Saturday, 22 December 2007
Learn More about Software Marketing
The key to software marketing is distribution. Not only is it important to cover as many channels as possible, and in the right sequence, but to cover only the channels that are suitable for your product.
THE MARKET
For a general picture of the software market and its dynamics, read Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge, by Geoffrey A. Moore (who also wrote Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers). This book is published by HarperCollins; its author's consulting firm is at The Chasm Group , where you will find additional material on software marketing strategy.
For an actual "How-To" for the software market and its elements, read The Product Marketing Handbook for Software, 3rd Edition, by Merrill R. Chapman. This book is published by Aegis Resources, Inc. The book is a hands-on guide for everything from software product pricing and positioning to sales (direct, indirect, and electronic) and publicity.
The SoftwareCEO provides links to many sites useful to software company managers. SoftwareMarketSolution.com has links to vendor resources and software marketing books and articles. The Chanimal Web site offers a wealth of on-line information about software marketing.LEGAL AND LICENSING ISSUES
Licensing, Licensing Management and Pricing Articles
The Intellectual Property Mall
PRICING
DIRECT MAIL
A good place to begin your conquest of the channels, but one demanding bold strokes in conception and great precision in execution. For a how-to on writing direct mailings, and for other sales issues, see The Selling Software Page
SHAREWARE
Publish Your Game in Shareware and Low-Cost Retail
Tips for Shareware Distributors Association of Shareware Professionals
TRADE SHOWS (AND CONFERENCES)
Shows are places for the market and your product to learn about each other--it can happen even if you're not exhibiting. They are also good places to make multiple appointments to compress your business travel.
For upcoming shows and conferences, try Trade Show Central or CMP Tech Calendar
CHANNELS
Electronic Software Distribution
OEM
Stromian Technologies' Guide to OEM Software Licensing
PUBLIC RELATIONS
Media Relations and Working With Journalists
THE MARKET (AGAIN)
The dynamics of the market require that you continually look for companies that are complementary or competitive to your own. The Web seethes with computer information, and the sites below are among the many to consult for products, companies, and services:
BizWeb Category - Computer:Software
Computer and Communications Companies
Guide to Computer Vendors Hardware, Software, and VARs
Nerd World: COMPUTER COMPANIES Category
Yahoo -- Computers and the Internet
Don't forget current and back issues of periodicals that cover the software market.
These sites search multiple publications:
This site will lead you to individual publications, many of which have searchable archives:Directory of Computer Publications on theWeb
Continue your search and you'll find much more sites about software marketing.
Simple Software Marketing
So you work in software marketing right? Here are a few simple rules to live by if you are a product marketing, PR/AR, internet marketing, eCommerce or anyone related to marketing the product
1. Keep it simple. (make the message simple and make it stick.)
2. Make it easy to understand.
3. Don’t ask for much
4. Success is not dictated by the amount of leads you generate
5. A new relationship is harder to make, than trying to keep the existing one going
6. Watch, learn and listen to those around you.
7. Hear what others have to say about you in the marketplace. Reach out and respond
8. Try something new.
9. Talk to your customers.
10. Don’t undermine those that have expertise in their respective areas.
I can go on and on and on…………………perhaps for more posts down the road.
Let software marketing be with you
