The Clio Cloud Conference, held in Austin, Texas this year, saw a rather unconventional competition unfold as AffiniPay, a rival company headquartered in Austin, launched a promotional campaign during the event. Law firms and legal professionals visiting for the conference were greeted with a series of guerilla marketing tactics employed by AffiniPay, a move likely intended to leverage the influx of industry experts in their home city.
Austin, being the hub for AffiniPay’s suite of legal services, which includes MyCase, LawPay, CASEPeer, and Docketwise, presented a unique opportunity to get creative with marketing strategies, especially catering to legal professionals. As defined by Investopedia, guerrilla marketing is characterized by surprise or unconventional interactions to promote products or services.
From the moment attendees arrived at Austin-Bergstrom International Airport, AffiniPay marked its territory with welcoming signs expressly aimed at legal professionals. However, their ingenuity truly shone through with the introduction of branded pedicabs to shuttle attendees around town. These pedicabs, adorned with AffiniPay’s sub-brands, were a striking presence throughout the conference and particularly at major event venues, including near the Clio conference party.
AffiniPay’s presence culminated in a specially organized “Taste of Texas” party on the night of the ClioCon closing events. Held at the Uptown Sports Club, the party featured celebrated barbecue chef Aaron Franklin, further attracting attendees from ClioCon, many of whom who were lured by the free rides offered by AffiniPay’s fleet of pedicabs.
This shrewd marketing tactic by AffiniPay was noteworthy but will not influence Clio’s future conference locations, with plans already set to host next year elsewhere. The campaign, however, paints a vivid picture of the competitive landscape in legal services, showing how firms can leverage local advantages to make an impact at major industry gatherings. To read more about the AffiniPay sideshow, visit the source article.