Destructive Marketing
Branding, Destructive Innovation, Destructive Marketing, Marketing Tips, Marketing to Millennials, Uncategorized

Detonate Your World: Destructive Marketing

Destructive MarketingDestructive Marketing 101

To survive in business in 2018, take everything you thought you knew about your product or service and any advertising method you’ve ever used. Toss them together and light it all on fire. Then start over. Enter the era of destructive innovation, followed closely by destructive marketing.

Coined by a professor in 1997, destructive innovation is described by the Harvard Business Review as: “a process whereby a smaller company with fewer resources successfully challenges established incumbent businesses. They overtake the market, succeed and become the new world order.”

ThinkDestructive Marketing

Netflix & Blockbuster Video – Remember driving to the video store to pick up VHS tapes, and later, DVD’s? You had to get there early if you wanted to watch a new release. Netflix streaming redefined movie night for millions of Americans.  

Uber Destructive InnovationUber & Yellow Cab When was the last time you called a cab? How about an Uber? The company didn’t just introduce a competitor to the taxi market but turned the entire industry on its ear.

Apple Music & Tower Records People were trolling Tower Records for albums when Apple introduced the iPod in 2001. Since that time, the company further destroyed the music- purchasing paradigm by creating a subscription-based service called Apple Music.

Destruction Defined

Destructive Marketing
Destructive Marketing Makes an Impact

Different than just coming up with a product or service to fit into a pre-existing category, destructive innovation redefines an entire industry. Then, its counterpart throws away the playbook to advertise the innovation. If this appears to be a risky business venture, consider the alternative – disbanding altogether once the old ways of doing things are abandoned in favor of a new playbook.

Consider these cautionary tales:

KodakKodak self destruction

In less than 20 years, camera and film manufacturer Kodak went from the fourth most valuable brand worldwide to bankruptcy. Why? Because they weren’t prepared for customers to stop buying film and switching to digital photography. The market disrupted and Kodak failed to adjust.


Reject the Status QuoOnce located on street corners across the country, Borders rose to the top of brick and mortar only to fall once e-book sales started eating into physical book profits. While their close competitor, Barnes & Noble, embraced the electronic trend, manufacturing an e-reader and massive quantities of digital content through Nook, Borders stubbornly held on to the belief that people would always prefer hard and soft cover books and merchandise over electronic iterations. The mistake ultimately led to their bankruptcy in 2011.

BlackberryRIM self destructed Destructive Marketing

Once in the hands of virtually every member of the C-Suite, Research in Motion (RIM)’s mobile demise dates to 2012. Blackberry is a prime example of an incumbent business being disrupted by enthusiastic newcomers with nothing to lose. BlackBerry’s success a decade ago made RIM executives complacent and conservative. While newcomers Apple and Android were eager to offer mobile alternatives, Blackberry officials feared the innovation of touchscreen display, holding so tightly to customers that they lost sight of the billions who would eventually enter the marketplace.

How to Craft a Destructive Strategy

Don't be afraid to changeTo employ disruptive innovation and marketing, companies need to change their business model, their outbound product or service, and the message they send to consumers.

Virgin CEO Richard Branson explains the freeform procedure like so: “Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there.” Richard Branson Disruptive Marketing

Don’t Get Destroyed; Self-Destruct

  • Use big data to evaluate where you are and consider where you want to go.
  • Think outside the box. Disruptive marketing is loud and sometimes obnoxious because it is bold enough to say what we are all secretly thinking.
  • Once you’ve come up with a big idea, plan how to share it, realizing that the new world of advertising is about conversations instead of narratives.
  • Tell stories instead of lecturing.Destructive Innovation Promo Products
  • Tangible items – Our client used these, also known as promotional products, to entice members to join their association. The client told us the items would be used at an event attended by clients who were interested in Cyber Security. They selected and ordered 500 of Vault RFID Security Backpacks. Not only were the backpacks used to secure new memberships but were such a hit, our client ordered more for their national trade association fair.

Promotional Itemsms-2

Remember that the best marketing takes place with tangible items a.k.a. promotional items shared in the real world or among groups of people (at conferences, trade shows, events). Experiences may be promoted online, but should take place in the real world. Digital methods should reflect (instead of replacing) whatever is happening in the physical realm.

