In the latest session of Coffee & CEO at EAE Madrid, we welcomed an extra special guest, Jaime Cacharrón, Head of Marketing for Latin America in the company that brings us the world’s most famous energy drink, Red Bull, who came to share some ideas about Content Marketing and Branded Content.
If there is one thing that this company is famous for, it is the quality and expectation that it generates every time it sponsors or runs an event. With strong links to high-risk sports, Jaime Cacharrón, who trained as an engineer, shared some of the recipes for creating top-quality content.
He particularly highlighted the concept of storytelling as a critical success factor. “For a content to work, it has to be able to tell a story”, he states. The attendees asked him questions about content marketing and the product itself. We had the opportunity to chat to Cacharrón, before he had to make his way to the Plaza de Toros de Las Ventas for the latest edition of Red Bull X-Fighters.
WHAT ASPECT OF CONTENT MARKETING ARE YOU MOST PASSIONATE ABOUT? HOW DID AN ENGINEER END UP IN THE WORLD OF MARKETING?
To tell the truth, it was a series of coincidences, as it was never my plan to work in marketing for 15 years. Probably one of the factors that made me head in this direction was precisely to be part of a brand like Red Bull, in which this department is so attractive. If I had started working for another company, my journey would certainly have been different. In short, the result was the brand, at the right time, just when content marketing was on the rise.
WHAT ARE THE MAIN CHALLENGES THAT YOU HAVE FACED AS A MARKETING PROFESSIONAL?
There is always a certain level of friction between the more direct side of sales and the purer marketing side. The challenge is to strike a balance between them.
During my presentation, I probably took an extreme position, as marketing must have sales in its sights. There is no way of doing marketing if there is not a product to sell behind it. However, it is true that one department’s interests often conflict with another’s because one needs immediate sales while my department has to take a longer term perspective. As such, this translation exercise that is required between the two departments is probably where my most active work is focused.
IS THERE A BIG DIFFERENCE BETWEEN PRODUCING PROJECTS ON DIFFERENT MEDIA (TELEVISION, INTERNET, ETC.)?
There certainly is. Each platform required a completely different approach. The content that you produce for one platform or another should have nothing to do with each other. The fact is that, in lots of cases, we try to fit what we think is a good product into all of the places in the same way.
I mentioned earlier the type of advertising in which, for instance, the message only comes at the end, but now we have the option of fast-forwarding the video to the point we want to see so, as advertisers, we have to ensure that we bring that message forward.
WHAT STEPS DO YOU HAVE TO TAKE TO GENERATE SO MUCH EXPECTATION, SUCH AS IN THE CASE OF FELIX BAUMGARTNER?
In the case of that project in particular, there is not secret to it. You just need the content to set the rhythm of the action, that our interest in showcasing the brand doesn’t steal the limelight, but rather that the content takes centre stage.
The content gradually gives you the stories. In this case, it had to be postponed because the weather conditions weren’t right, but that wasn’t a contrived thing, it was natural.
WHAT IS THE BEST EXAMPLE OF STORYTELLING THAT YOU KNOW? WHAT HAS GRABBED YOUR ATTENTION MOST?
I’ll give you a strange answer and it’s not the first time I’ve done so. The best storyteller that I know is a poet or somebody who writes short stories or poems. In terms of marketing, the best storyteller is one who can translate this style of writing into a content, as they are constantly shaping what you have in your hands. It is you that sets the course you are heading.
Poetry is the best example of storytelling. It grabs you from the very start in a special way and it is extremely well led by the person who is writing. They gradually absorb you in the story.
DO YOU BELIEVE THAT MOBILE MARKETING IS THE FUTURE?
The truth is that I don’t know how to differentiate mobile marketing from other things. At the end of the day, there are so many devices that you have in your hands and the way in which you integrate them. The differences are minimal. Even in the case of television, as the most static format, things are becoming more act, more alive. The formats are getting becoming more and more similar every day.
We would like to thank Jaime Cacharrón for the time he took to answer our questions. We will see you at the next edition of Coffee & CEO!