Posts Tagged Marketing

3 Reasons Why Healthcare Providers Should Use Digital Advertising

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Digital marketing capabilities and digital advertising products have grown immensely in the past few years, and continue to provide innovative, relevant and cost effective solutions for reaching target audiences. Brands across industries benefit from these technological advancements, and healthcare organizations are no exception. Digital outreach, when implemented strategically as part of an integrated advertising plan, can cause hospital marketers and medical providers an increase in website traffic, online engagement and marketing ROI. Here’s three reasons why…


1.) Tracking

A challenge in the medical world is tracking advertising campaign results due to patient privacy issues and the role of insurance in the decision making process. However, digital marketing vehicles provide analytical information and data regarding campaign audiences and response.

“Digital tactics such as search engine marketing, targeted email blasts and display advertising offer real time insight into the age, gender, location and behavior of visitors, as well as performance statistics for every link, keyword, placement and creative component tied to the strategy.  This allows healthcare marketers to optimize much more efficiently and effectively, and therefore produce an increased ROI and response.”

-          Michelle Torr, Senior Integrated Advertising Executive

2.) Targeting

When advertising for any product or service it is essential to target the appropriate audiences.  The targeting capabilities associated with digital have grown immensely – including behavioral, geographic, keyword and contextual, retargeting and more. For hospitals and healthcare providers this is a key benefit, as digital campaigns, even those running concurrently, can include custom targeting criteria and layers by message.

For example, geographic targeting can and should vary per service line. Urgent care, emergency services and primary care will likely require a tighter radius, since these are services sought close to home. However, for more complex surgeries or specialized treatments, patients tend to be willing to travel further to receive the best care and therefore, the geographic range can increase greatly.

Contextual and keyword targeting add layers based on content. For example, if a user is looking at symptoms for Chicken Pox, based upon the live text on the screen, an ad can be served for a PCP or urgent care center nearby. This creates a direct response opportunity for a “transaction” to occur and provides value to the user who may need assistance quickly.

Through these targeting tactics, digital advertising allows specialized services to be promoted to a relevant audience and prospective patient base, in a way that is cost efficient and relevant for today’s consumers.

3.) Relevancy

“There is an abundant amount of information about health on the web. This is the first place people look to find information about healthcare providers, insurance, doctors, and symptoms. There is relevancy for being online and with digital targeting, you can be even more specific and reach people who are looking for the information and services you are promoting.”

-          Michelle Regrut, Jr. Integrated Advertising Executive

From Millennials through Baby Boomers and beyond, consumers turn to the web for information. When an organization isn’t present on the web, or when that presence isn’t representative of the organization’s values, it reflects poorly on their credibility and relevance in today’s world. This is especially the case for hospitals and healthcare providers, who rely on advanced technology for care and where quality can be defined by life-saving experiences. A strong website that is content rich and responsive is the core component of maintaining a credible digital brand and supporting a positive patient experience (read more about hospital websites here: http://www.orangelabeladvertising.com/blog/2014/05/the-role-of-websites-for-hospitals-and-healthcare-organizations-2/).

But a website alone isn’t enough – consumers need to be able to find you when they need to. Search engine marketing, strategically placed digital display banners, content marketing and social media presence all work together – especially when integrated with traditional marketing tactics, to drive site traffic and provide real value to patients, their family members and the community.

To read more on why advertising in the healthcare industry is important, click here: http://www.orangelabeladvertising.com/blog/2014/05/why-advertise-healthcare/

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TBLS: National Merchants Association

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To achieve thriving brand leadership, a business leader must think long term, see beyond the current state of the company, and be fearless in the face of change. For OLAA client, Heather Petersen, CEO of National Merchants Association (NMA), exhibiting these characteristics has provided the determination to achieve long-term goals and has brought NMA’s vision to life.  Along with being an educational resource for the latest rules and regulations of the electronic transaction processing industry, NMA is also one of the fastest growing merchant service providers in the world.

When NMA reached out to OLAA, the firm had already achieved a core level of industry brand awareness.  However, to fully tap into their potential and continue to grow in such a fast-paced industry NMA understood the need for a more aggressive and coherent marketing strategy to drive brand loyalty and capture additional market share. Through the Orange Label ProcessTM, OLAA developed a 2014 campaign theme and execution strategy to powerfully position NMA in the high-risk niche of their industry.

