[Marketing-Public]Re: marketing-public digest, Vol 1 #242 - 6 msgs

Chris Wilson mail at cleatorwilson.com
Thu, 16 Sep 2004 02:02:32 -0700


Hi everyone,

Just joined the mailing list a couple of days go, so I must apologise if 
I'm repeating what has already been discussed/raised, but I really want 
to be a part of the marketing of what I believe to be the best 
browsing/email/calendar platform around at the moment.

I'm a very strong supporter of the Open Source and the Free approach to 
everything in general, especially software, and probably like the 
majority of you, I can't understand why people are still using inferior, 
closed source software, and seemingly happy with it, just because it 
came pre-installed on their mail-order computer. I can only assume they 
think that changing to an alternative software package is either 
expensive of difficult, neither of which is the case.

Whilst it's not something to be content with, I suspect that most of the 
positive feedback we've seen relating to the Mozilla range of software 
is from the regular FOSS crowd (of which I'm a proud associate) who 
eagerly await and install every new release and revision, and the 
question we should be asking is how to raise awareness in the general 
public?

It's not that we should expect anything but positive feedback from 
*ANYONE* who has tried such software, it's just that currently the vast 
majority of the public have never even hear of the Mozilla range of 
applications. This is very wrong indeed and needs to be addressed ASAP.

The software itself is by far the most feature rich, user friendly and 
intuitive around, and once a user has experienced it, they will almost 
definitely find the "competition" to be completely inadequate, to the 
extent that it is almost unusable. I know I certainly do, and the 
feedback from my clients who are using these apps (and I've tried to get 
them all using FOSS as much as possible) is unanimously positive.

The two major ways to reach the general public are newspaper advertising 
(expensive) and popular or local press coverage (awkward to ensure is 
effective) there are very few ways to target the "average citizen", so 
I'd suggest that a campaign of regionally orientated press releases sent 
to the popular press in advance of the version 1.0 launch would be 
extremely beneficial.

Decent coverage in your local press is a much more achievable goal, and 
can be very effective - read the national press and you feel you are 
getting to know about the world in general, read the local press, and 
you feel you are being told about the world as it applies to you.

In my experience, the average reporter (and I fully appreciate the 
distinction between a reporter and a journalist) working for your local 
paper is always on the look-out for ways to show that they are ahead of 
the game and informing the public of the latest thing. Technology is 
always a good area in which to impress, and local papers are by far the 
best way to get the message across to the general public.

What reporters really want is to be spoon-fed something which is easy to 
re-phrase and re-present as their own work. If you're a *GOOD* reporter 
or journalist I must apologise, but I've had an alarming amount of 
experience with bad, lazy people in your trade.

If you bear this in mind, it's very easy to get good coverage by writing 
press releases which fit the requirements that the vast majority of 
these individuals have.

Based upon my experience, what you should include are:

  - Plenty of facts and figures, but try as far as possible to ensure 
they can not be mis-interpreted. Keep it easy to understand and make 
sure any figures are isolated from others and easily understood in your 
press release.
  - A few good quotes that could be attributed to yourself as an 
individual submitting the press release and included in articles as "Mr 
X says .......".
  - Full download and good "instant gratification" web links to ensure 
that the casually interested can get what they want quickly and easily. 
A link to a Wiki may be of interest to you or I, but a single page 
stating clearly "this is why it's better, just give it a try" and 
offering a simple, single click download will be much more effective in 
getting people to try the software which is our main goal.
  - Links to good quality pictures and logos (ideally in a range of 
press-ready formats) which are freely available for general publication.
  - Previous studies, quotations, facts and figures (all with links and 
associated references) which can be quoted easily and made to look like 
the reporter has actually done some work for the article they are 
presenting.
  - A brief, but concise history, again, so it can be used to give the 
impression that some form of research has been undertaken by the person 
whose name appears in association with the article.
  - A contact name and number *AS WELL* as an email address. Most of 
your associates will be entirely happy communicating via email but there 
are plenty of people who still want to speak to a "real" person, and 
these people can often be a major asset when it comes to the all 
important "word of mouth" aspect of marketing. Whilst this would not be 
practical on a larger scale, I know that personally (being based in the 
Isle of Man, United Kingdom with a population of approximately 75,000 ) 
it wouldn't bother me if a handful of people telephoned my mobile to ask 
a few questions.

I know I'm giving the impression that I have very little faith in the 
average journalist, and it's true, I have, but I'm pretty certain that 
any good reporters and journalists out there will find such a press 
release equally useful.

