That's the power of guerilla marketing - an new upstart
can out run the big guys with a fraction of the money.
Buzz marketing, also known as "word-of-mouth marketing"
"guerilla marketing" or "stealth marketing" is an art of
human kind to involve the trendsetters in any community to
carry the brand's message, thus creating an interest in, and
a demand for, the brand with no overt advertising.
When Dietrich Mateschitz formulated the drink "Red Bull" in
1987 for Australian market, bars initially refused to stock
it, seeing it as more of a medicinal drink than a mixer.
Lucky for Red Bull, snowboarders and clubbers soon recognized
the boost the drink gave them. It was then only a matter
of time before everyone else caught on to the
Red Bull has mastered buzz marketing. Red Bull
reps started distributing to only 8 sales
territories within the US. If other conventional
establishments ask for Red Bull, they put them on a waiting
list. This exclusivity in selling their product helped
to retain the credibility and uniqueness of their brand.
To maintain an established connecting to the
snowboarding and clubbing community, Red
Bull organized annual music festivals.
Red Bull's first marketing technique was to distribute and
target teenagers and college goers. Red Bull went
around the cities full of Red Bull cars and distributed the
drinks to anybody who need energy - people
like construction workers and joggers.
Coke and Pepsi recognized a new segmentation of their market
and tried to capture it with large marketing budget.
They created energy drinks too, but after millions spent,
they were distant number 3 and 4 in the market. Red Bull is
still the king of energy drinks with 65% of market and a
fraction of their spending.
That's the power of guerilla marketing- an new upstart
can out run the big guys with a fraction of the money. All
you really need is buzz.