Disruptive means giving people exactly what they want, usually accomplished by turning conventional marketing techniques on their head. Before disruptive marketing, there was disruptive innovation which is a process whereby a smaller company with fewer resources is able to successfully challenge established incumbent businesses – Just think about Netflix and what that did to the movie and cable industries.
Disruptive innovation is about making things accessible to the masses when previously it was only accessible to the chosen few. Disruptive marketing uses the same idea, where it takes something marketeers used to do, and approaches it differently. It is about taking traditional marketing, throwing those techniques in the bin and using a completely different marketing model. It is rebellious! In the current world of smart phones and Internet, consumers want to be part of the marketing conversation, they do not want to be locked out, they want access. Disruptive marketing connects consumers with brands.
- Disruptive marketing gets people’s attention by being different and taking risks.
- It operates outside of the normal and sometimes has some shock value.
- It innovates, encourages and turns heads.
- It can take a boring product and make it engaging and unique.
- It makes consumers want to be a part of the story and take part in what the brand has to offer.
- Disruptive marketing sets your company up as an individual brand with a specific image that no one else can duplicate.
Nike ran a campaign on YouTube called “Better For It” which was a series of videos following adopted sisters Margot and Lily. Margot and Lily are very different, one of them loves to work out, with a YouTube channel and a large following. The other hates working out and has a different viewpoint when it comes to fitness. The girls get into a competition. The goal for Nike’s campaign was to be relatable. Most women can see themselves in either Margot or Lily. Nike was very successful. It showed that it was a brand not just for intense athletes dedicated to fitness, but also for those who don’t necessarily love breaking a sweat.
What makes it disruptive is that Nike doesn’t aggressively push its products, it gives a realistic portrayal of those who struggle with finding the motivation to work out, and it is incredibly relatable. Women can easily put themselves in either of those pairs of Nikes.
- Start with stepping into the consumer’s shoes. What do they need? What do they want?
- Refine your audience. Make your target specific.
- Thinking outside the box is crucial.
- Think about how can you reach your target audience on a different level?
- What won’t they expect? How can they use your product in a way they didn’t think they could before?
- Remember, you need to be unique!
- Don’t be afraid to take risks. No risk, no reward. Go guerrilla. Be a rebel.
- Create something that forces your audience to feel a strong emotion, whether it’s anger or fear or sadness or awkwardness.
- To be heard, you have to be smarter not louder.
- Use an outside marketing agency such as Pixelghetto for ideas.