Page 203 - 100 Great Marketing Ideas (100 Great Ideas)

Eventually Red Bull established its own warehousing and
distribution, but again ran these using students as part-time
workers. Apart from keeping costs down, this ensured that the
entire workforce matched the brand values, and (perhaps even more
importantly) were able to act as influencers, telling their friends
about the product.
Today, Red Bull has reached the point where it sells 3 billion cans of
the drink a year.

In practice

• Decide where you really want to sell your product, and focus on

just those outlets.

• Decide who would be your best advocates for the product in

those outlets.

• Follow up with a continued commitment to the distribution

chain, even when other channels open up.

194 • 100 GREAT MARKETING IDEAS