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UNCONVENTIONALM A R K E T I N G   T A C T I C SF   O   R      S    M   A   L   LB U S I N E S S E S
“If you want to stand out, dont be different;be outstanding.” – Meredith WestAll fancy data and analytics aside, the fact ...
Real-Time Action
Real-Time Action.Cool stuff is happening all around us, every single day.Some is local, some is global. But it’s there. Ro...
Be Exclusive
Be Exclusive.Access is boring. We’ve all been so caught up in unleashingthe Content Beast so ferociously that we forgot ab...
Surprise &Delight
Surprise & Delight.You may not be fully aware of the most powerful tool in thehuman mind, but you utilize schemas dozens o...
Listen
Listen.You know what they say – the best conversationalists arethe people who’ve mastered the art of listening. In thiscur...
Marry OnlineWith Offline
Marry Online With Offline.The digital landscape is undoubtedly the new frontier fornot only brands and marketers, but frie...
Humanize
Humanize.Just like your mother told you as a child – there is only oneyou. That notion should be the impetus for your ever...
Discovery
Discovery.At the end of the day, great marketing results in (orperhaps causes?) investment. The more interactionsomeone ha...
The Recipe.Have fun.Do you.Take time to stop and think.Give a shit.“Move fast and break things.”Put yourself in their shoe...
Real-Time Action            Be Exclusive      Surprise & Delight                   ListenMarry Online with Offline        ...
The only                        agency with                        its own DJ     mydisruption.com                 “extrem...
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7 Unconventional Marketing Tactics for Small Businesses

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Care of the good folks at DISRUPTIVE, this is our take on some of the often overlooked and underutilized principles of an unconventional marketer. Perfect for those folks who value creativity and strategy over big budgets and wide cast nets.

