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What Works by Wil Seabrook, Robert Cornish

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On Marketing

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A Lesson from Red Bull

When it comes to promotions and getting the word out, there is a standard by which you can measure yourself; it's called Red Bull. This is a company that thinks BIG. They have plastered their brand, public relations (PR), marketing, and advertising absolutely everywhere.

I guarantee you that if it were not for their unbelievably huge promotional efforts, the company would not be what it is today (which happens to be a billion-dollar annual revenue—producing machine). I don't find the drink exactly tasty, but that factor has no role in their success.

I admire this company for their sheer volume of promotions and in their creativity in getting the word out.

So, what can we learn? When looking at your promotional efforts, address volume and angles of approach. In other words, what are you doing right now? How much promotion and outflow—any and all communication being sent from your company out into the marketplace to prospective clients or to current clients—are you doing? How many avenues are you using daily, weekly, and monthly to make your company's products or services known? I think most companies grossly underestimate what they need to do. Companies get so focused on other things—things that are important but not nearly as important as bringing ...

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