Q1: How did Red Bull evaluate its promotional activities?

Which promotional activity

generated the maximum desired results? Calculate MROI for Red Bull.

Red Bull uses a progressive marketing strategy. Strategy aims to constantly evolve and develop
the brand. Red Bull uses other measures to evaluate the effectiveness of its activities.

Red Bull evaluates its promotional activities:

 Setting targets for sales returns from the smaller promotional activities.
 Evaluating the amount of editorial coverage its activities receive in the media.
 Measuring the number of blogs related to Red Bull’s products and the frequency of
comments on these blogs.
 Evaluating the online influence of Red Bull activities in the social media. For example, on
Twitter there are around 260,000 followers of Red Bull activities. On Facebook, more than
21,000,000 consumers “like” Red Bull.

Also, the activity which generated maximum desired results is “Below-the-line” promotions
because it doesn’t uses the traditional approach of marketing the product through televisions, radio,
and internet. It created and organizes its own events around the world and they target athletes to
highlight their skills and abilities through which brand value is established.

MROI:

Measuring the outcomes of Red Bull is not just about return on investment. Sales returns do not
take into account other factors such as longer-term brand loyalty. For example, the Red Bull Wings
Team has proved to be a very important part of the marketing strategy. When Red Bull has
launched products in countries without this program as part of its promotional mix, they have not
been received as well by consumers.
Q2: How does Red Bull reach its customers? In your opinion, which one of their initiatives
is most innovative? Please support your answer with three logical reasons.

Red Bull uses a distinctive approach to marketing. It uses innovative promotional techniques to
improve the process of communication and drive consumer engagement and loyalty. By organizing
sports events Red Bull engages with customers breaking all the stereotypical approaches of
marketing. Red Bull extensively uses Pull marketing strategy. This approach involves consumers
to attract toward product. To remain competitive and interact with consumers, Red Bull creates
new ways of reaching its target audience.

The most initiative innovation is “Red Bull Bedroom Jam.” The reason for choosing this initiative
is;

 Building Red Bull reporter on world class events, giving them the chance to have their
work published in a variety of credible publications.
 Opportunity of playing at UK festivals.
 Be tour support for established musical acts.