On Tuesday 31 August 2010 23:26:17 Nelson Marques wrote: > On Tue, 2010-08-31 at 23:06 +0200, S.Kemter wrote: > > How to do > > marketing with OBS I am very interested in, so tell me. > > I would probably put it this way: > > 1. Identify and triage your audience; the group of users or potential > users who might be interested in OBS. > 2. Get to know your audience; focus on which needs they need to be > satisfied and which ones OBS satisfies, which are the most important. > 3. Elaborate a communication plan aiming for your audience. > 4. Deploy on field. > > That's pretty much as it gets, off course this can mean massive research > work, which in our field is pretty much non-existing... but you always > have the quantitative side of the thing, in which you can collect data > from people you know that are users or can become potential users of > OBS. > > About the communication plan, it focus on the following: > > 1. Presentation - Brief presentation of the organization which is > promoting the product/service. In this case openSUSE/Novell. > 2. Product/Service - The presentation of the product/service to be > promoted. In this case, a presentation about OBS. > 3. Analysis: Should contemplate the following (this is a generic > approach, therefore you can freely modify this accordingly to your > needs, this is typical marketing work): > * Characterization of the clients that consume the category of the > product or service to promote (social-demographic, psicographic and > situational characteristics). > * Information Processing: does the audience knows well, average or > doesn't know the product/service? > * Degree of involvement from the client with the product/service to > promote. > * Perceptions of the client facing the product or service and while > facing the competitor products/services. > 4. Goals - Define the goals to be reached with the Communication Plan > and positioning (if the product/service already exists) or future (if > the product/service doesn't exist or is changing positioning). > 5. Target Audience - Selection and Identification of the target > audience. > 6. Message - Choosing the message (slogan, elevator pitch, 30 sec > speech/images/video)... Consider several techniques and creativity > strategies also. > 7. Communication Mix - The components of the chosen 'communication > mix' (specify the channels and means of communication). What goals to > reach with each one of them and with the mix itself... Tactics adopted > for each of them and why. > 8. Other Considerations - some examples: > * Is the internal audience involved on the plan (is openSUSE involved?) > * Is the image coherent with the adopted positioning > * Cultural differences - important if this is addressed to > international community or to minorities. > * Ethics - Does the plan follow ethical principals and is socially > responsible (this means no Swedish girls in bikini on Iran or using > children). > * Legal Considerations - Do we have legislation to follow the > communication campaign? Double importance on product/service. Are legal > considerations respected ? > > > This one of the tiny thingies that Marketing can provide. Need help? > Feel free to bug me or eventually start a collaborative document so we > can work this out and eventually adapt the process to future needs and > document it.
Looks good, could indeed be part of the wiki - how to plan around a certain topic or something. Meanwhile, planning is useless if there is no execution - the only thing that really counts is RESULT, not a great plan. And for the openSUSE conference we have little if anything. We can plan all day but if writing a little article about it is not something anyone is interested in I doubt it is useful to create plans. So I'd like to repeat my call to edit the doc: http://piratepad.net/wJ2WiNfp7X I know francisco ariasI has added a few things already, points for him. I don't want to put down planning efforts or strategic stuff - but it doesn't lead to anything if there is no execution and I have seen great plans catch dust in FOSS a few times to many. I therefor personally prefer to just *start working*. U with me? > nelson > >
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