How HireAHelper Won…By Telling The Chargers To F#&$ Off
In this post, we’ll examine how HireAHelper won (a lot of publicity and future customers) by telling the now LA Chargers to f#&$ off.
HireAHelper sent a very clear message…it wasn’t going to help the Chargers, a team that was loved by the city of San Diego for 55 majestic years, relocate to its new fancy digs in the City of Angels (…which our boy Tom Segura describes in perfect detail here [warning: adult language]).
Was HireAHelper even approached with the contract? Not according to the reports from Ron Burgundy’s competition.
But none of that mattered to Ryan Charles, VP of marketing and sales for the company.
Ryan saw an opportunity to show what his company stood AGAINST…and in turn, won a lot of free publicity, support, and future customers because of it. But Ryan and the team didn’t just put up a post on Twitter…they went all in.
How They Did It:
In order to really get noticed, they reached out to other moving businesses in the area and built a public front (here’s the website) telling the Chargers they couldn’t count on their services to relocate to their new home.
To go one step further (and even more brilliant), the HAH team reached out to moving companies in LA to see if they’d jump on the bandwagon…and what do you know, those companies didn’t even want the Chargers moving to town in the first place.
Now they’ll all get noticed as the world talks about their stand against “the man”…their willingness to turn down (using the phrase lightly) business with the wrong people in order to build their credibility with the right ones.
HireAHelper was happy to remove themselves from consideration for a big payday in exchange for attention in an extremely commoditized market.
They could spend millions in advertising on Facebook, Twitter, Adwords, [insert wherever your business is using to attract new customers]…but none of that gets them noticed like this does.
The Moral Of The Story:
We find Ryan and his team NOT GUILTY of committing DS5:
They built a genuine interaction with tons of people in the San Diego market who were sad to see their beloved Chargers leave (being relevant)…and they did it by taking a stand (being real) and with just a few phone calls (which are totally free).
Moral of the story, if your business is merely using sales-focused Facebook ads, creating me-too content, or reposting other people’s stuff…you’re not getting through to the fullest extent.
In order to stand out, you need to do, say, create, and build things that truly mean something to your customers.
If you want your business to win, you have to stop committing DS5…because you can’t start winning until you stop losing.
How Many Of The 7 Deadly Sins (7DS) Is Your Business Committing?