Clio’s selection of Austin, Texas, for its Clio Cloud Convention this yr was a foray into enemy territory, and the enemy responded strategically with guerilla techniques of its personal.
Austin, because it occurs, is the house base of AffiniPay, the father or mother firm of MyCase, LawPay, CASEPeer and Docketwise, all of that are rivals to Clio.
So AffiniPay took benefit of the inflow of authorized professionals with what can solely be described as guerrilla advertising and marketing.
Associated: At the Clio Cloud Conference, Building Momentum for Better Legal Practices.
This, as Investopedia explains, is the advertising and marketing tactic by which an organization makes use of shock or unconventional strategies and interactions to advertise a services or products.
AffiniPay’s pedicabs lined up exterior a ClioCon lodge.
And so, from the second attendees deplaned at Austin-Bergstrom Worldwide Airport, AffiniPay promoting was seemingly in all places, beginning with huge indicators proper there within the airport proclaiming, “Authorized professionals, welcome to our dwelling city.”
However the most-inspired maneuver could have been the pedicabs.
The second evening of ClioCon at all times incorporates a huge social gathering. Not like the opening evening social gathering, nonetheless, it requires a paid ticket past the convention registration price.
So AffiniPay selected that evening to throw a “Style of Texas” social gathering of its personal. And it held that social gathering at Uptown Sports activities Membership, the latest restaurant by legendary Austin barbecue chef Aaron Franklin, with Franklin himself there carving and serving the brisket.
All good to date. However right here’s the impressed half. To get folks to and from the social gathering, AffiniPay employed a fleet of pedicabs to be at attendees’ beck and name.
Rhys Dipshan, tech desk editor at ALM, catches a journey.
Now, in Austin, pedicabs are ubiquitous, sporting vacationers right here and there. So, hiring pedicabs could not appear to be such a giant deal.
However AffiniPay not solely employed them, however it additionally repainted them in order that they had been branded with MyCase and LawPay and CASEPeer and Docketwise.
And plenty of of these branded pedicabs ended up not simply exterior the AffiniPay social gathering or attendees’ inns, however exterior the Clio social gathering.
That meant that these leaving the Clio social gathering may get rides dwelling, courtesy of its competitor.
Subsequent yr, Clio gained’t be returning to Austin. The choice to go elsewhere had nothing to do with AffiniPay’s guerilla marketing campaign. However I’m certain somebody at AffiniPay had enjoyable with this little bit of monkey enterprise.
