PR Mode spotted

Mauricio from GeekZone noticed we had gone into PR Mode for the UK in contrast to what we’ve been doing in NZ.

XERO GOING INTO PR MODE – IN THE UK

Well spotted Mauricio.

In NZ we’ve been deliberately not doing the press release overload thing, preferring to mainly just announce milestones when we hit them or when we have a public company disclosure requirement.

So far we’ve found that traditional advertising is expensive and ineffectual.  That may be because its a stretch to get someone to an online response to a print ad.  The person has to remember to do an action sometime later.

We get a better response from online advertising, especially Flash ads with a clear call to action.  But doing online advertising with scale is expensive and right now hard to justify the ROI.

Piggyback marketing with partners like the BNZ is great for building awareness. We put a lot of effort into these partnerships.

By far word-of-mouth recommendations are the most important for people to change their accounting software.

In the UK where we’re completely unknown we have a real challenge to create the initial buzz and get people into our demo to see how much easier and fun accounting can be. So for a few months in the UK, one of the things we’re trying is a PR type strategy.  This is as much for building Google search as getting in front of actual people reading our stories.

This has caused quite a bit of internal debate.  Personally I’m not a fan of this approach, it’s not really our style, but we’ve had advice from people we do respect that we need to try it.

Anyway, we are learning and measuring and after a few months we’ll be able to report back on its effectiveness. For us it’s really important to try things and learn what works in our market.

We’re very interested to hear others perspective on what works for them.

One Comment

Duane Jackson
August 8, 2008 at 8:48 pm

Your competitors in the UK have noticed your PR activity too.

We’re hearing our customers (and potential customers) mention your name now too – so you must be doing something right.

Welcome to the UK!

Duane Jackson
Managing Director
http://www.kashflow.co.uk

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