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Tesla MotorsAlyssa Helmon, Emily Nugent, Chris Lorenz, Stephanie Conte & Christine Ryan
Consumer Insight
● Winner’s Circle consumer group
Key target wants a car that stands out from the crowd of conventional luxury vehicles.
UVP
Top luxury car in the market
Added value of battery power, making it completely different from any other car.
Key Takeaway
The Tesla Model S offers the highest exclusivity
out of all luxury vehicles.
Big Idea
Anything they can do,
Tesla can do better.
● Objectives:○ Create awareness○ Drive to website
● Rational:○ Based on SRDS consumer data these publications
have high readership within the target
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
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 =
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
TV: Media Plan
Total for TV: $1,232,000
TV: Media Schedule
Outdoor
● Objective:○ Increase awareness
● Rationale:○ Potential luxury vehicle customers are highly likely to
be consumers of outdoor media
Outdoor Media Plan
Outdoor Media Plan
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
Website
Online Display
Search
Social
TV
Outdoor
Website
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
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
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
Online Display: Success Metrics
● Awareness increase 20%○ Pre/Post surveys
Impressions CTR ClicksDrive to Web 797,986,063 0.02% 159,597
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
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
Ads:
Final Number and Metrics
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
Social Media: Success & Cost
Success Metric: ● Awareness % increase: 20%● CTR: 2.5%
Cost:
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