Month: March 2011

People are bombarded with advertisements everyday of their lives. Regular marketing strategies through media are no longer very effective. Ads may need to be repeatedly viewed several times before the audience can pick it up and remember the ad. Thus, marketers need to think of more catchy ways to draw attention to products if they were to be beat competitors. Red Bull has come up with a unique strategy of catching attention and creating buzz. The use of a live stunt that would make people stop and stare the very first time they see it; people parachuting off of a tall tower or building advertising Red Bull. What’s better is they purposely film it and make use of the internet where it can be shared amoungst people worldwide. The idea is to create buzz and have the video go viral where everyone will recognize Red Bull.

This is one of many advertising videos from Red Bull’s Air Force team. A team dedicated to parachuting off tall buildings in various parts of the world to promote and create buzz for Red Bull.

Its initial reaction from the public was great and so they continued to do the stunt all over the world where Red Bull is entering markets or to increase sales where it is already sold. Red Bull has now become a global brand in short matter of time and continues enjoy growth and success with various marketing strategies that set it apart from competitors just like this one.

How much would you pay for a glass of beer? Is there such a thing as high-end beer? Apparently, yes!

It is the marketing and advertising of beer that help add value and build the brand of Stella Artois being a high-end beer brand. The “perfect” beer might not taste 100 times better than regular beer but it can seem that way. The ritual made to create a perfect glass of Stella is quite fancy and definitely adds value and validates a higher price.

This is a shortened video of the 9 step ritual to pouring a perfect Stella Artois for the purpose of using it as an ad.

For further detail on the ritual there is a complete version available as well.

Either way, Stella Artois is positioning itself as a high end brand of beer. Differentiating in the beer market is vital to survival and so far, Stella Artois is doing well as the only beer with long a pouring ritual. Be sure to watch your bartender the next time you order a Stella Artois from the tap. (As the ad now provokes you to getting one – marketing success!)

Everyone has heard of Rolex and everyone knows they aren’t cheap. Rolex uses a Premium Pricing Strategy and has enjoyed the luxurious profits of it throughout its “time”. The market of luxury goods usually include premium priced brands well known to the entire world. The products become status symbols, signs of achievement, or simply say that the owner is living well off.

The Rolex ad below features the world famous tennis player, Roger Federer and his achievements. Rolex is presented as a brand for Champions in their field. A mark or symbol for every success.

This next Rolex ad below features Brad Pitt advertising the Rolex Evance. A successful man that attracts a lot of attention – the idol of many others (and heartthrob of many women). 

Rolex is marketing to successful middle-aged men that want to express their achievements with premium priced products that never go on sale. The value a customer receives from purchasing a Rolex extends beyond the costs of production which only makes up a small portion of the selling price. World-wide brand recognition, status and symbolic worth add value and thus, Rolex proves itself as a successful value priced luxury brand.

Do all men in their 30-50s want a Rolex? (They probably do.)