So a really good friend of mine with a computer background (US Marines) decided to open his own start-up where he is specializing on information security and virus protection. My buddy is a sick man. He has 3 computers at his home, and for fun, he tries to infect them with new viruses ON PURPOSE just to figure out how to defeat them when security suites like Norton and AVG cannot. Like I told you, he's one sick puppy, lol. Anyhow, as gifted as he is with computers his marketing ability is lacking. Now I'm no expert I'll admit, but common sense and marketing seem to go hand in hand. Here is what I have him doing to market his new start-up: - Google Sponsored ads (Pay to Click) - Newspaper ads - Social Media (Facebook, Linkedin, and Twitter) - Business Website - Vehicle Decals - Free Computer Classes at Senor Centers (For charity and to educate himself on the needs of customers outside his typical demographic) Outside of those methods listed above, I've got nothing, lol. Does anyone here have any jewels of marketing wisdom that they could pass my way so I can help out my buddy?
20 years ago, I knew a man with a computer security business whose very successful marketing approach was to say, "If you think you've got good security, call this number." When I called, the voice said something like, "Hello, John Bear, calling from Hilo, Hawaii, phone 808-277-1423, home at 170 Kailulani Street, wife Marina C. Bear, bank account number [such and such] at First Hawaiian Bank, social security number [real number given]. Now, if you think you've got good security, hang up. If not, stay on the line." [Of course in Hawaii at that time, your drivers license number was your social security number, so that one may have been easy.] So how about picking a target customer, infecting their computer with one of the powerful viruses he's testing on his own, that ends up putting a message on their screen saying, "I have bypassed your Norton and AVG virus protectors with my Shazam virus. Here's the simple procedure to remove it. I'm on your side. If you'd like to talk about my information security service, whereby I will keep the bad guys from doing what I did, call this number . . ." (No, of course I'd never recommend doing that to a stranger. But a video showing it being done (and undone) to a cooperative target, would be powerful.)
So he creates a virus, infects a computer and then what? Fixes it? Who would want that? Thats like a Doctor cutting your hand and you being grateful when he offers you a bandaid. Maybe I'm reading it wrong, but information security is the topic de-jure these days in IT and he faces a lot of competition from the big boys. A one-man shop will have a hard time carving out anything more than a fixing-grannies-computer-when-she-installs-too-may-toolbars-niche. There are hardly any "jewels" to Marketing. It's an art and a science, plus a skill. Your friend would be better off sticking to the basics, you know the 4 P's and all: 1. What is the product? Security solutions packages? Where is his protection? Individual computers, LAN's, WAN's, datacenters, server farms, enclaves, DMZ's, etc? 2. What is the price? Again if this is software what is he charging for the licenses, is he charging hourly to clean a PC? 3. Looks like you have covered all of the circle-jerking social media promotion areas (how effective are they, really?) How's he going to attract REAL clients; trade mags, workshops, symposiums, trade-shows, etc. 4. Lastly, whats the place? Where is he marketing his skills to? Big companies, small businesses, schools, government, etc. There are some awesome free tools out there, namely AVG anti-virus and Adaware. I use those as my only protection and have had minimal problems. What product/service is he offering that other things/people do not offer? Why should I pay for his stuff when there is tested, reviewed, and well known freebies out there? Your friend should probably do a SWOT anaylsis, simple and easy to do and it will let him know where he stands. Most IT security firms are headed by scientists and computer experts with more than 20 years in the field. Your friend needs an honest opinion on what he is doing, where it is wants to go, and who he's up againts. Not a Facebook page and google analytics on his WordPress blog. Starting a business is difficult. I wish him good luck, C
No you misunderstood, my fault. My buddy infects his own computers and uses them a test subjects to see what new viruses are out there and then he finds ways to fix the damage. He does this because he truly enjoys the challenge of defeating viruses they are new and aggressive. Like I stated before, many of the viruses he finds are so aggressive and so new that many security suites like Norton and AVG haven't developed a way to deal with yet. His business demographic is targeted toward small business and "fixing-grannies-computer-when-she-installs-too-may-toolbars" as you so put it. I can't speak for his pricing schedule, but I know he is using the prices at Geek Squad as a baseline and changing less to gain a customer base. He eventually wants to branch off into into something else that he tried to explain to me but the concept was over my head as I am not a computer geek. I know he has a encryption background as he used to do that type of work both in the military and when he got out as a civilian contractor. Thanks for the advise guys, keep them coming.
Got it. For right now he is technically a help desk type person focusing on security issues? As for marketing if you already have the social media stuff down, then considering his target audience, I would advertise at senior centers and churches as most older people (as a demographic whole) are not high utilizers of technology. Then there is always craigslist and the newspaper (most older generations still subscibe to local papers). I would invest in some computer forensics training, i.e. hard-drive recovery and such. That could differentiate himself from the pack. Really there are a lot of computer fixer-upper types out there. Go to your (his) local chamber of commerce and find out about local small business associations. Volunteer to give talks at their next meeting about small business security issues. I guess this is a given, but identify what small business owners IT security related issues are and become an expert at that. Everyone wants to be l33t super-hackerzlolz types, but he may need to focus on the business continuity aspects of it, disaster recovery, etc. The less sexy stuff.
When speaking/advertising to the churchs or other groups, offer something for nothing. Use a program like Acronis to make an image of the drive for free. It takes about 40 minutes. This would give him 40-60 minutes of face time with the customer to sell his services. The offer could be, "I have an image that I can store for you for free. If you ever need it put back due to drive crashes or viruses, I can do it for free with a 1 year subscription to my service or for a fee of $100" or something like that.
His first marketing idea was to target an older demographic. Initially he took out several ads in the senior living newpapers and retirement community publications in his area. (Which is how he got his first 3 clients I believe, followed by 2-3 more through word of mouth) I'll pass along some of your sugguestions. Thanks.
