Published: August 22nd, 2016

I recently read an article on baytoday.ca, a Web site sharing community news throughout North Bay, about an IT firm offering up free WiFi in downtown North Bay, Ont.  IT specialist Sheldon Forgette is making a name for himself and his company, Computer Doctors.

Why is what Computer Doctors is doing in North Bay a brilliant marketing opportunity?  In my work as a marketing professional for Information Technology companies globally, I’ve observed many Managed IT Services companies and other technology firms who struggle to attract an audience and net new business opportunities.

These same managed IT service companies who struggle with lead generation also adopt the status quo when it comes to marketing.  They elect to continue to share the message of businesses needing business continuity or promoting the benefits of MSPs, and these overly promoted messages are falling upon deaf ears.  The lack of response often leads to frustration with their marketing efforts, and it is entirely their fault.

MSPs are all saying the same thing and expecting great results from their marketing, and are ultimately disappointed.

Forgette and Computer Doctors are marketing geniuses, why?

In full disclosure, Forgette is a member of the North Bay city council. But all my research shows that Computer Doctors and local businesses are footing the bill for this.  Once again, what a wonderful way to promote Computer Doctors to local businesses throughout the city of North Bay.

More and more managed services providers need to take a page out of Computer Doctors’ book and start thinking outside of the box with their marketing efforts versus trying to say the same old thing over and over and expecting different results.

Another great marketing effort that is attracting a huge response hails from the great state of Texas.  Microsoft Partner of Year from 2012 – 2015 CITOC has arranged a private screening of SNOWDEN on September 16th.  According to CEO BJ Farmer, CITOC has smashed through their registration numbers in the first three days.

Once again, both Farmer and Forgette are thinking outside the box from what many managed IT services companies default towards when launching marketing efforts.

Want to attract a continuous flow of new net business opportunities for your managed IT business?  Look towards industry leaders such as Farmer or Forgette as examples of using marketing efforts to win new business.  I expect to see Forgette on the podium next year at the 2017 Channel Elite Awards for the best marketing idea.  If I was a judge, Computer Doctors would be getting my vote.

My last note on why Farmer’s and Forgette’s marketing efforts are top of my list.  The cost of Farmer’s movie screening is approximately $2,000, and Forgette’s is 10 times that. But the long term wins in new monthly recurring revenue could make these marketing investments the equivalent of a pebble in Lake Ontario.

It is time for managed IT services companies to start thinking about new ways to generate new business opportunities.  Pitching BDR, MSP, and other stereotypical solutions is just not going to work.  It is time to get creative with your IT services marketing initiatives.

Stuart Crawford is the CEO and Creative Director for Ulistic Inc.  Ulistic offers marketing solutions for Managed IT Service companies, software development firms and all companies providing information technology solutions across Canada.  Ulistic has offices in Hamilton, ON, North Bay, ON and Buffalo, NY.  Interested in learning more?  Visit https://www.ulistic.com or email info@ulistic.com for additional details on how Ulistic can help your IT services organization.