Published in: Business

7 Unconventional Marketing Tactics for Small Businesses

  1. 1. UNCONVENTIONALM A R K E T I N G T A C T I C SF O R S M A L LB U S I N E S S E S
  2. 2. “If you want to stand out, dont be different;be outstanding.” – Meredith WestAll fancy data and analytics aside, the fact remains that we dobusiness with people and brands we like. And, psychologicallyspeaking, our minds awake from their monotonous slumber whenwe experience something extraordinary. All of this leads to thedefinitive end of business as usual. (Man, that excites the livingshit out of us!) Find a way to consistently deliver surprise anddelight paired with value and authenticity, and you’ll discoverexactly what today’s version of successful “marketing” is – ajourney for the courageous and willing, brand and consumer hand-in-hand.We hope this paper helps provide the spark for your creative fire.
  3. 3. Real-Time Action
  4. 4. Real-Time Action.Cool stuff is happening all around us, every single day.Some is local, some is global. But it’s there. RoyalWeddings, broken sports records, Presidential elections,natural disasters, rollerblading squirrels. Somewhere,somehow, your target market is talking about events thatjust happened...and you’re only a spectator. That buzz isfor the taking, man. What are you waiting for? Be fast, beflexible, be nimble, be courageous, and you will reap thebenefits of real-time marketing. Success in this arenarequires constant listening, unique creativity, flawlessexecution, and minimal red tape (no time for your sevenVPs to approve the plan, or that buzz will be gone quickerthan it appeared). Oh, and demonstrate some respect andempathy here – nobody wants to see a brand capitalize onsomeone’s misfortunes or suffering. Snowball exchange “Rapture” themed night Taco Bell saves the day promotion
  5. 5. Be Exclusive
  6. 6. Be Exclusive.Access is boring. We’ve all been so caught up in unleashingthe Content Beast so ferociously that we forgot about thefirst rule of sales – create scarcity. Giving someone theanswers is no fun. Intrigue, slow reveals, clues, mysteries,teasers – these make for curiosity and excitement. Andonce the veil is (slowly) removed, you’ve created a grandstage from which you can truly offer value and excitement. Grey Poupon’s private Nike’s invite-only 11k Club’s secrecy Facebook page basketball court
  7. 7. Surprise &Delight
  8. 8. Surprise & Delight.You may not be fully aware of the most powerful tool in thehuman mind, but you utilize schemas dozens of times aday. What are schemas, you ask? In short, they are modelsthat your brain creates to make daily life easier on itself;you don’t have to think about driving on the right side ofthe road every time you hop in your car, you just do it.When a schema is disrupted - when expectations are blownaway – people will 1) become alert, 2) pay specialattention, and 3) talk about the disruption to set theirfrenzied minds at ease. This is the foundation for word ofmouth marketing. Once you have your target’s attention,the world is your oyster. It’s about creating newexperiences...together. It’s about giving them a reason togo home, all smiles and excitement, with somethingamazing to talk about at the dinner table. Heineken’s trophy tour Spider Man window washers Bud’s Flash Fans
  9. 9. Listen
  10. 10. Listen.You know what they say – the best conversationalists arethe people who’ve mastered the art of listening. In thiscurrent environment of personal content creation andbroadcasting, there’s ample opportunity to monitor andjoin the conversations that your colleagues and customersare having on a daily basis. But listening isn’t aboutcreeping or launching mass sales pitches. It’s aboutmaking someone feel wanted and cared for, adding value totheir lives. Authentic, interesting, unexpected, personalizedinteractions are the currency of today’s market. Spend itwisely.Warby Parker’s personalized EA responds to a KLM’s foursquare surprise customer videos game glitch
  11. 11. Marry OnlineWith Offline
  12. 12. Marry Online With Offline.The digital landscape is undoubtedly the new frontier fornot only brands and marketers, but friends and familymembers. But guess what? You can’t give a hug onFacebook (not yet, at least). You aren’t able to shakesomeone’s hand over email. Over 90% of brand-relatedword of mouth conversations happen face-to-face. That’senormously important for us to consider. The very bestengagements use the most fertile elements of both onlineand offline to connect with consumers. When you aredeliberate in your tactics during each key phase – before,during and after – these two worlds complement eachother better than PB&J. Nike’s “pay with miles” Pizza chain follows you Vail’s Epic Mix auction back in real life
  13. 13. Humanize
  14. 14. Humanize.Just like your mother told you as a child – there is only oneyou. That notion should be the impetus for your everymovement, particularly when interacting with others. Don’tbe afraid to step outside the realm of “business as usual”and be different. Be you, damnit! People respond to brandsthat show they are not afraid to buck the system and takesome chances, because deep down that’s who we all wantto be. Bonus points for becoming the reason someonesmiles. JetBlue’s “Election Oranges shipped with Ritz Carlton’s stuffed Protection” “splash bibs” giraffe tale
  15. 15. Discovery
  16. 16. Discovery.At the end of the day, great marketing results in (orperhaps causes?) investment. The more interactionsomeone has with your brand, the better invested they arein the relationship. And there may be no more significantpath to investment than to grab your customer by the handand take her on a special journey. Challenge her withsomething she’s not used to and make the trip fun andexciting, rewarding her each step of the way. Just makesure the juice is worth the squeeze – nobody jumpsthrough hoops for a high five and a “good job, bro!” Dodge’s media-powered Ford’s fake super Nestle’s “GPS bars” scavenger hunt model
  17. 17. The Recipe.Have fun.Do you.Take time to stop and think.Give a shit.“Move fast and break things.”Put yourself in their shoes.Learn.Take chances. “In heaven, all the interesting people are missing.” - Nietzsche
  18. 18. Real-Time Action Be Exclusive Surprise & Delight ListenMarry Online with Offline Humanize Discovery {the recipe}
  19. 19. The only agency with its own DJ mydisruption.com “extremely innovative”dave@mydisruption.com “an evil genius” 401.316.3827 “passionate” “pure awesomeness” “goes above & beyond” Deep Thoughts by Dave Marcello @MyDisruption be interesting or be forgotten

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