RFC: Marketing collateral plan

[Máirín Duffy]

On 07/28/2015 11:05 AM, Matthew Miller wrote:
> On Tue, Jul 28, 2015 at 10:34:35AM -0400, Máirín Duffy wrote:
>>> 3. Level 3 - Advanced Fedora users:
>>> Fedora users that are developers, upstreams, system admins, and so on.
>>> They care about lower level changes - what's changed in systemd,
>>> yum/dnf and so on.
>> Why would you market Fedora to folks who are already users and who
>> are advanced users? What is the goal there? (Obviously not to get
>> them to try it?)
>
> I can think of several:
>
> * Convince them to move from advanced user to contributor

I'm not sure how release-specific materials would help achieve this end 
(once the release is out, it's a bit late to help out with feature x?)
We have a lot of pre-existing non-release-specific materials on this on 
the wiki that could stand to use improvement and updating (although 
Fedora Hubs is, from my POV, the primary effort towards this goal right 
now; part of the idea of that is that our team joining/bootstrap 
processes vary so wildly across the project that a system that's a bit 
more flexible in capturing them for newbies is going to be better than 
having mostly out-of-date / non functional static content.)

> * Help enable them to be ambassadors (either in our official sense or
>    more informally as advocates to other potential users)

Again, this probably isn't release specific? Unless you're saying the 
already-users could use the materials to promote Fedora in their own 
context (which is fine, but then the actual reader of the material 
doesn't use it - again - so the focus is non-users, not already-existing 
users. The existing user's part in this equation is finding a link to 
the PDF to print it out.)

> * Simply to reinforce / retain loyalty

That's where the swag comes in. :) Maria Leonova, who recently started 
as an intern on my team, is going to be working within the Fedora Design 
team on a long-term effort to clean up our print-ready swag designs and 
expand where deemed necessary. (Part of the process is going to involve 
interviewing ambassadors to figure out what kinds of swag are most 
effective / needed.)

>> Folks who are already users / advanced users aren't going to use a
>> flyer or any printed / PDF document as a primary source for
>> information. There are much better ways to reach these folks.
>
> Yeah, maybe paper isn't the best approach for this category.

I'm really leery of printed materials in that they usually get dumped at 
or before the end of a conference / not super eco friendly, they take a 
*lot* of effort (reformatting for different geo regions is not always 
cake either), they cost money, and go out of date really quickly. The 
return on investment is usually pretty low IMHO, and it seems the wrong 
approach in many cases.

~m