Author of the book, Destructive Marketing, Geoffrey Colon, says this: “Although we certainly live more of our lives on the Internet as a society these days, because we are social animals, we crave shared experiences with people, in person.”

Unknown.pngAbout On Target Promotions

Need great ideas for helping to develop and maintain great relationships with prospects and current clients? We’ve got them! On Target Promotions, is a national promotional products and printing company with a creative edge to add impact and value to your programs. An agency without associated agency fees, we provide the most innovative and cutting edge products and service solutions through our Inland Empire offices. We help clients use marketing materials and promotional products as well as other media to design and secure quality marketing programs that meet their goals and exceed their expectations. Since we believe nothing is a greater reflection of success than a repeat customer, everything we do is designed with our clients in mind. Your focus is our goal. Call (951) 682-8427 or email us today to start your project.

Marketing Tips, Marketing to Millennials, Promotional Products Inland Empire, Uncategorized, Virtual Reality Marketing

What You Absolutely Must Know About How Virtual Reality is Changing the Face of Marketing

viewer lifestyle imageIn the 2002 dystopian fantasy movie, Minority Report, entertainment seekers head to a club called the VR Room. Donning headsets and electronic bodysuits, these fictional characters escape their humdrum lives through virtual reality. Fast forward to the real world in 2017, where some of the same virtual escapism awaits – not in a nightclub, but from the comfort of your own home. In case you missed it, Virtual (VR) and Augmented Reality (AR) have arrived. And they are well on their way to reshaping the world –  in ways far beyond escapist entertainment.

Virtual Reality immerses the user in a virtual world.
Augmented Reality overlays digital information onto the physical world.

In a comprehensive study about VR and AR, Goldman Sachs reported:
“There is no shortage of examples of how VR and AR can reshape existing ways of doing things – from buying a new home, interacting with a doctor, or watching a football game. As the technology advances, price points decline, and an entire new marketplace of applications (both business and consumer) hit the market, we believe VR/AR has the potential to spawn a multi-billion-dollar industry, and possibly be as game changing as the advent of the PC.” 

Here are a few fields already using VR or AR technology:pokemon-1543353_960_720

  • Gaming – The first AR technology to strike a chord with the public was in the field of gaming, with the hand-held Augmented Reality game, Pokémon Go, which was released on July 6, 2016. A location-based app which has been downloaded 15 million times, and boasts 21 million daily active users, the platform made AR accessible to anyone with access to a Smartphone. Still at the forefront of gaming interactivity, Pokémon Go developers have recently announced plans to integrate with Apple’s advanced augmented reality tool, ARKit, which will use “fast, stable motion tracking,” as well as scale estimation and ambient lighting estimation for a more immersive version of AR.
  • Retail – Home improvement, apparel and auto industries were among the first to join the fray. So far, six Lowe’s Home Improvement stores offer virtual tours so buyers can walk around completed remodeling designs before pulling the trigger on home improvement purchases. And shoemaker, Merrell, created a VR experience called TrailScape to support the launch of a new hiking boot, the Capra. Users virtually traverse a dangerous mountain hike along a stage set which was mapped to the virtual experience to create a new level of immersion. The motion capture allows adventurers to explore the mountainside, with tactile elements such as rope walkways and shaking wooden planks, making it one of the most immersive VR experience to date.
  • K-12 Education –Some public schools have embraced VR and AR. One educational technology firm is taking advantage of Google Cardboard, the ultra-low cost VR headset solution that relies on ordinary smartphones to provide a still-serviceable VR experience. NearPod is being used by public school districts around the country, with K-12 students at participating schools enjoying virtual field trips all around the world. VR image 2
  • Higher Education – A university looking to set itself apart enticed tech-savvy students to attend their university at a recruiting fair. University reps gave away branded VR headsets with a QR code, which took the students on a virtual campus tour. Students who took the tour were “qualified leads.”
  • Sports – VR is also being used at large college football programs to woo recruits:

 “From taking a knee in the locker room to running out on the field amid screaming fans, virtual reality transforms them into a current student. Not only do these VR experiences create a strong and memorable emotional connection, but they can also help profile a school’s facilities, amenities, and campus life.”

