[Marketing] possible marketing plan

[David Farning]

On Tue, May 19, 2009 at 12:56 PM, Sean DALY <sdaly.be at gmail.com> 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:

Ubuntu has done the best job of any open souce project with their loco
team project at https://wiki.ubuntu.com/LoCoTeamList .  The project
generates a lot of enthusiasm and public awareness for very little
money.  Shipit at https://shipit.ubuntu.com/ is Ubuntu/Canonical's
largest marketing expense.

The challenge with loco teams is that it is relative rare for
participants to move through the participation funnel.

Fedora, on the other hand, has the ambassadors program at
https://fedoraproject.org/wiki/Ambassadors .  The ambassadors are a
community driven program to send knowledge users to each and every
open source event in the world.  It is really a pretty amazing
program.  They now have a couple of big plastic shipping containers
for different continents that they use to hold the conference kits.

The ambassadors program has a pretty high conversion rate.

It would be great if we could set something like this up in the next
couple of months.  We might need to do some work on the name.
Ambassadors from the 'Nation of Sugar' might have the wrong
connotation.

david

> * 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.

The typical case study for this is the New York Times ad that Mozilla
ran in December of 2004.  The buzz around the add was much bigger than
the add itself.
>
> 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?

To sound an old theme live cd's at $.10 apiece are a great way to
reach people at the top of the funnel.  Branded USB sticks at $8.00 a
pop are more fitting for people a little further done the funnel.

The biggest problem with USB sticks is that they are useful:)  Even if
one is not interested in the contents of the stick, one tends to pick
them up. IT is alway handy to have a extra stick in your backpack.
CD's are only usable by people interested in their content thus are
pick up only by those who are interest in them.

This being said, Sugar on a Stick install fests like occurred Saturday
morning are invaluable.  The other experience is to hand out sticks
for people to work use at SoaS workshops.

There is nothing like turning a room of 'normal' laptops into
connected Sugar laptops to create a buzz.

david





> 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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>> http://lists.sugarlabs.org/listinfo/marketing
>>
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