I would suggest that work be put into writing a common core press 
release built from global input, which could then be tailored by those 
who release it to their local press. I know how I'd write it, but I'm 
sure there are 1000 others with input that could make it so much better.

Regards,



Chris Wilson


marketing-public-request@mozilla.org wrote:
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> ------------------------------------------------------------------------
> 
> Today's Topics:
> 
>    1. Re: Re: marketing-public digest, Vol 1 #236 - 1
>        msg (Rafael Ebron)
>    2. What are Mozilla's Marketing Objectives (John Busher)
>    3. Re: What are Mozilla's Marketing Objectives (Rafael Ebron)
>    4. Two thousand download.com reviews (David Hallowell)
>    5. Re: Two thousand download.com reviews (Jay Garcia)
> 
> 
> ------------------------------------------------------------------------
> 
> Subject:
> Re: [Marketing-Public]Re: marketing-public digest, Vol 1 #236 - 1 msg
> From:
> Rafael Ebron <rebron@meer.net>
> Date:
> Tue, 14 Sep 2004 12:16:37 -0700
> To:
> raiph <spam@temporalgyrus.com>
> 
> To:
> raiph <spam@temporalgyrus.com>
> CC:
> Ram Mallika <ramble@gmail.com>, marketing-public@mozilla.org
> 
> 
> Thanks for the heads up.  We will be running ads via Google through 
> their keyword system.  I believe we're targeting post launch (a month 
> after) to get the ads running as we'll be getting some good press when 
> we launch 1.0 and will rely on some of this advertising post launch to 
> keep the momentum going.
> 
> -Rafael
> 
> raiph wrote:
> 
>> Ram Mallika wrote:
>>
>>> Have we tried using SEM for firefox?
>>>  
>>>
>> That's an issue separate from...
>>
>>> There's a Google Grants program that places Adwords on google search
>>> for FREE for non-profit 501(c)s.
>>>  
>>>
>> Good catch. "Organizations already participating in the
>> Google AdSense program are not eligible for Google
>> Grants consideration."
>>
>> Hopefully we haven't already gotten an account under
>> the foundation name.
>>
>> "In our first year of operating Google Grants, 80 percent
>> of the organizations applying met our criteria for this
>> award of in-kind advertising."
>>
>> Sounds promising.
>>
>> raiph
>> _______________________________________________
>> marketing-public mailing list
>> marketing-public@mozilla.org
>> http://mail.mozilla.org/listinfo/marketing-public
>> Get involved - Check out the marketing projects that need help - 
>> http://www.mozilla.org/projects/marketing
>>
> 
> -- 
> Rafael Ebron
> Mozilla Foundation <http://www.mozilla.org>
> aim: rebron2000 <aim:GoIM?ScreenName=rebron2000>
> email: rebron@meer.net <mailto:rebron@meer.net>
> cell phone: (510) 220-6800
> http://www.rebron.org
> 
> Get the Firefox browser <http://www.mozilla.org/products/firefox/> and 
> the Thunderbird email client 
> <http://www.mozilla.org/products/thunderbird/> today for a faster, safer 
> web experience!
> 
> 
> ------------------------------------------------------------------------
> 
> Subject:
> [Marketing-Public]What are Mozilla's Marketing Objectives
> From:
> John Busher <johnbusher@yahoo.com>
> Date:
> Tue, 14 Sep 2004 14:03:39 -0700 (PDT)
> To:
> marketing-public@mozilla.org
> 
> To:
> marketing-public@mozilla.org
> 
> 
> I am new to the list so I will start by asking what
> are the marketing objectives?
> 
> 
> 1. Build awareness to drive adoption or 
> 2.  Build Awareness to drive adoption to drive
> donations?
> 
> 
> =====
> John M. Busher
> Internet Strategy
> v. 415.359.0454 
> johnbusher@yahoo.com
> "90% of all sales are lost because you don't ask for the business"
> 
> 
> 		
> __________________________________
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> 
> ------------------------------------------------------------------------
> 
> Subject:
> Re: [Marketing-Public]What are Mozilla's Marketing Objectives
> From:
> Rafael Ebron <rebron@meer.net>
> Date:
> Tue, 14 Sep 2004 14:19:04 -0700
> To:
> John Busher <johnbusher@yahoo.com>
> 
> To:
> John Busher <johnbusher@yahoo.com>
> CC:
> marketing-public@mozilla.org
> 
> 
> One of the marketing objectives is to build awareness to drive product 
