Slate Marketing is making me lose interest.

[cadblu]

Your discomfort with the marketing is actually very reassuring to me. I haven't seen any ads yet.

Build a safe, affordable vehicle that people really want and they will beat a path to your door. Since inception, Tesla has totally avoided traditional advertising. Instead they relied on hype, word-of-mouth, and social media. And they somehow managed to sell a lot of cars.

 

[2thlesswithta2s]

I just about cancelled my order when I had to watch Jay Leno shuffle around the Truck in a wrap with his name. Are they kidding? Is that their audience?

That's part of their audience. So is the mom & pop business that wants cheap advertising. So is the small to medium fleet owner that wants a low cost platform for local deliveries & service with high impact messaging. So is the basic commuter who wants to keep it plain.

Why be offended by someone else's demographic? The value to me is the same no matter how someone else chooses to use it.

BTW, I thought the Jay Leno segment was kinda cool, but I liked the Sandy Munro segment better.

 

[2thlesswithta2s]

I just about cancelled my order when I had to watch Jay Leno shuffle around the Truck in a wrap with his name. Are they kidding? Is that their audience?

That's part of their audience. So is the mom & pop business that wants cheap advertising. So is the small to medium fleet owner that wants a low cost platform for local deliveries & service with high impact messaging. So is the basic commuter who wants to keep it plain.

Why be offended by someone else's demographic? The value to me is the same no matter how someone else chooses to use it.

BTW, I thought the Jay Leno segment was kinda cool, but I liked the Sandy Munro segment better.

 

[Driven5]

Doo-Daa-Dippityy

Kia was marketing the Soul hard to the 18-30 demographic, but most were initially sold to the 50+ community. Based on the comments of many on this site, Slate seems to be following a similar path.

 

[sodamo]

Pretty sure my insurance company requires VIN for coverage. Bank requires insurance to dispense the the loan.

 

[2thlesswithta2s]

Perspective on Slate's marketing from a marketing professional viewpoint. Keep in mind the article is out-of-date by more than a year now.
https://adage.com/brand-marketing/a...&customer_secondary_source=aac_articleGifting

 

[Nivek]

Perspective on Slate's marketing from a marketing professional viewpoint. Keep in mind the article is out-of-date by more than a year now.
https://adage.com/brand-marketing/a...&customer_secondary_source=aac_articleGifting

Thats interesting. I remember them kicking it off hard with interesting skits. One of the comments postulated that they were probably just coasting now until the big price reveal, and that seems like it may be right. I am looking forward to the end of June reservation launch to see what they do. I expect there to be more fanfare and media surrounding it when they open orders and have the factory up and running.

 

[NMNeil]

That's a good one. I really liked the testing in Houghton, MI too. I wish they had more videos like those. Then again, Im partial to informative videos.

I came across this informative video regarding the sheer power of marketing, or alternatively, the gullibility of the buying public.

 

[sodamo]

Very interesting

 

[Tom Sawyer]

https://hogheavencoffee.com/?srsltid=AfmBOooqb2eGThvNAIZLgWqFKQdRC6--zExQMl40AdFGEuXo8hzveVqc
tell Mike you know me (David)and are buying a Slate.

Unfortunately I've received no reply to my email. I even linked this post, hoping it would provide context.

 

[TPL]

Fleets love support and stability. I'm not that sure they're going to roll the dice on a BEV startup that might go bankrupt one or two years after purchase.

This is a reasonable take. I have seen a counter-counter-narrative that fleet purchasers are actually just as much a bunch of doofuses as us, and make decisions for awful reasons that you would think people being paid to make a profit would think twice about, like initial sticker price being slightly better on a model with known long-term high maintenance costs.

 

[2thlesswithta2s]

This is a reasonable take. I have seen a counter-counter-narrative that fleet purchasers are actually just as much a bunch of doofuses as us, and make decisions for awful reasons that you would think people being paid to make a profit would think twice about, like initial sticker price being slightly better on a model with known long-term high maintenance costs.

That's common in organizations with misaligned metric & reward systems. You have a purchasing manager rewarded for keeping capital costs low, but no accountability for maintenance cost. Then the maintenance manager suffers the brunt of purchasing decisions he had no influence over.

In the case of Slate, there is a hope that both capital & maintenance costs will be low, but that's contingent on Slate's survival as a business.