Page 5: Evaluating promotional activities
For promotions to remain effective, Red Bull has to analyse the impact of different campaigns. Word-of-mouth promotions can be more difficult to measure than some traditional methods of promotion. Although healthy sales are an important measure, Red Bull uses other measures to evaluate the effectiveness of its activities. For example:
- Setting targets for sales returns from the smaller promotional activities.
- Evaluating the amount of editorial coverage its activities receive in the media.
- Measuring the number of blogs related to Red Bull’s products and the frequency of comment on these blogs.
- Evaluating the online influence of Red Bull activities in the social media. For example, on Twitter there are around 260,000 followers of Red Bull activities. On Facebook, more than 21,000,000 consumers ‘like’ Red Bull.
- Conducting an annual brand health-check with consumers to ensure that they like the brand.
Return on investment
Measuring the outcomes of Red Bull promotions is not just about return on investment. These figures do not create the whole picture. This is because it can be difficult to value word-of-mouth promotions on paper. Sales returns do not take into account other factors such as longer-term brand loyalty.
As a specific example, the Red Bull Wings Team has proved to be a very important part of the marketing strategy. When Red Bull has launched products in countries without this programme as part of its promotional mix, they have not been received as well by consumers.