How to poach customers of your competitor
The goal is to hold an event on the day your main competitor holds its’ yearly congress for its’ customers.
First you publish a website tagged with keywords related to the event and product of the competitor.
Then you issue a book of songs (Carolers) with a spectacular offering for your product (-50%) if they migrate.
On the day of the event you hand out the booklet and place singers in front of the building where the congress is taken place.
And let the audience (customers and partners) decide.
In any case you will be noticed.
And of course publish video’s on YouTube and Tweet about it for social media marketing.
SugarCRM on Dreamforce event of Salesforce
These Christmas Carolers of Sugar CRM in front of the congress center where Salesforce is holding its’s Dreamforce event are singing songs like:
* Are you feeling squeezed by salesforce?
* Would having workflow help you automate your business processes?
* Do you need full mobile access?
* Are you being pressured into a costly upgrade to Enterprise?
* Do you feel $125/user/mo is just too much?
The 12 Days of Dreamforce:
“On the first day of Dreamforce, Marc Benioff (CEO Salesforce) gave to me: An overpriced subscription fee.”
“On the second day of Dreamforce, Marc Benioff gave to me : Two hours of downtime, And an overpricedsubscription fee.”
“On the third day …”
The benefits of poaching
One of the questions is:
How can SugarCRM afford such an expensive counter event as it is based on Open Source ?
Would you dare to hit on your competitor in such a fashion ?
Would you dare to trespass into the territory of your competitor ?
Would your customers approve it ?
Would you win any customers ?
Could you loose any customers ?
Would you be afraid of his direct counter attack ?
Is poaching customers ethical ?
Would you poach customers from your competitor or not ?