Author Archives: Terry Hayes

Red Bull Marketing - Red Bull Office Santa Monica

Red Bull Marketing – What Your Business Can Learn from Red Bull

Six-year-old Red Bull Media House has over 135 full-time publishing house employees. They’ve produced 105 videos with at least 1 million views on YouTube. Their 2011 film, The Art of Flight, topped the iTunes charts. And those are just a few of their marketing milestones.

Walking through their Santa Monica facility at a breakfast meeting recently, I was visually reminded of Red Bull’s shrewd choice to market their brand using “pull marketing” techniques.

Contently cites the opportunity for other companies to learn from Red Bull’s strategies:

Just as Red Bull capitalized on the lack of media attention to extreme sports there are other opportunities for brands to fill gaps in the content universe.

There are myriad topics with hungry audiences but nobody creating a consistent amount of high-quality content. It’s on brands to locate those opportunities.

In doing so, brands would be smart to remember their advantages as publishers:

  • They have no need to sell advertising, besides their own branding, which allows them to offer their audience a cleaner and superior experience
  • They can run at a loss while still delivering a net profit
  • They can leverage the large, built-in social followings that many top CPC brands enjoy

Red Bull Marketing Strategy – Taking a Leading Role in Branded Media Content Marketing

Red Bull Media House – No media company on earth owns the extreme sports space like Red Bull, and more than any other company, they represent the full potential of brand publishing, capitalizing on nearly every multimedia channel available.

Contently outlines Red Bull’s successful, content oriented approach in the PDF “How Storytelling is transforming CPC” (Consumer Packaged Content Marketing):

On the surface, Red Bull’s approach isn’t particularly ground breaking. It identified its core consumer and asked: What do they want? What do they like?
Well, they like extreme sports and action.

Lots of brands get to this point. The difference between Red Bull and most brands, though, is that it got to this point and decided to create the vehicle through which its core customers consume the things they love.

Red Bull Media House lives up to its name; there’s a whole family of media sub-brands driving Red Bull’s content marketing operation. The company’s magazine, The Red Bulletin, is available online, via an iPad app, and through a print magazine that boasts around 5 million paid subscribers. Red Bull even has a film studio and a record label.

The marketing strategy that has worked best for us is not to publish our strategies,” said a Red Bull representative. But it’s not difficult to decode and see how the blueprint can be applied by other CPC brands. It can be summarized in a sentence: Determine what your audience wants, and give it to them better than anyone else.

Feature Film: The Art of Flight

Red Bull Marketing - Red Bull Feature Film - The Art of Flight Trailer

Print: The Red Bulletin

Red Bull Marketing - The Red Bulletin - Print Magazine

Mobile Gaming: Red Bull X-Fighters

Red Bull Marketing - Red Bull X Fighters Mobile Game

Sporting Events – Captured on Media:
Formula One, plane racing, snowboarding, cycling, more….

Red Bull Marketing - Red Bull Sporting Events

Music: Music school and month long event – Music Academy

Red Bull Marketing - Red Bull Music Academy

The need to produce original marketing content creates similar challenges for new businesses and established brands.

Jeff Bullas writes about the difficulties companies face when adopting a branded content marketing model:

Its pull rather than push marketing
Entertain and educate first and sell second
You don’t talk about your product
You must think and act like a publisher not an advertiser
You operate in real time
Need different resources
Needs a different culture

Publishing branded content and embracing this new marketing approach means:

Re-allocation of company resources
Re-educating the team
Changing the culture
Adapting to a mobile content world
Understanding re-purposing of content
Developing an integrated mindset
Creating “conversations around the brand” not about the brand

Red Bull Marketing - Red Bull Grand Prix Racer

What can your business learn from Red Bull Marketing? Here are a few strategies to consider and apply:

Learn to “entertain first”
Build an audience for your content and the sales will come

Create conversations “around” your brand
No one wants to talk about a drink but they will talk about music, share amazing photos and embed videos that are epic!

Learn to “monetize your content”
Red Bull licenses some of their images, sells movies and charges to read their magazine

Create a “focused and powerful content strategy”
Red Bull set up a separate, media company to publishing their awesome content

Understand the “importance of mobile”
Red Bull has developed apps, games and platforms that work on a variety of devices

Quality is very important, but “you need quality and quantity” too
Red Bull is “everywhere”! Look around.

Mashable said: “Red Bull is a publishing empire that just happens to sell a beverage.”

Red Bull Marketing Strategy - Nikolaus Kimla Pipeliner CRM @ Red Bull

Power Breakfast # 72 at Red Bull – Nikolaus Kimla CEO of Pipeliner:

Red Bull is the most popular energy drink in the world with 5.387 billion cans sold in 2013.

Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink invented and sold in Thailand. He modified the ingredients and founded Red Bull GmbH in 1987, in partnership with Chaleo Yoovidhya.

About The Author: 

Terry Hayes is an Online Marketing Consultant and Hubspot VAR at Agency IMC based in Santa Monica, California.

