Rachel: Hello everyone and welcome back to marketing whisper podcast. This is your host, Rachel Calderon, and I am your cohost Kathryn Calderon. And today is going to be a nice, interesting topic that we’re gonna be discussing. It is called disruptive marketing and the way of the future. And I thought that this was an excellent a topic which I had written in a previously, an article I had wrote about this because it struck me in a way where, I just thought that the whole disruptive marketing was a great way to disrupt the digital market space that is so overcrowded. So, I wanted to discuss this today on our, show, because as always, we all know that there’s a lot being said on the Internet and to the, point that it’s just, you don’t, you just, sometimes people just scroll down the social media accounts, whether that be twitter or whatever, they just kind of scroll right through it because it’s just so much going on.
Rachel: So, when you are really trying to market something, whether that be your product, your service, your expertise, you really need to be very creative and really break through in a really powerful way through the chaos. Yes, you have to break through that chaos. So, we have four things that we will be giving you, leaving you with, towards the end of the show that we want to discuss. But we want it to give you some ideas of what disruptive marketing looks like. Okay? And we know that we need to it means it’s necessary to make a notable shift in the way that we market in order to draw the attention of our customers, you know, or their potential customers. You know, so I was looking around first of all, when I see disruptive, when I’m talking disruptive marketing, I don’t know why it takes me back to 42nd street in New York City.
Rachel: That’s how I look at the digital market space that it’s that overcrowded. Now you know, and I know that and I’m sure many of you, many of you out there know that if you go to 42nd street, doesn’t matter the day, the time, the year it is always crowded morning, noon and night. It’s the city that never sleeps. So, it’s, there’s, if you go there and you just stand in the middle of 42nd street, it’s just something happening. You see people singing, you see people dancing, you see people walking, you see people eating, you see people drunk and God knows what else, you know, you just, you see it all. And some of it is good, some of it is not so good. But the point is that is just a lot happening. Cars Galore, everywhere. People everywhere. So, and lights everywhere. So, if you’re there and you’re not used to that, it’s very confusing.
Rachel: What should I pick? Where should I go? What food should I eat it you just don’t know. And it’s Have you ever hurt you? I know you, you heard about the naked cowboy. Of course, everybody knows the naked Cowboy. Yes. Who would have thought that the naked cowboy would be in 42nd street and make such a disruptive, you know, pull in so much disruption?
Kathryn: If you can walk past the naked cowboy. I commend you. Well I feel like maybe New Yorkers, us native New Yorkers were used to it at this point. So, you can walk by him and just be like, Hey Jimmy, you know, just being the naked cowboy again. Yes. tourists, I can’t imagine them walking by that and just like walking by like it was like an everyday thing see like for us it was an everyday thing for us. It’s an everyday thing because we’re used to it.
Rachel & Kathryn:
Well, we’re used to it, but remember way back when he came out, it was like new to us and it was like, you know, it was in the middle of the winter and this guy is naked and it’s like he had his underwear on. Well, I mean, true, but I mean everyone knows he’s not actually just standing around. He, as naked on the day he was born. No, he’s not completely naked. But as far as I’m concerned, when you’re in your underwear, you’re naked. Okay. And then it’s like, you know, it’s not the beach, you know. So, I think there’s a woman. There’s a lot of characters now the since then there’s been a lot of characters and stuff that have come out and, I guess I don’t even know what they are called but, he was like the first one and he’s now has a huge following on Instagram and Facebook and who knows where else.
But I just found it pretty interesting. So that’s how I think of disruptive marketing. Like how he came into a market or to a place where it was so overcrowded, and this guy is, has, you know, a business that he just takes pictures with people. For a dollar or two I think. I don’t even know. I’ve never actually, I’ve never actually taken a picture, nor have I had any interest in taking pictures with it. I’ve never gotten that close and I just like, you know, we native New Yorkers don’t necessarily trust everyone. So, we would not have, it would not have been something that I would have done personally, but however he’s made a disruptive turn around in that market space now that wasn’t even, like a calling for any anyone in that area for that you did was just, you didn’t collect money like that.
Rachel & Kathryn:
So, and now these are people who are, who have come into the space and now you have Elmo. You have a thing for like all these other characters. He’s paved the way for many, many others.
Kathryn & Rachel
Disney, you know what I mean? Like Disney kind of just came in out of nowhere and I mean he’s taken, you know, that whole amusement park to a whole new level. He’s taking it by storm. He took that by storm. I mean there’s no really. They build on so much. But then he built an empire around a mouse. That people hate. If there was an actual mouse, like nobody would be like, oh my God it’s so cute and he like made this mouse and just like went from there. Then you got Snow White and the Seven Dwarfs, so he took the, the cartoon industry by Storm.