“High-Risk? Done.” This became NMA’s core message – a bold, focused, and confident power statement that strongly resonated with prospective Independent Sales Agents (ISA) and Independent Sales Organizations (ISO).  To drive this theme, OLAA developed a strategic marketing execution strategy that implemented powerful trade show and print advertising presence utilizing NMA’s revitalized marketing message.

The tradeshow components were designed to be a branding vehicle and increase engagement with potential merchants and agents. In order to do this, OLAA supported NMA’s messaging and marketing tactics by developing the “GoPro Giveaway,” implemented at each tradeshow.  Marketed through a strategic direct mail and e-blast campaign that tied in NMA’s newly launched ProAgent Partner Program, NMA created more excitement, enhanced booth presence, and increased vital face-to-face communication opportunities with ISO’s and ISA’s.

In addition to tradeshows, OLAA negotiated and secured premium ad space in niche print publications. These trade magazines were selected through customer feedback obtained from OLAA’s View From the FieldTM.

“I see a company that is aggressive in a positive way; NMA appreciates marketing and advertising. As a result, they’ve been able to differentiate themselves through a powerful marketing campaign. They are changing their industry by how they have embraced market leadership.”

-          Kelsey Phillips, Integrated Advertising Executive

Heather Petersen has a clear vision of where she is taking NMA. By embracing OLAA’s aggressive marketing strategies and tactics, NMA is successfully cutting through industry clutter and mundane tag lines to differentiate themselves from their competitors and present a clear and effective message to their current and prospective customers.

“NMA’s vision is clear. Their willingness to invest in success, their energy to make the vision real, and their drive to deliver the best product and service is what makes them a Thriving Brand Leader.”

-          Wes Phillips, Agency Principal, Integrated Advertising

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Content Marketing – Create or Curate?

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“The ultimate goal of content marketing is to create a sense of trust and comfort…”

-          Drew McLellan, Owner at Agency Management Institute

When developing an effective content-marketing strategy, one big question to ask is: “Should we create content or curate it from other sources?”

Original, unique content requires the creation and stock of articles, white papers, case studies and consumer research. Whether produced internally or through a network of freelancers, consistent, ongoing development of quality content requires significant company resources; i.e. time and dollars. Yet, original content demonstrates expertise and contributes to organic search rankings.

Curating content requires time to identify and analyze quality sources of shareable information, and compose the firm’s point of view on the information. The costs in terms of time and money can be significantly less, yet on its own does not establish credibility or thought leadership.

So which one is better? Which pros outweigh the cons? Do you create or do you curate?

Source: http://www.mower.com/knowledge/content-marketing-create-or-curate/

Just like most aspects of a healthy and successful lifestyle, it’s all about finding the balance. OLAA’s content marketing strategy incorporates both original content and curated articles so that we can achieve our goals with our resources available – us. We craft and post original content on a weekly basis to share our expertise and experience in the world of advertising and marketing. Through our unique writing style, this outlet also allows us to communicate our brand voice and authentic personality.

Sharing content weekly doesn’t fully achieve the goals and objectives of our social and content strategy. And, we recognize that there are other experts that have differing opinions, experiences, and areas of expertise that both we and our followers can learn from. That’s why curation is part of our approach. When we curate content, it helps us stay active in the advertising community, share our additional thoughts on marketing-related topics, and it allows us to focus on creating consistently valuable and powerful original content with our followers.

“An effective and sustainable content marketing strategy includes both original information AND the qualification and curation of thought leadership from 3rd party sources.”

-          Wes Phillips, Agency Principal at OLAA

For us, a balance between curated content and original content has been the most effective for achieving the goals of our digital strategy with our resources available. For companies to find the balance that best works for them, it is essential to first define their business objectives, key performance indicators and brand voice.

What are your thoughts on “Curate vs. Create”? What approach has worked best for you? Feel free to leave your comments and thoughts in the section below!

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3 Tips on Marketing and Advertising Healthcare Services

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Just like marketing and advertising, the healthcare industry is always evolving. With advances of medical technology, research and knowledge, healthcare professionals are able to save, prolong and improve millions of lives.  In fact, since 2010, 43% of deaths worldwide occur after the age of 70, compared to 33% in 1990. With life expectancy increasing and the aging population growing, healthcare is a topic that is of great importance to many.

