It's easy to copy. Copying is a shortcut. I do it all the time.
But the trouble is, if we just copy, we are boring. And no one cares.
This week's episode is with Greptile founder Daksh Gupta.
He caused a bit of drama recently and got some free press. Just search his name on Google News.
What did he do? He made a tweet that he believes working 84 hours a week is a lifestyle choice.
He also shipped out boxes of (apparently delicious) cookies with a box that shouts DEVELOPERS DEVELOPERS DEVELOPERS when you open it, and created energy drinks with the slogan "drink this to ship faster" to hand out at hackathons in San Francisco.
PostHog's billboard
On the episode, we also talk about how PostHog asked the people of Twitter to make their billboard ad. There is just something so compelling and fun about it. And it fits with PostHog's playful brand.
Mega launch week
One more example: I'll admit, I've got launch week fatigue. There are so many now that it's hard to get my attention.
But this week Flo/Supabase organised a MEGA launch week. And it got everyone's attention because it's just a bit different (and because of all the DMs asking for upvotes on Product Hunt ha).
Seek novelty
We tend to think of developer marketing in its own little universe. Where the rules are written.
But there are no rules. And if there are, don't follow them!
Think about Don Draper from Mad Men. Creativity is actually good.
The one trick
I've been told this trick by Dax and Aaron Francis.
If you copy someone that isn't a DevTool: It doesn't count as copying and everyone thinks you're a genius.
Here are some marketing campaigns outside DevTools that (as far as I know) no one has brought their own twist to.
I'm not sure if these are good ideas but hopefully they get your imagination whirling.
Idea 1
Existing campaign: Cadbury's secretly send a chocolate to your friend.
DevTools version: Posters to secretly send swag to developers you admire?
Idea 2
Existing campaign: Duolingo's mascot with wild personality and social media
DevTools version: ??? a very zany mascot doing devtools stuff?
Idea 3
Existing campaign: Official Medical Systems Partner of Manchester United (soccer team)
DevTools version: Sponsor successful startups. E.g. Be the official transcription API of Greptile. And make loads of content together.