Short Term Marketing Plan

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OOo Marketing Project

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Strategic Marketing Plan Pages:

Category:Draft marketing ideas and materials

I will help out on marketing when the OOo community stops treating marketing as a unworthy profession.

Good luck!

Steven P

I happen to like where Steven was going with what he wrote. I will shamelessly parrot his ideas if not his exact words.

Creating Impact

If OOo wants to increase market share, then there needs to be increase in brand awareness. The best way to achieve this is with an EVENT!

The best marketing event should tie in with a significant project event. A major version release is the ideal moment for this. The success of this strategy is demonstrated by the Spreadfirefox campaign that coincided with the release of Firefox 1.0.

Essential elements:

    Defined and carefully planned strategy
    Coordination world wide with the NLC in particular.
    All media forms to be used simultaneously
    A defined common message with a strategy depending on the type of media. Essential that this is done with the NLC to find a message that is as crosscultural as possible
    Deliberately vague Pre-release "leaks" to build interest and anticipation

Steven suggested this be timed with 3.0, but I would go with a closer release. Say 2.1.

However one significant event that is coming upon us is the Jan 07 deadline for Massachusetts change to ODF. Coordinating a release event to occur just before that time would provide us with maximum impact. If that times in with 2.1 or 2.2 or 3.0 or whatever the nearest release will be, then that's the version we should be hang an Event on.

To create the message we will need to know:

    New features: As many as possible so that they can be used as piecemeal releases in the anticipation building. They don't have to be major just communicable and significant to endusers
    New benefits of the release over the competition while still emphasising existing ones

Step 1

Create an identity for the Event. This including a logo and material that is not related or limited by the product branding. An example of this methodology is the Coca Cola Santa Claus or the little old lady yelling "Where's the Beef"

It doesn't have to be serious but it has to be distinctive and professional.

Using a codename for the release has been suggested on the lists.

Yorick 12:27, 12 February 2006 (CET)

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