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 David and
Goliath
(March 23, 2001) We've developed several powerful "David and
Goliath" marketing ideas for companies that want to use Monster's dominant
position as leverage. The idea, pioneered by the early HotJobs lawsuits
and their more recent job-placement challenge, is that you can use the
extraordinary trajectory of Monster's advertising campaigns to promote
your own operations. Avis (we try harder) really pioneered the concept in
the 60's.
The idea is to poke fun at the giant while avoiding a trampling when it
responds. This is the essential story of the little guy against the big
one. The media eats this stuff up.
Typically, market leaders have a difficult time laughing at
themselves. The David and Goliath strategy attempts to provoke a serious
response to a silly gesture, thereby embarrassing the big guy and
promoting the little one.
- Mothers Against All Monsters (MAAM)
We'd love to arrange
for six school buses full of apparently angry mothers. We'd bus them to
the TMP offices, the Monster offices and the NASDAQ. They would be
equipped with banners and placards reading :"Stop Scaring our Children",
"Monsters Should Be Jailed", "Keep The Bogeyman Under The Bed". At each
site, the leader would present a petition asking that Monster
voluntarily submit to aggressive filtering by Net Nanny and other
parental control software. Objective: cause a strong reaction to be
covered in the Wall Street Journal.
- The Anonymous Booth
Featuring photos of famous serial
killers, we'd anonymously position a temporary booth just outside of
convention halls throughout the trade show season. The banner would read
"Hire These Monsters".
- The Handout
Fairly obviously, a screening or assessment
company could run a successful gambit by handing out a stack of resumes
with a cover sheet reading "Screen Out The Monsters". It would contain
biographical sketches of famous criminals.
- MonsterBusters
Taking a cue from the famous movie, a team
of goo-squirting vandals would terrorize the Monster booth at a show
chanting "Who ya gonna call? MonsterBusters" covering the TMP folks with
green slime.
- Dunk A Monster
The "dunk a celebrity" booths are fairly
popular at non-HR trade shows. A "voice your opinion by dunking the
monster" booth ought to be a huge success. Given the popular frustration
with Monster's services, we'd predict a long line. We took the
time to outline these approaches after seeing a series of "they're picking
on us" press releases. It appears that Monster is flexing a small portion
of its market muscle with a couple of upstart operations (at least that's
what the Press Releases claim). From our perspective, the question ought
to be elevated to the level of good street theater.
- John Sumser
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