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February, 2018
He's successfully built the Tesla brand, the 100% electric driven car, as aspirational, and then spun-off the technology to create a battery storage and solar panel business.
While not everything has gone without a hitch for Elon Musk, such as not hitting car production figures for the latest Tesla model, he continues to be the poster boy for the tech world.
Stellar performanceHowever, his latest business SpaceX has successfully bridged the gap with the Tesla brand and thanks to the successful $90m launch of Falcon Heavy, the world's largest rocket, from Cape Canaveral, he has literally sent his brand stellar.
Space exploration may not appeal to everyone. However, sending an open top red Tesla roadster into space driven by a crash test dummy dressed as an astronaut, while listening to Bowie's 'Life on Mars', is not something you see every day.
It was the small touches that really delivered the added PR value. In homage to Douglas Adams' The Hitchhiker's Guide to the Galaxy, the roadstar's dashboard displayed the words 'Don't Panic', with a copy in the glovebox.
The Hitchhiker's reference was noted by Stephen Fry who tweeted: 'Congratulations @elonmusk and #SpaceX - how I wish Douglas Adams were alive to see "Don't Panic" in large friendly letters on the Tesla. That was a classy addition', to his 14m followers. Fry's followers are dwarfed by Elon Musk's 19.2m followers, with a further 6.3m followers for SpaceX.
Importantly, two of the Falcon's three rockets safely returned to Earth, having completed their mission, proving to the world that Elon Musk's vision and technology offered a rebirth for space exploration.
Many will view the whole event as a PR stunt by the eccentric billionaire. The reality is he has stolen a commercial march on his space-race competitors, as he's shown his system works for $90m compared to $435m for the launch of rival Delta IV Heavy by United Launch Alliance, the joint venture between Lockheed Martin and Boeing.
It just goes to show a great product combined with stunning PR and creativity can deliver real commercial value.
Andrew Metcalf
Maxim / Managing Director
posted in: marketing,
Ad blocking puts content in the spotlight
With nearly one in seven British adults using ad blocking software, marketers are turning back to content to help them connect their brands with consumers, writes Andrew Metcalf, director of Kent PR and marketing agency Maxim.
April, 2017 more
President Trump’s PR spokesperson - the toughest PR job just got tougher
Press secretary to President Trump, Sean Spicer has just made his life so much harder by not following the fundamental rules of PR. Andrew Metcalf, director of Kent PR and marketing agency Maxim, examines what’s behind the epic media fail and how things might be turned around.
January, 2017 more
Ten questions to drive your marketing
Before diving headlong into marketing your company, and blowing your budget by adopting a bull in a china shop approach, step back and ask yourself some fundamental questions about your business.
January, 2017 more
Freebies: Good marketing tool or a waste of money?
There’s something about the word free that draws people in, but do we actually need, want or use those items we’ve hastily grabbed? Erica Jones from Kent PR and marketing agency Maxim looks at the benefits or otherwise of the free gift.
November, 2016 more
‘We’re the Superhumans’ sees Channel 4 take Olympic gold
It seems Team GB’s performance in the media league table helped deliver for the BBC during the Olympics. However, with the nation’s broadcaster having the rights and being ad free, what impact has that had on the success of advertisers?
August, 2016 more
It’s great to win awards and be told you’re the best of the best, but – when it comes to profile-building – awards really can be about taking part. Erica Jones of PR and marketing agency Maxim explains.
August, 2016 more
Public relations versus marketing
What is the difference between public relations and marketing? Erica Jones of PR and marketing agency Maxim explains
April, 2016 more
Creating an image, article or even a concept that is shared across the internet is every marketeers’ dream but it is virtually impossible to come up with an idea that is guaranteed to go viral. Often it will happen purely by accident.
January, 2016 more
Maxim produces tourism newspaper – read all about it
After more than a decade in newspapers Erica Jones thought she’d miss the excitement of a print deadline whooshing by. Then she was given the task of helping to produce The Summer Times – the perfect opportunity to utilise the skills of her previous career for the benefit of a client.
August, 2014 more
At the recent Digital in Kent conference Andrew Metcalf hosted a workshop about writing great content. Here, he sums up the main points from his speech.
March, 2014 more
Maxim launches Kent Design & Development Awards website
As a headline sponsor of the biannual Kent Design & Development Awards Maxim has created a website to raise awareness of the competition.
February, 2014 more
How to handle criticism on social media sites
Many organisations are fearful of receiving negative comments on sites such as Twitter and Facebook. Rachel Knight, who advises clients on social media at Kent PR agency Maxim, provides tips on how to handle criticism online.
January, 2014 more
With bloggers having an increasing influence over consumers and the general public, many brands are increasingly offering authors money to write a positive piece on behalf of a company, with the danger that it could break the Advertising Code.
December, 2013 more
Marketing was high on the list of topics for discussion at the second Digital in Kent conference. Out short film gives an overview of what we learnt.
October, 2013 more
It looks like the nation’s ability to laugh at itself is on the decline, if the recent furore over the Marmite advert is anything to go by.
August, 2013 more
A dozen gems from Digital in Kent
Rachel Knight shares her thoughts on some of the points that were made at Digital in Kent - a conference that covered SEO, PPC and social media.
April, 2013 more
Appointing a PR and marketing agency: where do you start? The first, and most important thing to do is develop and agree a brief, which is realistic, deliverable and above all is consistent with your company’s broader business plan.
December, 2012 more
Facebook - the search for those elusive likes
With one billion active users, nobody can deny that Facebook is a popular social network. But if you are the administrator of a company page, how do you encourage those users to visit and like it? Maxim’s Rachel Knight looks into advertising on the site.
October, 2012 more
Ten questions to ask your prospective PR agency
You’ve spent hours developing the brief, despatched it to a number of prospective agencies, read their proposals and shortlisted the lucky three, or four, for interview – but what questions should you ask them when you see the whites of their eyes?
June, 2012 more
Is the latest social media network of Pinterest?
Barely a month goes by without news of another social network that you simply ‘must’ join. Maxim’s Rachel Knight takes a look at the newest kid on the social media block - Pinterest.
March, 2012 more
It is often the case that in business, as in life, the seemingly little things you do can make all the difference. Those who foster good relations with their neighbours or go out of their way to engage with the public are often rewarded with a raised profile and reinforced reputation.
September, 2011 more
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