Red Bull, ¿Venta de bebidas o puro marketing?

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Hoy vengo a hablaros de una de las compañías más famosas de la última década. ¿Quién no conoce su logo? ¿O su lema?

Seguro que todos habéis probado esta bebida en algún momento de vuestra vida y probablemente hayáis asistido a algún evento promocionado por ellos.

Esta compañia se rige por un modelo de negocio que me encanta, es insólito pero funciona.

Red Bull se centra en los medios, en los eventos y en segundo plano, vende bebidas energéticas.

Es tal la importancia que le dan a los medios tradicionales que Red Bull tiene una revista propia, “The Red Bulletin”, y en algunos países tienen incluso programas de televisión propios.

 

The-Red-Bulletin

La marca en vez de anunciarse y pagar publicidad en otros medios, se esforzó en crear los suyos propios y hoy, les saca el máximo partido.

El hecho es innegable, venden un sólo producto pero de calidad y con auténtico valor añadido.

Las cifras son espectaculares, más de cinco mil millones de latas al año, nueve mil empleados repartidos en 165 países y una reputación que la sitúa como la empresa más poderosa del mundo en el campo del marketing de contenidos, por delante de Samsung, Google y Nike.

Las acciones de Marketing no han dejado de sorprendernos. Y es que Red Bull invierte el 25% de su facturación global en publicidad.

Empezaron llenando las playas y competiciones de latas gigantes y merchandising, lo cuál definía un ambiente de fiesta pero competitivo. También han contratado personajes famosos como Eminem o Paris Hilton para promocionar imagen.

Pero como siempre, a mí lo que más me llaman la atención fueron los inicios. Porque darse a conocer cuando no tienes medios es menos sencillo y la creatividad y el ingenio se vuelven impagables.

Cuando empezaron a distribuir las bebidas buscaron formas de promocionarse gratis, y llegar al público objetivo. ¿Qué se les ocurrió? Pues llenar el suelo de eventos y festivales de botes y botellas vacíos de la marca. Unos cuantos metros más adelante regalaban muestras de la bebida a los asistentes, para repartir lo que por entonces llamaban “energía libre”.  Simplemente genial.

VALENCIA, SPAIN - FEBRUARY 01:  Sebastian Vettel (L) of Germany and Mark Webber (R) of Australia  attend the unveiling of the new Red Bull Racing RB7 at the Ricardo Tormo Circuit on February 1, 2011 in Valencia, Spain.  (Photo by Mark Thompson/Getty Images) *** Local Caption *** Sebastian Vettel; Mark Webber

Valencia, España – Febrero de  2001: Sebastian Vettel y Mark Webber

En mi opinión, los dos momentos clave en la vida de Red Bull fueron el titulo mundial de constructores en Fórmula 1 y el exitazo de la misión Stratos.

Creo que éste fué un momento histórico, no sólo porque nunca se había hecho nada parecido sino también en cuanto a que supuso una hazaña de un nivel científico-técnica y de marketing que poco puede compararse a otras.

Las etapas de la misión de Felix Baumgartner ejemplifican muy bien la técnica que utiliza Red Bull en el Marketing.

  • Crea tu propia historia y contrata a los mejores profesionales del sector.
  • Ten un plan de acción para el antes, el durante y el después.
  • Potencia los canales de la marca, presta mucha atención a los detalles y ten cautela con las redes sociales.
  • Logra colaboraciones con todos los medios nacionales para asegurar la multiplicación del impacto de tus acciones, ofreciéndoles múltiples versiones de tus contenidos y en varios formatos (y con los derechos que ello conlleva).
  • Y voilá, tenemos a medio planeta pendiente de un tipo tirándose del cielo.

De aquí, que el futuro de la compañía vaya más ligado a monetizar la influencia e imagen de la marca que a la venta de sus bebidas.

Si os ha resultado interesante este artículo, os animo dejar vuestro comentario en la parte inferior.

 

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