F*CK MARKETING

Sure, swearing isn’t generally in my writing style, but I’m ridiculously passionate about marketing, and I thought a little disruptive messaging might get your attention. I’m glad you’re here.

?Marketing campaigns can take many shapes. Depending on the audience and campaign objectives, something a little more exciting might be the best option. Disruptive messaging isn’t new. Early forms of disruptive marketing include ad placement in local newsletters–something wildly new and different. It sounds a little silly now, but the first audience to witness this strange form of advertising would have been bewildered at the site of an ad in their news.

?Marketing disruption was a slow progression until the 1990s, where entertainment went big. Customer experience personalized the process and technology made the unimaginable possible. The Red Bull brand has several examples of successful marketing campaigns, many disruptive. Early execution was well targeted and creative.

?“To create a market for Red Bull, Mateschitz began by focusing his efforts on the nightlife scene. This was done through active promotion by ‘student brand managers’ — popular students who would throw parties on university campuses and local bars, all funded by Red Bull.

?Soon after, Red Bull used a guerilla marketing strategy to introduce people to the brand. Volkswagen Beetles and Mini Coopers with an abnormally large Red Bull can fixed to the roof would drive around to beaches, universities, gyms, and office buildings handing out free samples of the drink. It wasn’t long after that bars and night clubs became aware of the potential of the brand, creating the staple party drinks of Red Bull mixed with vodka or J?germeister.” - Kaihan Krippendorff (How Red Bull’s Unconventional Marketing Strategy Gives the Company Wings, August 2022)

?This style of disruption was embraced and the brand gained great popularity amongst the target market.

?Disruption Through Guerrilla Marketing

One form of disruptive marketing is Guerrilla Marketing. Banksy demonstrates this well in his anonymous street art. I’ve been incorporating this style using Banksy’s disruptive examples in my industry volunteer work. Banksy’s works bring an underlying but incredibly powerful message that I use as an example to communicate the power of influence through disruption. The takeaway message: for a message to be heard, don’t shout it louder–present it so that it can’t go unheard.

guer·ril·la mar·ket·ing

noun

noun:?guerilla marketing

1. innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.

Since the late 1990s, Banksy, the edgy, unknown street artist has quietly worked–often in the darkness of the night–to create visual messages communicating his opposition to political and societal issues. His art is often displayed illegally, on public property. Not going unnoticed.

Gaining Visibility, Even While Invisible

“While he may shelter behind a concealed identity, he advocates a direct connection between an artist and his constituency. ‘There’s a whole new audience out there, and it’s never been easier to sell [one’s art],’ Banksy has maintained. ‘You don’t have to go to college, drag ’round a portfolio, mail off transparencies to snooty galleries or sleep with someone powerful, all you need now is a few ideas and a broadband connection. This is the first time the essentially bourgeois world of art has belonged to the people. We need to make it count.’” - Will Ellsworth-Jones (Smithsonian Magazine, The Story Behind Banksy; 2013).

Banksy has managed to remain invisible to the world, but his brand has a strong presence. Banksy’s words ring true for marketers–all one needs is a few ideas and a method of communication. His brand, while anonymous in theory, is quite famous for that exact reason. The mystery lives on. This air of wonder meets the criteria for sticky messaging–evoking emotion through surprise.

The Value of Disruptive Messaging

While I certainly find Banksy’s artwork interesting, I’m personally more intrigued with his marketing madness. He executes his work quickly, on a minimal budget. He’s incredibly creative, talented, and has managed to share his thoughts with the world for almost three decades without exposing his true identity. His art has sold for large amounts of money, one increasing in value after shredding itself.

“It was an iconic Banksy moment. In 2018, the ‘Girl With Balloon’ piece was sold at auction for $1.4 million dollars, but the work of art ‘self-destructed’ the moment the deal was done. The piece unexpectedly lowered itself through a shredder that had been built into the bottom of the frame unbeknownst to anyone involved in the sale, according to Sotheby's. The bottom half of the painting was cut into strips in what Sotheby's has referred to as a moment of "instant art world history." – Sharon Pruitt-Young (NPR News, A Banksy Piece Was Shredded At Auction In 2018. Now, It May Sell For Millions More; 2021).

These marketing concepts that Banksy has effectively demonstrated aren’t limited to the world of politics or fine art. The A/E/C industry can apply the same models to enhance what might otherwise be rather mundane messaging. The key to this type of campaign is rethinking the entire brand–not just the messaging.

Further Methods of Disruption

I realize that thus far, I’ve promoted foul language and vandalism. I assure you we’re going to do better than this. I’d like to tell you briefly some of the other methods of disruption that are highly effective and (mostly) wholesome.

1.???? Ambient Marketing

Messaging or imagery appearing in unexpected places.

2.???? Ambush Marketing

This technique is sneaky and coattails or steals the spotlight. Brand wars.

3.???? Experiential Marketing

Providing a way for the target audience to experience and connect to the brand.

4.???? Presence Marketing

Promotional swag achieves this. Placing logos and branding in targeted spaces.

5.???? Presume Marketing

Based on feelings, thoughts, connections to the brand. Storytelling is one method.

6.???? Undercover Marketing

Stealth marketing. Think salting the audience or product placement in movies.

7.???? Viral Marketing

Discovering a creative technique to make a message go viral and still link to the brand.

?And of course, Guerilla marketing–the unconventional marketing requiring thinking outside the box. Yes, your social media posts are worthwhile, and your logo displayed above the city, atop the crane, are worth the investment. However, there is more out there to be explored, and it might not require the level of financial investment you might think–just your heart, soul, and a whole lot of creative thinking.

I challenge you, AEC community, and your company brand managers to spend a little extra time contemplating a space for disruption–positive disruption preferred. If you execute something you’re proud of, please share it with our industry audience by adding #ccdmagdisrupted to your social media!

First published in Colorado Construction & Design Magazine:

https://ccdmag.com/Spring-2024/index.html#p=63

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