I know the voting for the OpenOffice slogan is closed, but I would like
the marketing team to consider reopening it. For one reason:
positioning. It is my opinion that a slogan should create in the
reader's mind an idea of some sort. This idea will persuade them or
assist them in decision making and form an attitude both before and
after an action or thought (purchase, support for a cause, agreement,
etc.). With all the slogans that I've seen so far, I do not think they
target the wide audience that OpenOffice is intended to serve
effectively enough to garner my vote.
The numbers of people already using OpenOffice at home are growing and I
think this is what will ultimately push* and pull* OpenOffice into the
business, education, and government offices. By having a slogan that
leaves out the home and education user (students & teachers) by
omission, it gives the implication that OpenOffice may not be as useful
for those purposes as we know it to be. To take a page from the
marketing that MS uses for it's office product, the consumer (all of
them) see products tailored to them: "Student edition", "Professional
edition", "Student and Teacher", and now I saw one that seems targeted
to help kids with homework for less money. The "Professional Edition" would work for all of them, but the cost is prohibitive, so a number of lesser products are created and sold by positioning in the consumers mind and pocketbook. I think it vitally important that OpenOffice not omit any of these audiences in it's marketing mix. I think the OpenOffice community can position OpenOffice as the suite for all of these target audiences with one slogan. Something on the order of "OpenOffice: For Business, Education, & Home...It's all you need!"
*Push and pull are terms for marketing strategies. For those not
familiar: push is where the product is "pushed" through marketing
channels to the consumer's awareness and convenience for purchase; pull
is when the consumers' demands for the product "pulls" the product
through the distribution channel.
Peter
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