We at Ellae Creative like to see “disruptive marketing” as a step above experiential marketing; it is all about SHOCK and AWE. In this day and age, traditional media campaigns are easy to ignore in an environment of vast information, technology and noise.
Here are some sure-fire tips to succeed at disruptive marketing…
- Be spontaneous- Change your target market perspective of your brand. Disruptive marketing is always best used when a company wishes to rebrand their image or introduce new services to their target market. Think back to when Guaranty Trust Bank Nigeria was rebranding, who remembers those orange boxes littered all over Lagos? Its all about what makes you “stop and stare”.
- Go Guerilla- Remember the Johnny Walker projection walking across the Ikoyi-Lekki Bridge in December 2014? We all do!
- Redefine your target market- It is advisable that a brand when wanting to take on removes all strict market segmentations put in place. Do not be hesitant to reach out to ALL and get your campaign message across. Remember the end goal is to create an entirely new market.
- Embrace visuals- Human beings are extremely visual characters and an image can remain in our minds eye for decades. Create visuals that will make potential customers and an audience ask questions about your cause, giving your marketing team an opportunity to pull people in deeper to your brand message.