Disruption is an icky word for many people in advertising. “Disruptor” is probably a word you’ve seen so much on LinkedIn that you’ve started to tune it out. It’s one of those corporate buzzwords that’s kind of lost all it’s meaning, but let’s try to reclaim it and use it for good.
You’re more than likely reading this on a smartphone–probably an iPhone. As ubiquitous as the little pocket computers that are making us dumber are, there was a time when Apple, and the iPhone, weren’t the standard. Their advent of the touch screen disrupted a market that was dominated by flip-phones.
Brands like Uber, Tesla, Netflix, and Amazon are all disruptors. The beginnings were humble, and the rises unlikely, but all became the giants we know and love (or hate, but are stuck with them anyway). All these companies either had revolutionary products or business models that shook up their industries and ultimately became the new standard. This same principle can also be applied to marketing. There are instances where ad campaigns veer so spectacularly from the norm in their particular industry, that suddenly everyone else is chasing after them. Here’s how to market like a disruptor.
So, What’s a Disruptor?
As it relates to business, a disruptor is a new product, service, or business model that disrupts the status quo and challenges established businesses. They’re all operating in different sectors, but all disruptors share a few of the same hallmarks.
- Transformative product/service
- Affordable and highly accessible
- Initially underrated/undervalued
- Upturn their established industries
- Overtake previous market leaders
Your brand doesn’t have to be a disruptor to market itself like one. Disruption in marketing is all about grabbing attention, challenging everyone’s assumptions, and then speaking directly to pain points.
What Defines a Disruptive Marketing Strategy?
Bold Positioning
It’s not that you’re better than the competition. You already know that, or you should know that. It’s about being different.
Niche Mastery
That unseen and underserved segment of the market? You know those guys and gals that often get ignored? Champion them.
Emotional Storytelling
Connect your product to your customers. Disruptors don’t simply market features of their product. They market the changes, experiences, and feelings their product illicit. Focus on how someone’s life can improve because of your product.
How to Market Like a Disruptor
Speak to a Problem, Not a Product
Find that unaddressed pain point and speak to it. Turn that annoying little problem your customers thought no one was listening to into the villain. Then guess who gets to swoop in like Batman and play hero?
Leverage the Power of Storytelling
Ads are awesome. We make ads so we aren’t saying “don’t do ads,” but go beyond simple ads. Think about creating experiences, telling stories, and authentic moments.
Turn Customers into Advocates
Creating those aforementioned authentic moments hinges on building a movement. And customers don’t create movements, advocates do. Turn customers into advocates by creating incentive programs. Work on community building and shareable campaigns.
Use Bold, Unconventional Creative
Step outside the boring industry norms. Go for marketing that pushes boundaries with fresh visuals and genuine humor.
Why Marketing Like a Disruptor Works
This type of marketing has challenges to be sure, but does a few things more traditional marketing simply doesn’t attempt. In crowded marketplaces, disruptive marketing stands out and instantly grabs attention. It doesn’t just pass by like a tumbleweed in the wind. It builds trust and connects with customers, which naturally creates deeper loyalty. People love feeling like they’re part of something new and exciting.
Keys To Successful Disruptor Marketing
Becoming a marketplace disruptor isn’t something that happens overnight. We’ll leave with the keys to a winning disruptor marketing plan.
- Authenticity: Customers spot inauthenticity from a mile away. If you’re going to be a distributor, you’ve got to keep it real.
- Speed and Agility: Disruptors can take in data and feedback quickly, enabling them to pivot to the latest trends
- Fearlessness: There’s an old adage among poker players that goes “scared money don’t make money.” Disruptors take risks and aren’t afraid of failure.
- Clarity: The messaging is nothing if not laser-focused, crystal-clear, and super simple. No muss, no fuss.
There’s always risk involved in taking on a disruptor marketing plan, so why go at it alone? You shouldn’t. That’s why we’re here. Fill out the form below and let us know what time is best for you talk with a genius about all things disruptor marketing.