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