Clearview North May 2013 - Issue 138 - Page 43

INDUSTRYNEWS Is your business a disruptive influence? Andy Royle, Director at Leads2trade, talks to Clearview about disruptive marketing and how companies can benefit from it. Traditionally, to achieve sales, companies have developed products or services and then implemented marketing strategies in order to attract new customers. But times have changed. With markets increasingly crowded and buyers bombarded with similar messages; successful companies are having to innovate and disrupt, designing products or services that either tap into an emerging market or re-shape an existing product or service to meet the demands of customers not served by what is currently on offer. Put simply, it’s about looking at a market and identifying opportunities that currently don’t exist or putting a new spin on an already existing model or approach. An Apple example CLEARVIEW EXCLUSIVE Apple is a good example of a disruptive organisation. Many music consumers wanted to purchase songs they may have heard on the radio without having to buy an entire album. Compact discs had become obsolete and download avenues, such as Napster, were becoming regulated by government. Apple’s launch of iTunes remedied this issue and allowed consumers to purchase songs individually again. Tough conditions that innovative, high-end well-known brands have reported better bottom-line sales than their opposites. Why have Jessops, Comet and HMV gone to the wall but John Lewis, Apple and Porsche have thrived? Part of the answer is likely to be how innovative, disruptive and adaptable they have been in their respective markets. Installers looked at the market and built an offering that was different. This meant providing an appointment booking service, sales closing tools, Certass membership, finance options and committed account teams who work with companies to help them grow their operations. Green Deal Apple took a risk and companies that are disruptive often do. Of course, taking risks is a risky strategy in itself, but being safe and