A group of engineers in Silicon Valley wanted to validate that electric cars could be better than gasoline-powered cars. That group became the Tesla Motors in 2003. TESLA’s mission is to speed up the evolution of the globe to continuous moving. Besides an automaker, TESLA is also a technical architecture company with powerful inventions as their focal points. (TESLA, 2016) Prior to the development of the promotion tools, it is essential for Tesla Motors to set marketing communications objectives to include all potential target audience.
Before Tesla Motors began to apply any of the promotion tools in their marketing campaign, they could have set marketing communication objectives that cover all potential target audience’s needs and wants. Tesla Motors could have followed the AIDA model, which is attention, interest, desire, and action. Following the AIDA order, Tesla Motors could have focus on attention and awareness of their automobile products, especially when they are new ones. That works like when I go for an interview at a new company for the first time. I have to get the recruiters’ attention, so they would have the interests to interact with me during the meeting. Once consumers noticed the products of Tesla Motors, they could begin their pitch to their consumers that their products are the best. This is like demonstrating to the recruiters that I am the best candidate they should have in the company. The next step would be anticipating the consumers to take actions to make a purchase. Applying to my interview example, this is when the recruiters would decide whether I am worth have my second interview to go further into the interview process. It is important for Tesla Motors to keep in mind that “[reaching] the target market at the right time in the decision-making process” (textbook). It is also crucial for Tesla Motors to decide on the kind of attraction to use and how to organize their messages. Just like many advertisements, humor sells, but Tesla Motors have to make sure their brand makes an impression in consumers’ mind as well. That is the ultimate purpose.
In short, Tesla Motors could have followed the AIDA model prior to the use of promotion tools to determine the right decision in the decision-making process. It is important for company like TESLA to do it right to maximize their profit and attention in public. Having a thorough plan before using the promotion tools can maximize in better results. It is like if I have the portfolio that attracts the recruiters’ attention, there is a much higher chance for me to get the job. Reality is realistic; marketing is realistic.
- TESLA. (2016). Tesla’s mission is to accelerate the world’s transition to sustainable energy. About Tesla. Retrieved from https://www.teslamotors.com/about.