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Disruption Marketing by Rob Gaedtke

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Disruption Marketing by Rob Gaedtke

  1. 1. DISRUPTIVE MAR•KET•INGPresented by Rob Gaedtke
  2. 2. © KPS3 2013. Not to be reproduced or used without permission. kps3.comROB GAEDTKEVP CREATIVE & TECHNICALSERVICES AT KPS3
  3. 3. © KPS3 2013. Not to be reproduced or used without permission. kps3.comDISRUPTIVE MAR•KET•INGWHY SHOULD YOU CARE?
  4. 4. © KPS3 2013. Not to be reproduced or used without permission. kps3.comOn average we are exposed to300 – 500ads per day. (According to Google)
  5. 5. © KPS3 2013. Not to be reproduced or used without permission. kps3.comBut our goals for marketing performance arestill the same,if not larger than before.
  6. 6. © KPS3 2013. Not to be reproduced or used without permission. kps3.comCLARIFICATIONWHAT WE ARE NOT TALKING ABOUT
  7. 7. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
  8. 8. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
  9. 9. © KPS3 2013. Not to be reproduced or used without permission. kps3.comA COMMON THREADDISRUPTIVE CAMPAIGNS SHARETHREE KEY ATTRIBUTES
  10. 10. © KPS3 2013. Not to be reproduced or used without permission. kps3.comBREAK THESTATUS QUO
  11. 11. © KPS3 2013. Not to be reproduced or used without permission. kps3.comUNEXPECTED& RELEVANT
  12. 12. © KPS3 2013. Not to be reproduced or used without permission. kps3.comMESSAGERECEIVED
  13. 13. © KPS3 2013. Not to be reproduced or used without permission. kps3.comSAMPLESLIVE AND IN THE WILD
  14. 14. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
  15. 15. © KPS3 2013. Not to be reproduced or used without permission. kps3.comBreak the status quo:Political campaigns are debated, pros and cons are givenand advertising is either defaming or uplifting. This avoidedall of those tactics.Unexpected yet extremely relevant to the audience:People who disagree with burning books probably don’twant to see a public library close making the messageunique and relevant.Message Received:The connection was made and the vote passed.
  16. 16. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
  17. 17. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
  18. 18. © KPS3 2013. Not to be reproduced or used without permission. kps3.comBreak the status quo:Dove and LoveConsent both smashed the status quo byputting sexy in a new light.Unexpected yet extremely relevant to the audience:60 foot advertisements in downtown LA with a photo of“real beauty” caught attention as did sexy panties thatpushed “no” not “yes.”Message Received:Both campaigns received huge press and caused nationaldiscussion.
  19. 19. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
  20. 20. © KPS3 2013. Not to be reproduced or used without permission. kps3.comBreak the status quo:What marketer is going to force people to opt out of their emails?The status quo is to gain users, not help them unsubscribe.Unexpected yet extremely relevant to the audience:In the world of SPAM, getting an email that prompts you tounsubscribe based on your history is unheard of, yet based onactions, FAB knew they were no longer interested.Message Received:If one in 100 users decided not to opt out and get less emails,they win.
  21. 21. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
  22. 22. © KPS3 2013. Not to be reproduced or used without permission. kps3.comBreak the status quo:Most pop up messages are generic. Not these.Unexpected yet extremely relevant to the audience:It’s hard to say no or feel intruded upon when the messageserved is exactly what you want.Message Received:Account creations saw a 40% lift in the first month.
  23. 23. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
  24. 24. © KPS3 2013. Not to be reproduced or used without permission. kps3.comBreak the status quo:Who says big companies don’t care abouteach customer?Unexpected yet extremely relevant to the audience:No one expects that a company with the volume of Zapposwould ever take the time to send a boutique of flowers to justone customer.Message Received:Not only did this make the customer cry, but her blog post madeinternational news touching millions of people.
  25. 25. © KPS3 2013. Not to be reproduced or used without permission. kps3.comWeb DevelopmentMobileApplications / WidgetsEmail MarketingContent Creation / SEO / SocialDigital AdvertisingSmart, Strategic, FunNOW WHAT?THESE ARE GREAT, BUT WHAT CAN I DO?
  26. 26. © KPS3 2013. Not to be reproduced or used without permission. kps3.comStart with what you have:Don’t try and tackle something new… look toyour current marketing efforts and seewhere you can bring in something uniqueand unexpected.
  27. 27. © KPS3 2013. Not to be reproduced or used without permission. kps3.comLearn from your customers:By following a customer through the salescycle you can find insights into their processand how you might be able to sneak in somedisruption.
  28. 28. © KPS3 2013. Not to be reproduced or used without permission. kps3.comFind an outsider:It can be a firm, a friend or even a child. Askthem to mimic the sales process and pointout where they see opportunity or where youare failing.
  29. 29. © KPS3 2013. Not to be reproduced or used without permission. kps3.comLook to technology:Technology offers very unique opportunitiesto learn about your consumer, to interruptthem whenyou know they need it and to create newopportunities.
  30. 30. © KPS3 2013. Not to be reproduced or used without permission. kps3.comMAKE SURE THAT YOUBREAK THE STATUS QUOTHAT YOUR MESSAGE ISUNEXPECTED YET RELEVANTAND THAT YOUR MESSAGEIS RECEIVED BY YOUR TARGET
  31. 31. 5/2/2013© KPS3 2013. Not to be reproduced or used without permission. kps3.comThank you.

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