Alright, stop what you’re doin’,
‘cause I’m about to ruin
the image and the style that you’re used to…
Seriously … stop … take a breath … grab the biggest, boldest writing instrument at your disposal … and write this down as large as you can…
BE DISRUPTIVE!
How will you get the market’s attention?
Be disruptive!
How will you differentiate your brand?
Be disruptive!
How will you get people motivated to care … and to act?
Be disruptive!
Your new Marketing Mantra from now on ...
BE DISRUPTIVE!
Now the fun part … how?
There is no one way to be disruptive. All you have to do is come up with the obvious answer, do an about-face, and run like hell the other way!
Message
The most obvious disruption is to not be obvious at all in your marketing message. Think about your favorite ads. The reason you remember them at all is because they caused a disruption and impacted your memory.
To often, marketing is like those annoying political yard signs, you see them everywhere, but nothing stands out.
Here’s a link to a past blog with 6 examples of disruptive marketing.
Actions
We’ve helped several clients be disruptive in their actions.
For a branch opening for one client, we created a Street Team staffed by college kids that went around town in branded jumpsuits and a wrapped car. Each outing was strategically choreographed to provide giveaways and generate positive awareness for the bank.
For another client, we orchestrated a "Restaurant Ambush" where we coordinated with a restaurant to “buy dinner” for everyone at select times. Rather than a bill, each table received a, “Dinner’s on us” message from the client.
Ideally, you can disruptive at the point of sale. What can you do to assure that a day-to-day interaction with you will stand out and make them want to come back?
Product
Every so often, you can create a product that turns a category on its ear. You have to be first and you have to make people wonder how they ever lived without it. Think iPad.
Frequency
OK, back to the annoying political yard signs. The only reason every candidate pays thousand for this legalized litter is because the schmo with the most signs has name recognition. You can be disruptive with average ads if you go crazy on your media buy and assure everyone not only sees them, but gets sick of them.
Price
It’s an option, but not a great one! You can price your product to a place where it disrupts the competitive landscape. Certainly not a long-term strategy, but short-term promotions can work to jump start interest.
But a disruptive offer doesn't always have to be about price! Can you help your customers give back to the community? Can you create a fun contest? Can you create an experience?
Any Crazy Idea
There are countless ways to cause a disruption in a product category, and most of them entail creative muscle. A truly disruptive idea should scare the hell out of you.
Here’s the winning spot from this week’s The Pitch. This approach is disruptive!
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