Market strategies are effective when they identify and understand the audience and select appropriate channels to reach their audience. Effective marketing also differentiates itself from competitors. . Red Bull has accomplished these effective strategies, not only by using traditional modes of marketing communications, but also in using non-traditional strategies.
Traditional strategies of marketing communications include the use of magazine advertisements, television spots, billboards and direct mailing of information or samples. Promotions through the use of discounts, rebates, contests, events and sponsorships or endorsements are also traditional methods. Non-traditional methods may include the creation of an entire magazine or the promoting of an initiative.
Red Bull’s traditional strategies for marketing communications are Red Bull associates with cultural events like concerts and large sporting events by handing out free samples. They also drive a car with a Red Bull can on top during these events. The display of the can on the car could be defined as non-traditional. Red Bull also sponsors sporting teams like Formula One racing and sponsored a skydive event by Felix Baumgartner. Red Bull also uses marketer-produced media which is a more traditional type of marketing communication.
Red Bull’s more non-traditional strategies for marketing communications are Red Bull has a very popular Facebook page which is one not so traditional method. It also produces a monthly magazine which is distributed in print and in an application through the iPad. Also, Red Bull created a Red Bull Music Academy that consists of events like concert, workshops and lectures that are held annually in cities across the world. It considers this an initiative rather than a sponsorship. Red Bull had to create its own market because there was not an existing market for the product when it was first introduced to consumers.
References
Ashe-Edmunds, S. (2016). Traditional Marketing Communication Tools. Retrieved from Chron Small Business: http://smallbusiness.chron.com/traditional-marketing-communication-tools-61325.html
Keegan, W., & Green, M. (2003). Global Marketing . Prentice Hall.
Richards, L. (2016). Types of Marketing Communication Concepts. Retrieved from Chron Small Business: http://smallbusiness.chron.com/types-marketing-communication-concepts-20597.html
