Xero lures developers with encoded billboard

Xero shows how to literally speak your target market’s language with this clever recruitment billboard designed to attract web developers. The billboard is written in javascript and literally translates to “If your job doesn’t equal fun then open the Xero careers website”.

xero billboard_cropped

Xero uses a focus on marketing to give them an edge in the accounting software market. I like this quote from their GM of Marketing Jonathan Allan (the full interview on Stoppress is worth a read):

“It’s 100 percent B2B but we put a very consumer lens on it. We don’t want to go out in a traditional B2B sense because we’re not talking to a business, we’re talking to people…. It’s very one to one. We don’t use business language. We’re using language that is non-gimmicky and non-geeky to explain what we do.” ~ Jonathan Allan, GM of Marketing, Xero

 

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