Hi Salah: < A bad marketing campaign is better than nothing.> Ok, I have one to propose to Novell. What about a 502,159 direct mail (or e-mail) piece targeted at those users below...Simply state:
"Do You Want The World's Most Powerful Web Server...FREE!"
"Sign up now for Novell's InternetWare 4.11 product today and receive the World's Most Popular Web Server at no charge..."
"We will also through in many of the most popular Web management software tools at no charge...Call you Novell or VAR representative today."
Salah - Novell can even get fancy and sort their list out by zip code and insert the name and address of the VAR responsible for that territory. Follow up this piece with free software and a phone call and I bet you get a lot of inquiries. Of course, I would expect before you send out the direct mail piece, you would check for Netware 2.0 and 3.0 users and segment this list first. Any current Netware user should receive a personal phone call from BOTH Novell and the VAR to explain the benefits of an upgrade to NetWare 4.11.
Ok...what is the cost
Joe - What do you think...Allocate $300K
<P.S. Do you think if they use a Web Server now that they just might have an e-mail address....Send this user e-mail and save the cost of postage!>
$160K for postage
$50K for copy
$25K for development
$65K other
Now if you send via e-mail and first scan for current NetWare users you may be able to pair the list down.
Look try a sample test of 10% and throw $30K at it.
If it were my company this is what I would try! OH, I forgot...this is my company..<G>
1. Apache, 247,419, 41%
2. NCSA, 76,210, 12.6%
3. Microsoft-IIS, 40,466, 6.7%
4. Netscape Communications, 30,644, 5.1%
5. Netscape Commerce, 30,208, 5%
6. CERN, 21,651, 3.6%
7. Microsoft Internet Information Server, 18,266, 3%
8. WebSite Pro, 12,866, 2.1%
9. Netscape Enterprise, 12,417, 2.1%
10. WebSTAR, 12,012, 2%
Other ideas for marketing to ponder???
EKS
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