Engaging consumers through word of

Engaging consumers through word of mouth marketingA Red Bull case studyIn today’s society, consumers are bombarded with promotional messages from organisations. Consumers receive these messages when they listen to the radio, watch television, read a newspaper, commute to work or simply walk around a city centre. Effective promotion relies on the message reaching the consumer in an accurate and timely way. However, there are so many messages it can be difficult for a business to reach its target audience.Promotional approachesAbove-the-lineThere are several traditional approaches to promotion. Perhaps the best known is advertising. This is a key element of what is known as above-the-line promotion. Although this makes it easy to reach a large audience, it is more difficult to deliver a memorable message that is tailored to a specific target market. Red Bull’s above-the-line promotion primarily helps to increase top of mind brand awareness amongst consumers.Below-the-lineBelow-the-line promotions encompass all other forms of promotional activity. To reach targeted groups of consumers, Red Bull focuses heavily on developing inventive below-the-line promotions. Unlike many businesses, Red Bull does not use traditional sponsorship as a method of below-the-line promotion. Red Bull takes a different approach. It creates and organises its own events around the world. These events provide a platform for talented athletes to showcase their skills and ambition.Engaging with consumersA key aspect of Red Bull’s promotion is about creating genuine relationships with individual athletes, such as Robbie Maddison, who was able to achieve his lifelong ambition when he performed the first ever motorcycle back-flip over a raised Tower Bridge in London. Through supporting these athletes in pushing themselves beyond their limits, Red Bull is able to engage with consumers. Red Bull events provide experiences that excite, surprise and challenge participants and spectators.Developing the brandEvents like these support the brand ethos and contribute to the Red Bull experience. They are based on a belief that mass awareness can be achieved without requiring big budgets. In fact, the large-scale activities, such as the Formula 1 team that is owned by Red Bull, are not the cornerstone of its promotional strategy. These activities are focused on building talent and pushing the sport to new levels through innovation. However, the emphasis is on local activities that can have a big impact and create interesting media coverage. These have the advantage that the company can quickly and inexpensively change anything that is not working. It can repeat or develop ideas that work and seem to have good public appeal. The programme is managed through an annual activity plan, which is based on a three-year overview of promotional work.Word of mouth (WOM)'Pull or Push' marketingWord of mouth (WOM) promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales.Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales.The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect.Innovations in promotionRed Bull continues to use this process to reach consumers in innovative ways. Initiatives include:Red Bull Wings Team – The team of students go out on the road in their Red Bull mini to help launch the product in new markets. The branded mini has a Red Bull can on the back of it. The team offer a cold can of Red Bull to people in need of energy to demonstrate the product’s qualities. Through engaging consumers in a fun, non-threatening way they create a personal and positive product experience. For example, the Wings Team attended

Engaging consumers through word of mouth marketingA Red Bull case studyIn today’s society, consumers are bombarded with promotional messages from organisations. Consumers receive these messages when they listen to the radio, watch television, read a newspaper, commute to work or simply walk around a city centre. Effective promotion relies on the message reaching the consumer in an accurate and timely way. However, there are so many messages it can be difficult for a business to reach its target audience.Promotional approachesAbove-the-lineThere are several traditional approaches to promotion. Perhaps the best known is advertising. This is a key element of what is known as above-the-line promotion. Although this makes it easy to reach a large audience, it is more difficult to deliver a memorable message that is tailored to a specific target market. Red Bull’s above-the-line promotion primarily helps to increase top of mind brand awareness amongst consumers.Below-the-lineBelow-the-line promotions encompass all other forms of promotional activity. To reach targeted groups of consumers, Red Bull focuses heavily on developing inventive below-the-line promotions. Unlike many businesses, Red Bull does not use traditional sponsorship as a method of below-the-line promotion. Red Bull takes a different approach. It creates and organises its own events around the world. These events provide a platform for talented athletes to showcase their skills and ambition.Engaging with consumersA key aspect of Red Bull’s promotion is about creating genuine relationships with individual athletes, such as Robbie Maddison, who was able to achieve his lifelong ambition when he performed the first ever motorcycle back-flip over a raised Tower Bridge in London. Through supporting these athletes in pushing themselves beyond their limits, Red Bull is able to engage with consumers. Red Bull events provide experiences that excite, surprise and challenge participants and spectators.Developing the brandEvents like these support the brand ethos and contribute to the Red Bull experience. They are based on a belief that mass awareness can be achieved without requiring big budgets. In fact, the large-scale activities, such as the Formula 1 team that is owned by Red Bull, are not the cornerstone of its promotional strategy. These activities are focused on building talent and pushing the sport to new levels through innovation. However, the emphasis is on local activities that can have a big impact and create interesting media coverage. These have the advantage that the company can quickly and inexpensively change anything that is not working. It can repeat or develop ideas that work and seem to have good public appeal. The programme is managed through an annual activity plan, which is based on a three-year overview of promotional work.Word of mouth (WOM)'Pull or Push' marketingWord of mouth (WOM) promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales.Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales.The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect.Innovations in promotionRed Bull continues to use this process to reach consumers in innovative ways. Initiatives include:Red Bull Wings Team – The team of students go out on the road in their Red Bull mini to help launch the product in new markets. The branded mini has a Red Bull can on the back of it. The team offer a cold can of Red Bull to people in need of energy to demonstrate the product’s qualities. Through engaging consumers in a fun, non-threatening way they create a personal and positive product experience. For example, the Wings Team attended

