Marketing War Dance
IT marketing has nuance. Like everything, the more you consider this field of outreach, the more complicated it becomes. A fractal is this way. It starts with one shape, but as you get closer, you realize the same shape endlessly repeats itself. The Mandelbrot Set is a perfect example of this. As you “zoom in” on the points of light silhouetting this rotund shape, you’ll find the same shape endlessly reflected, and there’s no end. Many think this fractal nature describes reality from the sub-molecular to the macro-molecular— that which is larger than a galaxy. If atoms really are like tiny solar systems, this logic holds up! But it’s all a digression from the main point and that is this: marketing similarly has many angles to it that continue to expand and repeat as you get deeper. Marketing is more than a good ad, a well-placed article, or available, visible content. There are also psychological factors which must be considered in order for your technology company to experience the greatest success.
A great illustration of this may be taken from the most recent installment of The Fast and the Furious franchise, The Fate of the Furious. In the first portion of the film, the character Hobbs is coaching his daughter’s soccer team. The girls do something called “The Haka Dance,” which basically involves a bunch of intense movement and rhythmic shouting. When they finish the dance, they stick out their tongues and make faces at the opposing team, who’s so shocked that collectively its girls decide they don’t want to play anymore. Basically, the one team “psyches out” the other team.
IT marketing can do the same thing. Basically, you become visible through a number of key platforms:
• Trade shows
• Speaking it events
• Press briefing
• Getting featured in known tech/business journals
• Getting featured on local news stations
• Sourcing prime-time, visible office real estate
• Synchronized branding on trucks to describe a fleet of vehicles
This is basically a marketing “Haka dance.” It is a means of making your services so visible to competitors that they fear to compete. If there’s a bidding war between you and another company for the same IT project, if you ever have the Haka dance of extremely visible IT services, your competitors may withdraw from fear of sub-par service delivery.
An IT company that is well-known throughout a given community will get business simply from such renown. This is one reason television in the 20th and 21st century has changed voting so much. People are more inclined to vote for that which they recognize than that which aligns with their particular politics. Perhaps that wasn’t entirely true in the last presidential election, but it continues to be true in most lower-level state elections. On many ballots are cavalcades of politicians that are basically unknown to the voter. So the voter picks the name which jogs a memory.
By being visible through ubiquitous, omnipresent marketing, you’ll have the same effect on your local community. Should potential clients do a search for IT in their local area, then the products and services of your business should immediately pop up. When they’re listening to the prime-time radio station of the area, you should have an ad that bounces out of their speakers at statistically predictable intervals. Billboards at areas of high traffic are recommendable. Local access commercials which expand to larger stations are also recommendable, as well as shooting commercials to be used online with monetized content platforms like Facebook. You want to attend local tech conventions and those where other providers who are peers to you may be going.
Your outward marketing endeavors begin to take on a strategic approach. Granted, you want your services to be top-notch, but if you’ve got the right marketing techniques, you can build them up to where they need to be even if they’re not there initially. So you see why IT marketing can be described as having a fractal nature. There are many different aspects to it, and the deeper you get into it, the more that develop. Marketing statewide is a step up from the local, nationwide a step up from the state, etc.
About our Contributor
Stelios Valavanis, founder and president of onShore a network security firm based in Chicago and investor in several early stage companies, graduated from the University of Chicago in 1988 with a Bachelor’s degree in Physics. Stelios held a number of technical positions at the University of Chicago before founding onShore, the cyber security authority in Chicago. He currently serves on the board of the ACLU of Illinois and advisory boards and committees for several other organizations and companies. Stel’s business and technical strengths center around the Network and IT security, designing Internet security for Chicago trading firms in the 90s and eventually building what is today a leader among cyber security companies with an emphasis on banking. He is a strong advocate of open source software and its contribution to IT security throughout Chicago.