Many of us remember playing Hungry, Hungry Hippos as kids. The objective was to gobble up the most white marbles on the board; the hippo with the most marbles won. But what if you could have rigged the game? What if you could have attracted all the marbles to you instead of putting so much effort into continually reaching out over and over again, only to sometimes come back empty? It would have been nice, right? What are we getting at? Having dealt with over 75 security industry clients on our three and a half year journey we have come across many hungry hippos.
It would appear that when it comes to existing marketing efforts, many feel more comfortable playing it safe, being unrecognized, staying under the radar and seeking to appeal to anyone. Many believe that if they simply put out their name along with the same message that their competitors lead with, somehow or another it will pay off. But even after much effort, in the end, it doesn’t. In today’s security market, where it’s easier for the consumer to go with the winners (meaning the 800 pound gorillas of the industry) you can’t afford to play it safe. You must find some way to stand out and be recognized.