Re: [libreoffice-marketing] Defining a marketing strategy

On 30-07-2012 13:02, Charles-H.Schulz wrote:
> Could we start or continue the discussion?
> What we need to think about and determine are the following items
> (shamelessly plugging from Leif's email):
Feel free ;-)
I'm not a marketing guy, so I'm hoping someone will pick it up.

> - the target audience (might be too broad)
Here are some more key points:
Don't fight against IBM/Apache! Go for Microsoft - thats where our users 
are. IBM doesn't deserve our attention (in public).

Privat users
Business users
Students/education
Political arena?
Windows users

We already have material for some marketing against the business users. 
When 3.6 becomes stable (3.6.3?) we can announce that an summarize past, 
current and future features targeting the business market:
Easier bulk install on Windows, CMIS integration, stability and speed 
and of cause LibreOffice On Line. An announcement that emphasize all the 
features that are important to business use.

Future conference plans:
Our yearly conference is mostly a DevCon. We could slowly move against 
either having two conferences: DevCon and Business Conference or by 
adding a special track for business to the DevCon.

Another aspect of the conference is journalists. If we look at the 
commercial product conferences there are always a lot of journalists 
present. They get special invitations from the vendor and they will 
write columns after column about the product. Why do they come? Because 
first of all they get invited. Secondly because they always get 
something (announcements) to write about. That is new releases, new 
features, new (certification- or partner-) programs.

I think it's too late for Berlin (unless Italo & Co. can come up with a 
few fast ideas), but we should plan some for next year.
> - are we offering a product or a community (do we sell who we are or
> what we do, and/or the way we do it)?
We succeeded selling the idea (spirit) in the free software environment. 
But on the Windows market I think we should sell free (as in beer). Not 
that I like it, but thats what they want to buy. I'm not speaking about 
private users here :-) I don't want to get in that direction either...

Example: In Denmark we have had two big license audits in the public 
sector this year. It was brought up by the media but nobody really payed 
attention to it (mid summer when the country was on vacation). TDF could 
emphasize that our license model is much less complicated (again with 
the focus on business).

> - we have no roadmap feature-wise, but we have a detailed release plan.
> Do we need a "train map"? (no detailed features, but saying where we
> would want to be in a year, two years, etc.)
We already have that - don't we?
I mean we have all the GSoC projects and a few more (LOOL, Android and 
CMIS). Just put it on a timeline (without dates). ESC could help making 
a reasonable draft.
> - the channels
Continue to feed the IT-media. Every day ;-)
Try to reach business newspapers. Business cases, calculations of ROI 
and TCO and all that - must come from existing cases to be reliable.
Some visibility and general branding in free newspapers like Metro 
Express etc.

> - the mission/the story
Its good for your business in the long run. Compare with proprietary 
software vendors (license trap).
Goal: Get the general acceptance of large business use should 
participate or sponsor though partners (matches the certification 
program well)


Cheers,
Leif Lodahl

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