Red Bull Takes Marketing to Sky High Levels

My desire to go skydiving, bungee-jumping, or deep sea scuba diving is pretty much nonexistent. You won't see me holding up the line to go rock climbing on the edge of a mountain any time soon. But I know plenty of people that like to jump out of airplanes for fun. Usually their lack of fear is impressive. Not anymore. Now if you want to impress me, I expect a free fall from space okay?

I panicked a little when Felix Baumgartner plunged from his capsule. I also learned a few things that I will keep in mind during my next marketing plan. The powerful success of this event is due to the fact that Red Bull's existing marketing message is consistent with the events they sponsor. Now, Red Bull really does give you wings. Or in Felix Baumgartner's case - a capsule that will elevate you nearly 24 miles above ground.

1. Identify roadblocks & manage them. Baumgartner prepared for this jump for seven years, giving him plenty of time to back out. Once realizing he suffered from severe claustrophobia in his pressurized suit, he learned how to manage it. Over 100,000 feet above New Mexico, in open space, Baumgartner felt claustrophic. Go figure.

2. It’s okay to ask for help: Baumgartner's jump wouldn't have been successful without the support from NASA. They helped guide him from start to finish. When his face shield started fogging up, they worked through it. When he didn't respond quickly to checklist items, they reminded him to communicate. It's all about teamwork.

3. Take chances: Saying that Red Bull took a chance as the Stratos Jump sponsor is an understatement. "His blood could boil. His lungs could over inflate. The vessels in his brain could burst. His eyes could hemorrhage. And, yes, he could break his neck while jumping from a mind-boggling altitude of 23 miles," the Associated Press reported. Imagine the PR Crisis that Red Bull would be in if something went wrong? It would be horrific. Regardless, Red Bull took that chance and everything went off without a hitch.

4. I still have no desire to jump from an airplane.

Were you one of the 8 million people that watched the jump? What did you think?

- Marysa Miller
You can follow me on Twitter @marysa_miller

The Role of Election Mail

If you have been on Facebook, Twitter, or any other social media platform recently you may have seen a post or two (or three thousand depending on your friends and followers) related to the 2012 Presidential Election.  The Obama and Romney campaigns have fully embraced social media in this election.  As a voter, you are just two clicks away from getting your hands dirty in the debates and issues.  In this election, The Democratic Party has streamed prime-time speeches live on the Internet and the Republican Party has a full-time digital communications manager on staff.

While your news feeds and timelines become inundated with election-related information, your mailbox (your REAL mailbox that is connected to a street – not the one connected to G-Mail) is also filling up.  Both campaigns are spending a pretty penny on traditional direct mail pieces to capture voters’ attention.  The Republican National Committee has spent about $102 million on mail costs.  The Obama Campaign has spent about $73 million.  Polling has showed that supporters of Romney skew older; making direct mail especially crucial.  The older generations of voters that Romney is aiming to reach are generally more comfortable with traditional direct mail rather than online communication.

Two very different direct mail pieces have been sent out to targeted micro groups from each campaign.  A targeted Romney mail piece to seniors in Florida features an older couple, highlighting his desire to preserve Medicare.  On the other side of the spectrum, targeted mail from the Obama Campaign is being sent to women voters, highlighting his healthcare plan. 

These are just two examples of targeted direct mail pieces that the election has seen this year.  Both candidates are also using email marketing, television and radio ads, and phone banks to break through to voters.  Messaging nowadays is fast and confusing.  To succeed, candidates have to maintain presence on all available mediums and stay consistent in their outreach. 

There are only 23 days left until the 2012 Election.  Not that we are counting or anything.

The 3 Basic Themes of A Viral Video

Nowadays everyone wants to grow their online presence and exposure. Nowadays everyone wants to be a part of the "online sensation." Nowadays everyone is posting a blog, creating a Facebook group, and adding a Twitter account. But, nowadays your blog is just another one among billions. So how do you differentiate yourself from the others in a cluttered cyber universe? The answer is viral. 

(Source: http://beinglatino.files.wordpress.com/2011/02/viral-videos.png)

We all know about viral videos, games, photos, websites, etc . . . They catch like wildfire and within a week a page can go from 100 views to 10 million. But what elements cause something to go viral? If everyone could make something worth being viewed 10 million times everyone would. However, if you examine most internet sensations, you can simplify viral phenomenons into 3 simple categories:

1. Shocking

A shocking video usually generates traffic on any site. Whether its because of violence or absurdity, if it surprises people, especially if it is unscripted (or semi-scripted such as a flash mob), they will be drawn to it. While most businesses would not want to draw traffic for a "shock" video, for some companies, this might be an effective way to bring your target demographic to your site. However, many consumers can be turned off if you choose the wrong type of "shock." A scary video that makes you jump at the end might be good for a movie company, but if your a financial planning firm, shocking your potential customers might not be the way to go.

(Source: http://www.blogkindle.com/wp-content/uploads/2007/12/shocked.jpg)

2. Humor

Humor in viral videos can be achieved in many ways. For the internet, the most popular videos tend to be awkwardly funny. Unless they are highly scripted and situational (which usually means you have a decent budget), awkward videos are a great way to make people laugh, get your brand recognized, and avoid blowing your budget. Maybe your video is an awkward customer being helped by your friendly employee but the customer is so awkward it is humorous. You could make the video a confusing everyday situation or just a really strange combination of things in a photo that somehow work together. The key is making sure it is outrageous. If you keep your humor within reason it will not go viral online. 

