[NTLUG:Discuss] [Bulk] Re: Explaining Linux and Open Source software

[Leroy Tennison]

Paul M Foster wrote:
> Leroy Tennison wrote:
>   
>> I was developing a little marketing piece and thought the phrase "Your 
>> source for free, capable, legal software" would be attractive.  /*
>>
>> No one I talked to got it.*/
>>
>> Has anyone had any success with a catch phrase promoting Linux and Open 
>> Source software?  If so, what did you say?  I thought "free" would be 
>> attractive but decided to throw in "capable" so that they wouldn't think 
>> "junk" and "legal" so they wouldn't think pirated.  What I got was "What 
>> does capable mean?", "Is this software for the legal market?", "What 
>> kind of software is it?"
>>
>> The only other idea I have right now is: "Emphasizing free software (ask)"
>>
>> Any input would be most appreciated.
>>     
>
> *Free* may or may not be a good thing. To some people, "free" is 
> "crappy". In addition, "free" has several meanings.
>
> The essence of Open Source software is that you have the source, and can 
> modify and redistribute it. Unfortunately, no average user would ever do 
> that or care about it. So it's not really a selling point.
>
> What would be a selling point for *any* software for an average user? 
> Keep that in mind first. Then, what about Open Source software would 
> appeal to the average user? Some possible answers:
>
> 1) It's more secure than proprietary software.
> 2) It frees you from the yoke of megalopolies like Microsoft and Adobe.
> 3) It's higher quality, because there's no huge bureaucracy driving it. 
> 4) The people who make it do so out of love for the software, not money. 
>   (Some car companies have used something like this before.)
>
> Etc. Also consider that you're trying to sell a nebulous concept, rather 
> than specific software for a specific job-- a lot harder task.
>
> You might also want to find out what people *dislike* about proprietary 
> software, and whether Open Source software doesn't have that/those problems.
>
> But the key to any *effective* marketing effort it surveying. What you 
> were doing with asking people what they think is the start of this. Come 
> up with various ideas and then test them on your target audience.
>
> Positioning is another approach to marketing. What thing or object 
> reminds them of really good software? Or just something that's high 
> quality, useful, cheap/free, or whatever button you're going for? Now 
> position your product above or next to that object. The classic example 
> of positioning is the Avis "We're number 2. We try harder" campaign. 
> Avis was number 2 against Hertz. They had to be sly about it, because 
> they couldn't use Hertz's logo to position against. Anyway...
>
> Also remember that what you're trying to come up with here is just a 
> "button", not the whole campaign. You need to attract the 
> reader's/viewer's interest first with an aesthetic "wrapper" for your 
> piece(s), then hit them with the button. Ad copy is short and punchy, 
> not like press releases, which are wordy and boring.
>
> I'd venture to say that of the thousands of ad campaigns launched every 
> year, maybe one is truly effective. And I don't mean "it gets your name 
> out in front of the public". That's the way of Madison Avenue, and it's 
> their cheap excuse for the fact that they actually don't know how to 
> market things. I mean, "drives people to buy *your* product". When was 
> the last time you saw a commercial where 1) you actually *remember* who 
> the sponsor was, and 2) it actually made you *want* to buy the product.
>
> I'm not trying to discourage you. I'm just trying to give you the 
> picture of what truly good marketing should be.
>
> Here's one idea (kinda involved, and would require film/TV):
>
> Shot of a young, clean-cut fellow in a tie at a very neat but antiseptic 
> cubicle (nothing personal in sight), sitting in front of a computer 
> running Windows. Looks bored. Voiceover: "This is Bill. Bill writes 
> software. He works from 9 to 5. He gets paid. It's his job."
>
> Shot of a young fellow with longer hair in a t-shirt, obviously in a 
> lived-in room, enjoying himself in front of his computer (running 
> Linux). Lots of color and personal touches in the room. Voice-over: 
> "This is Matt. Matt writes software. He works whenever he has free time. 
> He does it for free. It's not his job. He just loves doing it."
>
> Split screen shot of both young men. Voice-over: "Who would you rather 
> have writing your software? (Pause) Open Source. Software written by 
> people who really care."
>
> A little rough, but you get the idea. It pushes the quality button and 
> the "software from love" button. Only works if those are the buttons 
> you're trying to hit, and only if those buttons resonate with your 
> target audience.
>
> Have fun!
>
>   
You must be in marketing or sales, these are great points (and no, I'm 
not discouraged - you've given me some good ideas).  I think your #1 and 
#2 are probably the answer: More secure ("Linux virus" is almost an 
oxymoronic phrase) and "not Microsoft" (I've already heard the 
anger/frustration when the motherboard goes out and all of a sudden you 
not longer own a copy of Windows either because it's license is tied to 
the now-defective motherboard).  Time to do some interviewing...