Satisfied customers make for good business. Satisfied customers, who take out full page ads touting your business, are exactly the sort of things your company should be striving to talk about. 5WPR CEO Ronn Torossian applauds Elon Musk, Founder and CEO of Tesla Motors, for capitalizing on the positive PR two satisfied customers gave him.
Most customers express their satisfaction, or dissatisfaction, with a company by calling into the customer service line or through social media. Dissatisfied customers tend to do the vast majority of calling or writing. When a customer decides their opinion of a company, or product, has reached the point where they want to take out a full page ad to get the company’s attention, things usually get messy. However, “two VERY highly satisfied Tesla Owners from Southold, New York” handed Tesla Motors a PR gift when they wrote an open letter to Elon Musk.
In addition to praising Musk as an “automotive visionary” and touting the Tesla car as introducing “fun, comfort and advanced reliability into a phenomenal driving experience,” they went on to make suggestions for improvements. Musk not only acknowledged their ad by tweeting a picture of it to his 860,000 plus Twitter followers, he said the owners were right, and that Tesla would implement many of the suggestions.
Although the full page ads, run in two local Silicon Valley newspapers, offered up great PR all on their own, it was Musk’s response that helped shape this into a PR lesson for all businesses. He embraced it and took their suggestions to heart. Ronn Torossian points out that this kind of PR that shows loyalty, brand satisfaction and positive company response is priceless.
Musk’s use of PR integration of the print ad into the digital social media allowed the PR bonanza from the ad to reach across the globe. Not only did his followers see it, but it was retweeted over 1600 times, exposing it to potential customers who may never have heard of Tesla. One of the suggestions from the ad was better marketing or more media ads. With one tweet, Musk generated interest to the point where other media outlets, such as Huffington Post, Business Insider and Slate.com picked up the story.