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Discussion Forum (20)
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IntroductionWhat is Strategic Open Source Marketing in our schools? |
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Summary of Open Source Marketing StepsWhat are the steps to marketing Open Source Solutions in our schools? |
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Step #1: Who are our Customers/ Clients?We can't build a solution until we identify our Customers/ Clients in intimate detail. We can't build a working (and workable) solution until we define teachers as our primary customers (and partners). |
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Step #2: Discover "Wants" First -- Develop Products SecondCustomers'/ Clients' wants either... * Provide a personal benefit * Eliminate a pain or major stress We learn what these wants are by forming a hypothesis and testing |
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Step #3:What makes our "Offer" Different?We must stand out in a "Sea of Imitators," and summarize what we offer in one sentence (or less). Our offer must state the key benefits of our product/ service. |
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Step #4: Testimonials and Case StudiesTestimonials and Case Studies must pass the "People like me" test. The problems addressed must pass the "Just like my problem" test. The implied message is, "If I only receive part of those results, things would be great." |
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Step #5:Overcoming ObjectionsWe must figure out (ahead of time) what major objections might surface, and we must answer the most serious of these objections in our marketing message. |
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Step #6: Removing Risk with GuaranteesThis a crucial step that is almost always overlooked in Open Source promotion. We need to provide stellar customer service, backend support, and Service Level Agreements (SLAs). We need to see the risks through our Customers'/ Clients' eyes. We need to communicate the full cost of "doing the project right" and refuse to do the project if it fails to obtain full funding. |
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Step #7: Promotion StrategiesPromotion strategies depend on our communicating our Unique Service Proposition/ Unique Sales Proposition (USP). We must build strong emotion in the minds of our Customers/ Clients because the benefits of our Product/ Service are inviting and because the Customer/ Client is "hungry" for these benefits. |
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Step #8: Writing a Marketing PlanSteps to writing the Marketing Plan include: * Getting honest * Doing the "homework" * Following the template * Laying out the assumptions, issues, risks and competitors' advantages * Building the "Offer" * Following-up with promised benefits, service and support * Providing stellar customer service |
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Appendix #1: Methods of Marketing ResearchMarketing research relies on surveys, focus groups, observations and trial marketing campaigns. Marketing research is conducted before a product is developed, and before a product offer is crafted. |
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Appendix #2: Turning Features into BenefitsFind high-impact benefits associated with features, and list these benefits as "bullet points" in descending order. This is difficult for "techie" types who revel in features and specifications. But, features and specifications are almost meaningless in marketing to Customers/ Clients, especially teachers, unless the features are used to support a benefit. |
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Appendix #3: Telling a Compelling StoryMarketing materials must come alive with human interest. The stories must be about "People like me" and show the benefits of the product/ service in action. The stories must stress the ease of use of the product/ service. |
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Appendix #4: Wants First, Needs, Maybe?Never develop a product based upon what Customers/ Clients need. We do not know what is "best for them," and even if we find out, the Customers/ Clients may not be willing to pay for such a product. We can also never trust what the Customers/ Clients say that they want. We must test, and retest before creating a product. |
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Appendix #5: "Never Fall in Love" with your ProductThe "Offer" is more important than the product, but if the product fails... * Improve it * Replace it * Dump it Price is almost never the issue. The real issues are: * Trust * Confidence in the Solution Provider * Relationship with the Solution Provide * Mutual Respect * Partnership These considerations are usually absent in Open Source promotions in our school, and explain the failure of Open Source Solutions to gain the acceptance that they deserve. |
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Appendix #6: Eliminating RiskThe Open Source Project Marketing Track Record for removing risk is extremely poor. Project sponsors fail to offer "Money Back Guarantees." Other problems include: Lack of compensation for wasted time, failure to cost the project correctly (allowing for professional development, technical support, infrastructure costs and opportunity cost. In addition, teachers need to be part of the project planning process, and full partners in the project development and management teams. |
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Appendix #7: The "Open Source Marketing Problem"There are several Open Source Marketing Problems... * The product is created before the Custom/ Client is identified * The Customers'/ Clients' greatest pains are not identified * The is limited or no testing to determine if the products/ services can resolve the Customers/ Clients problems. In addition, Open Source zealots have given the software a "Bad Name" by focusing on the cost savings of software licenses, while ignoring the fact that software licensing is a small part of the actual cost of a successful instructional project. But, the biggest problem has been blaming teachers for the failure of these projects to deliver any measurable student instructional outcomes. |
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Appendix #8: Beware the "Free and Cheap" MentalityInstead of focusing on no-cost software licensing, Open Source promotes need to focus upon... * "Best of Breed" products * Quality * Ease of Use * Service Level Agreements (SLAs) Open Source advocates must understand that "quality, service delivery, and service support are never "free." Open Source promoters must communicate the "real-world costs" to school district decision-makers, e.g., that these projects are extremely expensive, demand lots of teacher time, and take several years before measurable results can be achieved. Providing "free and cheap" software without "retooling" the way that teachers teach and without retooling the way that teachers deliver instruction is a waste of huge amounts of money, teacher time, student time. This waste is called, "Opportunity Cost." |
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Appendix #9: Open ThinkingA special kind of thinking is required to plan, design, develop and manage educational projects. This kind of thinking requires... * Brainstorming * Keeping an Open Mind * Eliminating "Preconceived Notions" * Developing Partnerships, Joint Ventures and Strategic Alliances * Trust * Respect for all Stakeholders |
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Appendix #10: Avoid the "Technology Integration Model"Teachers have been "burned" for years with the burden of "Technology Integration." Open Source Solutions must distance themselves from the Technology Integration Movement by... * Demanding that projects be fully funded * Demonstrating trust in teachers * Focusing only on the delivery and management of instruction * Measuring all successes in terms of positive student learning outcomes Open Source advocates must explain the full cost of any project, especially the professional development costs, and refuse to participate in any project that lacks realistic outcome goals and fails to achieve adequate funding. |
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