After being awarded the Xero business in early 2020, Peppercomm began working with the small business accounting solution on March 19th, just days after the national shutdown due to COVID-19. We were tasked with positioning this Southern Hemisphere-based company as a leader in helping to support US small businesses during the crisis and outflanking more well-known brands such as Intuit’s Quickbooks.
Leveraging insights gleaned from Xero’s proprietary data and our own media and industry landscape audit, Peppercomm identified two potential white space opportunities for Xero to provide a unique POV in the marketplace. One was the importance of managing cash flow through the crisis, the second focused on the human element of small business owners and how to help them survive the emotional toll of the pandemic,.
We quickly conducted “mining for gems” sessions with our subject matter experts on these topics and set out on a proactive media campaign with the goal of generating earned media coverage quickly that delivered on Xero’s key messages.
Despite the challenging news cycle, in the first 60 days Peppercomm secured multiple pieces of coverage in the media that matters to Xero, including Entrepreneur, Inc. and Authority Magazine.