I keep hearing the marketing strategy ideas from posters and thought I’d add my $0.02.
The big energy companies (Red Bull, 5-Hour, Monster, GU) all succeeded due in part to grassroots guerilla marketing campaigns. I do 5Ks, adventure races, play in a rec softball league, and a number of other things that involve groups, teams, and crowds. There’s rarely an event where one or more of these companies doesn’t have a presence.
For example, last night when I was downtown (St. Pete, FL), I saw a couple of attractive Red Bull street teamers. My first literal taste of Red Bull came from this same marketing strategy in 2001 (Orlando). Ever since, there has been a 12-pack or two in my fridge as I am not a coffee drinker.
A similar thing happened while I was at a Relay for Life event back in May. The product this time was 5-Hour Energy. Their local marketing department no doubt searched for these overnight events and saw an opportunity to promote and give away the product (despite it already being a huge brand). Up until then, I had never tried one despite seeing the late night ads, the prominent product placement in convenience stores, etc. Now, and since May, I have a case in my desk for when I get that “2:30 feeling.”
While I think that their big-name agreements are great, the aforementioned companies that exist in the same foundational sector (supplements, energy) have succeeded by word of mouth via neighbors, friends, and family. It’s a crowded marketplace and they should take some queues from those who came before them and succeeded here; at least from a marketing standpoint.
I know they’ve done the sample thing, but that was to people who sought them out. They have to take the product to people who don’t know they even need it.
My two pennies.