MYOB launches “Love your Work” campaign

More scenes from dying dinosaurs, right?

As a new startup we recently investigated accounting options. I was truly stunned by the ridiculously bad UI that still exists in products like MYOB / Quicken, and was absolutely delighted when I found http://www.xero.com, made by a New Zealand bunch.

Really quite fascinating how these older software companies have been completely bypassed by the whole UI revolution that’s occurred in the web space.

So what do these companies do – launch new branding campaigns that show absolutely nothing of the product, interface, features (that I could see). Definitely a dinosaur approach to product innovation and marketing.

Meanwhile all these innovative web startups (like http://www.saasu.com/ – an Australian-based outfit) continue to build compelling alternatives. So compelling that people like me feel compelled to spread the word.

Let’s see how great products and word of mouth marketing perform against big TVC campaigns and stagnating product offerings over the next few years. Should be interesting.

Agree with Justin.

Makes you feel warm and fuzzy for the itty bitty battler business people – but WTF are they selling!?

This ad is frustrating because it:

a) assumes everybody knows what the product is, and doesn’t tell you anything about it.

b) gets all sycophantic in your face – “We love what you love. We just wanna enable the crap out of you, so that you can love what you love more, and we love that….brand X loves you little people”

If the software companies you referenced targeted the accountancy industry (my accountant made me switch to MYOB) then they may get somewhere. It has taken me three years, but I am slowly beginning to understand MYOB … which is a pretty scary prospect!

I kinda like the concept behind each ad. But yeah, it’s pretty unclear as to what they can really do for you. I think they were aiming for we can do anything/everything for you and your business.
But I’ve heard no-so-great things about MYOB as well.
But I really liked the ads though 🙂

This is really different… a change from the norm! Majority of business owners or operators couldn’t care less about their MYOB – its all about making them spending time building thier business as opposed to running their business.

It’s great to see that MYOB are a little bit more focused on businesses as opposed to new flash software….

Hi Justin and Jules,

Appreciate the feedback. It’s probably worth noting that the campaign has been designed specifically as a brand campaign celebrating MYOB’s 1 million customers, so no product specifics. MYOB has many different products that cover different business areas, so we’re not aiming to talk specifically about any particular one here. MYOB development also focuses on the online space, MYOB LiveAccounts, with a UI developed in close consultation with hundreds of business owners. We’ve had great feedback on it, and we’ll be doing some specific marketing around this also.

I think the market needs in this area are very broad – we conduct regular research on what makes life easier for business owners, and this shows people want different things. Some prefer online solutions – which is great – but the vast majority of business owners still prefer ‘desktop software’ with a rich interface. It’s really horses for courses, so that’s why MYOB provides a range of products to provide the best choice for all types of businesses, big and small.

Thanks
Suzanne

Even Rocky had montage…

Kinda nice though. Could have done without the clichéd montage-of-empty-streetscapes technique.

Oh my God this is the lamest thing I’ve ever seen. Its that really out of touch ‘big bank’ style idea. “Hey we understand you totally, we’re just like you. Even though we’re trying to shove obsolete software onto you and we wouldn’t know an actual small business person if he/she stood up in our porridge”. For heavens sake MYOB, put your money into your product and stop wasting it on this spinelss, pointless drivel.