An IT marketing campaign for your MSP must be backed up by effective strategy. To this end, the fictional character Willy Wonka as played by Gene Wilder in the seventies is a brilliant example. As an MSP, there are things he did which would be worth applying to your operation, including:
- Facilitate demand
- Packaging and giveaways
- Effective branding
- Getting the right timing
Your IT marketing campaign must create a desire. It needs to do something which provides a necessary caste in regard to products or services. With Willy Wonka, this came in the form of a factory tour given to customers who found golden tickets concealed in his chocolate bars. This was compounded by the mystique silhouetting Wonka himself. Wonka spun up buzz until he had become a legend waiting.
Your MSP can adopt similar strategies. Facilitating demand shrouded in enigma can generate a buzz for your company if handled correctly. Marketing professionals can help you achieve the right balance.
Packaging and Giveaways
Wonka included golden tickets in certain chocolate bars. Your business can take a cue from this and include giveaways in packaging. Say one thing you sell on the equipment side of things is an inkjet printer. Include a few inkjet cartridges for free in one or two of the boxes or put a discount coupon in the printer packaging for additional services your firm provides. If you distribute them and measure the result, you may find you get back far fewer claimants than coupons printed, allowing you to print more and further expand your perceived value among existing and potential clientele.
Wonka combined mystique and quality into a single product. Steve Jobs used aesthetic appreciation communicated through interactive design to draw a consumer base. McDonald’s loves to see you smile. Branding incorporates slogans, image, communication, and outreach on top of the existing quality that makes your products or services attractive. Wonka’s chocolate was delicious and enigmatic. You need to focus on providing something that’s worthwhile to your clients. Once you’ve done that, your next task is to generate organic interest as best as you can. Again, working with professional online marketers can be beneficial.
Get the Right Timing
There is a deep truth to the phrase “timing is everything”. The fact is, missing the boat on timing could tank your company. Consider Nintendo, Sony, Microsoft, Sega, and console gaming. In the nineties, the war was on: Sony and Nintendo played prime roles, but Sega wasn’t out of the running.
Sega launched the ill-fated Dreamcast in 1999, a souped-up machine with superior capabilities to all the rest, and internet connectivity to boot. However, it failed because it was too much too soon. The following year, Sony’s PlayStation 2 launched and dominated everything. Sony got the timing right, Dreamcast did not.
You need to learn from this. Dreamcast had everything else right but not the timing. They had the marketing enigma, they had the quality of the product, they facilitated demand – but they didn’t get the right timing. What they did do was chum the waters for the Sony sharks in following years. If you’re not careful and launch some ill-fated marketing campaign, you could have the added insult of seeing competitors profit from the vision you designed.
In Willy Wonka and the Chocolate Factory, Wilder’s character timed the release of the chocolate bars and their subsequent ticket with his coming retirement. The whole competition was a means of choosing his successor. His timing was his own lifeline. Your timing should be chosen just as carefully. The last consideration with timing is that you shouldn’t use other companies as a template for your own. The time frame must come from your operation.
IT marketing may not be in pertinence to some fanciful chocolate facility, but that doesn’t mean you can’t generate actionable buzz. Time things right, generate demand, have effectively branded quality products, and throw in the odd giveaway. Such measures will likely make your MSP more successful in terms of marketing.