Hello
Thank you for your input. I would like to encourage all to "speak up"
sooner rather than later. Constructive criticism or support is always
welcome.
Those that do not support (either by your silence or by not voting)
particular slogans are encouraged to vote. Critique after the decision
has been made will most likely be ignored.
Those that have supported a particular slogan by voting, will need to be
able to tell the story about the slogan to others that ask about it in
the future. So please think why you voted for a particular slogan.
[EMAIL PROTECTED] wrote:
I know the voting for the OpenOffice slogan is closed, but I would
like the marketing team to consider reopening it.
The voting over the last weeks was for slogans suggested over some
months by community members. The closing has been somewhat flexible, but
I know that the contributors to the Art Project, in particular would
like to complete this task soon.
For one reason: positioning. It is my opinion that a slogan should
create in the reader's mind an idea of some sort.
Agreed, but you need to think about what the slogan is for -
product/group of products or organisation/company, and it should have
some story and meaning.
Slogan and positioner has been used to describe what I call a tagline. A
tagline (for me) is a way of describing what we do/provide, i.e.
OpenOffice.org community and should be able to be interpreted in many ways.
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.).
The slogan/positioner/tagline is to be associated with our logo. The
OpenOffice.org logo is used for both a product and an open-source
project/community.
Some would say we are a one product organisation (company). But in fact
we are several in that OpenOffice.org can and may be extended due
in-part to being an open-source project, but moreover the documented
APIs and more recently, the adoption of a truly open document standard.
However, in general, when we say or use the "OpenOffice.org 2.0" logo,
i.e. with a version number, we are referring to OpenOffice.org the
product. "OpenOffice.org" alone is generally referring to the community
and or the product.
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.
I see that you have suggested a slogan in your message below. Add it to
the voting list thread and vote for it.
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.
I disagree a little. OpenOffice.org is used in all the target markets we
have identified.
Those contributors here whose business is consultancy/IT services market
OpenOffice.org to quite a different audience to those that are in some
other profession. Or, perhaps have simply found OpenOffice.org useful
for home use and wish to advoate its use to others.
To provide an example from a company little known to many of you. Their
slogan is "talking buildings". Their logo is made up of an acronym for
the original name of the company, with a graphic element with a story to
be told. Have a think about what "talking buildings" means to you, then
scroll [1] down to see what this company does.
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.
What you have identified is a marketing strategy to obtain monies for
the same/similar product targeted at different audiences. For example,
there is no functional difference between the student edition and the
standard edition. The only difference is price. And, when you are no
longer a student, aren't you supposed to stop using it? The Professional
Edition includes all the office suite, i.e. includes MS Access whereas
the others do not.
OpenOffice.org does not need to differentiate on price :) But I agree
that when implementing any marketing strategy, that different audiences
need to be addressed. Just as MSFT does in its marketing campaigns. For
example, the advertising in Women's Weekly is quite different to that in
Business Review Weekly.
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!"
OK, you have suggested a slogan. Add it to the list of slogans, and vote
for it.
*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.
Probably a topic for another thread. But it may be helpful for some
people to list those marketing strategies (or forces) that are pushing
or pulling OpenOffice.org.
Regards
Jacqueline McNally
Lead, OpenOffice.org Marketing Project
Are you a computer angel? (www.computerangels.org.au)
Linux.conf.au 2006 (www.linux.conf.au)
[1] International supplier of systems and services for building
automation. They develop their own hardware and software products such
that other manufacturers' products can exchange information with their
own. Examples of building automation are maintaining the optimal indoor
climate for single to multi-story buildings and monitoring pumps that
keep the water table below the building. A lot of monitoring is done
remotely.
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