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Marketing For microISVs
 

Marketing For microISVs

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Is marketing necessary? How can we market effectively as microISVs? Is it possible to market effectively without being evil? Marketing myths, positioning, brand, pricing, promotion...and as much else ...

Is marketing necessary? How can we market effectively as microISVs? Is it possible to market effectively without being evil? Marketing myths, positioning, brand, pricing, promotion...and as much else as I could fit into 45 minutes.

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    Marketing For microISVs Marketing For microISVs Presentation Transcript

    • Marketing for µISVsEmbracing the dark side?
      ESWC2009
      Andy Brice
      Oryx Digital Ltd
      http://www.successfulsoftware.net
    • Introduction
      A quick dash through the vast subject of marketing
      Misconceptions developers have about marketing
      Some marketing concepts
      No recipes
      the optimal approach depends on you, your product and your market
      Questions at the end (if we have time)
    • About me
      Writing software professionally since 1987
      Full-time µISV since Jan 2005
      product: www.perfecttableplan.com
      Consultant to µISVs
      specialising in one day consultations to help µISVs, especially with marketing and usability
      Blog: www.successfulsoftware.net
      Email: consulting@oryxdigital.com
    • Myths of marketing
      Myth #1: Marketing is unnecessary
      Myth #2: Marketing is advertising
      Myth #3: Marketing is easy
      Myth #4: Marketing is guesswork
      Myth #5: Marketing is number crunching
      Myth #6: Marketing requires lots of money
      Myth #7: Marketing is ‘evil’
    • Myth #1: marketing is unnecessary
      If you:
      Decide which product to create
      Name your product
      Create a website
      Decide the features of your product
      Set a price
      Then:
      You are doing marketing
      The question is whether we are
      doing it well or badly
    • Marketing vs development
      For a successful product we need to:
      Identify a need (marketing)
      Identify our customer (marketing)
      Decide how best to fulfil that need (marketing+development)
      Create the product (development)
      Make potential customers aware of our product in a cost effective way (marketing)
      Communicate the value of our product (marketing)
    • Good programming isn’t enough
      It doesn’t matter how well written your software is if no-one:
      knows about it
      cares about it
      understands what it does
      is prepared to take the time to try it
      is prepared to pay for it
    • Myth #2: Marketing is advertising
      Marketing includes:
      Research
      Promotion
      Pricing
      Branding
      Positioning
      Segmentation
    • Advertising in only one type of promotion
      There are many ways to promote your product:
    • Myth #3: Marketing is easy
      Marketing combines:
      Psychology, economics, statistics, writing and much more
      None of the following are easy:
      Deciding which product/market
      will be the most profitable
      Deciding features/differentitation
      Deciding pricing
      Deciding positioning
      Deciding your promotional strategy
      Copy writing
    • Product lifecycle
      Your marketing needs to change as your product passes through the product lifecycle
    • Myth #4: Marketing is guesswork
      It is difficult to guess what customers want
      People are not rational
      Testing is as important in marketing as
      it is in development
      Google analytics
      Google adwords
      Google website optimizer
      Measure what they do
      What people say and what they do
      are often not the same
    • Myth #5: Marketing is number crunching
      Marketing is a battle for the mind
      If someone thinks your product is better – it IS better
      You need to understand the customer
      You need to be creative
      You need to know what to test
    • Myth #6: Marketing requires lots of money
      It doesn’t require a lot of money to be noticed if you are creative enough
    • Myth #7: Marketing is ‘evil’
      Marketing is evil when it manipulates, deceives or intrudes inappropriately
      It isn’t necessary to be evil if you have a good product
    • Tools of persuasion
      Social proof
      Authority
      Reciprocation
      Urgency
      Scarcity
      Contrast
      Status anxiety
    • Shades of grey
      The line between good and evil, persuasion and manipulation, isn’t always clear
      Rebates
      Permanent ‘sale’ price
      Opt-out extras
      FUD marketing
      Fake awards
      Fake testimonials
      SPAM
      Hidden extras
      Outright lies
    • Word of mouth marketing
      Evil marketing may work in the short term, but hurt you in the long run
      The best marketing is done by your customers
      Massive reach
      Maximum credibility
      Free
    • Some marketing concepts
      Brand
      Positioning
      Pricing
      Segmentation
    • Brand
      The product is what the customer downloads
      The brand is what the customer pays for
      Brands:
      build trust
      add value
      Strong software brands
      Apple
      Microsoft
      47 Signals
      Fog Creek
    • The power of brand
      Branding means people will pay $50 for an item of clothing that costs $1 to make
      Branded painkillers work better than generic ones
      ‘No one ever got fired for buying IBM’
      Marlboro associated cigarettes
      with cowboys (not cancer)
    • Creating a brand
      Key elements of a brand:
      Story/image/myth
      Consistency
      Mismatch
      difference between the way consumers are and how they wish they were
      But:
      It takes a lot of time, effort and
      resources to create a brand
      Brands make more sense
      when you have multiple products
    • Positioning
      You need to position your product in the mind of the consumer.
      Only one product can occupy a position.
      “The basic issue in marketing is creating a category you can be first in” Trout & Ries
      Once a position is established it is
      very hard to change
      If you don’t choose your position,
      your competitor might do it for
      you
    • Positioning
    • Positioning
    • Positioning
    • Positioning
    • Positioning
    • Positoning
      Positioning statement = Superlative (why) + Label (what) + Qualifier (who)
      Examples
      Superlative : easiest to use, most powerful etc
      Label: table planner, ToDo list, spreadsheet
      Qualifier: for Excel, for Mac, for lawyers,
      in Spanish
    • Pricing
      When setting a price you have to think about:
      Perceived value
      Price as signal
      Lifetime value of customer
      Approval thresholds
      Can price by:
      user (named or concurrent), use, time,
      processor, server
      Pricing is hard!
    • Optimal price
    • Segmentation
      Ideally we want to charge different amounts to different customer segments
      Various approaches:
      Features
      Geography/Language
      Usage
      Time
      Discount
      Coupons
    • Segmentation
    • Conclusion
      Good marketing:
      is essential for commercial success
      requires time, effort, knowledge and creativity
      doesn’t have to be about dishonesty and manipulation
      isn’t that common in software
      developer don’t understand marketing
      marketers don’t understand software
      Links and more on some of these topics on my blog:
      www.successfulsoftware.net
      consulting@oryxdigital.com