How to Sell Emotion
- Declan Rix
- May 24, 2024
- 4 min read
A showcase on how Red Bull Dominates Digital Marketing with Emotion
Introduction
Want to know how Red Bull sells adrenaline and the buzz of energy drink without even taking a sip?
Learn how Red Bull sells emotion with storytelling and community and incorporate the "secret" formula of success in your own business.
Weekly Quote:
"People buy with emotion and justify with logic" - Leo Burnett, Marketing Expert
Selling Emotion
Storytelling through Content
Red Bull's digital marketing is genius, despite being an energy drinks company the majority of their online content does not even feature their products but merely the brand itself.
Instead they showcase exhilarating experiences and wild stunts that are associated with the buzz of adrenaline. This is the story they tell and when you think Red Bull you don't just think of an energy drink. You think of the rush of extreme sports. Like Skydiving, Cliff Diving, Snowboarding, Freestyle Skiing, Mountain Biking, Motocross, Rally Racing, F1 and many other high octane sports.
Red Bull's engagement in these activities and events generate hundreds of pieces of relevant "UGC" (user generated content) by sponsored athletes and event participants that have high possibilities to go viral to audiences outside of the communities that the sports are consumed by.
Red Bull's story tells that of excitement, adrenaline, joy and accomplishment.
Creating a Community
Red Bull's involvement in these range of activities has allowed them to dive straight into existing communities by sponsoring events, sponsoring athletes and creating events of their own for the respective communities.
For example of a smaller extreme sport niche they are involved in the downhill mountain biking race scene with Red Bull Hardline. An event for the best and most skilled riders. This event allows riders to push themselves to the limits and compete for glory all whilst being broadcasted for the masses.
A second example aimed at a wider audience activity that inspires participation and viewership would be an event like the annual Red Bull Soapbox Racing. In which average people and engineers create motorless handmade vehicles to compete in a family friendly competitive downhill road event. This content is not just viewed online but also broadcasted on tv bringing even more casual viewers and encouraging participation creating more members of the community.
If you follow anything that Red Bull does even if you don't physically participate in it you are a member of that segment of the Red Bull community, you are a fan even if you don't realise it and how can you not be with content like this!
How your business can sell emotion
My take on the Red Bull formula.
Correlating your brand product or service to relevant communities. Engagement and sponsorship of events and personalities in space creating relevant community content. Promotion of original content, participant UGC (User generated content) and influencer content to community members, fans and the masses, selling a lifestyle and emotion that represents the brand values.
How do I apply this to my business?
First you must ask yourself what problem does your product/service solve if any. Then what emotion corresponds with the before, after or now. In Red Bull's case they focus on the "now" that being the activity itself and the buzz of the activities surrounding the brand.
Most if not every industry will have correlating emotions that typically go from frustration, boredom and sadness to excitement, happiness or relaxation as a result of the product or service.
Coffee Shop Example
A coffee shop is similar to Red Bull in the sense the product they sell is ultimately just a beverage with caffeine. However a coffee shop would struggle associating itself with similar communities to Red Bull. Instead the shop could create events or get involved with local events that align with its brand values and the emotion they want to sell. Whether its selling joy and happiness with comedy sessions, Curiosity and discussion with book clubs and art exhibitions. Sponsoring local events such as live performances for thrills and transcendence, or workshops and fundraisers that promote community and generosity.
Their is many avenues to explore to selling emotion in your content and marketing. You don't have to follow what Red Bull has done as it wont work for every niche. But you can still sell emotion through graphics and videos, you can still sell the joy and energy of a coffee and display the transition from sluggish and lazy to bouncing off the walls. Because at the end of the day people buy coffees for the joy and energy the beverage provides. If a drink didn't quench your thirst, give you energy or taste nice you wouldn't ever want it.
Conclusion
In conclusion selling emotion is an amazing tactic and should be a foundational block in your marketing strategy as it is the driving force behind most purchases.
I hope you found this to be an interesting topic and look to incorporate these practices in your own business.
If you want to sell emotion but need a helping hand from professionals then get in contact with me, I'd love to help.
Call on 01502 819777
Best regards, Declan Rix
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