Red Bull is arguably the best advertised product in recent years, and is somewhat comparable to big names such as Coca Cola. Last spring while I was studying abroad I had the chance to travel Europe, and Red Bull is hands down the leader in the energy drink market there as well. Their marketing strategies are exciting, and catch the attention of viewers. The Red Bull logo is also very eye catching and looks pretty cool. If you go to the skatepark in downtown Keene I bet half of the teenage skateboarders have Red Bull stickers on their boards. I can guarantee you they are not sponsored by Red Bull, but the logo looks cool and they want to associate themselves with the product. This was the goal of its founders, and they have accomplished this by sponsoring extreme sporting events and given their brand a good image.
Is there any way that Red Bull could lose market share in the near future?
Friday, March 23, 2012
Advantageous Vulnerability?
At a recent marketing convention a keynote speaker was discussing how showing vulnerability can be advantageous to the marketing strategy of an organization. Consumers are likely to side with a company with whom they can relate to. Everybody knows that every human has flaws, and by showing them every once in a while organizations. By doing this organizations are also making their product look more "authentic" which depicts an image of higher quality.
The most recent example I can personally think of regarding this marketing strategy has been through the pizza company, Dominos. Dominos has recently revamped their marketing scheme by incorporating new styles of pizza that seem authentic and handmade. They have also stressed the "handmade" aspect and have increased their quality. Another way in which they have tried to reach out to their consumers is by incorporating low level employees into their advertisements. This is trying to show consumers that Dominos has a relatively flat corporate structure, which I doubt is the case in real life. But, judging by their commercials you would not guess that would be the case.
The incorporation of this strategy has increased sales and has done wonders for the organization. They have improved their reputation and increased their market by incorporating a sense of vulnerability and change, that people can relate to. Many organizations are sure to follow suit, and change to this more "vulnerable" marketing strategy.
At what point could portraying vulnerability hurt an organization?
The most recent example I can personally think of regarding this marketing strategy has been through the pizza company, Dominos. Dominos has recently revamped their marketing scheme by incorporating new styles of pizza that seem authentic and handmade. They have also stressed the "handmade" aspect and have increased their quality. Another way in which they have tried to reach out to their consumers is by incorporating low level employees into their advertisements. This is trying to show consumers that Dominos has a relatively flat corporate structure, which I doubt is the case in real life. But, judging by their commercials you would not guess that would be the case.
The incorporation of this strategy has increased sales and has done wonders for the organization. They have improved their reputation and increased their market by incorporating a sense of vulnerability and change, that people can relate to. Many organizations are sure to follow suit, and change to this more "vulnerable" marketing strategy.
At what point could portraying vulnerability hurt an organization?
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