On Saturday 01 September 2007 22:45, Charles-H. Schulz wrote: > Cor, > > let me explain a little bit further how I "decided" to come back with a > line for OOo.
[...] >....So to me, OpenOffice.org enables participation. It's not a > productivity suite, it's a participation enabler. > > Hope this helps, > > Charles. Hi Charles, The answer to this could be "Yes, but google docs allows more participation." A catch phrase or positioner should flow from the tongue easily, they should require zero memory input because they seem to go together naturally. It should if possible convey multiple messages / meanings. While "Participation Enabler" is an excellent phrase to run with in a presentation, for this function it's too wordy, the words are clumsy. "Open. For Business" works on a number of levels and at the same time has a familiar ring as well as being instantly memorable. Our priority at this point needs to be to get the "Brand" out there. Our brand recognition is not good, although it is getting better. (Arguably the ODF/OOXML debate has as much to do with that than anything at the moment) The phrase has to appeal immediately to the viewer. We went through the positioner debate some time ago. After a lot of discussion the decision was made in favour of "Open. For Business" and as an advertising positioner it works well. However our need, to repeat myself, is to raise our brand awareness. To many People the choice comes down to MSWorks or MSOffice because as far as they know, there is no other choice. It is up to us to change that. Frankly at this point in the process I don't give a toss if people choose the other, so long as OOo figured in the choice. Getting them to make an /informed/ choice in favour of OOo is the realm of Sales rather than marketing. So therefore our campaign has to get into peoples minds. I always liked the slogan: "OpenOffice.org: Your Next Office Upgrade" or perhaps "OpenOffice.org 2.3: Your latest Office Upgrade" T-shirts and thumbdrives are expensive and restrictive. Remember we are trying to touch millions, expensive items restrict. Also that sort of thing has to be managed, storing the stuff, managing inventory. That in itself turns into a cost. I strongly advise against hard marketing materials. Do that sort of thing at local level with material created centrally through the Art project. (Heh, and that is saying something seeing as how I sell that sort of stuff on ooogear.co.nz) If Local people can download flyers and posters print them locally and distribute them that would be far better. I like the social networking sites idea plus Google ads we have to think globally at this point even it is only "Globally English" Google ads are good for several reasons We only pay for click through We can manage the process to suit the budget We will get some useful statistics For instance we can track the number of click throughs to our landing page (I think the Why.OpenOffice.org page would be best for this, it's up and running already.) and we can then track the number that follow through to the download page. (Note Download link on why.openoffice.org needs a little more prominence) Timed to run with the release of 2.3 would be good because we can also get a handle on the Google campaign vs our normal clients by mapping if hits to the download page originate from the Why page or the Home page. The downside is that we are not necessarily going to get in front of people that are not specifically in the hunt for a Front Office Productivity application unless we come up with some keywords that will do the job. The main group that fits this scenario are probably students. However I am of the opinion that to get to students we need to target OEMs as much as anything in any case. Cheers GL > > Cor Nouws a écrit : > > Cor Nouws schreef: > >> Charles-H. Schulz schreef: > >>> Nonetheless, I think this > >>> slogan "latest office for free! Genuine? Goto, etc." makes us look > >>> cheap. > >>> > >>> I'd push my "own" "We enable participation. See how. OpenOffice.org" > >> > >> Maybe we can write down what ideas and emotions we expect to wake up > >> in our audience, when seeing one or the other? > >> And why we think people will follow the link to read more. > > > > New version: > > "Can also yóu have the latest office for free? Genuine!" > > > > - It anticipates on the feeling that others also do it (also you) > > - Tells what it is about (office), and > > - Anticipates on the interest for the 'latest office'. > > - People like free > > > > Ideas? > > --------------------------------------------------------------------- > To unsubscribe, e-mail: [EMAIL PROTECTED] > For additional commands, e-mail: [EMAIL PROTECTED] -- "GET LEGAL - GET OPENOFFICE.ORG" http://why.openoffice.org ISO 26300 compliant Graham Lauder, OpenOffice.org MarCon (Marketing Contact) NZ http://marketing.openoffice.org/contacts.html INGOTs Assessor Trainer Moderator New Zealand (International Grades in Office Technologies) www.theingots.org.nz GET DRESSED GET OOOGEAR http://ooogear.co.nz --------------------------------------------------------------------- To unsubscribe, e-mail: [EMAIL PROTECTED] For additional commands, e-mail: [EMAIL PROTECTED]