Rachel & Kat:
Right, exactly. And it was a mouse. I see a mouse, you know. So, he started from this mouse. So, he took the black and white, you know, cartoon by storm. Then he’s made a full-length cartoon picture with Snow White and he started taking the cartoon movies by storm. Then He created an amusement park, took that by storm and he just basically just kept taking everything by storm and was like, move out of my way.
Rachel: Exactly. They know anyone else who has followed him, since the opening of, that. No, it wasn’t easy, but the thing is that he, literally disrupted an industry. I mean he tore down every industry. Yeah. He actually did to destroy, and I say destroyed. He tore down, other industries.
Kathryn: And if you think about it, there’s, there’s a few like that because there’s not that many amusement parks.
Rachel & Kathryn:
No, not at that capacity. Like you have, like there’s, I would say a select few huge amusement parks. You’ve got six flags because that’s still a big one. You’ve got Hershey Park and you’ve got Disney. But that’s one. Hershey Park is just the one, well I know that’s just a one, but I still feel like that’s like those are still like, big named parks, like people know about them. But I would, I would definitely say yeah, six flags and Disney are the biggest ones. And if you think about it, those amusement parks are so big that like, have you seen anyone come up with a new one? Like how many amusement parks have you hear being built? None. At least I don’t like they really took us. I’ve even taken it out of that industry so much that like nobody wants to compete. Like how do you compete?
Rachel & Kathryn:
You know what I mean? Like who’s gonna want to compete with Disney. Exactly. And they’ve taken Disney hindsight. Global. Yeah. I mean they’re like, oh my gosh, Disney is even bigger than six flags. It’s like be a little even bigger. No, I think it’s like they, they, they kind of have two different things like Disney is family and fun and six flags really is the one that has more like crazy rides, you know, they’ve got, you know, the big roller coasters. So, I say they’re both like empires in their own right. But of course, Disney is just bigger because I mean it’s kids and it’s nostalgic for adults. So, but it’s like both of those, like you don’t see amusement parks popping up everywhere. If they do have amusement parks and places, that’s like a local one. Oh, like the state, local, state ball, state fairs, and they just pop up those little popups.
Rachel & Kathryn:
Who or like Cirque de Solei they completely disrupted the market. Do you see any like circus is all over the place? I don’t think we have, like the Ringling brothers. Yeah, that was a thing, there was circus is everywhere. People got so excited because the circles kind of like, I feel like went hand in hand with the fair. And they rev and now there still fairs, but the circus. No, and that’s because Cirque du Solei took out, you know, the animals took out because you know, you had that people who after awhile people started not liking the way the animals were treated. They were caged like that. So, they came in and just created this whole new circus. What they did was they took all the negative from the circus. Yeah, put in a theatrical and then, and then then you’ve got acrobats flying in the air and it’s like the coolest thing.
Rachel & Kathryn:
And, like colorful. It’s a very colorful and very entertaining as a matter of fact, I think their market was to entertain like, businesses, people who would, who would actually take their clients to a really nice place and that, was very disruptive. I mean they really tore down some, walls there in the. And, and like I said, I don’t even, I believe that because I haven’t seen a circus since you kids were little, so I don’t even remember.
That is with a lot of things. Like you also have like the fast food industry, there’s so many that like you would need to provide something if you want it to make off brand new, fast food chains, compete with the likes of chick fil a, McDonald’s, Wendy’s, you’d need to come up with something like big, because those, those are the top dogs.
Kathryn & Rachel:
You know what I mean? Like those are the ones that people love, you know what I mean? And so, it’s like you’d have to, if you want to disrupt a market like that, you have to come in with something like have an amusement park inside of your, right, your fast food chain, the because most other fast food chains, are local ones like, and then you’ve got obviously like, then you’ve got like certain ones in like chick fil-a, a very southern one. Um In and Out. Is like all over California In and Out Burgers Yes, it’s the west coast I believe. So, it’s and don’t quote us on that. Has like, they’re like, you know, New York and upstate New York we saw. I mean you see McDonald’s everywhere. But like McDonald’s was like a huge one, in the north.
Rachel & Kathryn:
You know, which one I was surprised not to see down here, down south was Dunkin donuts as much. I mean like we see them but they’re not like literally when they say, you know, America runs on Dunkin, we were like, what happened to, to Georgia? Because it’s, very few and far between. But they really are all over the map. They are, they are, they’re a little McDonald’s, but McDonald’s is literally, McDonald’s is global. It. McDonald’s is just all over the place. There’s many.