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结果 (简体中文) 1: [复制]

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通过口耳相传的营销吸引消费者 红牛的案例研究 在当今社会，消费者受到组织的促销信息的轰炸。消费者在收听广播，看电视，看报纸，上下班或只是在市中心漫步时都会收到这些消息。有效的促销依赖于准确，及时地传达给消费者的信息。但是，消息太多，企业很难到达目标受众。 促销接近 上面的线 有几种传统的晋升方法。也许最著名的是广告。这是所谓的在线促销的关键要素。尽管这样可以轻松地吸引大量受众，但要传递针对特定目标市场的难忘信息却更加困难。红牛的在线促销活动主要有助于提高消费者对品牌的最高认知度。 线下 线下促销包括所有其他形式的促销活动。为了吸引有针对性的消费者群体，红牛致力于开发具有创造性的线下促销活动。与许多企业不同，红牛不使用传统赞助作为线下促销的方法。红牛采取了不同的方法。它在世界各地创建和组织自己的活动。这些赛事为才华横溢的运动员提供了一个展示自己的技能和雄心的平台。 与消费者互动 红牛晋升的一个关键方面是与个人运动员建立真正的关系，例如罗比·麦迪逊（Robbie Maddison），他在伦敦的一座高架塔桥上进行了首次摩托车后空翻时能够实现他的终生抱负。通过支持这些运动员超越自己的极限，红牛能够与消费者互动。红牛赛事提供了令人兴奋，惊喜和挑战参与者和观众的体验。 发展品牌 诸如此类的事件支持品牌精神，并为Red Bull体验做出贡献。他们基于这样的信念：无需大量预算即可实现大众意识。实际上，大规模活动，例如红牛拥有的一级方程式车队，并不是其促销策略的基石。这些活动的重点是培养人才，并通过创新将这项运动推向新的高度。但是，重点是可能会产生重大影响并引起有趣的媒体报道的本地活动。这些优点是公司可以快速，廉价地更改不起作用的任何内容。它可以重复或发展可行且似乎具有良好公众吸引力的想法。该计划通过年度活动计划进行管理，该计划基于对促销工作的三年概述。 口口相传（WOM） “推拉式”营销 口口相传（WOM）促销基于拉式营销原则。它依赖于通过对话或诸如电子邮件或文本消息之类的个人通信在人与人之间传递积极的营销信息。拉式营销使消费者将其他消费者带入产品。相比之下，推式营销使用在线促销技术将产品展示在消费者面前，以产生销量。 红牛广泛使用拉式营销。这种方法涉及使消费者对产品感到兴奋，并将这种兴奋感传达给他们的家人和朋友。这也与试图在媒体上报道红牛事件有关。这种覆盖范围可以鼓励消费者了解有关该产品的更多信息。通过创建有趣的故事供人们谈论，它有助于产生动力，进而有助于树立品牌知名度并增加销量。 Red Bull的创始人在1980年代使用拉动营销来推广他的原始产品。他聘请了红牛联队（Red Bull Wings Wings Team）出去与人们一对一地谈论该产品。这有助于引起消费者对产品的兴趣。当人们体验这种饮料并欣赏其品质时，他们便成为该品牌的拥护者。当他们与朋友交谈时，他们与其他消费者分享他们的观点。因此，促销会产生连锁反应。 促销中的创新 Red Bull继续使用此过程以创新的方式吸引消费者。举措包括： Red Bull Wings团队–学生团队乘坐他们的Red Bull mini出门在外，以帮助在新市场中推出该产品。品牌迷你车的背面有Red Bull罐头。该团队向需要能量的人们提供一罐冷红牛，以证明产品的质量。通过以有趣，无威胁的方式吸引消费者，他们创造了个性化和积极的产品体验。例如，翅膀队参加了

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结果 (简体中文) 2:[复制]

