Turning registrants to customers.
With almost 500,000 people putting down deposits two years in advance to buy the Tesla Model 3, the challenge was keeping them excited until their car would become readily available. Every registrant who didn’t convert took the shine off the launch and dimmed the industry’s confidence in Tesla’s future.
Online research, utilizing virtual ethnography and semiotic analyses, helped identify the primary digital personas by attitude and mind state. This research led to the development of a personalized nurturing campaign that appealed to their motivations and leveraged the language style deemed most influential for each persona.
Tahzoo designed and developed a multi-touch, multi-channel prospect nurturing program for two test markets in the United States and the Netherlands. Each touch point was personalized according persona attitudes and motivation. Campaign was optimized based on a customer’s actual behavior during the course of the campaign. The greater the engagement the higher the likelihood that registrants would becoming paying customers.