Batchnet is an IT services provider in North Carolina. The company serves small and medium businesses with 25 to 200 work stations. People in the industry are commonly known as “geeks.” The reference is associated with computer and software savvy individuals lacking social graces.
Winfield & Associates spent time with Batchnet during the process of redesigning collateral, signage and sales materials. Part of the information gathering process included a telephone survey of businesses and their impressions of IT providers. What we found was a high level of turnover due primarily to poor communication. The “geeks” knew their computers, but they couldn’t speak in laymen’s terms; customers didn’t understand what they were being told.
Assessing Batchnet’s skills and strengths we discovered them to be business people AND computer geeks. Owner Herbert Tull came from a corporate background as a Professional Engineer, and he staffed his company with like-minded people.
Our task was to differentiate and separate Batchnet from the competition. We started with the Contrarian view by asking, “What’s the opposite of a geek?” The obvious answer was “No Geeks.” In this case the opposite turned out to be a great position that would instantly differentiate Batchnet. So if they weren’t geeks, what were they? Our conclusion was “adults.” Geeks may be perceived as young or immature. Herb and his associates were degreed business people, and that led to the tagline “Computer Service by Adults, For Adults.”
We continued the theme on the back cover by pointing out that Batchnet’s people speak plain English, rather than technical jargon.
Inside we focused on the business’s capabilities, moving from left to right detailing ownership, philosophies, and how Batchnet deals with issues such as security and documentation.
Did it work?
The collateral, company positioning, new logo and vehicle signage, became an integral part of a sales strategy that resulted in 30% year over year growth for Batchnet. The power of Contrarian creative and thinking separated Batchnet from dozens of look and sound-a-like competitors and helped grow sales.
Footnote: Batchnet was subsequently sold to one of its employees.