Is Tesla finally ready to advertise? – Zimo News


As you probably know, Tesla doesn’t do traditional advertising for its vehicles. Or a lot of social media ads. That’s because Tesla is often seen as “cool,” in part because of the cult of personality that boss Elon Musk fosters.

That may be about to change, according to a report.

according to Inside the electric carThere could be benefits after all, Musk said in an interview.

For example, he thinks (wrongly, we’ll get to that later) that other automakers get special treatment from the media for buying ads.

“There’s an argument that maybe we should advertise because the mainstream media doesn’t run negative auto coverage. Because auto is like one of the biggest — if not the biggest — advertisers in their paper,” he said.

This is largely nonsense. There are exceptions though – remember auto critic Scott Burgess and the part of his article when Burgess got pissed at editors downplaying his criticism in favor of Chrysler? – In most cases, advertising is different from editorial. Over the years, I’ve seen readers write to fanbooks complaining about it, only to be dismissed sarcastically by editors who reveal the truth that reviews aren’t influenced by ads.

Granted, at TTAC, we don’t waver – the ads that accompany our reviews are beyond anyone’s control here. Most are programmatic, others are sold by our corporate gurus without me or anyone else involved in the masthead. I’ve even written reviews criticizing OEMs who bought ad space from our parent company and took a hit from it – which I would do even if I accepted the review above.

Additionally, if we at TTAC find a media outlet that has compromised its ethics through advertising and can prove it, we will report it.

Ahem, back to Musk.

He went on to say that not having a PR team would also hurt Tesla.

“So Tesla is basically a free game [for traditional media]. At the same time, his [sic] It’s safe to say that if they put out a negative article about GM next to a GM ad, the GM marketing executive would call them and say, ‘Er — why did you do that? »

Again, he was wrong on the last part – generally speaking, I don’t know of any PR or marketer who called reporters just because of a negative article or comment near the ad. I only speak for myself, every time I get a call from a PR rep and get angry at what I/we wrote, either because we screwed up the facts, or because they feel we’ve treated the article unfairly. Or because they want to prove that the company is aware of the vehicle’s flaws and that the next model will be better and more honest.

In my experience it has never been about advertising, although I recognize that the world of print magazines can be different – my experience is mostly digital. But again, as far as I know, print books generally don’t let ad placement dictate the tone of editorial copy.

Other than that, didn’t I say Tesla is hurting itself by not having a PR team? Yes, yes, I did it.

Based on his tweets and public statements, Elon Musk is starting to show me that, as smart as he is, he is grossly misinformed about this company, other companies (see: social networks), and certain aspects of life in general .

Well, we drifted into the weeds like overconfident drivers in an overpowered car on a track day, so hit the binder and tighten the line. Musk’s cunning but precise edge aside, it’s unusual for a car company to spend $0 on advertising in the first quarter of 2021, when the auto industry lost $12 billion in 2020. Likewise, Tesla is a small company trying to be a startup and is very focused on electric cars and self-driving technology, Spend more on R&D than other OEMs. So Tesla might argue that the money it spends on R&D will be used for something bigger than advertising.

However, it’s almost unheard of for a well-known automaker like Tesla not to market its products.

Inside the electric car It was further pointed out that other automakers’ electric vehicle advertisements, as well as subtle photos of Tesla by the automaker, helped Tesla grab consumers’ attention. So Tesla grabs attention through the actions of its competitors without lifting a finger or spending a dollar.

Tesla has always been in a unique position — for a variety of reasons, including those mentioned in the description of this article, it never really needed to advertise. Still, the ad probably won’t hurt the company, especially if Musk can address legitimate criticism of poor quality and misleading use of “full self-driving” to describe Tesla’s self-driving technology.

We’ll see soon if Tesla ads grace our TV screens. Until then, it’s still interesting to see Musk learn the lessons the longtime auto executive learned decades ago.

[Image: Tesla]

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