Onboard the Red Bull marketing wagon

In the social media age becoming a marketer is vital in every company. Marketing has no ranking; in this social media age everyone can be a marketer. In effect we all act as a movie directors in co-creating the 'company flick' which various audiences view from the customer, to other internal employees and their friends, prospects as well as detractors.

By empowering employees to interact with various individuals both within their social influence and beyond a company can build a community both within and outside the company's walls whether they are in Starbucks with friends or lingering around the office water cooler. Above and beyond that something special happens when they 'hijack' the brand and spread the company's philosophy; you end up developing relationships. Companies such as Virgin, IBM, Mac and Red Bull have successfully incorporated the 'everyone can be a marketing movie director' role.

Even though you may have an active audience who are a real asset, ones who are active in promoting your brand to the extent where your competitors become green with envy there are still a few golden rules to respect. With the first one being TRUST, you may have their details but spam them and they'll vanish quicker than you can say 'cut', taking with them their asset and value.

Companies like Red Bull who effectively market to youth are brilliant at turning their audience into 'walking marketing directors'. When it comes getting people on board few rivals exists, their communication rules are specific in driving their success. What can other businesses learn from their communication?

Red Bull rule 1: Know your audience - what motivates them?

If your company has a focus group room then in accordance with Red Bull it's perhaps best to tape luminous crime scene tape all over the door. Understanding your audience is about meeting them 'face-to-face' where they would normally meet or socialise.

Red Bull rule 2: Give them an experience. Don't sponsor an event - create it.

Playing it safe is not always the best move when attracting audiences. Red Bull encompass corporate culture and huge doses of creativity when coming up with events for example in setting up the 1976 games and even the Slush Cup in Banff. They also have events which engages and attracts a cross section of audiences who are united in their common message of energy and fun.

Red Bull rule 3: Don't follow a trend capture a behaviour.

If you understand your audiences social fabric then half the battle is won. They understand that trends fad but the intrinsic timeless driver of their target audiences remains the same. This includes their need to belong in a community alongside the need to be significant.

Red Bull rule 4: Sell the community not the product. The audience lifestyle not the drink.

There are a million and one energy drinks out there, some of which are great value for money so how are Red Bull able to command high prices for their products? The fact of the matter is that they are selling their brand's story to the community, in effect they are sharing what the brand stands for and why the audience should choose them over other brands. They are in essence selling the emotional values of being involved with the brand much more so than the product itself. If you can make people feel good when they are around your brand then the association will win their hearts and minds.

Red Bull rule 5: Create legacies over advertising.

Build something your audience can build social interaction around.

Creating a legacy also fits in well with the ethos of sharing your company story. Traditional advertising rarely sets one company apart from the others. This is a sure fire way of creating something that outlives an advertising campaign. This method of communication enables the audience to engage with the company legacy driving their curiosity and interest a concept they can perhaps build a social interaction around.