复制成功！

通过口碑营销吸引消费者 红牛案例研究 在当今社会，消费者受到来自组织的促销信息的轰炸。消费者在收听广播、看电视、看报纸、上下班或只是在市中心散步时，会收到这些信息。有效的促销依赖于准确及时地向消费者传达的信息。但是，信息太多，企业很难到达目标受众。 促销方法 在线以上 有几种传统的晋升方法。也许最有名的是广告。这是所谓的在线促销的一个关键要素。尽管这样可以方便地接触到大量受众，但很难传递针对特定目标市场定制的令人难忘的信息。红牛的上线促销主要有助于提高消费者的顶级品牌知名度。 线下 下线促销包括所有其他形式的促销活动。为了覆盖目标消费者群体，红牛专注于开发创造性的线下促销。与许多企业不同，红牛不会将传统赞助作为下线促销的方法。红牛采取不同的方法。它在世界各地创建和组织自己的活动。这些活动为有天赋的运动员提供了一个展示他们的技能和雄心壮志的平台。 与消费者互动 红牛推广的一个关键方面是与个别运动员建立真正的关系，比如罗比·麦迪森，当他在伦敦一座高耸的塔桥上进行有史以来第一次摩托车反翻转时，他能够实现他毕生的雄心壮志。通过支持这些运动员超越极限，红牛能够与消费者互动。红牛赛事提供让参与者和观众兴奋、惊喜和挑战的体验。 发展品牌 这样的活动支持品牌精神，并有助于红牛体验。它们基于这样一种信念，即无需大量预算即可实现大众意识。事实上，大型活动，如红牛旗下的一级方程式车队，并不是其推广战略的基石。这些活动的重点是培养人才，通过创新将这项运动推向新的水平。然而，重点是地方活动，可以产生很大的影响，并创造有趣的媒体报道。这些优点是公司可以快速、廉价地改变任何不起作用的东西。它可以重复或发展的想法，工作，似乎良好的公众吸引力。该方案通过年度活动计划进行管理，该计划以三年宣传工作概述为基础。 口碑（WOM） "拉或推"营销 口碑（WOM）促销是基于拉营销的原则。它依赖于跨

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结果 (简体中文) 3:[复制]

复制成功！

通过口碑营销吸引消费者 红牛案例研究 在今天的社会，消费者被来自组织的促销信息轰炸。消费者在收听广播、看电视、看报纸、上下班或只是在市中心散步时，都会收到这些信息。有效的促销依赖于及时准确地传达给消费者的信息。然而，信息太多了，一个企业很难达到它的目标受众。 促销方法 高于线 有几种传统的晋升方法。也许最出名的是广告。这是所谓的线上促销的一个关键要素。尽管这使它很容易接触到大量的受众，但要传达一个针对特定目标市场的难忘信息则更为困难。红牛的线上推广主要有助于提高消费者心目中的顶级品牌知名度。 线下 线下促销包括所有其他形式的促销活动。为了接触到目标消费者群体，红牛将重点放在开发创造性的线下促销活动上。与许多企业不同的是，红牛并没有将传统的赞助作为线下推广的方式。红牛采取了不同的方法。它在世界各地创建和组织自己的活动。这些赛事为才华横溢的运动员提供了一个展示自己技能和抱负的平台。 与消费者接触 罗比在伦敦第一次升职时，就把他和红牛的个人关系打造成了一座能成就他一生志向的关键人物。通过支持这些运动员超越自己的极限，红牛能够与消费者接触。红牛赛事提供了让参与者和观众兴奋、惊喜和挑战的体验。 发展品牌 这样的活动支持了品牌精神，也为红牛体验做出了贡献。他们基于这样一种信念：大众意识可以在不需要大量预算的情况下实现。事实上，诸如红牛旗下的一级方程式车队等大型活动并不是其推广策略的基石。这些活动的重点是培养人才，通过创新将体育运动推向新的水平。然而，重点放在可以产生重大影响和创造有趣的媒体报道的地方活动上。这样做的好处是，公司可以迅速、廉价地改变任何不起作用的东西。它可以重复或发展出有效且似乎具有良好公众吸引力的想法。该方案通过年度活动计划进行管理，该计划以三年期宣传工作概览为基础。 口碑（WOM） “拉或推”营销 口碑推广是基于拉动式营销的原则。它依赖于一个积极的营销信息在人与人之间通过对话或个人通信，如电子邮件或短信。拉动式营销让消费者把其他消费者带到产品中来。相比之下，推式营销使用线下的促销手段，把产品摆在消费者面前，以产生销售。 红牛广泛采用拉式营销。这种方法包括让消费者对产品感到兴奋，并将这种兴奋传递给他们的家人和朋友。这也是为了让媒体报道红牛事件。这种报道可以鼓励消费者更多地了解产品。它有助于产生动力，通过创造有趣的故事让人们谈论，这反过来又有助于创造品牌知名度和增长销售额。 上世纪80年代，红牛的创始人利用拉式营销来推广自己的原创产品，他聘请了一个红牛之翼团队走出去，与人们一对一地谈论产品。这有助于创造消费者对产品的兴趣。当人们体验这种饮料并欣赏它的品质时，他们就成了这个品牌的拥护者。当他们和朋友交谈时，他们会和其他消费者分享他们的观点。因此，促销活动产生了连锁反应。 促销创新 红牛继续利用这一过程以创新的方式接触消费者。倡议包括： 红牛之翼团队——学生们开着他们的红牛迷你车上路，帮助在新市场推出产品。品牌mini的背面有一个红牛罐头。该团队向需要能量的人提供一罐冷红牛，以展示产品的品质。通过以一种有趣、无威胁的方式吸引消费者，他们创造了一种个人和积极的产品体验。例如，Wings团队参加了

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