Here’s a nice article about StarCite from the Philadelphia Inquirer, detailing the history and vision of the company that dominates the meetings technology scene.
From a messaging/positioning standpoint, I appreciate this quote from CEO Michael Boult:
“We’re like match.com or eharmony.com for meeting planners,” said Michael Boult, StarCite’s president and chief executive officer.
An analogy goes a long way when you are trying to help your potential customers see you in a particular light. A lot of companies will craft their positioning statements by figuring out who in their market is the “Mercedes” (luxury) of widget making, who is the “Volvo” (safe choice), who is the “Toyota” (innovator) and who is the “Yugo” (cheap but gets the job done).
It’s an easy path to sorting out the market, but it requires some creativity to take it to the next level – really finding a comparison that is going to hit home with your customers.
This is a brilliant message for StarCite’s target audience – we understand the importance of finding the right match. We don’t want to kiss a lot of frogs before we choose the prince. We want information, pictures, videos, background searches, testimonials from past “relationships” and anything else that is going to save the time, energy and expense of site-trolling.
So aside from what I like about StarCite’s marketing message, there is a lot of good stuff in the article about the new features and functionality of the growing system. Check it out.
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