[Marketing] possible marketing plan

[Sean DALY]

Guerilla marketing is most effective... when there is an army of
people with time & energy available to make contacts :-) and as a
complement to:

* Viral marketing, which we intend to do with DailyMotion screencasts

* Blogging, which we sort of do with planet but it's not
well-referenced since blog posts are dispersed and often off-topic

* The website, which has a serious navigation handicap between the
sections (but that will be solved very shortly)

* Classic PR, which we are doing for cheap, only paying press releases
and which we can ease off on (fewer extra categories) since we have by
now succeeded in becoming well-referenced and easily
press-contactable. Our targeted press mailings and news submissions
are working, but we need more coverage by education bloggers (and more
translators for the press releases, and somebody to help me with the
translated PDFs)

* Traditional advertising without which we likely won't build
awareness among educators. This last requires the most funds but can
have major reach... a single-page ad in a teacher-read publication
e.g. Education Week (see
http://wiki.sugarlabs.org/go/Marketing_Team/Press_contacts) would have
an immediate major impact.


Handing out CDs is great but is not really guerilla marketing, where
you one-up the competition by doing something unexpected such as
having folks on rollerblades zipping about with samples or flyers or
you put a huge beer can on the roof of a city's taxis for a week. The
term is overused since guerilla marketing can actually be very
expensive (that army of students do want some money); it's grassroots
marketing that's the cheapest.

To make the most of one-to-one CD distribution, we should try to get a
nice-looking CD label, either a jewel case insert or preferably an
actual disc label or lightscribe compatible or something. Caroline,
did you say you had worked on that a little bit with Christian?

thanks

Sean


On Mon, May 18, 2009 at 10:15 PM, Marten Vijn <info at martenvijn.nl> wrote:
> Hi all,
>
> Yesterday reffered to guerrilla marketing
> as a way to do effective marketing without a large budget
>
> see
> http://en.wikipedia.org/wiki/Guerrilla_marketing
>
> for more background I suggest to read:
> http://www.amazon.com/Guerrilla-Marketing-Handbook-Seth-Godin/dp/0395700132
>
>
> My plan to do marketing:
>
> My goal:
> - create a local interest group:
> - 5000 people have heard about sugar in 3 month
>
>
> My means:
>
> Step 1:
> - talk to 10 people everyday about sugar
> - offer a free cdrom with the obligation to give feedback via email or
> phone.
>
> Step 2:
> If I get positive feedback I will ask for help.
> - burn some cdrom's
> - for one week talk to one person a day
> - offer free cdroms and ask for feedback
> - ask people to do the same.
>
> Step 3:
> - weekly meeting with purpose to share:
>  - knowlegde about sugar
>  - getting people involved
> - focus group to have dutch documentation, youtubes and so
>
> Costs:
> 100 cdrom's => 30 Euro's
>
> cheers
> Marten
>
>
>
> --
> http://martenvijn.nl                 Marten Vijn
> http://martenvijn.nl/trac/wiki/soas  Sugar on a Stick
> http://bsd.wifisoft.org/nek/         The Network Event Kit
> http://har2009.org                   13th-16th August
> http://opencommunitycamp.org         26th Jul - 2nd August
>
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