I Scream, You Scream, We All Scream for IT Marketing Ice Cream!

IT MarketingFor IT marketing to achieve its greatest effect, there shouldn’t be any single-pronged approach. Certainly, generating leads is integral to operations; but there are also ways you can get potential buyers to seek your products or services out. Combining such means with traditional outreach concepts is sure to increase ROI quantifiable. 

Drawing In A Crowd

Actually use ice cream. At least, that’s the metaphor to consider here. Imagine you’re working at a cubicle in an office, and a co-worker walks by excitedly exclaiming that free ice cream is available in the lobby. Well you’re not going to just ignore that, are you? Absolutely not! In fact, as you jump up from your desk you’re probably going to have to mentally tell yourself, “don’t run, don’t jog; don’t look too excited. It’s just ice cream.” But you don’t get free ice cream every day! When you finally get to the lobby, you’re given precisely that which your taste-buds have now been craving — and a business card from the man who brought the ice cream, informing you that his company just set up all the wireless Internet in your building. You see what’s happened here? Through the promise of mutually enjoyed confection, potential leads have been drawn to the seller; thus the power of anticipation. What drew them? Nothing to do with the business’s services or products. Just cool creamy ice cream. While such strategies won’t ensure a sale with every free treat administered, they will ensure that you and your company get on your demographic’s radar.

Making The Tangent Marketing Scheme Work

Don’t oversell your products or services through your IT marketing endeavors. You’ve managed to rope in the clients who will likely be of greatest use to you or your organization. Don’t scare them away by browbeating them with a presentation that saps the joy of the treat. At the same time, you can’t neglect to provide some sort of presentation. In this ice cream marketing approach, it’s best to have the free treats in an area where people can come and go as they please, but which is conducive to a conversation about products or services involved.

The Localized Aspect

Marketing often involves reaching individuals who are historically known for not having teeming social lives. Those individuals are also savvy to many advertisement or marketing angles, so using psychological techniques like the quid-pro-quo bait-and-switch outlined above is advisable. But, they must be approached with freedom and candor. Some guys are going to come in, look you straight in the eye, take your ice cream, and leave. The key here is making contact with localized individuals who can help spread the word, not converting everybody. When momentum has been gained, then you can branch out to other agencies and try the same technique.

Marketing A Managed Service Provider

MSPs need to show their usefulness. If you were to expand the ice cream marketing idea outward, consider finding a sort of “choke point”. In recent decades, this could have been a troubleshooting chat room where a free mod could be made available with an expiration date requiring purchase down the line. Chat rooms aren’t so much en vogue anymore; though, like radio, they will definitely still have some foothold somewhere. Still, MSP marketing needs to reach clients where they are most likely to be found. Once you’ve solved this problem, all you’ve got to do is figure out a “treat” to reel in potential clients with. Ideas include:

  • Free services for a period of time
  • Free products/swag
  • Actual ice cream
  • Free music/movie downloads
  • Spa packages (where applicable)

Emphasize Salable Aspects Of Your MSP

What do you do which no other MSP in the local area is capable of? Do you have specialties which recommend your service? Your marketing should be tailored around emphasizing the unique aspects of your business which are attractive to the demographic you’re seeking.

Know Existing Competition

Before putting together any IT marketing as described here, you should know what competing providers in your area are up to, and ensure that what you’re offering outshines whatever it is they’ve got on the table. Find the weaknesses of your competition and expound on the strengths of your own. Don’t stab them in the back. Make the positives of your company core to a given presentation or sales’ pitch. Leave it to the potential client to finish the equation in their heads.

I Scream, You Scream, We All Scream For Your Business!

Approaching IT marketing with a multi-tiered strategy that draws in a crowd and puts your services on their radar is a great way to provide local attention for your business. By knowing your competition and emphasizing your strengths, you’ll likely acquire a bevy of leads as you streamline your technique.

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Mark McGarvey

Mark McGarvey is president of One Click Solutions Group, a managed services in San Francisco and security provider serving small and mid-sized businesses with 20 to 100 employees in the Bay Area. Mark began his career in msp consulting, before living in San Francisco, in the 90s as a senior support technician for a then-small company in Austin, TX called Dell. After working for a number of organizations in desktop support/management and systems administration, Mark realized a passion for two things: Ensuring computer systems ran smoothly and keeping the people that used these systems happy and productive. This passion helped him get his IT business started in San Francisco!  As a small business owner, Mark empathizes with other business owners that need computer support in San Francisco and understands the things dearest to them: Increasing productivity and efficiency and keeping costs low and ROI high.