On Friday 28 September 2007 11:42, Alexandro Colorado wrote: [....] > > > > We shouldn't be selling the software. As Ian pointed out in an > > earlier post, > > the software sells itself when you get the chance to show it > > off. We need to be selling the migration process. > > We need to be selling people ie MarCons, making them easily > > contactable. Developing local businesses around OOo support, > > developing partners in local > > markets. Local people/companies so that we can promote the > > message that spending on Open Source is keeping money local. > > This is something that the Spanish community has specialized to. > Having done presentations about migration as well as processes to > the community and knowledge base on what the users actually have > and do. > > This is also ratified by the Taro's presentation on Japanese > migration cases which was excelently documented and can provide > extensible knowledge of it. > > I want to refer you to his presentation at slideshare: > http://www.slideshare.net/jza/migration-in-japan/
Excellent there are also some other very good migration processes. Novells white paper on their Linux migration experience and Bristol city council's process. > > Right now I am working on a project with some members of the > community about making a 'Migration Proposal template'. Basically > is a document that will probide a case for any company on why it > should migrate. This is the tools that we need to spur internal > migrations from within the company. Excellent, we should be doing this at marketing project level and feeding it from there to all the NLC projects and MarCons > > The theory is that in most companies there are OOo Champions that > wont necesarily have the tools to propose a case with serious > matter to the upper company. A significant issue is history when it comes to migration and I don't mean the client I mean the consultant, OOo advocate or MarCon Companies need to know that this has been done successfully before. We should have not just a proposal but a Migration Template endorsed by the project. Available like the Marketing Plan, on Lulu for instance. Many things are common to all organisations. Generally it's a matter of scale is all. > > Currently is on the OOoES wiki page. > > > I'll reiterate what I said in the other thread in terms of the > > marketing budget. > > > > Allowing 80% online marketing and 20% Promo materials. > > > > For online given the limitations of the past, we need to steer > > people from > > online ads to the why.openoffice.org page. Set it up so that > > there is a prominent link that with a single click sends an > > mail, either direct to someone in their local area or directed > > to the MarCon List or even another > > list, say; [EMAIL PROTECTED] (This latter would > > be my preference, it allows quality control) This is a much > > smaller step than going straight to the download page and > > expecting a new user to immediately > > trust us enough to download. While that puts a bit of a burden > > on the MarCons to respond quickly and reliably, it will only be > > for a short space of > > time. > > > > This requires a few things to be put in place. > > The Why.... page will have to be slightly modified to > > emphasise the contact > > button > > Set up an [EMAIL PROTECTED] maillist > > Establish policies and procedures for managing those > > enquiries(Most important!) > > > > Another point/suggestion I'd like to test the water with: > > This advertising has to be about brand awareness, presales if > > you will. The best medium for raising brand awareness is > > Television. The most wide spread and trusted TV medium in the > > English speaking world that has a very > > high corporate viewing audience is BBC World, not huge in the > > US I know, but > > outside the US, it's influence is large. I think a portion of > > the online and > > the promo parts of the budget spent there could be very > > valuable if we agree > > that we are confining this campaign to English speaking > > regions. This subject to cost of course. 4 x 30sec placements > > per day for a week timed for > > late prime GMT UK programme (10pm and 1am GMT) and late prime > > Asia Programme > > would probably be the minimum useful. > > (As an additional note here: the "why.openoffice.org" lends > > itself really well > > to a TVA. Punchy and memorable. Very easy to turn to a call to > > action.) > > My strategy would be to contact the local magazines which are > sometimes cheaper and more productive for the writers. Having > chapter contact and stablishing relationship with the local press > might be a great way to spur local awareness. > > Newspapers that usually have to fill out technology suppliments > every sunday might also make a good case for 'off-line' > advertising. However a good relationship most be builted between > the local community and the reporter. I agree with everything you say here and I have some excellent contacts that would get me some good editorial to expand the impact of the ads for a local print media campaign, but this money is very specifically earmarked, 80% for online marketing targeting an English speaking demographic. I'm not totally convinced of the value and I would like to offer an alternative that has a similar global spread but I think may have more impact because the audience is decisionmakers. The only thing is, I'm not sure of the cost and hence whether our budget will stretch to it. With TV, one ad is a waste of time and money unless it's a half hour long, which is why I suggested the weeks worth of 30 sec ads. However having said all that we were getting click throughs with previous online ads, so perhaps we need a different method of converting clicks to clients hence my suggestions with regard to why.openoffice.org. 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]
