did I answer this question properly and cite the module content as per APA?

1. IMC Mix: Sales Promotion

Provide a detailed description of Red Bull's sales promotion strategy. In addition, describe how else Red Bull could use both consumer promotions and trade marketing promotional strategies. Be sure to provide examples as part of your response.

My answer:

As MKT 103, Module 8, (2021, November 24, para. 1) "sales promotion offers incentives to consumers, employees, and other organizations to increase the size of purchase (average ticket size), grow consumer demand, advance your target market through the sales funnel, stimulate market demand, and improve product availability." It is a "marketing strategy where a business will use short-term campaigns to spark interest and create demand for a product, service or other offers" (Pipedrive, 2021). Red bulls' sales promotion uses direct marketing, when they initially looked at "targeting men in the 18-35 age range at college parties and bars and offered up free samples". (Moore, K., 2021). They didn't want to go the traditional route of high-cost marketing budgets and tv promotions, they instead drove their marketing efforts by "creating a story, and each of their moves was a puzzle piece toward creating a larger picture. Today, Red Bull has created an unparalleled content marketing strategy centered around extreme sports, user-generated content, and influencer marketing."(Moore, K., 2021). This was done by putting their product in " trendy shops, clubs, and bars, drove word of mouth and helped the brand become viral." (Moore, K., 2021).

Red bull uses the consumer approach of reaching their customer without trying to sell the brand. They do this by "creating content and experiences people would be interested in even if they don't care about energy drink brands." (Bergstrom, B., 2017). They have been successful in this approach, by using a mainstream approach of reaching their customers through contests and events that engage the consumer. For example, they could be at an event with one of their influencers, but as well have a contest to bring in new consumers. A simple contest could be something like the Pepsi and Coke challenge, driving efforts to bring forth how their product compares to others.

As per my research in November 2021, I cannot find data to suggest that Red bull focuses their efforts on trade marketing promotions. They are on store shelves, but the marketing efforts to evolve their presence aren't there. The company could look at targeting brands and stores that their different influencers shop. This could provide the influencer with advertising, but as well would allow their brand to be considered top of mind when a purchase is made.