[Marketing] Marketing Targets

[Michael P. Gerlek]

Right on, +1, Arnulf is "cool".

This is what I've been looking to see, I think we're heading the right
way by defining this up front and then using these three "targets" to
drive our efforts.

-mpg

 

> -----Original Message-----
> From: marketing-bounces at lists.osgeo.org 
> [mailto:marketing-bounces at lists.osgeo.org] On Behalf Of Arnulf Christl
> Sent: Tuesday, November 20, 2007 2:35 AM
> To: marketing at lists.osgeo.org
> Subject: [Marketing] Marketing Targets
> 
> Hello,
> I suggest to first focus on new potential users, then 
> sponsors. Developers pick all of this it up anyway if they 
> are good. I have put together a few messages and how they are 
> connected. As main targets for Marketing I can identify:
> * New users (direct marketing)
> * New sponsors (good direct marketing as argument to get sponsors)
> * New projects (Only a strong, independent OSGeo is 
> attractive to cool[1] projects. We want cool projects to join)
> 
> Marketing should not have to care about existing projects, 
> sponsors and users, but - and thats the trick - by doing a 
> good marketing job, all existing projects, sponsors and users 
> will also profit because it is good for OSGeo from an overall 
> viewpoint. 
> 
> To new users the message could be:
> * Use OSGeo Software because it is proven and thats what we 
> are here for
>   and good at
> * Explain OSGeo's role in Incubation and why this is good for users. 
> * OSGeo will achieve better Geospatial data availability - a crucial 
>   problem to many users
> * OSGeo Education will help you to get better educated and find a job
> * Connecting with the OSGeo community makes you learn, understand 
>   and profit for free[2]
> 
> To potential sponsors this message can be conveyed with a 
> slant on monetary profit:
> * You profit by sponsoring OSGeo because OSGeo *is* well known and 
>   accepted as an authority in the matter
> * Your OSGeo support will raise your Karma with new potential 
> customers
> * Your service will be easier to find (still needs some "pimp my SPD",
>   working on this...)
> 
> To existing OSGeo projects this message can be conveyed with 
> a slant on raising awareness in the community, spread the 
> word and potentially get more support for development 
> (monetary or capacities):
> * More sponsors bring in more money (this is also "internal" marketing
>   of the OSGeo project sponsorship program)
> * More visibility raises awareness, usage and liveliness
> * Graduating is good, push it. (but be careful to not push it too hard
>   as it is one of the few assets that OSGeo's actually *can* market!) 
> 
> To new projects the connected message is obvious:
> * Apply for incubation (if you dare) as it will raise your profile
> * Profit from collaboration in a community. If there already are
>   competing projects inside OSGeo then it will be better to also 
>   join instead of working "against it" from the outside. OSGeo is 
>   by default gentle to everybody. 
> 
> Best regards, 
> Arnulf. 
> 
> [1] "Coolness" is probably not quite the right term - but 
> then again - we are into marketing here. "Cool" in this context means 
> 
> [2] Obviously OSGeo aims at exploiting individuals as any 
> other non-profit also does. But this should happen as a 
> result of people being happy and wanting to get exploited 
> (see also Damian Conway's FOSS4G Keynote), not because OSGeo 
> whines for volunteers as so many non-profits do. OSGeo is a 
> cool shop and it is cool to volunteer for things. 
> 
> 
> _______________________________________________
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> Marketing at lists.osgeo.org
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> 
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