MARKETING STRATEGIES

Watch the video “How Red Bull Got Us Hooked on Energy” by Bloomberg QuickTake.

WARM UP
Do you know the following company slogans? Match the company to the correct slogan.

Spotify AirBnB Pringles Pepsi Adidas

Slogans (a-e):
a) Impossible is Nothing
b) Music for Everyone
c) Belong Anywhere
d) Once you pop, you can’t stop
e) The Choice of a New Generation

Discussion
● Describe the logos of the brands above.
● What makes a good slogan and logo?
● Why is it important for a company to have a recognisable slogan and logo? Explain.
● Could a low-quality logo or slogan negatively impact a business?
● Does your company have an effective logo or slogan? Explain.

ESL Pals 1 Business English

 MARKETING VOCABULARY
Use the vocabulary from the box to complete the sentences, then answer questions.

public relations influencers market leader brand image market share

1. Red Bull is no longer the _____________ in the U.S as Monster has overtaken them.
2. To increase their _____________ Red Bull introduced new flavours and lowered prices.
3. Successful brands have a strong _____________ which customers identify with.
4. Due to social media, _________ are more popular than ever due to their large audiences.
5. Creative marketing campaigns are a great way to improve _____________.

Now, answer the following questions:

1. Do you believe marketing is an effective way to manage public relations? .
2. In your opinion, why are influencers so popular with brands?
3. How could your business increase its market share?
4. Can you think of a marketing campaign that has improved a brand’s image?
5. Who is the market leader in your industry? What makes them great?

TRADITIONAL MARKETING

Look at the pictures below and match them to the vocabulary from the box.

Billboards Cold Calling Leaflet

Exhibitions Newspaper Ads Direct Mail

1. __________________ 2. __________________ 3. __________________

ESL Pals 2 Business English

4. __________________ 5. __________________ 6. __________________

Now, answer the following questions:

1. In the digital age, do you think traditional marketing is still effective? Explain.
2. Does your company use any of these methods to advertise?
3. In your opinion, what are the weaknesses of billboards as an advertising tool?
4. Do you think cold calling can be effective, or can it annoy potential customers?
5. Describe the strengths and weaknesses of direct mail as a marketing tool.

ONLINE MARKETING

Match the words to their definitions then answer the questions.

1. Search Engine Optimisation (SEO) a) form of direct marketing via email.

2. Email Marketing b) Facebook etc. as marketing tools
3. Social Media Marketing c) strategies for a high Google position.
4. Pay Per Click d) embedding an advert into a web page.
5. Banner Ads e) pay when somebody clicks on the ad.

Now, answer the following questions:

● Does your business use any of those online marketing methods?

● What are the weaknesses of email marketing?
● Do you believe that social media is effective at reaching all generations? Explain.
● In your opinion, what are the strengths of SEO marketing?
● Which do you think is most effective - pay per click or banner ads? Explain.

ESL Pals 3 Business English

 VIDEO VOCABULARY

Watch the video “How Red Bull Got Us Hooked on Energy” by Bloomberg QuickTake.
Now, match the following quotes to their definitions.

1. “nobody had ever heard of it, an energy drink was completely beyond the pale”
2. ”they’re coming up with these incredibly elaborate stunts”
3. “It is aligning itself with, I think a very core part of youth culture”
4. “promoting its product to children hasn’t sat well with some people”
5. “to keep the Coca-cola-backed Monster away Red Bull has lowered prices”

a) an exciting, shocking action done specifically to get people's attention.

b) outside of normal behavior.
c) to support or agree with something.
d) to give financial support to something or someone.
e) to not agree with someone's values or actions.

VIDEO COMPREHENSION QUESTIONS

1. How many cans were sold in 2018?

2. Who is the founder of Red Bull?
3. In which country did he have the idea to create Red Bull?
4. How many billionaires has Red Bull created?
5. What year did it launch?
6. Can you name some events which Red Bull has sponsored?
7. What does “Red Bull: gives you wings” actually mean?
8. Why was the brand involved in controversy related to health?

ESL Pals 4 Business English

 DISCUSSION QUESTIONS

1. Does Red Bull behave differently to other brands? In your opinion, is it effective?

2. Why don’t more brands and companies copy Red Bull’s marketing tactics?

3. Do you believe guerilla marketing and elaborate stunts will be enough to save the
brand from the increased competition?

4. Discuss the challenges Red Bull will face in the future, e.g. competition, health...

5. Discuss the marketing techniques used at your company.

6. Could your company learn anything from Red Bull’s marketing?

7. If you could only use one marketing channel to promote your company, which one
would you choose and why?

8. If you could choose one celebrity to be an ambassador for your company, who would
you choose and why?

QUOTES
Read and discuss the quotes related to marketing below.

“Marketing without data is like driving with your eyes closed.”

- Dan Zarella.
● In your own words, explain the meaning of the quote.
● Give examples of the data available to digital marketers.
● How can data affect a company’s strategy?

“Successful companies in social media function more like entertainment companies,

publishers, or party planners than as traditional advertisers.”
- Erik Qualman.
● In your own words, explain the meaning of the quote.
● Does this quote apply to all companies? Explain.
● Do you follow any brands on social media that produce good content? Explain.

ESL Pals 5 Business English

HOMEWORK

INNOVATIVE MARKETING VOCABULARY

Match the words from the box to their definitions below.

a) Guerilla marketing b) Influencer c) Product Placement

1. _____________ is a form of advertising in which brands pay to be featured in a video

production (films, series etc).

2. _____________ is an advertisement strategy in which a company uses surprise and /

or unconventional methods to promote a product.

3. _____________ marketing is a form of social media marketing in which brands get

endorsements from people who have a big social media following.

WRITING TASK

On a separate piece of paper, write detailed answers to the following questions.

1. What are the advantages of product placement in movies?

2. How could your company use product placement to promote its products?

3. How could influencers have positive and negative effects on a company’s brand?

4. If you could choose one influencer to promote your company’s brand, who would
you choose and why?

5. Do you think guerilla marketing has the potential to fail? Why?

6. Research real-life examples of guerilla marketing. Afterwards, explain in detail your

favourite example, explaining the process, the idea and the results.

ESL Pals 6 Business English