Zero-dollar Marketing: Learnt Attributes Based On The Success of Tesla
Keywords:
Zero-dollar marketing, $0 marketing, Multi-Channel Marketing Strategy, Unique Selling Proposition, BrandingAbstract
This research aims to create the first-of-its-kind understanding of zero-dollar marketing as a novelty concept and decipher its attributes for practitioners and scholars for their consideration of this emerging concept based on the learnings from Tesla as the successful case study of the marketing technique. Case study-based Thematic Analysis is utilised to collect, classify, and analyse qualitative data collected from interviewed experts in order to decipher zero-dollar marketing attributes for wider comprehension and further theoretical development. In this research, given the novelty of the marketing technique, we propose the definition of zero-dollar marketing for further theoretical development going forward. The outcome of this investigation displays that there are four vital attributes to zero-dollar marketing, namely (1) personal branding of key figures, (2) clear-cut product differentiation and consumer orientation, (3) words of mouth and buzz marketing, and (4) the ‘chance’ factor.
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