MRIS’ new “Viral” Marketing Strategy

First confession – I’m a member of MRIS (don’t blame me, it’s not like I had a choice).  Second confession – I’m not sure what MRIS has done for me (except perhaps make my job harder).  MRIS is a microcosm of what happens when a company gets too large.  It becomes bureaucratic, short-sighted and even manages to forget about the desires of its customers.

But since every cloud has a silver lining I wanted to share some exciting news about MRIS’ new “canned” IDX solution and all of its industry changing enhancements.  But I can’t – my hands are tied.  Actually, I know nothing about the new “canned” solution.  MRIS is a tricky bunch and they want to reel me in slowly.  So, these beacons of creativity have decided to produce an online comic book viral “teaser”, featuring the super hero MR. IS (get it, MRIS) – they’re good! 

I can save you the gory details, but suffice it to say that unless you’re a true comic book lover, it’s hard to appreciate this latest endeavor (especially since, as a dues paying member of MRIS, I’m surely footing the bill for some of this).  I’d argue that some of their content (the importance of accurate IDX feeds vs. the Trulias of the world) is valid.  But if they truly believe what they’re preaching, then why did it take them nearly two months to give me “permission” to receive a feed for a custom IDX?  And why the reduced, yet still excessive developer fees?  Could it be that MRIS cares about delivering accurate information only as long as you’re using their IDX solution?   And using a superhero to “push" their mysterious new product?  I almost feel violated it's so patronising :-)

I’m sure MR. IS will be around for a while, with many new adventures to come. But I fear that if you take off his mask, you’ll find that what lies underneath is a fairly ordinary chap lacking in substance.    

Contrubuting Blogger - Kevin Koitz

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