Three strategies to catapult your growth at any stage
Remember the last time you used a map? Asked the neighbor to check on your house while you’re away? Consulted a guidebook while traveling? Drove to the store to shop for CDs, mattresses, home furnishings or beauty products?
Odds are, those traditional experiences are not as common as they used to be. That’s because innovative brands—known as “disruptors”—have fundamentally changed how we live, work, shop and play.
Disruptors like Google Maps, Nest Home products, Yelp reviews, Spotify streaming, Wayfair home decor (and numerous others) have reinvented their respective categories. They’ve transformed rapidly from humble roots to household names, and in the process, introduced a new level of competition for brands of all stripes.
How to market—and grow—like a disruptor
Just what is a disruptor? A recent report identifies them as brands that “significantly challenge and subsequently change previously well-established consumer behaviors and norms.” Facebook, Amazon, Apple, Netflix and Google are considered the original five—a group so influential, it boasts its own acronym, FAANG.
However, brands at any stage and size can take a page from the playbook in use by these game-changing companies. Just follow these three strategies that successful disruptors share:
Television advertising not only expanded awareness and sales for brands like Yelp, Dollar Shave Club, Care.com, FitBit and Blue Apron, it simultaneously improved website traffic when their TV spots began to air. TV advertising also netted better online performance through increased search and social actions. It’s a media so powerful, the Video Advertising Bureau described it as “where disruptors go to grow big.”
Whether your brand is known or new, traditional or upstart, few are immune from the competitive pressure of industry disruptors. Take time now to assess how you will remain relevant and fuel future growth.
Make bold moves in your category. Broadcast advertising delivers a surefire marketing investment for savvy brands ready to accelerate their growth. Contact us to learn more.
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