Using VR and AR in Marketing

animation-1663612_960_720The overriding difference between VR and AR is that VR uses an opaque headset (which users cannot see through) to completely immerse the user in a virtual world whereas AR uses a clear headset so the users can see the real world and overlay information and imagery onto it. Both emergent game changers, AR and VR campaigns are being used to push everything from International First Class air travel to cheese. And little wonder, as VR can position any brand in a modern and relevant light.

In a blog post on Bioscience Technology, Cynthia Fox explains that our brains are wired to be influenced by VR experiences. So, such experiences are not successful simply because of the novelty or interactivity of the tech, but because VR appeals to three parts of the brain responsible for perceptions and reaction:

  1. Neocortex (higher-level thinking)
  2. Limbic system (emotion, behavior, motivation)
  3. Reptilian brain (primitive instincts). Although content remains king if you want folks to engage, no content-delivery system besides Virtual Reality appeals to all three of these categories at the same time.

Should business owners make use of AR and VR in their marketing campaigns?

  • Sarah Hill, CEO of StoryUP, which was an early pioneer in virtual reality for brands: “VR (will likely) disrupt nearly every industry (especially education, travel, journalism, health care, architecture, and…marketing,” adding, “The internet is fast-becoming a place you step inside.”

  • Greenlight Insights: “62% of consumers say they would feel more engaged with a brand that sponsors a VR experience and 71% of consumers think a brand is forward-thinking if it uses virtual reality.”

  • Forbes Global 2000: 30% of consumer-facing companies will experiment with augmented and virtual reality this year. 

How AR or VR can impact a marketing campaign:image of augmented reality tattoo

  • Demonstrate product attributes, features and functionality.
  • Immerse users in a branded entertainment experience, which can impact brand loyalty.
  • Help consumers make informed choices so they’ll be happier with purchases.
  • Add an immersive, exhilarating dimension to traditional print and video story-telling.
  • Show how a brand can fit into an aspirational lifestyle.

VR Case Studies

Tom’s Shoes: Virtual Trip to Distribute Shoes

Mercedes: Video Test Drive

McDonald’s: Virtual Skiing

Not Just Big Business

cyber-2062846_960_720How to Use VR & AR in Your Marketing Campaign

  • Don’t make the mistake of thinking that AR and VR campaigns are only for big brands with unlimited advertising dollars and wealthy customers. On the consumer side, people who are not yet prepared to invest big bucks into a headset but want to enjoy VR tech, can purchase a Google Cardboard VR box, which is compatible with Apple and Android phones, for about $4.
  • Place a AR calendar on a prospects or client’s desk. With the AR feature of this calendar your prospect is more likely to keep this interactive piece on their desk, increasing your branding value.pixation-calendar
  • On the entrepreneurial side, Virtual Reality production remains out of reach for most business owners. Current estimated costs for development range from $5,000 for a simple game to $300,000 for a 3D film. However, branded VR boxes are a great way to align your company with cutting-edge tech. Brand-able headsets range in price from $2.19 up and are available through On Target Promotions.

About On Target Promotions

Virtual reality got you hooked? Just give us a call. We will be happy to Come up with ideas to tie in VR and AR with your Marketing. OnTarget Promotions is a national promotional products agency based in Riverside, California. We help clients use promotional products along with other media to design and secure quality promotional programs that meet their goals and exceed their expectations. Since we believe nothing is a greater reflection of success than a repeat customer, everything we do is designed with our customer in mind. Your focus is our goal. Call (951) 682-8427 or email us to start your project today.

Branding, Marketing Tips, Marketing to Millennials, Uncategorized

How to Market to Millennials


Millennials are the generation of people born from 1980 to 2000, using digital technology and mass media, the children of Baby Boomers.

