disruption marketing by rob gaedtke

Slide 1

Disruptive marketingPresented by Rob Gaedtke

Rob GaedtkeVP Creative & Technical Services at KPS3

KPS3 2013. Not to be reproduced or used without permission. kps3.com

Give an intro into me and why I should be talking to people

2

Disruptive marketingWhy should you care?


3

On average we are exposed to300 500 ads per day. (According to Google)


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 clutter4

But our goals for marketing performance are still the same, if not larger than before.


The point here is that even though we are now fighting through so many more obstacles, our sales goals per marketing $$ are 5

ClarificationWhat we are not talking about


6



A common Threaddisruptive campaigns share three key attributes


9

Break The status quo


Unexpected is the key. You dont have to be loud or over the top. You dont have to 10

Unexpected & relevant



MessageReceived



samplesLive and in the wild


13


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 dont want to see a public library close making the message unique and relevant.

Message Received:The connection was made and the vote passed.





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.




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.




Break the status quo:Most pop up messages are generic. Not these.

Unexpected yet extremely relevant to the audience:Its 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.




Break the status quo:Who says big companies dont 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.


24

Web DevelopmentMobileApplications / WidgetsEmail MarketingContent Creation / SEO / SocialDigital Advertising

Smart, Strategic, Fun

Now what?These are great, but what can I do?


Start with what you have:

Dont try and tackle something new look to your current marketing efforts and see where you can bring in something unique and unexpected.


Do you have a storefront, can you do anything with that?Does your POS offer anything or your26

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.



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.



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.


Think about in your website, putting the phone number in your meta data so the result on google shows your number29

Make sure that you Break The status quo

That your message is Unexpected yet relevant

And that your Messageis Received by your target



Thank you.

5/2/2013 KPS3 2013. Not to be reproduced or used without permission. kps3.com

disruption marketing by rob gaedtke

Business