On Tuesday 04 September 2007 15:37, Louis Suarez-Potts wrote: > On 2007-09-03, at 22:35 , Graham Lauder wrote: > > > snip > > >>> I don't know much about them, only heard we had them. :-) > >> > >> They didn't work. We had 50K worth of Google ads and ran them for a > >> while, until the money was used up. The result: negligible increase > >> in downloads. The problem: lots of others can post there, too. There > >> is a reason Google is rich. > > > > Thanks for that Louis. > > > > This sort of thing should be noted somewhere so that we retain some > > sort of > > "institutional memory". A marketing Diary as it were. > > Let's start a wiki :-)
Done! http://wiki.services.openoffice.org/wiki/Marketing_Activities_Record > > > Where were the ads targeted to? ie what was the landing page. > > Obviously > > there were some click throughs otherwise we wouldn't have run out > > of the > > money. > > I think at the time we were using download.../index.html. > > > What were the keywords we bid on? > > I can't recall fully but can supply the spreadsheet I created. It was > a pain to do; might as well share it :-) That would be good, on the wiki page perhaps. :) > > > Was a special Webpage set up to take the hits? > > At one point we were thinking of that but download index.html seemed > best. > > > Was downloads the only metric used to measure the effectiveness? > > From my end, yes. Google also has the metrics that Ian mentioned and > those reflected some activity, I believe. But the problem is the one > I adumbrated above: one voice with relatively little cash cannot > compete in Google land with many voices with more cash. You need Big > Bucks. If we had hundreds of thousands... Yep I can see that would be an issue. > > > Was there any way to measure brand recognition? > > Not directly. This probably would be an excellent use for the Why page. I've reached the opinion that getting people from ad to download is probably too much of a step. Obviously there was a click through rate, it's just unfortunate that the conversion rate was miniscule. I think we need to make the next step a smaller one, like sending an email. > > >> With any online ad system (or just about any) we would be able to > >> track their effectiveness. Google is not unique in offering this > >> service, I believe. > >> > >>> But your point is valid... > >> > >> So: we need to spend our money more wisely. Florian has already made > >> some suggestions. Let's act on them and come up with concrete > >> proposals for online ads by 5 Sept. > > > > A global campaign is a costly undertaking. Is it therefore wise to > > target so > > broadly or should we be aiming more precisely? > > Florian has suggested some specific targets. Let's narrow it even > further. My preference is education but others have reasonably > suggested business. In that case, let's specify SOHO and SMB and thus > have three sets of ads (content) and destinations (where they'll > run). I'll meanwhile also ask my Sun colleagues to come up with > prices of the standard ones, as well as some education ones. > > By no means does targeting sites exclude grassroots campaigns! > No, quite the opposite I would think. A large campaign/strategy in a particular area would in fact make it easier for a grassroots campaign as long as they were run in concert > > Back in February I suggested using a low cost viral type strategy. > > http://marketing.openoffice.org/servlets/ReadMsg? > > listName=dev&msgNo=24908 > > I see. > > > If we co-ordinated a Global strategy with a grassroots type > > campaign such as > > this, it's effectiveness would be increased severalfold. > > I may work. But what we do have to do--soon :-)--is come up with > plausible specifics: online sites an some good ideas. > > There are two parts: > > * let's specify the sites. Actual location is not so crucial, as > long as we get our money's worth :-) Agreed, what we need is to find a successful formula so that it can be repeated elsewhere. > > * the content. > > I think we are moving well and in the right direction. If someone > wants to take the lead on determining the sites to peg and come up > with a list, that'd be fantastic :-) In process > > And if someone wants to take the lead on content, please go ahead. > Coordinate with the art project, and get creative :-) > > Feel free to use the wikis and Issue Tracker--whatever works. > > And let's aim for a preliminary date of 5 Sept. Tsk, You're a hard man! ;) Oh hang on Canada is 16 hours behind us. Tons of time! :) Cheers GL -- "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]
