Marketing doesn’t have to be the same cut-and-paste methodology everyone else is using. Sometimes, it can mean having your MSP’s logo on the ice of your favorite hockey team. In fact, that’s exactly what it means for Michael Goldstein.
Goldstein, president and CEO of LAN Infotech, not only has rooted his marketing efforts in community involvement and events, but has made certain that a critical component of his MSP is looking ahead to the future.
And the strategy is working. Today, LAN Infotech boasts an 18–25% year-over-year revenue growth rate and supports law firms, nonprofits, and healthcare organizations across the Miami-Fort Lauderdale, Florida area. In addition, Goldstein recently received a Titans of the Industry award. Here’s how Goldstein achieved his remarkable growth and success—from AI to hockey games.
Starting LAN Infotech
After finding them early in his career, Goldstein spent nearly two decades at a small IT company named LAN Associates, during which time he was made partner. However, in 2009, Goldstein and his partner agreed to separate, since they began to differ on the company’s vision.
Goldstein took the South Florida clients and opened a new organization called LAN Infotech. “What works in New York doesn’t necessarily work in other cities,” Goldstein says, referring to how his marketing tactics shifted after leaving LAN Associates. “In Florida, it’s important to understand the diverse communities and tailor your messaging and events accordingly. This taught me the importance of knowing my market.”
Marketing Through Community Involvement
One of LAN Infotech’s key strategies for growing revenue is their involvement in their local community. They’re in three chambers of commerce and industry-specific organizations. For two of those chambers, Goldstein is on the board of directors. “I think it’s important that people see you’re involved in an organization, and have been that way for years,” Goldstein says. “We’re coming up on our ninth year in this marketing strategy.”
This strategy hinges on community members knowing who your MSP is. “I always joke that if one of our salespeople walks in and someone doesn’t know who we are, something’s wrong,” says Goldstein.
LAN Infotech regularly attends events put on by their community, from chamber meetings to hospitality businesses’ mixers, and the community supports LAN Infotech in turn. “We have that audience that wants to hear from us. They know what we’re going to talk about. It’s easier for us to go back to these organizations and drive attendance to our events,” he says.
One of the more unique examples of their community involvement-based marketing strategy is LAN Infotech’s affiliation with the Florida Panthers Hockey Club. “We partnered up with Acronis and became the Panthers’ Team Up sponsor,” says Goldstein. “We donate a ton of tickets to different organizations every game. Our name shows up in the arena on every TV-broadcasted game. Our logo’s on the ice.”
And what’s more, the strategy’s working. “In the past year, 90% of our new logos came through those organizations,” says Goldstein. “It’s recognition, really. Sometimes people look at me or our logo and go, ‘Oh, Florida Panthers!’ I think it’s important to be out there, shake hands, and get [people] to know you. People like to do business with people they like and share values with.”
On the Bleeding Edge of AI
Moving forward, Goldstein plans to stay ahead of the curve for his clients by being an early adopter of AI. “We’re on a mission to educate all of our customers on AI,” he says. “For example, there are AI applications that can help our nonprofit clients with grant writing, but many of them don’t know or can’t access them. And this goes for many industries, which is why we’re planning eight AI-related events from now until the end of the year to help spread the knowledge.”
This focus on sharing AI-related information has been huge for LAN Infotech’s growth and reach. While the MSP has been hosting Microsoft workshops since the days of Windows 7, their focus is now on teaching people how to use Copilot.
“Everybody has a different way they’re going to use [AI]. In every one of these events, I get at least one idea that I never would have thought of. We’re also focusing on security and showing them how they could be more productive [with AI],” Goldstein says. “Because in some industries, especially legal, if AI can save you five seconds every hour … that adds up.”
His advice for any MSPs who haven’t started teaching their clients about AI yet, is to do so promptly. “AI has really driven us all to the next level at this point,” says Goldstein. “Like any new technology, if you can grasp it early on and have a story around it, not just repeat what you read about it, that’s the best.”
Goldstein’s story—and LAN Infotech’s rapid growth—prove that passion, adaptability, and strong relationships can drive long-term success. Looking ahead, LAN Infotech plans to remain dedicated to delivering vital IT services to law firms, nonprofits, and healthcare organizations across South Florida—and help their clients stay on the cutting edge of whatever comes next.
