Why Redbull Stratos Has Changed Marketing
|Tags:||Redbull, stratos, marketing, sales, development|
If you haven’t already seen or heard about the Redbull Stratos mission then you need to check out the highlights. With ‘Fearless Felix’ hitting new world records and breaking the sound barrier without a vehicle to shield him, the event became the record holder for most consecutive online viewers reaching a whopping 8 million people.
Forget Apple and its wonderful marketing for its product release and hype building adverts, Redbull now has the secret to create the ‘buzz’ it needs around everything it associates itself with.
When it comes to big promotions many people try to optimise their social media outlets as well as possible to create the maximum amount of ‘buzz’. When you have access to #hashtags to create specific buzz words for an event it becomes relatively easy to stay in the focus of the public for a while.
However waiting for the viral effect to take hold can be dangerous, because it may or may not happen so when it comes down to it a mass amount of time needs to be spent on the build-up as well as the event.
With Redbull being the powerhouse that it is on the social scene and the internet as a whole, chances are you were already being exposed to some sort of Stratos associated build up a few months back. Redbull can do this in a subtle but very tactical way ensuring every bit of media presence they have, they offer value.
Much like your sales pitch or marketing idea; you always need to add value with every bit of exposure you have.
Throughout the event you could see people actively tweeting about the event, using the specific event hashtags, people were wildly sharing over Facebook & Google+ but the most important factor of it all was the record that the event broke on Youtube.
The record was set live views of a live event at 8 million people, which is sensational exposure for the brand itself.
Redbull has another great approach to the way they market their brand. They only use people who will be exceptional market messengers or in other words the winners and the best in their sport or field.
What makes this work is because the top athletes are promoting the brand or creating the ‘buzz’ that Redbull loves. When you have the right people talking about your brand and promoting it the people who take notice they will begin to adore the brand, those that don’t notice will after time start to realise who you are but only because of the mind share you can grab over time.
Redbull also grabs the pioneers of sports or human accomplishments; they paint the picture of greatness when it comes to their brand. This is exactly the same process you need to place with your team and anyone who wants to promote your brand, make sure that the people who do promote you are worthy of representing your company and brand.
Redbull has come a long way from its small startup days to now challenging the other powerhouses of the beverage market; Coca Cola & Pepsi.
What has been the key to this success for Redbull? It’s been their aggressive stance to acquiring talent and using odd and strange methods of marketing.
When it comes to extreme sports Redbull has an incredible amount of mindshare of the audience and participants. They are the main sponsor of many of the leading events and they maintain their stance by creating new events that always push limits.
Not sticking to the normal ideas or the constraints of the sport they seek out ways to develop and change the sport for the good.
With New Years Eve events that aim to set huge new records, Redbull somehow has a part in every event you can think of, but then surprise you with a brand new idea.
For market growth and mindshare expansion every business needs to get into the Redbull idea of marketing, get aggressive & push boundaries. Maybe you don’t have the same amount of money as the company but there are always ways to optimise a market that you focus on, by doing something different to change the perception of people outside of the target market.