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Non-marketing (just making friends?)

Non-marketing (just making friends?). Tomi Dolenc ARNES. The Way of Arnes (NREN) Marketing. History Attitude Strategy Scalability Budget/resources The Future. History: Who needs marketing?. Few users, few options Friendly community Direct relations with customers Network admins

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Non-marketing (just making friends?)

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  1. Non-marketing(just making friends?) Tomi Dolenc ARNES

  2. The Way of Arnes (NREN) Marketing • History • Attitude • Strategy • Scalability • Budget/resources • The Future

  3. History: Who needs marketing? • Few users, few options • Friendly community • Direct relations with customers • Network admins • Individual users • Know their problems • We support, we pass the knowledge, they love us • Tailoring services after user needs

  4. Attitude • Marketing • It stinks and it wastes time • “We are not selling anything” • PR by target groups • The rulers (“give us the money and leave us alone”) • The public (something wrong, director interviewed) • The users (everybody deals with his own “domain”)

  5. Strategy • What strategy?? • If we do our job honestly, surely somebody will notice? • “Strategy”: • Talk to friends (the users, the rulers, the partners) • Maintain integrity of a helpful expert • Put something on the web as well • Support • Information • Have a user’s meeting now and then • Friendly support and tailoring services go a long way

  6. It does work • We do get some feedback • And it’s not all that bad • Relations with some key people more friendly than professional • Influential users • The Director of our Directorate is a happy user • We’re still here after 16 years • We still believe they like us • We still believe we know their needs

  7. It does not scale • 100→1000 connected organisations • Fractal growth of end user set • Changes: market, technology penetration, services • Lost contact with some users • We are amazed how little we know about each other

  8. It costs • Difficult to allocate resources • No professional PR&Marketing staff • Needs involvment of many • Reluctant to dedicate their time • Limited allowance • Budget 1000→8000 € (excl. the conference)

  9. Combine the two worlds • Cover the ground with marketing ”basics” • Look for low budget, but not “cheap” solutions • Personal touch does it • Clears the communication channels • More sincere feedback • Allows lobbying • Works even with media • Incalculable potential (happy user saves our @ss)

  10. Planned activities - 2008 • Publications & materials • Activity Plan 2008 & Annual Report 2007 (polished version) • Conference proceedings • Flyers (General/Services Catalogue, Eduroam, CERT, TERENA Server Certificates, .. VC, AAA, lightpaths) • Visibility materials • Better contacts with universities & other demanding users (NGI) • Projects for target user groups co-funded by the Ministry • Eduroam/AAI @ University, Gigabit student dormitories, National Education/services Portal) • Facilitate content publishing • Negotiating new corporate logo and identity

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