Today, the term ‘disruptive’ has become diluted; a ubiquitously used word to describe so many brands and their founders like a badge of honor. But true tech innovation requires being a genuine disruptor, challenging the status quo, and changing the game. Here are a few disruptive PR strategies truly disruptive tech companies can employ to garner media attention, attract funding, and drive sales growth.
1. Challenge the Status Quo:
Tech innovation isn't just about introducing new features; it's about fundamentally reshaping industries. By challenging existing norms and conventions, companies can capture attention and force competitors to reassess their strategies. Take, for instance, Tesla's approach to electric vehicles. By reimagining the automobile as a sustainable, high-performance machine, Tesla disrupted the automotive industry's status quo and compelled traditional manufacturers to accelerate their electric vehicle initiatives.
2. Shock and Awe Tactics:
Provocation breeds attention. Employing shock and awe tactics can disrupt the narrative, making your technology impossible to ignore. Consider the controversial marketing campaign by the dating app, Tinder, where they publicly criticized Vanity Fair for its portrayal of Tinder in an article. This bold move sparked debates and significantly increased Tinder's visibility, illustrating the power of stirring the pot to capture attention.
3. Subvert Expectations:
Subverting expectations can be a powerful tool to pique interest. Presenting your technology in unexpected contexts challenges preconceived notions and sparks curiosity. An excellent example is Airbnb's "Night At" campaigns, where they offered stays in unconventional locations like underwater bedrooms or atop ski jumps. By defying traditional lodging experiences, Airbnb showcased the versatility of its platform memorably.
4. Unconventional Partnerships:
Tech innovators can showcase the adaptability of their technology through collaborations with unexpected allies or industries. For instance, the partnership between Amazon and Whole Foods illustrates this strategy. By integrating Amazon's e-commerce prowess with Whole Foods' brick-and-mortar stores, they revolutionized grocery shopping, demonstrating how unconventional partnerships can enhance customer convenience and extend digital reach into traditional retail spaces.
5. Empower the Underdogs:
Positioning your company as the underdog challenging industry giants can garner sympathy and admiration. A prime example is how Slack disrupted the workplace communication space dominated by Microsoft and Google. By emphasizing user-centric design and agile development, Slack portrayed itself as the scrappy underdog empowering teams to communicate more effectively.
By Steven Le Vine, President and Founder at GVG Agency.
