Ideas: Marketing Disruption
‘Marketing Disruption’ is a term coined by Hugh Mcleod to describe his recent campaign to introduce a new wine label to the world. Using his extension readership and blogging network he is offering sample bottles of Stormoek wine at no cost. There is no catch. The intention is to create a ‘word of mouth’ campaign which will ‘disrupt’ the usual marketing avenues and establish the label.
It’s a great concept. Getting your product in the hands of people who then have the means by which to ‘shout’ about it. The disruption side is obviously welcomed as more and more people are getting tired of the historical marketing avenues (see Seth Godin’s lates post).