> marketshare.
> 
> Donations are good but not the end goal.  End goal is: preserving choice 
> and innovation on the Internet (or 50% browser/product marketshare and 
> maintaining open standards on the Web).
> See: http://www.mozilla.org/about/
> 
> -Rafael
> 
> 
> 
> John Busher wrote:
> 
>>I am new to the list so I will start by asking what
>>are the marketing objectives?
>>
>>
>>1. Build awareness to drive adoption or 
>>2.  Build Awareness to drive adoption to drive
>>donations?
>>
>>
>>=====
>>John M. Busher
>>Internet Strategy
>>v. 415.359.0454 
>>johnbusher@yahoo.com
>>"90% of all sales are lost because you don't ask for the business"
>>
>>
>>		
>>__________________________________
>>Do you Yahoo!?
>>Yahoo! Mail is new and improved - Check it out!
>>http://promotions.yahoo.com/new_mail
>>_______________________________________________
>>marketing-public mailing list
>>marketing-public@mozilla.org
>>http://mail.mozilla.org/listinfo/marketing-public
>>Get involved - Check out the marketing projects that need help - http://www.mozilla.org/projects/marketing
>>
>>  
>>
> 
> -- 
> Rafael Ebron
> Mozilla Foundation <http://www.mozilla.org>
> aim: rebron2000 <aim:GoIM?ScreenName=rebron2000>
> email: rebron@meer.net <mailto:rebron@meer.net>
> cell phone: (510) 220-6800
> http://www.rebron.org
> 
> Get the Firefox browser <http://www.mozilla.org/products/firefox/> and 
> the Thunderbird email client 
> <http://www.mozilla.org/products/thunderbird/> today for a faster, safer 
> web experience!
> 
> 
> ------------------------------------------------------------------------
> 
> Subject:
> [Marketing-Public]Two thousand download.com reviews
> From:
> David Hallowell <david.hallowell@gmail.com>
> Date:
> Wed, 15 Sep 2004 18:19:19 +0100
> To:
> marketing-public@mozilla.org
> 
> To:
> marketing-public@mozilla.org
> 
> 
> I posted a blog entry that related to Blakes week one community
> marketing idea (the download.com reviews one)
> http://www.spreadfirefox.com/community/?q=node/view/427
> 
> Basically, the reviews on the site have been wiped and as we're trying
> to push the 1 million downloads in 10 days it'd be helpful to get that
> number of reviews back up to its previous level (or higher).
> 
> As there's more than 2000 registered spreadfirefox users (approaching
> 3000 it seems) I'm sure we could easily get 2000 decent reviews.
> 
> So what about it? Set 2000 as our target for download.com reviews this week?
> 
> Dave
> 
> 
> ------------------------------------------------------------------------
> 
> Subject:
> Re: [Marketing-Public]Two thousand download.com reviews
> From:
> Jay Garcia <Jay@JayGarcia.com>
> Date:
> Wed, 15 Sep 2004 12:36:01 -0500
> To:
> marketing-public@mozilla.org
> 
> To:
> marketing-public@mozilla.org
> 
> 
> On 15.09.2004 12:19, David Hallowell wrote:
> 
>  --- Original Message ---
> 
> 
>>I posted a blog entry that related to Blakes week one community
>>marketing idea (the download.com reviews one)
>>http://www.spreadfirefox.com/community/?q=node/view/427
>>
>>Basically, the reviews on the site have been wiped and as we're trying
>>to push the 1 million downloads in 10 days it'd be helpful to get that
>>number of reviews back up to its previous level (or higher).
>>
>>As there's more than 2000 registered spreadfirefox users (approaching
>>3000 it seems) I'm sure we could easily get 2000 decent reviews.
>>
>>So what about it? Set 2000 as our target for download.com reviews this week?
>>
>>Dave
>>_______________________________________________
>>marketing-public mailing list
>>marketing-public@mozilla.org
>>http://mail.mozilla.org/listinfo/marketing-public
>>Get involved - Check out the marketing projects that need help - http://www.mozilla.org/projects/marketing
>>
>>
> 
> 
> Re: spreadfirefox.com
> 
> Have had several users mention the fact that it's taking a VERY long
> time to receive the registration return email with password. I tried it
> myself and it took more than 16 hrs to get the email. This is not good
> and may discourage a good number of users as well as bad PR.
> 
> Jay
> 
> 
> 
> 
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