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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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8 minute read
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.
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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.
“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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