Can You Indelibly Brand Your ‘Marketing for IT’ Message in the Community?
Style and Substance
When it comes to marketing for IT, there’s style-based marketing, substance-based marketing, and a synthesis of the two. As you may have guessed, in most markets, the synthesis of style and substance is that which yields the greatest success. When you’re branding, advertising, and otherwise getting your name out there, try to find ways of incorporating something meaningful bridging your services and the target market. Do it in a way that has enough market understanding to establish that which is most efficacious when trends are brought into the equation.
Think of some stylish brands that incorporate substance, simplicity, and a trendy take on the clientele they serve into their marketing. Nike serves people with at least some component of athleticism, but it markets to a broader base through its stylistic, emotionally effective advertisement campaigns. The slogan “Just do it” simply communicates the mission, attitude, and style of the market, while additionally pushing outward and drawing in new customers.
This is done through a mysterious sort of simplicity, a direct vagueness, if you will. The minimalist elements of Nike’s primary advertising campaign encourage greater attention in the viewer. It’s the same principle as speaking quietly in front of a large and loud crowd so that they must silence themselves to hear you.
A System of Approach
The marketing for IT you’ll find most successful locally will eventually make it so that your business’ name becomes subconsciously associated with IT. Do it right and you’ll be the first that comes to mind whenever a business is considering an IT solution. Sure, getting to that point may not be easy, but it’s certainly not impossible.
You may not have the budget of Nike, but if you incorporate the same principles, you can find more cost-effective ways to do the same things in your community. The goal is that eventually your business expands in profitability, and can grow to the point where it may be able to employ the sort of nationwide marketing as seen among larger organizations. So look at the principles that can be determined from Nike’s campaign:
- Synthesis of style and substance
- Actionable message – a hidden impetus
- Appeal to target market and beyond, simultaneously
- Oblique, minimalist presentation incorporating wonder
Synthesis, impetus, appeal, and wonder. The look and oblique nature of the ads use wonder in conjunction with style, appealing in their aesthetic and emotional transfiguration. The impetus is simultaneous— curiosity, the freedom and extremeness of pushing oneself, and the command: “Just do it.” Ostensibly, that command just means “follow your dreams.” But is it possible the designers of the campaign could also be subconsciously commanding viewers to buy Nike? Hence, the “Hidden Impetus.”
To do this cost-effectively, you can create a stylish set of postcards that simultaneously provides useful information and draws potential clients to you. You want to mail such cards regularly to prospects and use a “drip marketing” kind of approach that inculcates continuous awareness of your products and services. This can also be done through content writing agencies online, social media, press releases, and community involvement which can stimulate all these things.
Prospects you mail adverts to will either inquire about services, do nothing, or ask to be removed from your list. Here’s how you avoid the latter: have information that has nothing to do with selling your services, but is all about selling them simultaneously— the “just do it” approach of marketing for IT.
You might give them information about best practices pertaining to IT use. You might let them know of free applications— things they can acquire at no extra cost. Such an approach is regularly profitable. It doesn’t matter if you let people know about advantages they can take which don’t directly pertain to your service, because when they need what your MSP provides, they’re going to turn to you naturally as a result of the mail-out.
Humor’s excellent for this— daily jokes can work, maybe have them of the Dilbert variety as pertains to corporate life, then derive a message from the joke recommending your IT. Do things like that and even those who don’t want your IT will keep your mail-outs, and who knows? Maybe they’ll have a tech need in the near future.
About our Contributor
Mike Bloomfield currently serves as President Geek at Tekie Geek, a company providing IT support to NYC small and medium-sized businesses. Since 2012, Tekie Geek has been offering services like IT Support in Staten Island, Brooklyn, Queens, Bronx, Long Island, and New Jersey areas. Other IT support services Tekie Geek offers in NYC ranges from providing technical helpdesk support, computer support, and IT consulting. They have been awarded a CompTIA Managed Services Trustmark, which is a respected industry credential that signifies the company’s adherence to best practices for technology service delivery and customer interaction. Mike started with technology at a very young age and hasn’t slowed down since. He has served in the IT industry as an IT director, Engineer Manager, and a Director of IT/Research and Development. In 2012, he started Tekie Geek with the hope of being a one stop shop for all IT consulting services in Staten Island. When not working, Mike is a true geek and will be watching one of his favorite shows or movies, which include Game of Thrones, Star Wars, Gotham, and much more.