[Marketing] active marketing => was Re: possible marketing plan

[Marten Vijn]

Hi Sean,

Thanks for your reply, for the following please do see this as personal
attack. I am very about your response because it gives the opportunity
how can we can reach a larger user base. It can be done now and we don't
have to wait for anything.
 
I would like introduce the term active marketing,

Active marketing is an interactive proces, like talking, chatting,
replaying to email.

Passive Marketing is bulkmail, blogging, advertising, youtube

Example:
Asking a person you know to download Sugar, burn it and boot it. Being
availbe in this proces (online chat / physical) will give a lot of
feedback about Sugar.  
Asking their opinion by email show willingness to take a next step.

It is creating results beyond awareness and gives very clear feedback.
So we can learn to better and faster.

being an example:
Yesterday night in one hour time I had 4 people downloading sugar.
I did it by using chat I did not leave my chair. Meanwhile I was doing
other things.

Having a label on the cd is good. However is not necessary.
If I would have thought the label as a hard dependency, I would not have
reached 6 people and get them to boot sugar. 

So in this case:
The idea of needing a cd-label for marketing is limiting the mind set of
people.
A catch-22 should be avoided : http://en.wikipedia.org/wiki/Catch-22


An approach of removing dependencies is imho very important. I would
place actions before dependencies. Dependencies do not create results
and action do. Regardless of the output doing an action gives energy.

Taking an action shows dare and leadership. IMHO it shows wished
behavior.

I would to challenge every one of us with an easy to reach goal.

in the next 24 hours:
- ask 4 people to download sugar, burn it, boot it,
- get their opinion
- post your successes (creating more energy)

cheers,
Marten










On Tue, 2009-05-19 at 12:56 +0200, Sean DALY wrote:
> 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
> >
> > _______________________________________________
> > Marketing mailing list
> > Marketing at lists.sugarlabs.org
> > http://lists.sugarlabs.org/listinfo/marketing
> >
-- 
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