4 ms·
Red Bull really ran the marketing playbook that GoPro should have done: become known for athletes doing extreme things. Instead they stayed too technical and pr
by keiferski 3mo ago
Red Bull really ran the marketing playbook that GoPro should have done: become known for athletes doing extreme things. Instead they stayed too technical and product-based and didn't build a brand beyond "we make action cameras."
- r3trohack3r 3mo agoThere is an old saying that Red Bull is a marketing company that happens to sell energy drinks
- keiferski 3mo agoyep, and there's no reason why a company with that brand couldn't be selling action cameras, or shoes (Nike), or anything adjacent to extreme sports
- shmeeed 3mo agoGoPro would fit right in there with the Red Bull brand, as a matter of fact.
- fy20 3mo agoWell that is pretty much true. It's founder was a marketing director for a consumer goods brand.
- deleted 3mo ago[deleted]
- harrall 3mo agoRed Bull doesn’t just market, they bankroll and support. Most companies just sponsor a team or something, but Red Bull has paid for the baseline infrastructure of many sports.
- atourgates 3mo agoThey really have tried. They don't have the type of insane cashflow that RedBull does to sponsor tons of athletes and weird events, but their video contests are kind of a big deal in the action sports community. AKA, their Line of the Winter[1] competition for skiing, or their Best Line conest for MTB[2] that they used to run. And they're the title sponsor for the GoPro Mountain Games[3]. They're still THE action sports cameara carried in a lot of outdoor equipment stores, but the Insta360 has really dominated social media recently, and their products are currently a better value for cost/performance. [1] https://gopro.com/en/us/awards/line-of-the-winter https://gopro.com/en/us/awards/line-of-the-winter [2] https://www.pinkbike.com/news/enter-the-gopro-of-the-world-best-line-contest.html https://www.pinkbike.com/news/enter-the-gopro-of-the-world-b... [3] https://mountaingames.com/ https://mountaingames.com/
- TravisJamison 3mo agoIt’s not just the cash flow, it’s the margins. Redbulls gross margins are probably 90%. It’s basically just water, sugar, and caffeine sold for $3. You can do a lot of great promotions if the cost of your product is a rounding error.
- usrusr 3mo agoSo how many minutes of that playbook do you suppose the annual budget of Gopro would be able to pay for?