Let us present you a new series of short articles: Krows Digital Marketing Case study!
In this series, we will present to you a business, its target audience, and competition, but also what make them so special or efficient.
We hope it can provide you with some insights into your own business!
For today's marketing case study, let's talk about Tesla's website.
What is Tesla?
Formerly Tesla Motors, the company managed by its CEO, Elon Musk, is best known for its electric cars. The company is also known for working on sustainable energy with solar panels and integrated renewable energy solutions.
Tesla's Competitors
Based on Investopedia article, major competitors for Tesla include traditional auto companies such as:
- Ford Motor Company
- General Motors
- Honda Motor Company
- Navistar
- Oshkosh.
- PACCAR
- Spartan Motors
- Tata Motors
- Toyota Motor Corp.
- Wabco
Compared to them, Tesla focuses on a more eco-friendly, yet high-end type of vehicle and will need to focus on this factor to convince its targeted audience.
Tesla's Targeted Audience
Tesla's audience is focused on young educated people in their 20s to young 40s in three categories:
- Eco-friendly
- Tech-savvy
- Entry-level luxury buyers
Basically, Tesla needs to seduce its potential customers by being luxurious yet giving awareness about Eco-responsibility and how advanced Tesla's cars are compared to traditional auto companies running on gas.
Tesla's Website
To understand how this website works, we will show how it answers the 3 prerequisites of its target audience:
Luxury
Did you notice? The lack of menu and information is here to tell you that an image says it all.
Tesla focuses on the power of minimalism to convey this sense of luxury.
"We don't need to explain to you why we are the best, just see and understand".
You can also pay attention to some details like this modern house that somehow resonates with young, modern & ambitious.
Be minimalist if you are targeting high-income and exigent clients.
Eco-friendly
Same story, no explanation but the 1st and 2nd pictures actually tell something.
Both pictures are not showing a road or a city.
The first one seems to be in a mountain area and the second one, while showing a house, is surrounded by greenery; insinuating that Tesla's cars are one with nature.
Pay attention to other eco-friendly brands and you will see how they use landscapes and nature to let you think it by yourself.
Technology
Tesla wants their customers to think they are purchasing the latest high technology cars.
How to show without saying? Check the 2nd picture and you'll see that the charging cable, as subtle as it is, is here to remind you that this car is not like any other.
You still don't believe me?
3rd screen and you have a close shot at one glowing charging cable. Still, no information is shown but you understand this car is advanced.
Conclusion
Tesla has a great understanding of its target audience and knows quite well how to convey the message to them.
- Minimalism
- Visually Impacting
- Not salesy
If your business is focused on a luxury niche, remember that your customers must desire your products, not a need but a desire.
Hope you enjoyed this little marketing case study, we will come up with new ones regularly so stay tuned to Krows Digital!
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