The Affordable Care Act has pushed progress towards cost effective care that produces the best possible patient outcomes, and with new procedures being constantly tested and introduced, healthcare providers must adopt the latest, most effective treatments to be able to compete. This means that many healthcare providers have similar services and offerings, which is both a benefit to the community, and a challenge for differentiating oneself in the marketplace.

Working with many healthcare clients, Orange Label has 3 tips on how to position a healthcare provider as an industry leader in a sea of service uniformity:

1.) The Brand

It starts with the brand of the hospital as a whole: the mission and vision, logo, visual identity, core messaging, positioning, etc… When a brand is consistent and recognized by a community, the reputation of the brand impacts the individual service lines.

2.) People Matter

Offering a higher quality of care is a key differentiator in the healthcare industry, and for most, quality is defined by the experience. Experience in healthcare is emotionally driven, personalized by nurses, administrative staff and physicians that interact with patients. When demonstrating this human element, it is often best translated through authentic language.

“People rely on their own experiences or the experiences of others they trust. Testimonials are a way to connect these concepts in a way that is relatable.”

-          Michelle Torr, Sr. Integrated Advertising Executive

“Your brand isn’t built by what you say. It’s built around what other people say about you.”

-          Mary Ellen Kubik, Integrated Advertising Coordinator

Learn more about patient testimonials and how to leverage the power of patient stories: http://www.orangelabeladvertising.com/blog/2014/05/nuance-2-testimonial-promotion-in-a-world-of-patient-privacy/

3.) Highlight the Tangible

With every service line, there are several tangible differentiators that influence a patient’s hospital or medical facility of choice. These factors can include location, physician, technology, clinical studies, awards, centers of excellence and/or research institutes. Each of these factors should be communicated in a clear manner on educational and reference-based marketing materials such as brochures, one-sheets and especially websites. (Read more on best practices for hospital websites: http://www.orangelabeladvertising.com/blog/2014/05/the-role-of-websites-for-hospitals-and-healthcare-organizations-2/ ). These materials are key tools that prospective and current patients utilize to learn about the specifics of a medical provider, treatment method and service offerings.

However, how these tangibles are prioritized should be customized for the service at hand. For example, for emergency and urgent care, where medical attention is immediately sought by patients, location is often the biggest influence. Alternatively, with major surgical procedures like joint replacement, patients are willing to travel further and location, while a factor, is of lower importance.

Enjoy these tips? Learn more about the impact hospitals or medical groups can make by investing marketing and advertising: http://www.orangelabeladvertising.com/blog/2014/05/why-advertise-healthcare/

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Tweet Tips: Effective Calls to Action

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With Twitter becoming the world’s fastest growing social media platform, more and more companies are beginning to fully leverage an arm of Twitter’s self-service advertising platform, Promoted Tweets, to increase followers, downloads and B2C and B2B engagement, as well as influence purchase behavior and grow online brand awareness. A common and key measure of a brand’s social media success for both organic and paid reach is its level of engagement, and when advertising through Promoted Tweets, it is important to create highly effective call-to-action messaging to maximize interaction and ROI.

Luckily, Twitter has conducted research on the most effective calls-to-action when developing tweet content. This study analyzed 20,000 Promoted Tweets, comparing engagement levels with the type of call-action included.

The results uncovered four key findings and themes for action-oriented messaging:

  1. Ask for a download.
  2. Ask for a retweet.
  3. Ask for a follow.
  4. Ask for a reply.

Read more about the study, the results and examples of powerful calls to action here: https://blog.twitter.com/2013/tweet-tips-most-effective-calls-to-action-on-twitter

Read on to learn what two of OLAA’s resident Twitter experts have to say about developing effective, actionable content:

“Always follow the 3’s. Simple, Short and Sweet. With only 140 characters to get your message clearly conveyed to your audience, you may need to get creative. There is no magic length for a tweet; however, what I’ve learned from both personal experience and industry leaders, tweets often have higher engagement rates when they are fewer than 100 characters.”

-          Kevin Chen, Orange Label

“Use your desired action/result as the starting point for crafting a message. Then, use your target audience’s perspective as a lens. With your audience in mind as a filter, determine what type of message will most easily lend itself to this specific consumer taking the next step. Are they mostly on mobile? What are they most likely to share? What excites them?

