Project Description

MYOB logo

The Client

MYOB Canada, marketer of small business accounting software, Toronto, Ontario, Canada.

Business Objective

Move market share beyond its 10% plateau with economically-justified consumer communications.

Background

Australian-based MYOB entered the Canadian market in 1992. With a strong product in two versions and trade communications, MYOB reached a 10% share of the market by 2000 against much larger and well-financed competitors Intuit (QuickBooks brand) and Accpac (Simply Accounting brand).

The Strategy

Position MYOB as the partner for business success, rather than a pain to be avoided or minimized.

Use radio as the primary medium in key markets, supported by online advertising. Our campaign concept was proposed to MYOB’s Australian parent with a cost-benefit analysis developed by Coyote, and was approved as a special project with a total budget more than twice the regular annual marketing investment.

A new entry-level product called StartUp Accounting was launched at the campaign’s start to exploit a competitive weakness.

The Execution

Our key competitive insight was understanding that was no product in the $20 to $25 range and no product specifically-targeted to start-up businesses. We worked with the client to strip away the logical features not immediately relevant to start-ups, and the MYOB line expanded to three well-positioned SKUs.

Our key consumer insight was understanding that the small business person is driven alternately by the desire to succeed and the fear of failure, and that they are tired of being made fun of and talked down to by marketers as “small”.

“Lunch” set the initial campaign’s tone as friendly, believable and straightforward.