I worked from 8:00 am to 11:15 pm yesterday and I am tired.
There’s a well known company in the digital technology world, known largely known only by acronym, that’s been following the digital footprint I’m leaving for my company around the web since January. It’s like they woke up and just decided they were going to follow my strategy and ‘one-up’ it all the way through. If I pay for logo placement in third, they’re coming along a month later and paying for logo placement in second. Needless to say, it’s become quite tedious to try and differentiate ourselves when they seem hellbent on keeping us in the same breath.
Everyone’s always told me that they don’t market because they’re so big that they don’t need to. They control [X] amount of the market space, so why waste their dollars on marketing? Well, this year they’ve seemingly changed their minds. Their marketing strategy is to stalk my company’s LinkedIn and then do exactly what we’ve done.
Everyone’s always told me that they don’t attend shows and conventions because they’re so big that they don’t need to. They control [X] amount of the market space, so why waste their dollars on conventions? Well, this year they’ve seemingly change their minds. They seem to be attending no more, and no less, then the exact amount of shows I’ve signed the Texas crew up to attend.
Coincidence? I don’t work for them so I cannot speak to what they’re doing at this stage. I can speculate that they’re watching my company’s LinkedIn page and mirroring what my company is doing. I can also say that it’s really pissing me off.
When I took on this position last year I realized pretty quickly that I mass advertising wasn’t going to do me any good. With ‘Acronym Only’ company controlling such a giant share of the market, I decided that my best approach was not going to be casting a wide need, but rather, a targeted net. Instead of doing nation wide campaigns, or international campaigns, I’ve been specifically targeting sections of the population in certain states and regions of specific countries around the world. This has allowed my company’s profile to multiply five-fold in just a year’s time because people are seeing that one of our strongest suits is not being a multi-national corporation. (I say that in the figurative sense of the term, as my company is by all legal perspectives both a corporation and multi-national)
The problem that I think ‘Acronym Only’ company has is that they’re so big and they have so many people on staff and they have so much money to work with that they’ve lost touch with their ability to really reach people on an individual scale. I have exploited that. It was always my goal to exploit that.
When you call ‘Acronym Only’, you’re directed to a call centre from one of more than a dozen countries where a 10 minute long answering machine will help direct you to the right support person. You have a better chance of winning the lottery then talking to the same support person twice. When you call my company, you get the support team at my company. They’ll tell you their names, office phone and email address so that if your issue persists, you can contact them again. People need that. Despite the trend of massive conglomerates who can automate literally every aspect of their business they don’t want to do these days, people need to know that a company cares.
Well, this year ‘Acronym Only’ has decided to try and prove that they care. The way that they are trying to prove they care is by one-upping everything my company, and I, are doing.
I honestly don’t think its my personal strategy they’re trying to steal. I just think that they’re so big and have so many staff that they really don’t understand how to connect with people on a personal level anymore. I think they found a company they thought appeared to be doing it well, and they’re mimicking that. Which is sad and pathetic, really.
It’s making for some long ass days for me, though.
Trying to stay on top of a multi-billion dollar company wasn’t something I wove into my marketing strategy for the year. Reassessing takes more time than proper planning and execution did.
I think it goes to show, though… money can’t buy you everything. A good strategy is about making the best use of the tools available to you. It’s not about how much money you have to spend.