Every audience and client goal differs, so it’s key to consider each of these variables in devising a strategy to create immediate, actionable content.”

-          Brianna Donath, Orange Label

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7 Things You Should Know When Marketing to Millennials

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Tech savvy with almost every gadget imaginable, Generation Y, born in the early 1980s to the early 2000s, is a population of 80 million people. The world of work and stable lifestyle traditions is no longer of value to this generation. Generation Y, also known as Millennials, value life experiences over high-end products and their priorities are simple: they come first. With the Millennial generation having a rapidly growing impact on the economy, companies are required to adapt the way they market products and services.

Learn more about what works best when marketing to Millennials from American Marketing Association: https://www.ama.org/publications/MarketingNews/Pages/a-life-well-photographed.aspx

After posing the same questions referenced in the AMA article to Millennials of the OLAA family, here’s what we found:

1.)    OLAA Millennials would prefer to pay for a life experience than anything materialistic.

2.)    They normally share meaningful quotes and photographs of what they are doing with their family and friends through their social media accounts.

3.)    Social media posting frequencies range from 2-3 times a week on their personal account and they often visit their social media accounts on average of 5 times a day.

4.)    OLAA Millennials don’t often voice their opinion on social media post from brands however they will “like” content instead.

5.)    They only enjoy social media post that are relatable and can provide them with knowledge of their interest.

6.)    OLAA Millennials love to travel.

Relating to this generation and providing a lifestyle experience is the best way to address this market, as they respond to real people and real experiences. OLAA Millennials have shared which brands are already doing this effectively:

“One advertising campaign that really stood out to me was The Dove Campaign for Real beauty. With the pressure of societal expectations, women are set to these unrealistic standards. Their message was loud and clear focus on your inner beauty. It’s different, it’s real, it’s emotional and it’s relatable.”

-          Mary Ellen Kubik, Integrated Advertising Coordinator

“Aerie’s real women campaigns are not using Photoshop to touch up their models in their ads, magazines, and social media posts. It highlights real people that I can relate to and this translated to me purchasing one of their products.”

-          Michelle Regrut, Integrated Advertising Coordinator

From traveling to spending a good fraction of their time connected to the social media world, this tech savvy and life experience-driven generation is slowly changing the way we connect to our market.  Eighty million strong, understanding the behavior of this generation will allow you develop strong marketing messages they respond to and remember.

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Become Socially Savvy with Social Media Best Practices

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In every business today, it is a major priority to implement a thoughtful social media strategy as an on-going component of integrated marketing and advertising plans. Social media platforms allow businesses to communicate in real time with consumers on a personal level, and help sustain consumer-brand relationships. Unfortunately for marketers, there are a growing number of popular social media sites and each platform has a different format, elicits unique consumer behavior and interaction, and requires tailored message types and tones that complement the audience at hand.

With rich experience across several industries and an understanding of the social etiquette established through consumer behavioral patterns, OLAA’s resident social media experts have developed a “How To” guide with content development best practices for the top sites utilized today. Download the Social Media Best Practices poster PDF to learn how to effectively develop content that engages consumers and maximizes the opportunity to reach a variety of target audiences.

 

Social Media Best Practices

 

Which sites businesses employ how often they post and what content is delivered isn’t a one-size-fits-all plan. The most effective social media strategy will take into account the business’s brand, personality, industry, products/services, marketing objectives and resources available for ongoing content development and management. Yet knowing the best practices can simplify the process, and ensure a successful social media presence that enhances consumer-brand relationships. Download the Social Media Best Practices poster PDF here to keep this resource on hand. And keep on posting!

 

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In the Land of Logos…

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When someone says “Nike,” what images immediately come to mind? Perhaps you picture the Nike “swoosh” on a billboard you saw off the freeway or maybe your favorite basketball player’s Nike Airs when doing a slam dunk. Whatever you picture, the famous “swoosh” is at the heart of Nike’s brand story and represents the consistent message “Just Do It.” 

Logos play a significant role in a company’s brand image and are a key component to being top of mind in a market and a leader in an industry. A logo must represent every aspect of a brand and be true to the company’s overall message; however, logos have only a few seconds to do so. With only a short amount of time to capture a consumer’s attention, logo design holds a significant amount of responsibility. Therefore, there are many tools and techniques in the design phase of logo development to ensure success.

