You picked a business in Texas last week. Now consider the following situation.
Let’s say that the company’s boss is trying to promote the business by running ads.
However, you believe it is better to make your company’s presence known through PR
rather than advertising.
Depending on the circumstances of the company you have chosen (e.g.,product or
service, competition, sales revenue, corporate image, consumer characteristics etc.),
what would you say to your boss that PR would be a better tool for your company than
advertising?
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Promotional Strategy for Tesla
Name
Institution Affiliation
Date
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Introduction
Tesla could benefit from increasing sales from existing customers and attracting new
ones. The company has great potential to gain more customers, not only in Texas but across the
globe. To achieve this, it would require a great promotional strategy that targets the needs of
potential clients as well as the aspirations of the company. Tesla is well known and liked in
Texas, so the company can take advantage of its brand awareness to grow its market share while
building its brand awareness. Some of the elements of the promotional mix the company ought to
exploit to expand its offering include public relations, online marketing, personal selling, and
advertising. These aspects can be leveraged, as explained in detail below.
Public Relations
As the company continues to release the latest models to the market, current owners of
tesla cars constantly receive updates for new features through the internet. This has significantly
improved the public relations aspect of the company. However, there is much room for
improvement in this element. For instance, the company should focus on increasing participation
in public industry and community events. Also, the company can revamp its PR team that was
disbanded in 2020 (Lambart, 2021). This is important in answering questions regarding the
company and the brand by both the media and the public. Besides, an efficient PR team will
ensure the accuracy of the information in the media regarding the company (Aldwairi &
Alwahedi, 2018).
Online Marketing
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The company can attract potential customers and retain current customers by ensuring
timely and adequate communication of the relevant and latest information regarding updates,
modifications, and the latest news regarding the various models. In this case, the company can
optimize the use of its Twitter and Facebook accounts as well as its websites to ensure timely
dissemination of marketing information regarding car models. There are no geographical
limitations in online marketing, and it enhances effective marketing while opening avenues of
increased engagement with customers and potential customers (Bala & Verma, 2018). Thus, the
company can take advantage of this element to increase visibility and sales.
Sales Promotion
This is another element that can enhance brand visibility and attract more potential sales.
When deciding to buy, and due to the variety of alternatives, customers evaluate both the product
and the brand’s reputation (Ramesh, Saha, Goswami, & Dahiya, 2019). Thus, the brand’s quality
and capacity to satisfy customers’ requirements are key components that inform the attitudes and
attributes of customers and potential customers. It is, therefore, critical that Tesla Motors
enhances its brand image through promotional sales. In this case, the company can revamp its
various promotional activities, such as offering discounts to return customers and increase on
complimentary service mileage.
Advertising
Raising awareness, forging a sense of belonging, and gaining a reputation are all aspects
of advertising. Tesla has so far managed to combine these aspects well through immaculate
advertising efforts that present the company as the future product that is also very cost-effective.
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The use of traditional media, social media and even showrooms to promote the brand has been
effective. Therefore, the company can leverage its current attractiveness as an organization that
actively works to reduce emissions and carbon footprint to gain more the market share through
increased sales.
Conclusion
Tesla Motors is a great brand that can attract more sales upon proper mixing of
promotional elements. This promotional strategy can effectively increase Tesla sales through
increased brand awareness, customer engagement, and attractive brand image. This can be
achieved through dedicated PR targeted advertising and marketing and effective sales promotion.
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References
Aldwairi, M., & Alwahedi, A. (2018). Detecting fake news in social media networks. Procedia
Computer Science, 141, 215-222.
Bala, M., & Verma, D. (2018). A critical review of digital marketing. A Critical Review of
Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321339.
Lambart, F. (2021). Elon Musk says no to a new Tesla PR department, doesn believe
anipulating public opinion Retrieved from https://electrek.co/2021/04/28/elon-muskno-new-tesla-pr-department-manipulating-public-opinion/
Ramesh, K., Saha, R., Goswami, S., & Dahiya, R. (2019). Consumer’s response to CSR
activities: Mediating role of brand image and brand attitude. Corporate Social
Responsibility and Environmental Management, 26(2), 377-387.
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