No guts, no glory: BigFix’s New Deal
The ad in The Economist sure caught my eye: a full, red-white-and-blue bunting-wreathed page with the screaming headline YES YOU CAN, and a complete poke in the chest of their competitors.
Times are tough all over….So why continue to bail out Altiris, LanDESK, Microsoft, McAfee, and Symantec? They’ve been delivering sub-par products for years, along with strong-arm tactics at renewal time. Sick of squandering your good money to bail them out? Ready for some real change?
Wow!
You don’t often see competitors names mentioned in an ad, let alone in an ad that calls them out for their “sub-par products” and “strong-arm tactics.”
They’re offering a 30 day free trial - no big deal, I suspect: a lot of companies offer free trials; it’s getting someone to find the time to implement the free trial that matters - and are claiming that their New Deal pricing will result in a landslide for BigFix.
Sure, the overall ad might have made a bit more sense last October/November, but the bail out and New Deal messaging, of course, makes plenty of sense in the present context.
And talk about a BOLD ad.
Although I am familiar with all the competitors named, wasn’t familiar with the company. Apparently, they’ve done provocative ads before. Here’s a link to one I found from a couple of years ago - a pretty funny rag on lying software salesmen, a category that will be familiar to anyone who has ever worked with software salesmen.
I’m not sure that The Economist is the right venue for an ad for Big Fix, but there do seem to be tech-aimed ads in there with some regularity. Anyway, it will be interesting to see how this works out for them.
If you’re the little guy, it’s no guts, no glory.
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