 30,736,456 2 61,472,912 $12.00 $737,674.94

Total 331,532,747 797,986,063 $9,575,832.76

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Online Display: Media ScheduleSite January February March April May June July August September October November December

Forbes

The Atlantic

Allure

Priceline

Hotwire

Expedia

Huffington Post

The New York Times

Living SocialCoupons.com

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Online Display: Success Metrics

● Awareness increase 20%○ Pre/Post surveys

Impressions CTR ClicksDrive to Web 797,986,063 0.02% 159,597

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Search

Objective: ● Drive to website

Rationale: ● According to MRI data our target is more than 30% likely to be a heavy

user of the Internet than the average American.● The product we are selling requires extensive research to be done on it

before purchasing or taking any type of action

Metrics:● CTR and CPC

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Ad Groups and Keywords Ad Groups Keywords

Luxury Cars Luxury Cars, Top Luxury Cars, High End Cars, Luxury Sports Cars, Sports Cars, Luxury Car Brands

Electric Cars Electric Cars, Best Electric Cars, Battery Cars, Electric Cars for Sale, Hybrid Cars, Battery Powered Cars

Similar Brands Bentley, Mercedes, Audi, BMW, Lexus, Infiniti

Tesla Tesla, Tesla Motors, Tesla Car, Tesla Model S, Model S Tesla, Tesla Electric Car

Luxury Products Fossil, Guess, Calvin Klein, Ann Taylor, Tommy Hilfiger, Banana Republic

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Ads:

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Final Number and Metrics

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Social Media

● Objectives:○ Awareness○ Click on ad/sponsored post

● Rationale○ Facebook: 87% of adults use Facebook, 73% of those with an income

over $75,000 are on Facebook, 79% of people ages 30-49 are active Facebook users

○ Twitter: most click-worthy advertising medium, 18% of online adults use Twitter, 19% of people with an income over $75,000 use Twitter

● Metrics: ○ Awareness % increase○ CTR

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Social Media: Success & Cost

Success Metric: ● Awareness % increase: 20%● CTR: 2.5%

Cost:

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Budget Overview

Media: Total Impressions Total Cost

Print 44,424,000 $1,619,492

Television 11,702,000 $1,232,000

Search 284,142,046 $3,328,804

Outdoor 406,926,980 $607,501.00

Social 700,000 $5,600,000

Online Display 797,986,063 $9,575,833

Total 1,545,881,089 $21,963,630