Disruption Marketing by Rob Gaedtke
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The document discusses disruptive marketing and provides examples of campaigns that broke the status quo, were unexpected yet relevant, and ensured the message was received. It highlights campaigns by Dove, LoveConsent, and Zappos that generated discussion by pushing boundaries. The document advises marketers to find opportunities for disruption within their current efforts, learn from customers, engage outsiders, and leverage technology.
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Disruption Marketing by Rob Gaedtke
- 1. DISRUPTIVE MAR•KET•ING Presented by Rob Gaedtke
- 2. © KPS3 2013. Not to be reproduced or used without permission. kps3.com ROB GAEDTKE VP CREATIVE & TECHNICAL SERVICES AT KPS3
- 3. © KPS3 2013. Not to be reproduced or used without permission. kps3.com DISRUPTIVE MAR•KET•ING WHY SHOULD YOU CARE?
- 4. © KPS3 2013. Not to be reproduced or used without permission. kps3.com On average we are exposed to 300 – 500 ads per day. (According to Google)
- 5. © KPS3 2013. Not to be reproduced or used without permission. kps3.com But our goals for marketing performance are still the same, if not larger than before.
- 6. © KPS3 2013. Not to be reproduced or used without permission. kps3.com CLARIFICATION WHAT WE ARE NOT TALKING ABOUT
- 7. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
- 8. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
- 9. © KPS3 2013. Not to be reproduced or used without permission. kps3.com A COMMON THREAD DISRUPTIVE CAMPAIGNS SHARE THREE KEY ATTRIBUTES
- 10. © KPS3 2013. Not to be reproduced or used without permission. kps3.com BREAK THE STATUS QUO
- 11. © KPS3 2013. Not to be reproduced or used without permission. kps3.com UNEXPECTED & RELEVANT
- 12. © KPS3 2013. Not to be reproduced or used without permission. kps3.com MESSAGE RECEIVED
- 13. © KPS3 2013. Not to be reproduced or used without permission. kps3.com SAMPLES LIVE AND IN THE WILD
- 14. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
- 15. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Break the status quo: Political campaigns are debated, pros and cons are given and advertising is either defaming or uplifting. This avoided all of those tactics. Unexpected yet extremely relevant to the audience: People who disagree with burning books probably don’t want to see a public library close making the message unique and relevant. Message Received: The connection was made and the vote passed.
- 16. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
- 17. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
- 18. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Break the status quo: Dove and LoveConsent both smashed the status quo by putting 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 that pushed “no” not “yes.” Message Received: Both campaigns received huge press and caused national discussion.
- 19. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
- 20. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Break 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 to unsubscribe based on your history is unheard of, yet based on actions, 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. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
- 22. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Break 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 message served is exactly what you want. Message Received: Account creations saw a 40% lift in the first month.
- 23. © KPS3 2013. Not to be reproduced or used without permission. kps3.com
- 24. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Break the status quo: Who says big companies don’t care about each customer? Unexpected yet extremely relevant to the audience: No one expects that a company with the volume of Zappos would ever take the time to send a boutique of flowers to just one customer. Message Received: Not only did this make the customer cry, but her blog post made international news touching millions of people.
- 25. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Web Development Mobile Applications / Widgets Email Marketing Content Creation / SEO / Social Digital Advertising Smart, Strategic, Fun NOW WHAT? THESE ARE GREAT, BUT WHAT CAN I DO?
- 26. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Start with what you have: Don’t try and tackle something new… look to your current marketing efforts and see where you can bring in something unique and unexpected.
- 27. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Learn from your customers: By following a customer through the sales cycle you can find insights into their process and how you might be able to sneak in some disruption.
- 28. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Find an outsider: It can be a firm, a friend or even a child. Ask them to mimic the sales process and point out where they see opportunity or where you are failing.
- 29. © KPS3 2013. Not to be reproduced or used without permission. kps3.com Look to technology: Technology offers very unique opportunities to learn about your consumer, to interrupt them when you know they need it and to create new opportunities.
- 30. © KPS3 2013. Not to be reproduced or used without permission. kps3.com MAKE SURE THAT YOU BREAK THE STATUS QUO THAT YOUR MESSAGE IS UNEXPECTED YET RELEVANT AND THAT YOUR MESSAGE IS RECEIVED BY YOUR TARGET
- 31. 5/2/2013 © KPS3 2013. Not to be reproduced or used without permission. kps3.com Thank you.
Editor's Notes
- Give an intro into me and why I should be talking to people
- This number varies from 100 to 3000 so the point of this is that we are now exposed to so many forms of advertising that it is hard to break through the clutter
- The point here is that even though we are now fighting through so many more obstacles, our sales goals per marketing $$ are
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to
- Do you have a storefront, can you do anything with that?Does your POS offer anything or your
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to
- Think about in your website, putting the phone number in your meta data so the result on google shows your number
- Unexpected is the key. You don’t have to be loud or over the top. You don’t have to