Here are a few articles that list and describe the necessary tools when creating and designing a unique and successful logo:

http://www.webdesignerdepot.com/2009/01/how-not-to-design-a-logo/

http://www.logodesignlove.com/logo-design-tips

http://www.davidairey.com/what-makes-a-good-logo/

When it comes to the definition of the word “logo” and what it represents, here’s what our OLAA Team has to say:

“A logo is an identifier, similar to how a name identifies a person. It symbolizes the quality of what it is representing, not a literal visual explanation of what that product or service does. If a logo is identifiable and strong enough it can stand alone without the name of the business. The most identifiable logos you see every day such as Nike, Mercedes and Apple are great examples of clear, strong marks that represent the quality and story behind the brand.” – OLAA Art Director, Sheri Audette

“Humans have long used logos–or symbols–to represent a group or organization. A flag is a logo. A family crest is a logo. A stick figure on a cave wall–is basically–a logo. Logos are one of the most challenging projects for a designer to work with. It is difficult to not “over” or “under think” the design process. I find that logos that work are very simple, and have been stripped down to the core element of the company it represents.”-OLAA Graphic Designer, Micah Panzich

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Is it App Worthy?

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To create an app or not to create an app… that is the question. And we are asked it often. An app can be an effective way to engage with audiences, provide unique value and become part of a consumer’s everyday lifestyle in a meaningful way. Yet an app is no simple undertaking and there are several things to consider before making the commitment. You’ll know the time is right when…

  • First and foremost, you have the budget available for app strategy, design, development and maintenance. There is a significant investment that goes into developing a good app and creating one correctly. Quality app creation can be very expensive, and there’s nothing worse than launching an app that crashes or is too difficult to use.

 

  • You have a unique, innovative idea. The market is over-saturated with copies of existing apps, and in the app world, the issue of copyright doesn’t exist. It is important that you begin with a unique concept, and execute it thoughtfully, in the best way possible for the user. The necessary insight can be gained through focus groups, beta testing and QA time to ensure that the platform is developed with the end user in mind.

 

  • Your idea offers a new or different experience to a user. Can a user have this experience on a mobile device or tablet using another app? Does your app offer new value to the user that does not exist within any other existing platform? An app occupies extremely valuable real estate on the most personal device that we own. Therefore, in order to have a spot on that coveted home screen, there must be unique motivation to download.

 

  • You have strong mobile visitor-ship and understand your audiences’ mobile trends. If you are an established brand with a mobile responsive or reactive website already in place, Google analytics will provide valuable insight into the behavior of your mobile audience. This includes what device they come from, what pages they visit most and how long they engage with the mobile site. This data can reveal how an app could enhance the user experience and uncover the most effective and efficient next step for an app strategy. If a mobile website component isn’t already in place and the mobile behavior is unclear, establishing a mobile website presence is the first step to defining the mobile user experience.

 

  • You have a defined monetization strategy. This strategy shouldn’t completely rely on dollars coming in from the user market. According to Neomobile, only 59% of apps reach the break-even point (percentage continues to decrease day by day). 68% of the apps present in the market generate less than $5,500 of total revenues, while only 12% generate revenues over $55,000. Consider dynamic and unique advertising formats, in-app pay-per-action, data selling or coupon/share rewarding. Explore opportunities within your app’s business model and expand your range of monetization methods. This will help attract all players to the stadium.

 

  • You’ve thought through your brand and its market positioning. Is your app an extended functionality or value piece for an existing company, product or service? If not, you need to define and develop a powerful brand identity for the app that resonates with your target user audiences. This strategy should position you for optimal success during the key launch period, but should also be able to sustain your marketing strategies on an on-going basis.

 

  • You have an appropriate marketing budget or have a strategy in place to procure investment funding. Garnering visibility for your app takes forethought, investment and strategic planning. The concept of “going viral” with organic downloads perpetuates the idea of the mythical magic bullet. There isn’t one. Plan ahead.