(Source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1S8ros2VEg_kb7RRoExSPiaBlOF95jLhkD30c1qY0708dQ4OC6Ka0amvqH_uOIC2QuDfnFNxKN67GUODXKYExayYfdlzWf86JwehxavrhBsFAY9xAIoQKht7r2b6PlkMdBoPlxdAu_kyo/s1600/ComedyMask-line.gif)

3. Sentimental/Cute

Sentimental videos are very difficult to achieve viral status with for a business. Most cute/sentimental viral videos are of kittens cuddling with dogs and disabled individuals accomplishing incredible feats. While those can be inspirational, they usually lack production and the intent of generating brand recognition for a company, outside of the healthcare industry. However, if your a financial or insurance company, or in another similar industry, you can create a sentimental video targeting your demographic. While youths tend to be less interested in sentimental videos, more mature citizens - who are now more active than ever on Twitter, Facebook, and YouTube - will value a well produced and written video that associates your company with their emotional concerns. 

(Source:https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAblxyr9nSiJtlfPilS5JExdjIQnmYTcpF1xKE7dnb3RoNOupGpB31Lyqnv_jQRLlYsP78Zmq586Ax_VzwViMca7bzn5LrgXVdgJvumhI9WPNCAZHKBSa4yFCZW0aoPT00WGO31-XuQH19/s1600/retired+couple+on+beach.jpg)

Marketing your company through an internet ad on your website or YouTube could be a great way to boost traffic if you can pick a theme and style relevant to your business. Remember though, if you miss, MISS BIG. A big miss has a much greater chance of generating traffic than a conservative miss, which will get lost among the masses online. And, if you miss big, you will still generate traffic, if for no other reason than curiosity.

While there are many other aspects involved in designing a viral video, these three categories are the basic types of videos that go viral. Just make sure when making a viral video you understand what you are going for and go BIG. If your going for a sentimental appeal, really try to draw on people's emotions. If you want to make people laugh, make sure they're in tears. If you want to shock people, make sure they jump out of their seat. No one forwards a video that makes them slightly chuckle. But a properly designed viral video can boost traffic to your website and ultimately boost your name recognition and sales.

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By: Will Pearlman 

Check Out Some Great Viral Video Examples Here!

Guerrilla Location

So you’ve been in business for a while, you’ve got a decent client base in your area, but of course, your looking to grow. However, budgets are tight and you can not just spend on endless advertising. Traditional methods can be effective, but once your business is established, how do you grow beyond your reach without overreaching?

The answer is what I like to call Guerrilla Location. Now most people at this point have some idea about street or guerrilla marketing. Between YouTube videos of flash mobs and street art campaigns you might have seen locally, guerrilla marketing have become an effective new force in advertising.

Street marketing has exploded for several reasons; it’s fun, it's cheap, and it leaves an impression on most consumers because it's usually unexpected and ostentatious. You rarely have more than a few seconds to catch the attention of your target customer so in that short time frame, what are the best ways to leave a lasting impression?

The first key is to understand what else your targeted demographic does in isolation from your industry. Maybe you produce skateboards and have been advertising in skating magazines and on local TV, but your looking to grow. You obviously know who is skateboarding and where they ride their boards, but what are the skateboarders doing when they are not riding their boards? Are they at a concert, if so what bands? Are they at the mall, if so what stores are they shopping at and what are they shopping for? Find events or other products your demographic uses, even if completely unrelated to your product, and make an advertising presence there.

The Key is to Stand Out!

Once you have determined other products or locations your target customers utilize, there are many creative and low cost ways to get your brand out there. It is one thing to sponsor an event; it’s another thing to leave a memorable impression at one. For this example, something like a giant 15 foot skateboard could be erected outside a concert venue in a public area - a low cost, fun way to keep your customers thinking of you. People will laugh at it, remember it, maybe take a picture with it; then post that photo on facebook and eventually your brand will be on their mind the next time they look to buy a skateboard.

This basic principal can be applied to any business. The biggest concern is understanding what your customer’s other needs are and creating an advertising presence in those locations. If this is done on a consistent basis, perhaps at least once or twice a month depending on your size, market, and industry, you can generate substantial brand growth through word of mouth about all the fun and creative advertisements people have seen for your brand.

 A Guerrilla Advertisment Can Be Anywhere!

If you can find a high correlation between customers in your industry and another industry, advertise at events in those other industries. You will stand out as your industry's sole representative and still effectively target your demographic. Perhaps you'll even bring in a few new clients who never used your industry but,  seeing your brand in conjunction with others, might inspire them to give it a try. Creativity in location can be more effective than your actual message, simply because you stand out. Find what your customers enjoy and do outside of their role in you industry and pursue expanding your marketing campaigns to these locations. 

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By: Will Pearlman

Guerrilla marketing- What Marketers can Learn from Street Artists

Most of us have gotten the email - the super dimensional chalk drawings done on sidewalks, streets, and alley ways has virtually circled the globe a few times, and with good reason. Instead of going to Gallery owners, art brokers, and museums, this talented artist took to the streets and started putting his temporary chalk images in the center of busy civic centers and walkways, gaining permanent recognition in not only the art community, but the advertising community as well- and corporate giants are now following suit, putting branded images in unexpected places.  (Thank you to redjellyfish.com for their collection of street art pics, I borrowed a few)

But there is more to be learned from street artists than just how to get your images seen, street artist are masters of "Guerrilla Marketing"- getting their opinions, messages and art to the masses without breaking the bank or utilizing tired and dated tactics. Street artists are very 'avant garde' in their approach, and the world of  advertising and marketing could take a lesson or two.