Agree to Disrupt – Plan to Succeed

Disruption happens fast. Lots of buzz goes around when a fancy word the likes of disruptive marketing pops up. Derived from the Latin word rumpere, meaning “to break”, this melodic word is only remotely related in meaning to interrupt! While the very attractive disruption marketing is out there being unique – breaking the flow of traditional marketing strategies, Interruption marketing is simply unapologetic and frankly, a general annoyance.
Disruptive marketing appeals to people and they’re not forced to buy but in fact, keen to buy or try a particular product / service because of its uniqueness and intriguing air about it. They are called disruptive because they disrupt the current market behavior, rendering existing solutions obsolete, transforming value propositions, and bringing previously marginal customers and companies into the center of attention. Big ideas – that’s what these are – not really based on big data, or is it?
Causing a disruption is not easy because it may as well cause interruption if it’s not part of a strategic plan. Let’s look at some of the ways to cause or plan for a successful one.
1. Explore all industries and evaluate technology. Follow technology and digital trends closely and be wary of all industries ahead with it.
2. Be the First-mover. Become the disrupter and execute the strategy.
3. Keep friends close and competitors closer. Plan the moves ahead of your competitor and once you know their plans, step them up!
4. Customer. Customer. Customer. This should become a chant now after the “Customer is always right”. They are the guide to creating the right disruption at the right place and time.
5. Be inspired. Learn from the gurus. Some brands have made it big and not just like that. The disruptive marketing techniques or campaigns they adopted/devised were beautiful and unique.
Disruption changes everything and this is what makes an impact on customer experience. The winning campaigns and inspiring stories of successful brands has always been interesting and that’s what we’ll round up shortly with some examples.
• Wake up to the smell of Coffee. Good Morning, Starbucks.
An innovator and disruptor, by nature I must say. It has dramatically changes the habits of a whole generation and the way and places to socialize, have meetings and what not!
The term “instant coffee” repelled people, and so Starbucks coined the words “Ready Brew.” Then, pitting fresh-brewed Starbucks against VIA instant to see if customers could tell the difference was a campaign loved by the masses.
• You just can’t have enough of everything. Greetings, Amazon.
Another shape-shifter, wish-granter, Santa Claus of Disruption – Amazon has changed the way people shop, completely! With “Anticipatory” shipping, Amazon has put its money and mind to pre-shipment to cut delivery times by predicting what buyers are going to buy before they buy it — and shipping products in their general direction, or even right to their door, before the sales click even (or ever) falls.
• Connecting People globally. Hello, Nokia.
Revolutionizing with its eye-catching marketing – Nokia has launched outdoor ads that change depending on the temperature to highlight the sensitive touch-screens on its Lumia smart-phones.
• Coca Cola. No words would do justice to the brand’s innovations (Not that I’m short of words!)
With so many disruptive marketing campaigns and trends that this brand has come up with and with a success rate unmatched, here are my favorites.
The Coca Cola Happiness Machine – like the one in Singapore required a hug before it would dispense a free drink, while another in Belgium was dance-activated. Coca Cola recorded people’s reactions and broadcasted on YouTube earning millions of views and baskets of good will towards the brand at the cost of what, sheer investment! This is the beauty of disruptive marketing, as opposed to the interruptive kind that also costs a fortune.
Don’t even get me started on the personalized ‘Share- a-Coke” campaign that has the world running in circles to find relationships and their names on the Coke bottles. That’s smart disruption and so much love to share!
Targeting people’s unmet needs and fulfilling them, with a great idea is what pulls people to brands. Feeling special and having a personalized and agile service is what customers want. You give customers what they want or at least show them what you can provide – and you’ve got yourself the cycle of disruption running.