15 Billion Dollar Marketing Lessons From Red Bull
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When Red Bull entered the scene, few of us had heard of an energy drink.
But the self-made billionaire founder of Red Bull, Austrian-born Dietrich Mateschitz, had the vision to bring a "drinker's cure" from Southeast Asia to the world.
Despite his efforts, after a largely failed attempt to get his company off the ground, by 1990, Dietrich was broke. With dwindling resources, he had to choose— Abandon his dream or do something different.
With Red Bull's Head of Marketing, Dr. Manfred Hückel, at the wheel, Red Bull changed its trajectory using some unconventional yet effective marketing strategies.
Here are 15 marketing lessons we can learn from this billion-dollar company's rise from near ashes.
Number 1. Invest in Guerilla Marketing (02:45)
Guerilla Marketing is a set of low-cost, no-cost marketing strategies for people who are willing to put in the time but lack the money to generate brand awareness and grow their business.
Number 2. You're Not Selling Energy Drinks (04:10)
Red Bull knows that they aren't selling energy drinks. They are selling customer experience.
Number 3. Keep the Customer in Focus (04:36)
It's rare to find a brand more committed to its customers. The customer is the center of everything Red Bull does.
Number 4. Create Content the Audience Wants (05:19)
They focus on sports, music, culture and lifestyle content that attracts their target audience.
Number 5. Celebrate Others, Not Yourself (06:18)
Red Bull spends its social media time celebrating the accomplishments of the teams it owns and events and people it sponsors.
Number 6. Tell a Story (06:36)
Red Bull doesn't just have a marketing department that does content marketing. Content is integral to who they are. Telling stories that inspire is what they do.
Number 7. Trade Traditional Media for Word-of-Mouth (07:06)
Traditional and digital marketing represents less than 20% of their total marketing budget. They instead put their money to use that generate value for their audience.
Number 8. Retain the Entrepreneurial Spirit (08:13)
They started small, working with the little money they had but putting it to the best use possible. Now a multi-billion dollar company, they haven't lost their creativity, passion for people, and drive to deliver experiences people want.
Number 9. Segment to Maximize Relevance (09:03)
Red Bull makes use of every channel possible to create an experience both online and in the real world.
Number 10. Go Niche (09:37)
To segment effectively, Red Bull has embraced niches that big brands have often ignored.
Number 11. Leverage Virality (10:31)
Red Bull showcases the limits of human potential through its content with stunts that take our breath away. The spectacular feats also happen to be some of the most viral content on the Internet.
Number 12. Stay Consistent (11:07)
Since Red Bull changed its strategy in the early 90's, the visuals, mission, and interacting methods have stayed the same.
Number 13. Maximize Use of Influence (11:36)
Red Bull is the king of influencer marketing. They invest in people to engage their audience.
Number 14. Sponsor Events that Matter (12:07)
Red Bull could have reached many more people if they chose to focus on the NBA, NFL, etc. But instead, they chose the road less traveled to engage and grow a loyal following of people who love:
Dance Competitions
Rap Battles
Aerial Acrobatics
Extreme Sports
Number 15. Engage on Social Media (12:53)
Red Bull doesn't produce any "dud" content. Everything they post adds value, earns views, and massive engagement.
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