Below are the video and slides of the “Marketing for microISVS – embracing the ‘dark side’?” talk I gave at ESWC 2009 in Berlin. This is a high-speed ramble through a vast subject. In the 45 minutes available I do my best to dispel some of the myths software developers have about marketing and discuss some marketing concepts, including: branding; positioning; pricing; and segmentation. Taking in Harley Davidsons, tinned tomatoes, Coca Cola and food blenders on the way. The first couple of minutes, where I dispel the myth that good software sells itself without marketing, are missing from the video due to a dead camera battery. But you knew that anyway, so I don’t think this detracts much overall.
Slides (which might not make much sense without the video):
NB/ When I said 47Signals, I meant 37Signals (brand inflation?). Thanks to Tarek for the correction.
Links to some of the things mentioned in the talk:
A big thank you to Alwin and Sytske of collectorz.com for hot-footing it from Alwin’s talk to do the video (you can see Alwin’s excellent talk on web app pros and cons here). And also to David and Panagiota for all the hard work that goes on behind the scenes organizing ESWC.
It is coming up to that time of year again. You had better start dropping some hints on what you want for Christmas if you don’t want socks again. How about a software themed T-shirt? You can never have too many T-shirts and it means you can go an extra day before you have to do the laundry.
It just so happens that www.programmer-tshirts.com (set up by myself and Patrick McKenzie last year) carries a range of wittily(?) captioned T-shirts for software types of all stripes including: microISVS, C++ programmers, LISP programmers, Mac developers, software engineers, managers and bloggers. Following on from a conversation at ESWC 2009 (with someone who might prefer to remain anonymous) I have just added another design for server programmers:
I know the T-shirts aren’t cheap (print-on-demand is expensive), but I have ordered a couple myself from the European shop and the quality is very good. Also you can customise the t-shirts (e.g. choose a different colour). Best of all the commission on each T-shirt (12.5% for the US shop and £1.50 for the European shop) goes to two very worthy charities:
Sightsavers International works to alleviate sight problems around the world. Every year Sightsavers and their partners treat millions of people for potentially blinding conditions. It costs as little as $0.10 to protect someone from river blindness for a year.
Jaipur Foot have developed an effective and easy-to-fit prosthetic lower limb that can be produced for a little as $30. The charity has distributed over 300,000 limbs free of charge in 22 countries.
It won’t be a surprise to regular readers that I am going to finish this post with a less than subtle call-to-action.
(STOP PRESS: 15% off everything in the European shop until 29-Nov-2009, use voucher code: NOVEMBERSALE)
I will be off to ESWC 2009 in Berlin in a few days. I am doing a talk “Marketing for microISVs – embracing the dark side?” on the Saturday morning. It is going to be tough to tackle as huge a subject as marketing in 45 minutes including questions, but I like a challenge!
I am also looking forwarding to touching base with old acquaintances and meeting some new people. If you are going to there, do come and say hello.