If you’ve been on the internet for the past decade or so, you’ve probably heard about internet celebrities Logan Paul and KSI. You probably also know about their energy drink brand called Prime.
According to Macrotrends, the Prime energy drink brand has a net worth of $0.18 billion. That’s a pretty decent net worth for a product that just came out in 2022.
What’s more interesting about Prime is how it has managed to dominate the energy drinks market since its arrival. Statista puts Prime in the list of the top 18 energy drink brands in the US. Logan and KSI’s brand shares the spotlight alongside more popular brands like Red Bull and Monster.
Now, the question is, how did Prime become so popular, and that too within a year? The answer is simple – good marketing. Prime’s extensive marketing campaigns are what helped the brand reach a wider consumer base and more popularity.
If you, too, have an energy drink brand of your own and want to help it grow big, you need the right marketing strategies. Here’s how you can go about it:
Define Your Brand Identity and Values
Before you dive into marketing, it’s crucial to establish a clear brand identity and values that resonate with your target audience. What sets your energy drink apart from others? Does it have all-natural ingredients, offer enhanced performance benefits, or have a unique flavor profile?
You must define your brand’s core values and then use those values to help you with your marketing efforts. Let your brand identity reflect in your energy drink’s logo, packaging, and motto.
Understand Your Target Audience
In the case of energy drinks, your regular consumer base will be anywhere from 16 to 56 years old. However, this is not a fixed range and you can move it around as you need. When you have a target audience in mind, plan your marketing strategies accordingly.
Are you targeting athletes, busy professionals, students, or health-conscious individuals? Tailor your marketing messages and channels to speak directly to your audience’s needs and aspirations. Put yourself in your TG’s shoes and then try to understand what they expect from an energy drink with the message you present.
Leverage Influencer Marketing
For energy drinks, your go-to influencers should be athletes. You can also work with regular influencers to build hype. The people you work with don’t just have to showcase your product all the time. Instead, they could put on your brand’s merchandise, like t-shirts or headbands, and promote the product as well.
This is a strategy that has worked wonders for Red Bull. The energy drink brand teamed up with pro-gamer and Twitch streamer Tyler “Ninja” Blevins back in 2018. Since then, Ninja, who averages over 10,000 followers per stream, always had the Red Bull branding on display during his streams.
Whether it be through his signature Red Bull headband or displaying cans of Red Bulls on his desk or fridge, Ninja has done wonders for the brand through his streams.
Consider SEO Lead Generation
Search engine optimization or SEO lead generation is an important marketing channel for all types of businesses. With SEO lead generation, you can turn the website traffic you acquire from search engines into paying customers. With the right SEO content and strategy in place, your energy drink will appear in people’s organic search results. From there, you simply need to appeal to this group of people so that they turn from ordinary visitors to buyers.
According to CodeParachute, for proper SEO lead generation, you must do three things. These are ensuring a good user experience on your website, optimizing keywords, and building trust with your target audience. Ideally, you should get in touch with SEO experts to help your energy drink brand and its website ensure all these qualities. Once all these have been achieved, you’ll boost your chances to gain buyers directly by appearing in their search results.
Highlight Health and Wellness Benefits
Health-conscious consumers are increasingly seeking energy drinks that offer more than just a temporary energy boost. Emphasize the health and wellness benefits of your energy drink, such as natural ingredients, vitamins, and antioxidants. Provide transparent and accurate nutritional information on your packaging and marketing materials. Position your product as a healthier alternative to competitors, appealing to those who prioritize their well-being.
Sponsoring events offers a dynamic platform to showcase your new energy drink brand. By partnering with relevant gatherings, from sports competitions to music festivals, you can enhance brand visibility and connect directly with your target audience.
Event sponsorship enables you to engage attendees through experiential marketing, product sampling, and branded activations. This creates lasting memories and associations with your energy drink. Such a strategy fosters brand loyalty, boosts recognition, and generates valuable word-of-mouth promotion. As a result, event sponsorship becomes a powerful avenue to drive brand awareness and solidify your brand’s presence in the market.
Try Scarcity Marketing
The BBC recently pointed out that one of the ways Prime became so popular was through scarcity marketing. As you limit the availability of your product to some extent, you create a sense of urgency and exclusivity. This taps into your TG’s fear of missing out (FOMO) and compels them to buy your product quickly.
Utilize scarcity in product launches, special editions, or bundle offers, prompting customers to make immediate purchase decisions. This psychological trigger not only drives sales but also cultivates a perception of high demand and premium value for your energy drink.
If you’re starting your own energy drink business, know that it’s a unique business avenue that not many dare to explore. However, those who do and do it right manage to make a good profit out of it. As long as you deploy the right marketing tactics as discussed above, you’ll have a good start in this market. The rest depends on how you follow through and how good your energy drink is.