Kathryn: That’s the whole thing with disruptive marketing. If you want to compete with the likes of a Disney or a McDonald’s, you’re going to have to bring something new to the table. Something that has never been heard of. Like the naked cowboy. Nothing. You like. Well, I’m not gonna say there’s nothing but it’s going to take. If somebody ever wants to create an empire like Disney, it’s, it’s gonna. The only thing one company that I can see making something, that rivals Disney would be if Pixar decided to make a, their own music part, but they won’t because they work hand in hand with Disney.
Kathryn & Rachel:
Like this stuff, you know, like the new movie Coco, like that was a Disney Pixar film and, or Brave and the Disney princess Merrida, she’s all in. So, they, won’t do it because they work hand in hand together and makes our stuff is in the Disney parks. But just hypothetically, that would be a company that could possibly rival with them. If they ever wanted to, but they won’t because they work together. That they’re almost like best friends. And they make, they partner with all of their films are Disney Pixar which, which Disney was smart. That was very smart, very smart, elevated their movies even more and elevated their park even more.
Rachel: Yes. So again, although the naked cowboy is probably not an empire or as disruptive as, the Disney empire, I think that it’s still, it was still too, to me that’s like the best way. Every time I think of the disruptive marketing, that’s how I think of it. That’s how I look at it as how he came in. This guy came in out of nowhere in the middle of New York City and now he has, he has gained a lot of following, especially since we’re talking more to smaller businesses. You know what I’m saying? How can, because you can be in any industry and you just have to find that niche. You just have to find that way of how am I going to crack open this jar? So that I can get a piece of that, you know, a piece of that. And then some, you see what I’m saying. And, and the same thing also, even with remember the ALS challenge, the ice bucket challenge, he was trying to bring awareness and I loved how he did that by throwing ice and then challenging other people and that went super viral again, he disrupted it in a way using his friends family and, and then it kind of just kept, you know, going and it went, you know, I, I don’t know if it went global, but II certainly no it like soccer teams and other countries doing it.
Rachel: Okay. You see, so there you go. It went a lot further than we had anticipated, you know. And the thing is that a brought awareness and that’s what I loved about the whole. That’s what I love about disruptive marketing is you just have to be creative enough and, have some strategies. So, Kathryn, do you want to give them like the, four tips on how they can begin the process of a disruptive marketing plan?
Kathryn: Yeah, of course. So, the first thing you’re gonna do, and Rachel then we’ll explain each in a little bit more detail is the first one is you want to know your avatar and that’s the demographics and the psychographics.
Rachel: Yes. So of course, we want to know where are, you know, who our audiences, where they are, what are the ages, you know, and then you want to see what their likes and their dislikes are. And that’s really what, what we’re focused on in the first part.
Kathryn: Like Disney knew, you know, he wanted family friendly, acceptance, happiness. He wanted a magical experience, this magical world where, and I mean, and you feel it. Like I, I felt like I was transported into just like a different time when I went. It’s almost hard to get out of it. It’s almost like you’re in. fantasyland, it’s like I walked in and literally. I thought bell was like real for a minute. I died when I saw her. I got to hug the beast. I was like, I love you, You’re the love of my life. Like, wow, you’re real. You’re in my face. And it was quite surprised that I saw that behavior. Do you know what I mean? For people my age and older who grew up on this stuff? It was this nostalgia.
Kathryn: Yeah, and you’re just like walking around like, oh my God, I’m on mainstream. Like you would like feel it when you’re there, you’re smiling like a dope. God, this is so amazing. I don’t ever want to leave, but then it’s like when you really think about it, it’s like these are characters. These people are probably in the back. Like, oh my God, I can’t wait to get out of here, this sucks. You know what I mean? But then they walk out and they’re like, hello, welcome. And you’re like, omg Cinderella, and their probably in their mind rolling their eyes. Just want to get home and be done with all this. But for you it’s like Disney really. And even though he’s gone, he’s the people that work there still have kept the spirit of what he made alive.
Kathryn: Because you can feel the strictness of what they’ve created. Like you can feel that they are like, do not break the magic. Like do not break the magic. They don’t allow that magic to be broken. They want when you walk in there to feel like you’re in a different world and you can. Like what I like about it is that it’s like you really do feel like it’s like you feel almost light all your world problem is gone literally at the door. Like as soon as you step off that train, it’s like, oh my gosh. Because it’s like the moment it’s like you start feeling it as you’re getting there, but like the moment you get there, and you see like that big sign you’re like. So basically, he really took time to know his avatar and he knew that the psycho, the psychosis of their mind. What would transport them there?
Rachel: Yes. So, this is, I think this is number one. This is certainly number one, and then I’m going to give you number two when then you can give them the other, you know, you can give them the other ones. Two is know your Avatar’s goals, their pain points, their fears, the desires, aspirations, frustrations, goals, dreams. How do you want them to feel like when they get there? I like, again, we were going to go back to Disney. We are using them as a, really good.