 

  • You have, or will have, a core team in place for ongoing brand management and app maintenance. If your app is based on the integration of APIs (application programming interface) (which it likely is) – managing them can be challenging. Since APIs from Google, Facebook and Twitter are constantly changing, they need to be updated to keep the app working. If your app does not generate revenue that covers this work, this may be something to consider. Are you willing to invest in the app post-launch, if it is not yet generating results? Ensuring that strong leadership is in place, as well as a team to drive sales if your app is based upon an advertising sales strategy, are also critical components to keep in mind.

 

  • You are ready and willing to capitalize on all market opportunities. Do you plan to develop for tablet, Android and Windows? It is typically easier to achieve good rankings at acceptable costs on these platforms, where developing only for iOS may leave you drowning in an ocean of competition.

 

There are several circumstances in which an app can be a viable tool within your marketing arsenal or a new business endeavor, and when it is, apps can become extremely successful and make a major impact on your audience. Apps that provide real value and a powerful brand experience have the potential to become an everyday source for entertainment, utility and information. And those that break through and make the home screen receive thousands of brand impressions daily, becoming a badge of honor that reflects the individual cpmpany’s identity.

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WIIFM of the Month: Give Your Brand Wings…

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…with risky marketing

WIIFM of the Month: Give Your Brand Wings with Risky MarketingWhen it comes to taking marketing and advertising risks, most people cringe. Nobody wants to become vulnerable to the potential consequences that come with taking a risk. But what about the potential benefits? Calculated creative risks open up new challenges and opportunities, and define new boundaries. Taking risks with unexpected messages and unique execution, with thoughtful and timely implementation, can allow you to break free from the average way of thinking and achieve aggressive goals.

Red Bull is no stranger to risk taking. Twenty five years ago, Red Bull invented an entirely new product category: energy drinks. This created a whole new market, building demand for a different kind of caffeinated beverage. The sense of innovation and excitement didn’t stop there. Rather, it carried through in marketing strategy and advertising efforts, incorporating extreme sports into their brand image.

Do you remember Red Bull’s famous “Stratos” jump from the moon? Austrian skydiver, Felix Baumgartner free fell 39 kilometers over the state of New Mexico in approximately four minutes. Baumgartner set the record for highest ballooned man and broke two world records.  This extreme advertising campaign went viral in a matter of minutes as 8 million people watched the jump live.  This is just one of the many extreme stunts performed by Red Bull and leveraged in advertising. And with every campaign, Red Bull tells a story and sends a message that resonates with an energetic and thrill-seeking lifestyle. Red Bull continues to take risks with their marketing strategy and so far… it has paid off.

When it comes to social media, the company uses Facebook to build a brand around consumer engagement. The page is associated with numerous sporting events, featuring images and videos of athletes performing extreme stunts and living an extreme lifestyle. Red Bull’s Twitter account features current news such as worldwide extreme sporting contests, event appearances and retweets of promotional fan photos.

Red Bull’s risk-taking approach is also seen in its growing business model. The company has expanded into other venues, currently owning an in-house record label by the name of Red Bull Records and publishing a print magazine called The Red Bulletin. The record label works with up-and-coming artists/bands and assists in the recording process as well as advertising for the new artists. The Red Bulletin magazine features lifestyle stories of extreme sport athletes and their everyday routines. When it comes to Red Bull’s brand extensions, the company consistently represents and connects with what is original and different.

So why isn’t everyone being original? Businesses play it safe in the market to ensure survival. The possibility of being unsuccessful is what drives businesses to blend into the market; however, instead of just thinking about “what sells,” think about “what’s different.” What’s special about the product… the audience… the experience… the brand identity… the vision? Then, how can this unique position in the market be communicated in a way that is memorable, builds interest and encourages engagement, ultimately, eliciting response. This mentality gives businesses an edge over their competitors and keeps them relevant with their target market.

As long as strategic thought and strong rationale support the big idea, it is okay to try something new and step out of the box. Every risk does not have to be as big as inventing a new product. Sometimes the smallest changes can make the biggest difference.

For a relatively new company, Red Bull has created an ambiance of risk taking and adventure-seeking business practices. Taking risks with your brand is a key point of consideration in being different and being successful. Originality is what people thrive off of and want to be a part of.

Orange Label has helped many organizations think “outside the box” to improve their business. From clients in healthcare, to higher education, business to business, retail and tourism, OLAA has helped brands step outside their comfort zones and form creative strategies to engage and connect with the world.

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