HubSpot Software

HubSpot Software Puts More Muscle In Your Online Marketing

Managing marketing content for company blogs, email campaigns and social media platforms is a time consuming endeavor. Tracking the results of online marketing campaigns across multiple channels is equally challenging for businesses or marketing departments to manage, often requiring the exporting of analytics data as well as the collating or assembling of data into consolidated reports.

Enter HubSpot… HubSpot software is designed to empower business clients with an alternative to commonly used piece-meal marketing solutions by integrating the core components of SEO, content marketing, email, blogging, lead management and analytics tracking into one platform console.

Attract, Convert, Close.

Attract, Convert, Close. That’s the HubSpot motto and it provides those not familiar with HubSpot software platform an inside view of the HubSpot inbound marketing methodology. Attract customers with user friendly, persona targeted content. Convert visitors to leads with useful information and compelling offers. Close business by providing clear choices for potential customers or clients to respond to.

Here are a few good reasons why I believe HubSpot’s marketing software is an optimal choice for many businesses to consider using for their online marketing needs.

How most marketing tools work:

Completely separate tools
Most marketing tools are completely separate from each other so many marketers are forced to use an email tool here, a CMS there and a blogging tool somewhere else.

Inconsistent marketing material
Creating consistency using separate tools is difficult and often leads to marketing campaigns that communicate something different on each channel.

Siloed analytics
Every marketing tool has its own analytics, its own reports and its own format. Trying to combine analytics data into a single view often adds a tedious amount of manual work.

How HubSpot software works:

All-in-one toolset
HubSpot’s suite of tools work together seamlessly, letting you focus on your marketing content and performance, not on cobbling together different tools.

Built-in Consistency 
All HubSpot marketing templates are optimized for conversion and mobile distribution out of the box. Using template packs ensures consistency across email, landing pages and website pages.

Unified Analytics 
HubSpot’s integrated analytics contains data from all HubSpot tools, all in one place, so you can analyze and compare data across all channels. See who clicked what, what they did on your website and what they did over time, all in one contact view. 

HubSpot Tools Deliver an Integrated Marketing System for Business Users

HubSpot is designed to be an “all-in-one” marketing software platform as I’ve mentioned above. That’s a pretty bold statement to make  I’ll admit, but HubSpot marketing software backs up this claim by providing business customers a complete set of marketing tools that are accessible from one console.

Here is an overview of the tools HubSpot software offers users to attract, convert and close customers:

Tools to Attract Visitors

Attract

Blogging
HubSpot’s blogging software provides seamless integration with SEO and Social Media. Easily create remarkable content that will help your business get found.

Social Inbox
Social Inbox allows you to view social activity by customers, leads, or any other segment you want, from what pages they visit to how often to whether or not they’re a customer. Connect to the people who matter most to your business.

SEO
Research keywords, track competitors and create targeted content that will rank in search engines, search engine optimization is built into the HubSpot platform. Improve your search rankings and get found by quality leads.

CMS/Website Pages
HubSpot’s content management system gives you full control of your website whether you know how to code or not. Manage the pages of your website and track performance

Tools to Convert Leads

convert

Calls-to-Action
Build custom, dynamic CTAs that incorporate A/B testing to drive leads. Change offers automatically based on who’s viewing it.

Landing Pages
Build custom landing pages without needing to code in the WYSIWYG editor. Create more pages that improve conversion rates and generate leads.

Forms
Build powerful forms that convert customers with HubSpot’s drag and drop form builder. Ask the right questions at the right time to optimize lead conversions.

Lead Management
HubSpot brings lead data from every touchpoint into one clean view panel. Users can segment leads based on their activity across your site and other channels.

Tools to Close Customers

close

Email
Create targeted, personalized email templates that get responses from readers. You can personalize your emails with any field from your marketing database.

Marketing Automation
The HubSpot Workflows tool allows for scheduled, stepped lead nurturing with relevant content. Use marketing automation to trigger timed follow up emails to your contacts.

Analytics
HubSpot provides a range of analytics data in a centralized interface. See which traffic sources are generating the most leads, plus gain other insights from a range of reporting options.

Salesforce Sync
HubSpot integrates with Salesforce and other familiar CRM systems to give sales teams the data they need to close leads. Use Salesforce data to segment contacts, personalize emails and more.

Is HubSpot’s Marketing Software Platform a Good Fit for your Business?

HubSpot all-in-one marketing software is used by more than 8,000 companies in 56 countries to attract leads and convert them into customers. HubSpot developers are continually working to improve the platform and to incorporate user suggestions that help to improve its functionality for customers.

HubSpot’s goal is to help its customers create marketing content that people love. Is HubSpot Software a good choice for your business? I suggest requesting a demo so that you can decide for yourself.

 

About The Author: 

Terry Hayes has been a HubSpot software user since 2009 and a Certified HubSpot Inbound Marketing Consultant.