The largest generation in United States’ history, at some 80 million, millennials are reaching their prime working and spending years, where they are spending approximately $600 billion, and impacting virtually every industry. Since they have grown up during a time of great technological innovation, they routinely use handheld devices to meet most of their needs.Millenial-daily-life

Whether ordering chicken from the Amazon Marketplace or securing a ride on Lyft, their rabid reliance on tablets and smartphones is disrupting traditional purchasing patterns. Yesterday’s financially dependent teens are today’s young adults, with careers, kids and homes. In fact, researchers agree that millennials may be the most important consumer group to come along within the past 100 years. With millennial spending projected to grow to $1.4 trillion annually, the entrepreneurial imperative is to adapt traditional patterns to appeal to the burgeoning market.

  • More than 90 million millennials reside in North America.
  • By 2018, millennials will have more spending power than any other generation.
  • 83% of new moms are millennials.
  • Millennials spend an average of 18 hours per week on their Smartphones.Emotional-response-to-Promo-Products

Forbes reports that millennials are fiercely brand-loyal. Since, by 2020, nearly half of the U.S. workforce will be millennials, it is critical for brands to leverage brand identity, which is a sound investment strategy, since customer retention is far more affordable than new client acquisition. Thankfully, the most cost effective way to reach millennials is electronically. So, even those marketing efforts done in 3D, such ordering as promotional giveaways or sponsoring an event, can be shared over social media networks to exponentially multiply the impact. Social media is the new distribution of word-of-mouth marketing. Brands that go viral on social media generate customer reactions, engagements and referrals.


Millennial preferences extend to the office-warehouse market. Working either at home or in shared office space, they prefer working close to the urban core, rather than in the suburbs. They look for cool space with features like exposed concrete floors, open ceilings and common areas for collaboration. What’s more, working digitally nearly 24/7, they shun traditional 9-5 hours in favor of greater flexibility. To market to millennials on the job, consider texts, promotional product gifts they can use at work and signage in urban areas.


  • By the year 2020, millennial purchases will represent 30% of total retail sales.
  • More than half (55 percent) say that (when shopping) they seek out “the cheapest return option.”
  • Thirty-six percent said they will go online to buy from a retailer’s website if they want a product when the company’s stores are closed.
  • On average, 89 percent said having access to real-time product availability information would influence their shopping choices in terms of which stores they would frequent.

Changing-consumer-perspectiveTo capture millennial retail sales:

  • Is your point-of-sale advertising visually appealing, clear and concise, thought-provoking and personally relatable? Millennials value these qualities in advertising.
  • Evaluate your return policy to make sure it’s competitive. Make changes if it is not.
  • Assess your website’s effectiveness. Is it user-friendly? Are products easy to find and order? Is your website responsive to mobile use? Consider investing in app development.
  • Is product information readily available on your website? Are you taking advantage of review apps to maximize your reach?


While their parents considered travel a luxury, millennials tend to view it as a necessity, possibly because their digital connections make even far corners of the world well within reach. In fact, according to Huffington Post, Millennials are 23 percent more likely to travel abroad than their older counterparts. They are also willing to budget more for trips, (and are) on track to spend $1.4 trillion on travel each year by 2020.” With these figures, it is little wonder the travel industry values this generation.OT Leeds LR

Target millennials in their daily lives outside work via texts; social media – Instagram, Pinterest, YouTube, and promotional products they can use in daily life.

How to Target Millennials in Promotional Marketing

While other advertising channels communicate a single advertising message or serve to reinforce branding, promo products play a functional role in the consumer’s lifestyle. Research shows that eight out of ten millennials keep promotional products longer than a year. What’s more, they are more likely than other generations to walk around with those products in hand, sharing the brand with everyone they meet. Also, millennial men are more likely to store promotional products in their vehicle or bedroom, while women keep such items in the kitchen or bathroom.

Millenials-on-the-jobAre you targeting millennials? Just give us a call. We will be happy to find you the perfect product. OnTarget Promotions is a national promotional products agency based in Riverside, California. We help clients use promotional products along with other media to design and secure quality promotional programs that meet their goals and exceed their expectations. Since we believe nothing is a greater reflection of success than a repeat customer, everything we do is designed with our customer in mind. Your focus is our goal. Call (951) 682-8427 or email us to start your project today.