Marketing Made Simple: Why That Worked #21 – Slate—Why This $20K Truck Is Getting All the Attention
In the latest episode of Marketing Made Simple, hosts Donald Miller and Kyle Reed delve into the successful launch of Slate’s innovative $20,000 electric truck. Titled “Why That Worked #21: Slate—Why This $20K Truck Is Getting All the Attention,” this episode breaks down the marketing strategies that propelled Slate into the spotlight within the highly competitive electric vehicle (EV) market.
1. Navigating a Saturated Market
Standing Out Amidst Competition
Kyle Reed opens the discussion by posing a common challenge faced by businesses: differentiating oneself in a crowded industry. Using the electric car sector as an example, where new models emerge daily from both new and established brands, he asks:
Kyle Reed [01:24]: "What do you do when you run a business and it feels like you have thousands of competitors and you are trying to stand out?"
Donald Miller responds by emphasizing a customer-centric approach over a competitor-focused mentality:
Donald Miller [01:44]: "The reality is, if you're in a business, you're thinking a lot about the competition. And here's the problem... you're assuming your customer is also thinking about the competition. They're not. I guarantee you they're not."
He underscores the importance of understanding and serving customer needs rather than obsessing over what competitors are doing. This mindset shift is crucial for businesses aiming to carve out a unique space in their respective markets.
2. Case Study: Slate’s $20K Electric Truck Launch
a. Overview of Slate's Launch Video
Kyle introduces Slate, a company entering the saturated electric truck market, highlighting their professionally crafted launch video. This video serves as the focal point of their analysis.
Kyle Reed [05:31]: "You sent me this company called Slate and you sent me their, like, launch video. It's very well made."
b. Crafting an Effective Messaging Strategy
Donald compares Slate’s video to the iconic Dollar Shave Club launch, noting its strategic positioning and engaging content:
Donald Miller [07:40]: "I think that's one of the best product launch videos since Cooper, one of our producers here, pointed out Dollar Shave Club."
He identifies three core aspects of Slate’s messaging:
- Cheap – Emphasizing affordability by positioning against expensive cars.
- Fun – Associating the truck with playfulness and customization, likening it to a “Mr. Potato Head.”
- Yours – Highlighting ownership through extensive customization options.
Donald Miller [08:55]: "So they're positioning it that way. And they've got these... They've got some other interesting things. The narration is male and female... it's very, very well done."
c. Comparison to Dollar Shave Club
The hosts draw parallels between Slate and Dollar Shave Club, particularly in how both brands utilize humor and relatable messaging to connect with their audiences. They emphasize that while Dollar Shave Club set a precedent, Slate builds upon it with industry-specific insights.
Kyle Reed [08:00]: "I would say Dollar Shave Club set the bar for social media brand launches."
d. Key Takeaways on Messaging
Donald breaks down the effectiveness of Slate’s messaging, highlighting the strategic exclusion of technical details like battery range to maintain focus on the primary message:
Donald Miller [21:00]: "They don't talk about horsepower, they don't talk about torque, they don't talk about range, they don't talk about charging times, they don't talk about any of that."
He explains that by concentrating on affordability and fun, Slate effectively captures attention without overwhelming potential customers with technical specifications.
3. Developing a Comprehensive Messaging Campaign
a. The Psychological Journey Framework
Donald introduces a metaphorical framework to illustrate the customer journey through Slate’s messaging:
- Curiosity (Front Steps): Captured by a compelling tagline and controlling idea.
- Enlightenment (Front Porch): Delivered through engaging content that explains the product’s benefits.
- Commitment (Front Door): Encouraging action with clear calls to action.
Donald Miller [28:51]: "There are three levels of messaging inside of a messaging campaign... curiosity, enlightenment, commitment."
b. Importance of Focused Communication
The hosts discuss the necessity of maintaining a singular controlling idea to prevent diluting the message. Donald uses the analogy of handing customers "bowling balls" versus "pellets" to illustrate how overwhelming information can deter engagement.
Donald Miller [23:37]: "We've got three. But as soon as you get into torque, and as soon as you say torque, it's a bowling ball that has been covered in Vaseline. It's slippery."
They advocate for limiting core messages to three key points to ensure clarity and retention.
4. Final Insights and Strategic Recommendations
a. Preempting Customer Objections
Donald advises businesses to proactively address common customer pain points within their messaging. By stating how Slate differs from other manufacturers—specifically by avoiding unnecessary features—they turn potential objections into strengths.
Donald Miller [35:50]: "What does the market hate about my industry? What don't they like? We don't do that... we put you in a small group where we talk to you literally every day."
b. Consistent Brand Messaging
The discussion underscores the importance of consistent and strategic messaging across all platforms. The hosts highlight how Slate’s cohesive approach—spanning their launch video, website, and social media—creates a unified and compelling brand narrative.
Kyle Reed [19:57]: "They did some things well in the sense of though it's fun though. It's a cheaper product. They didn't cheap out on the rollout of the product."
Notable Quotes
- Donald Miller [01:44]: “You’re assuming your customer is also thinking about the competition. They’re not. I guarantee you they’re not.”
- Kyle Reed [05:31]: “You sent me this company called Slate and you sent me their, like, launch video. It’s very well made.”
- Donald Miller [07:40]: “I think that’s one of the best product launch videos since Cooper, one of our producers here, pointed out Dollar Shave Club.”
- Donald Miller [21:00]: “They don’t talk about horsepower, they don’t talk about torque, they don’t talk about range, they don’t talk about charging times, they don’t talk about any of that.”
- Donald Miller [28:51]: “There are three levels of messaging inside of a messaging campaign... curiosity, enlightenment, commitment.”
Conclusion
This episode of Marketing Made Simple offers invaluable insights into effective branding and messaging strategies within a saturated market. By dissecting Slate’s successful launch, Donald Miller and Kyle Reed provide a blueprint for businesses aiming to distinguish themselves through customer-focused messaging, strategic storytelling, and clear, concise communication. Whether you're launching a new product or seeking to revamp your marketing approach, the lessons from Slate’s $20K truck launch serve as a compelling guide to capturing and retaining consumer attention.