Hi there friends on Ecency and all other Hive Frontends, for today's blog well it going to be a bit of a question to my readers.
There was one beverage company that pulled a stunt which after learning thoroughly about it, has had me wondering really hard. I got very shocked when I saw the strategy the pulled to become successful.
The company in question is called Red Bull and I'm certain you might have either heard of it, seen it or probably drunk it.. it might even be your favorite drink. If you're familiar with it.. well I'm here to tell you exactly how they succeeded in their marketing strategy. I really don't know whether to call it a marketing strategy or a trick, hahaha.
Well before I share the story, you can watch these videos of their commercials and trust me guys, no matter how good the commercial is in your opinion, that's not how they got successful.
They literally said, Red Bull gives you wings, hahaha
Nowadays, Red Bull is a big name in the world of energy drinks. However, it was not always so. When Red Bull landed in London, they were faced with a great challenge. They wanted to appeal to young people that enjoyed partying such that they could consume Red Bull and stay awake all night. The problem was that the market had already been flooded with beverages and Red Bull did not have enough money to spend on advertising.
They needed to attract attention without spending much money wisely. It was pretty shrewd what they did but there’s also something a little underhand about it and I don’t think it’s the greatest idea for others to follow.
Now guys, this is how they managed it: Red Bull began by utilizing London’s garbage cans for their advantage; they filled them with empty cans of Red Bulls. Yes, you read it correctly. They ensured that as people disposed trash off these bins, a huge number of red bull cans would be displayed full-to-overflowing in these rubbish tins! That meant everyone in London seemed to be drinking red bull at the time, kind of like an illusion really, but it worked anyway.
People are inquisitive by nature. When they saw all these empty cans lying around, they thought, “This Red Bull’s got to be popular.” It reminds one of when you see a new restaurant and there is a long queue outside it, you start to think, “Amazing, it must be good if so many people want to dine there.”
This occurrence is what kids these days call ‘social proof’. It’s a particular psychological mechanism whereby we tend to believe that what others are doing is the right thing for us.
So, thanks to this underhanded trick people started purchasing Red Bull since they believed everybody else was taking it. It’s incredible how such an easy thing can make people change their minds about something and get them interested in something new.
But let us just talk about why this worked. The major factor here is that sometimes human beings do not have time for decision making on their own especially when it comes to trying out unfamiliar things. If they notice that many individuals seem to love something, then they will also taste it. Red Bull created the impression that their drink was already a hit; this left others curious and excited to join as well.
This was the perfect marketing strategy for Red Bull at that time since it was not costly. Advertising is very expensive and there is no guarantee that it will work. By using rubbish bins, Red Bull created a buzz without spending a penny. It’s actually thinking out of the box, literally.
However, despite how smart this trick was, it does raise questions in terms of ethics. Is it justifiable to fool people? Others might think this goes too far but some may argue that love and marketing go hand in hand. It’s manipulation, yes; however, what worked for Red Bull isn’t necessarily the same way for other businesses to emulate.
This story, in my view, demonstrates just how much of an impact social proof has. This is a constant reminder that people are always on the lookout for cues as to what they should do next. According to this theory, if you can prove to them that others are already doing the same thing, they will be more likely to follow suit. But still it is necessary not to deceive customers about the product attributes because deceitfulness has its consequences. Red Bull’s trick was harmless in the sense that it didn’t hurt anyone, but it did play on people’s perceptions in a way that might not feel entirely fair.
Looking back at it, Red Bull’s use of empties cans in bins was a brilliant but sneaky piece of marketing. It is seen from traditionalist marketing perspective which talks about thinking outside the box; one must think creatively so as to stand out from among many competitors in the market. They turned a simple idea into powerful marketing tool which helped them become the key player in the energy drink sector.
Let this lesson be an eye opener to anyone seeking to launch a new product: thinking outside the box and knowing what really motivates people. Hence, remember that ethical values are also important in marketing strategies. In other words, trustworthiness and honesty should form basis of any brand in order for it to survive on the long run.
In summing up my blog for today, I do not suggest using these kinds of tricks but Red Bull’s story is an interesting case study demonstrating how creative thinking combined with basic understanding of human behavior can lead to success for a brand. Just be honest and equitable.
Thanks for your time, hope you enjoyed this read.
So guys, was it strategy or was it manipulation?
