Event Marketing - the Lessons from Red Bull Strategy

At such a point in marketing, Red Bull had found its calling, so to speak, in its advertising strategies, but that did not stop them from coming up with new creative tactics to persuade more than 86% of the American public to try their ‘energy in a can' (Gschwandtner). In fact, they hired "hip locals" of busy cities known as the MET's (mobile energy team) to drive around a Red Bull logo car with daily missions that include bringing energy where it's needed, sporting events,

market. With Red Bull’s various ad campaigns, the corporation uses a collaboration of extreme sports videos to market the incredible effects of their product. These differ from previous commercials, that use to be cartoony and display young adults, becoming cool and getting the hot girl, after consuming a delicious and nonaddictive energy drink. The transformation of red bull’s ads has shown that they are changing with pop culture by having what is considered most exciting to their core audience. These commercials show the true purpose of Red Bull corporation, selling children on the idea of consuming large quantities of caffeine, Taurine, B group vitamins, sugar, Alpine spring water in the Red Bull energy drink; are healthy and even make you into a fun and interesting

RBC has been a major sponsor of this event for the past several years, and as previously mentioned in the positioning analysis, a sponsor of multiple events and supporter of many causes. RBC’s contributions to concerts, and events such as TIFF resemble its initiative to culture, as well as dedication as a brand to target Millennials. This alternative marketing program takes the form of lifestyle marketing, in an attempt to associate with the hobbies and entertainment of Millennials (Clow & Baack, 2015). The strategic sponsorship was in hopes that movie-goers would be inclined to try RBC’s products, almost seemingly in an attempt to rejuvenate its professional brand appearance and make it more appealing or approachable to this target segment. RBC’s presence at TIFF includes free giveaways, popcorn, ability to sign up for a TIFF-RBC-branded Visa card (as depicted in Figure 1), as well as hosting the RBC Emerging Filmmaker Competition (Fraser, 2013). It was further stated by an RBC marketing executive, that the branded Visa card was an experiment or promotional tool used to push RBC’s role as the official bank of TIFF (Fraser,

The company exemplifies the typical branding success story. Since its inception, Red Bull’s successful market strategy and ways of penetrating the lucrative energy drink market has demonstrated the company’s ability to think outside the competitive box through its innovative branding and sales and distribution strategy. Since the targeted’ age range is quite young, Red Bull employed unique methods to attract its customers. Amongst these non-conventional advertising routes, Red Bull used marketing « below the line », « buzz marketing », and « tribal marketing » (Brocooli, April 2012).

New employees in the career of sports marketing lead by example from some of the most successful products such as the Red Bull energy drink and Skullcandy products. The most efficient way to be successful is to promote products with several sponsors. For example, everyone knows what Red Bull is, a sports drink known for its burst of energy right when we need it. The company has had great success taking a new approach on sponsorship. Conway argues in his article “A Sports Marketing Success Story” that “Red Bull wants to own teams and events. The company has a huge focus on brand management and ownership allows it to completely control how its brand

They try and create brand preference where they prefer their brand over others because they are personally invested. Many companies try and reach a certain group of similar buyers by dividing them into market segmentations using one message platform, brandtech companies try and get their products to consumers in many ways using digital platforms. Social media is an easy way to get their products out to a variety of consumers. Red Bull is one more example of how this distributed form of marketing has been a success. They worked through YouTube having specific channels use their products in different ways. Thus, they gained 4 million subscribers. A good, solid product can be made or broken by its promotion techniques. Brandtech techniques have proven to be very beneficial for promoting products. I found this article to be very helpful and informative because there are so many ways to promote and sell products it is smart to know how other successful business go about finding their success. This article was well written and easy to understand because everything that was talked about was well explained with examples. I recommend this to article to others because it gives a different perspective over how to run a successful

These connections give them a huge opportunity to communicate directly with consumers. In order to maximize this opportunity, they should promote their existing events like the Tour de Fat bike race and beer festivals across the country.

Red bull is not the leading energy drink provider, but is number two with 36 percent of the Australian energy drink market (2010,popular energy drinks), the red bull company sold over 5 billion cans in 2012 and have sold over 35 billion since it started in 1987.

Despite of such threat, Red Bull has not lost its grip in its most precious

RedBull is also different from other energy drinks that it uses half the quantity of caffeine and sugar than any other competitors energy drink. RedBull had produced many advertisementsas TV commercials and also increases their sales with the help of magazines, internet and billboard advertising. Advertisements in magazines are limited because there are only few magazines which suits to publish RedBull advertisements in them. Internet advertising will gain the response of the particular audience as it truly depends on people using online services. Billboard advertising is also a very good method for attracting customers, but it should be placed at the places

Red Bull’s target market is young adults and young professional (aged 16-22). If the number of people in this age – group form a small fragment of the country’s overall population, then entering such a market would be risky and not profitable enough. Red Bull has built a brand image of a youthful energy drink and hence it can be successful only in markets that have a large number of young people.

Sports' marketing is a comparatively new field and dimension within the broad concept of marketing. It is continuously evolving and changing today as society combats the free market to decide the legal and ethical limitations of business today. It is significant to note that this discipline within marketing is not clearly defined. Sports today use corporate sponsorships and television money in order to contend and pay for top quality athletes. Those companies use teams, leagues, colleges, and individuals to make a distinction between their products in a very aggressive business environment. What makes up sports marketing to one person could be considered selling out to another. The business world keeps pushing to find a competitive advantage and the sports world has in general welcomed the money offered (Weikel, n.d.).

Red Bull has every brand element covered their name is a household name, Their logo is simple and unforgettable, They have numerous easy of communication whether it is though Television, movies, and sporting events. They use social media such as Facebook, Twitter, Instagram, and youtube. They even have their own brand of music and magazine. All of these marketing elements allows Red Bull to reach their target audience on a mass sale and with social media make every interaction more personal. Red Bull Sponsers over 680 athletes, and host almost 1200 events a year. They have multiple slogans but the two most popular slogans are “ Red bull Gives you wings”, which was changed to “Red Bull Gives you wings” because of a class-action lawsuit, which began in January

Red Bull’s marketing strategy is one of the key factors in their success, they created Mobile Energy Team

The company is able to continually satisfy the needs of the market, arousing the customer with exciting new promotions and events which challenge the limits of human belief. For example, the Red Bull sponsored BMX events where the riders are attempting and completing unseen tricks and ‘death defying’ acts on a weekly basis.