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In an attempt to position itself as a cloud technology disruptor, Sage has employed an unusual marketing campaign targeting accountants attending Xero’s national conference.
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Sage proves a disruption at Xerocon
13 August 2015
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Those who attended Xerocon in Melbourne this morning were welcomed by Sage branding and the Sage One coffee cart, in a campaign the software provider says shows its intentions to become the new market disruptor.
Alan Osrin, Sage Australia chief executive, said the idea was to be cheeky, fun and innovative but also non-confrontational and non-combative.
“We thought it was a nice way to get our message out, let the market know and the people at the Xero conference know that there is a new kid on the block and there are alternatives.”
Mr Osrin acknowledged Xero as a market-leading innovator and described disrupting the disruptor as the perfect way to communicate Sage’s message of innovation to the market.
“Sage One, being the newest entrant in the highly-competitive online accounting solution market for accountants and small businesses, has made some serious headway… So what better time to reach out and grab more accountant mindshare [than] by wriggling our way into Xerocon.”
Mr Osrin said he hopes conference attendees will appreciate Sage’s efforts for what they are.
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“Hopefully, it will bring a smile to their face – that’s what we are hoping," he said, adding that he hopes Xero receives the campaign with a smile.
“We respect our competitors – they've done a good job – but if these guys get upset about it, to be honest then they don’t have a sense of humour.
“It’s not an aggressive campaign; it’s all tongue in cheek. Its cheeky, it’s fun, innovative and if it’s not going to bring a smile to their face, then nothing will,” Mr Osrin said.
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