ABOUT RED BULL• Red Bull sells a lifestyle, not just an energy drink.• The company has grown mainly through word- of-mouth.• Its biggest strength is its ability to adapt and evolve with a dynamic market.• Positioned as a company that supports athletes through sponsorships and events.• Red Bull has a loyal fan base and a strong social media presence.
RED BULL’S TARGET MARKET• Red Bull targets teens and young adults 15-28, appealing to both men and women.• This group is fast-paced, edgy, and likely involved in athletic activities.• Very affluent with modern technology and an increasing use of mobile web and app browsing.• Frequent users of social media sites such as Facebook, Twitter, and YouTube.
MARKETING STRATEGY PROPOSALFocus on optimizing: • Red Bull’s various social media pages • Mobile Website • Smartphone and Tablet App development • Search Engine RankingsFocusing on these areas allows Red Bull toexpand its reach and more effectively engage withits audience using the latest technology.
MARKETING STRATEGY PROPOSALBuild Rich Content• Red Bull should develop rich content that attracts visitors and increases search engine rankings.• Create a blog with informative articles, visual media, and links to other relevant content.• Consistently update social media pages with relevant posts, article links, and responses to fans and followers.• Use YouTube to promote sponsored athletes and events and gain loyal fans
MARKETING STRATEGY PROPOSALAdapt to new technology• An increasing number of targeted consumers are using smartphones and tablets to browse the web.• Red Bull should optimize their mobile website for a smooth experience for smartphone and tablet users. • This means large buttons and text, data friendly, and easy navigation.• Develop apps specifically for tablets as well as smartphones that bring users content on sponsored athletes and sports.• Possibly develop a mobile game featuring sponsored athletes
MARKETING STRATEGY PROPOSALLaunch a Google AdWord campaign• Build on all of the rich content and relevant information created for social media pages, blog, and website.• Increase Google page rankings and increase inbound traffic• Select keywords to create PPC ads for products and promotions.• Use Google Analytics to hone in on most effective keywords and invest.Place ads on Facebook and YouTube.• Promote page on Facebook• Bring users to website with YouTube ads
EXAMPLE OF GOOGLE ADAn example of an ad they could run when someone searches “energy drink”: Red Bull Energy Drink – it gives you wings! www.redbull.com/redbull-energy-drink Red Bull is an energy drink developed to vitalize your body and mind. Check out our different products!
METRICS OF SUCCESSGoogle AdWords• Measure impressions, clicks and other metrics on Google AdWords.• Review and improve ads and keywords with statistics from Analytics• Use conversion tracking code to see most effective ads.Social Media• Fan and follower count is important, but not the best indicator of success• It is important to focus on engaging with fans/followers to build customer loyalty• Use tracking tools such as Facebook’s Insights to track fan activity.
BUDGET AND TIMELINEProposed Budget: $1 million• Majority of funds to be allocated towards maintaining and investing in Google AdWords campaign.• Significant amount to be used to consistently update and refine several social media pages and to engage with fans and followers.This campaign should be used and tracked over the courseof 12 months to measure its level of effectiveness. It isimportant to increase marketing activities during monthswhere sponsored events are taking place or sponsoredathletes are performing.