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June 28, 2006
Alfresco's Bathroom Positioning And Low-Budget Marketing Success
We've written about it before, how European founders are boasting about their lean R&D and low cash-burn marketing efforts, here is another example.
The management at Alfresco, an open source document management software company whose founders hail from big name software firms that spent lavishly on such efforts, seem to be having fun with taking a very different marketing approach this time around.
Alfresco's Booth At A Recent Trade Show Has A Retro Look - Reminds Us Of School Science Fairs And Yet It Pulled Traffic.
The secret apparently was being located near the public restrooms.
At the Expo, our booth has to have got to win an award -- for least pretentious and best home construction project. Compared to the multi-million dollar monstrosities of EMC, IBM, Filenet, Kodak, Xerox, etc., I think we only spent a couple of hundred dollars on it. At least you know that our money is going on product rather than fancy marketing. But because we were near the bathrooms, we got pretty good traffic. We got some fantastic leads and keen interest from our attendance.
If this is really a trend, how long until we're feeling nostalgia for the booth babes, the slick suits, the free beer, the blaring audio/video displays, and arm-breaking bags of freebies?
Read - Last Week at AIIM and Java One (John Newton's blog)
Posted on June 28, 2006 07:28 PM | Posted to Software | entrepreneurship | Permalink
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