Kathryn: They are, he did it. He knew their dreams, their dreams to a magical world. Their aspirations. You want it to feel the nostalgia. They just want it to feel happiness. They didn’t want to have the fear of the world. They wanted their pain taken away for a little bit, their frustrations.
Kathryn: So. He created this world that was just, you know, he brought everyone’s favorite characters to life.
Rachel: Exactly, and that’s what I, mean, I tell you, I sit there and, and I really do a lot of research on Disney because they are the perfect example of disruptive marketing. I really, believe that they and, I love their customer service, their customer experience is just phenomenal. So, they have really taken that industry by storm. Well, several industries. And then number three is know your avatars, currency measure of value. So, you want to explain that a little bit more, Kat.
Kathryn: Yeah, you wanna, you know, you want to list your primary business category and decide which currency your avatar wants to solve.
Rachel: There you go. See, that’s another thing is we want to know what is it that they want, what do they want to solve?
Rachel: You see, so knowing all these things can really help you in creating a disruptive marketing plan. You know, again, we’re not, talking marketing plan like business plan, we’re talking how to execute your marketing to get your product service or your expertise sold to your, perfect audience, you know.
Kathryn: And the last one is you need to know your message to your Avatar. What is their main goal? What is their greatest dream? What is their largest frustration? In order to disrupt that market, you need to know those. Those, I mean, you need to know more than that, but those big three main points in order to create this wonderful experience for them to create whatever it is you want them to feel, whatever it is you want to solve, the more you know your target audience, the more you’re going to be able to disrupt that market, and I mean that industry
Rachel: Exactly. So, you know, again, we, just want you to be able to take away from this. Again, this is, you know, this is really the way of the future. This is, this is where we’re going. We are really saturated with all this stuff that’s on the Internet digitally and, we want to be able to market to them. How is it that, you know, we’re marketing them today. Is it going to affect our future of marketing? You know, are we going to be able to sell?
Kathryn: Yeah, and this is with everything to be honest, look at, you’ve got thousands upon thousands of, two examples. You’ve got like tons of singers. You know what I mean? So, what if you want to become the next Beyoncé, how are you going to stand out when there’s tons of solo female artist?
Kathryn: What are you going to bring to the table that everyone hasn’t already seen or like a book, if you’ve got tons of fantasy stories, what makes yours different? What’s going to make your book stand out among the many that are all in that same genre.
Rachel: But they’re also thinking of futures as well because they’re not, you know, these are the, you know, like for example, Michael Jackson when he was. I mean he has had such a long life in the singing world. He had. I mean, he had like a, what like 30 years, about 30 years, a long time. It’s, yeah, it was a long, definitely set the trend for a lot of things. Yes. I mean, he, he said it for a God maybe longer than that, so, you know, he set this trend and the thing is that he kept upping his anti. He was always looking, you know, like when, when this would be released, he was already looking for the next thing of how he was gonna, you know, how that next album was going to break through. I mean, and the thing is that he hit, he even hit the remember the whole black and white album that he did that was like, he had a real message there and
Kathryn: I was like with like I was telling you the other day about like Beyoncé, how it was like when she dropped that one album in the middle of night, nobody knew about it, no promotion, nothing. She just dropped it. That was a trend, a surprise album. Then the next album she made it a bit more political having to do with everyday life. So now you’ve got this political album that she made right after one, you know, she dropped one randomly.
Kathryn: So that got people excited that she disrupted the market. Right. Then the next album was even bigger because now it was a surprise and on top of it being a surprise, she wasn’t just singing about regular stuff. Now she was saying about stuff that had to do with, you know, life, So it’s like every time she like sets this trend for the music industry and people want to follow it because are tons of people were trying to drop surprise albums now, tons of people are trying to make a music video for every single song on their album or a visual album and that that set a trend and that disrupted the market and that made people go, Whoa, what’s happening?
Rachel: Right? And probably onto the next thing, she’s probably already planning something that is going to be way outside the box that no one has tried yet. So, you see, this is what we, when we talked, disruptive marketing is being able to plan for today, you know, what am I going to do, you know, to market in a few, you know, right now that would be really be disruptive. But also keeping in mind, you know, to keep that same message, okay, because we never want to steer off our message, but be able to begin to fast forward into the future. How are we going to continuously continue to disrupt and be far beyond our competitors, you know, so we want to thank you again for this amazing topic that we were that we talked about and I hope that you guys are really taking away a lot and, really taking down notes because this is great. Again, you could find our podcast shows at rachelcalderon.com. Thank you again. Bye bye. Goodbye.