Reach: Red Bull
Red Bull’s strength
is in organizing events to drive brand awareness. Obviously, their multi-pronged
reach ranges from online TV, live streaming, movies, and documentaries to
offline promotions, such as music festival, fashion show, and even car racing.
Count how many audiences they are reaching through these events. While the
“Space Project” is reaching out to an international audience, there are also
local events to target specific audience in each city.
References:
Red Bull
Stream/TV, which also available on AppleTV and distributed digitally on
connected TVs, smartphones, tablets, and on its website
Space Project
- mission to the edge of space
GoPro
& Red Bull - "Stratos"
Movie - sport
film, documentary
Music
Festival - Lollapalooza
Fashion
Show
Red Bull
news/media/news report
Local
events all around the world
8 Marketing Lessons We Can Learn From Red Bull
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Frequency: SK-II
The beauty industry still
focuses a lot of its resources on the traditional media, such as television
commercials, print advertisements and live demo in shopping malls. The reach
might be site-specific but the frequency is extremely high as if it is all around
the potential consumers every week in every season. When it comes to creativity
and design, the advertisements do not offer much. While they are professionally
produced, the advertisements are almost always characterized with a closeup of
smooth, vibrant, and perfect face as well as that of the featured products. If
not for the high frequency of the message, it would be hard to differentiate it
amongst all other cosmetic brands.
I think the main reason leading to the two brands’ different media strategies is primarily the product itself. While people from all walks of life can consume Red Bull (an energy drinks), only women use SK-II products generally. Also, Red Bull is a popular choice of refreshment after athletic events, so sports sponsorship uses the direct marketing approach to build brand awareness.
I think the main reason leading to the two brands’ different media strategies is primarily the product itself. While people from all walks of life can consume Red Bull (an energy drinks), only women use SK-II products generally. Also, Red Bull is a popular choice of refreshment after athletic events, so sports sponsorship uses the direct marketing approach to build brand awareness.
References:
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