Tag Archives: brand

Marketing for microISVS

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.

If you found this talk useful you might also like 10 mistakes microISVS make.

Brand recognition: PayPal beats Google

I offer both PayPal and GoogleCheckout as payment option on my pounds sterling payment page (GoogleCheckout only allows me to price in pounds sterling, unfortunately). As GoogleCheckout is effectively free to me at present[1] I put the GoogleCheckout button on the left in the hope of getting more payments through Google. But 70.5% of purchasers clicked on the PayPal button.

I have since then become a bit disgruntled with GoogleCheckout for their slow processing times, chargeback fees, lack of multi-currency support and use of anonymised email addresses[2]. So I swapped the button order in the hope of increasing the number of purchasers using PayPal. 69.3% of purchasers now click on the PayPal button.


From this I conclude that GoogleCheckout still has a long way to go to beat PayPal in brand recognition, positioning on the left may not be more prominent (although 1.2% may be statistical noise) and button order is less important than I thought. Or perhaps the PayPal icon is just more compelling. I wonder if GoogleCheckout have tested their icon against the PayPal icon?

[1] Google currently process £10 of payments free for each £1 I spend on Adwords.

[2] The user can opt to have their email anonymised at time of purchase. The vendor then recieves an email address like Miss-abc123xyz@checkout.l.google.com. Google forwards email from this address to the purchaser, until they choose not to receive further emails. In theory this protects the purchaser from vendor spam, but in reality it makes support more difficult. For example, the purchaser can’t retrieve their key from your online key retrieval system unless they remember to use the anonymised address (they never do).