Huib Van Bocket did the incredibly difficult well, but he had years to get his feet planted in the right direction. Having worked for “Red Bull” Bocket understood the energy drink market. His new “all natural” version has gone head to head with the big boys in a super-competitive niche. But, his know-how, acquired by years of marketing meetings at “Red Bull” taught him what he needed to know. He is therefore a worthy fount of advice, when it comes to newbies who wish to get into an already loaded market with a new item.
“Start lean” is a mantra for Brocket. Early on, the emphasis is on getting the product right and getting the word out, not on office space. Testing is a biggie with Brocket as well. Go to the market, he advocates. With his drink he went to those places where his niche drinkers congregated and asked them to opine there, right on the spot. He calls this “guerrilla” style and believes the ambush technique can work with companies and representatives to. Naturally, to promote with this sort of gung-ho passion one must create a new product one fervently believes in, as Brocket clearly has.
- Huib van Bockel did the highly difficult when he created a new paradigm in energy drinks and launched it into a crowded market.
- Brockel believes in “guerrilla” marketing tactics, that is going to where the customers are and getting their input on the spot.
- His advice to newbies, put office space on the back burner, and get the product out in front of the people.
“It became the basis of the brand’s recipe and inspired its title, Tenzing, named after Sherpa Tenzing Norgay, who became one of the first two people known to reach the summit of Mount Everest when he scaled it with Sir Edmund Hillary in 1953.”