Successful marketing stems from “details”
By Tommy Zhang (China IP)
Updated: 2014-06-23

Recently, a question was asked for people to recommend new-energy cars.

Surprisingly, respondents gave the answer “Tesla” almost in unison.

Most respondents have not driven a Tesla car, or even seen a real one. They made the recommendations based on the impression of the brand. Perhaps, these impressions give great confidence to the public and have promoted Tesla Motor’s stock to soar again and again. Tesla now even replaces Apple as the new synonym for innovation.

Surely, some people may worry that the market for Tesla is too small and they may not be very optimistic about the prospects of Tesla. However, Tesla is definitely a success story in the current market. Its success comes from its opposition to the traditional concept of auto-making, technological breakthroughs in details based on customer experience, and most importantly, its marketing strategies that comply with the spirit of the age of the Internet.

When searching for information about Tesla on the Internet, your computer screen will be filled with the artistic pictures of their vehicles, reliable data, the actual test photos, and product review articles. All of the messages will give the viewers the impression that Tesla cars are immaculate. Their detailed marketing strategy conveys a perfect image of Tesla. To summarize, Tesla achieves success by “details marketing” and marketing details.

Tesla is not the only company to gain success by “details marketing.”

Predecessors include Intel and Apple. Inversely, many Chinese enterprises do invest much in R&D and gain quite new research achievements. Their marketing approaches are quite complete and ad spending is rather high, but their sales income does not justify the expense. The main reason is that they do not make adequate efforts in “details marketing” and marketing details. Obscure product images, ambiguous publicity materials, and inconsistent data confuse the consumers. This does not promote impulsive buying, especially in the field of IP services. How many positive messages can be delivered to an audience by general business introductions, unchanged ad images, straightforward words of praise, or old and blurry pictures? Will anyone buy these services based on so much information? Marketing is full of knowledge, and the secret of learning is the attention to details. Traditional enterprises should pay attention and so should Internet companies and IP services agencies!

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