In Austin for ClioCon, Competitor AffiniPay Put On A Guerilla Marketing Sideshow

Clio’s alternative 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.

Associated: On the Clio Cloud Convention, Constructing Momentum for Higher Authorized Practices.

This, as Investopedia explains, is the advertising tactic through which an organization makes use of shock or unconventional strategies and interactions to advertise a services or products.

And so, from the second attendees deplaned at Austin-Bergstrom Worldwide Airport, AffiniPay promoting was seemingly in every single place, beginning with large indicators proper there within the airport proclaiming, “Authorized professionals, welcome to our residence city.”

However the most-inspired maneuver might have been the pedicabs.

The second evening of ClioCon at all times incorporates a large get together. In contrast to the opening evening get together, nevertheless, it requires a paid ticket past the convention registration payment.

So AffiniPay selected that evening to throw a “Style of Texas” get together of its personal. And it held that get together at Uptown Sports activities Membership, the most recent restaurant by legendary Austin barbecue chef Aaron Franklin, with Franklin himself there carving and serving the brisket.

All good thus far. However right here’s the impressed half. To get folks to and from the get together, 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 might not look like such a giant deal.

However AffiniPay not solely employed them, nevertheless it additionally repainted them so that they had been branded with MyCase and LawPay and CASEPeer and Docketwise.

And lots of of these branded pedicabs ended up not simply exterior the AffiniPay get together or attendees’ inns, however exterior the Clio get together.

That meant that these leaving the Clio get together might get rides residence, courtesy of its competitor.

Subsequent yr, Clio received’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.