Re: [libreoffice-marketing] Impress Advert with link.

Hi :)

I think we need an advertising campaign but we need to decide who our target 
market is.  The Calc ad seems aimed at corporate middle-managers.  The Writer 
one is a bit vague, perhaps charity workers, the child is too weird for most 
people to relate to.  The Impress one seems aimed at a small niche of 
home-users, perhaps small offices run by a single mumsy type and alienating the 
corporate types.

The current series of 3 might be interesting to run in linux-only settings where 
we can advertise for free or for very little cost.

If we don't get a serious advertising campaign out there into the mainstream 
press soon then we have to accept that Oracle will get OpenOffice out there 
pushing us into the background.

If we run a campaign then we have to choose whether to pretend that the world is 
ideal, with gender (and racial?) equality at all levels.  Would we want to 
squander money on an ineffective campaign that we feel comfortable with or would 
we rather make ourselves look appealing to wider markets.  


Our competitor's marketing teams, that have the benefit of market research on 
their side, are releasing certain types of adverts attempting to appeal to 
people that aspire to corporate professionalism with a small nod at racial 
diversity (as long as they conform to the suit-wearing 'culture').  By doing so 
they appear to have successfully dominated our target markets.

Should we ignore what people want and base a campaign on the way we would like 
things to be or are we hoping to increase market-share in the real world?  
Perhaps we could put a lot of effort into appealing to a small niche market that 
are more-or-less on our side already?

Regards from
Tom :)





________________________________
From: Italo Vignoli <italo.vignoli@gmail.com>
To: marketing@libreoffice.org
Sent: Mon, 27 December, 2010 2:50:56
Subject: Re: [libreoffice-marketing] Impress Advert with link.

On 12/26/2010 07:40 PM, Craig B. Olofson wrote:

> If this is one ad in a campaign, I don't see a problem with it. If this
> is the only ad then I can see a need for further discussion. The reason
> I say this is that If we assume this is one of a series, the campaign
> will have time to deepen the themes through repetition and the use of
> different models.

For the time being, we are not planning any "official" advertising campaign for 
TDF and LibreOffice. In any case, I would suggest to have the Steering Committee 
expressing at least an opinion on the subject and on proposed solutions, once 
they have been discussed here.

-- Italo Vignoli - The Document Foundation
E-mail: italo.vignoli@documentfoundation.org
Mobile +39.348.5653829 - VoIP: +39.02.320621813
Skype: italovignoli - GTalk: italo.vignoli@gmail.com

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