From rinehuls@access.digex.net Wed Jun 19 23:17:24 1996 Received: from access2.digex.net (qlrhmEbBUV1EY@access2.digex.net [205.197.245.193]) by dkuug.dk (8.6.12/8.6.12) with ESMTP id XAA25976 for ; Wed, 19 Jun 1996 23:17:22 +0200 Received: from localhost (rinehuls@localhost) by access2.digex.net (8.6.12/8.6.12) with SMTP id RAA28440 ; for ; Wed, 19 Jun 1996 17:17:04 -0400 Date: Wed, 19 Jun 1996 17:17:03 -0400 (EDT) From: "william c. rinehuls" X-Sender: rinehuls@access2.digex.net To: sc22docs@dkuug.dk Subject: Document SC22 N2189 Message-ID: MIME-Version: 1.0 Content-Type: TEXT/PLAIN; charset=US-ASCII ISO/IEC JTC 1/SC22 Programming languages, their environments and system software interfaces Secretariat: U.S.A. (ANSI) ISO/IEC JTC 1/SC22 N2189 June 1996 TITLE: JTC 1 Proposed Marketing Plan SOURCE: Secretariat, ISO/IEC JTC 1/SC22 WORK ITEM: N/A STATUS: N/A CROSS REFERENCE: N/A DOCUMENT TYPE: N/A ACTION: To SC22 Member Bodies for action or information, as applicable. Since it is not possible to provide an SC22 contri- bution in the limited time available for responding to this JTC 1 request, SC22 Member Body comments should be submitted through their respective National Body. Address reply to: ISO/IEC JTC 1/SC22 Secretariat William C. Rinehuls 8457 Rushing Creek Court Springfield, VA 22153 USA Tel: +1 (703) 912-9680 Fax: +1 (703) 912-2973 email: rinehuls@access.digex.net ____________________________________________________________________________ From: LISA RAJCHEL Subject: Proposed Marketing Plan Hi Everyone, It appears that my previous transmission of this document did not reach all of you so here it is again. At long last, attached please find document JTC 1 N 4127, Contribution from the Netherlands on a proposed JTC 1 Marketing Plan. National Body and SC contributions are requested on this document as soon as possible but not later than 12 July 1996. PLEASE SUBMIT YOUR COMMENTS VIA EMAIL OR DISK SO THAT THEY MAY BE DISTRIBUTED VIA EMAIL. ____________________________________________________________________________ TITLE : Proposed JTC1 MARKETING PLAN SOURCE : NNI, The Netherlands The task: ... creation of JTC1 marketing documentation to increase the public awareness of JTC1 and its relevance to the ICT (information and communications technologies) industry. The marketing documentation should be targeted at individuals inside and outside the standards process (e.g. use of trade press should be emphasised). Introduction The objective of JTC1 is to produce high quality, consensus-based standards enabling the availability of interoperable ICT products and services. In order to better promote these standards, the public awareness of JTC1 and its relevance to the ICT industry need to be promoted. This document gives the basis for a JTC1 marketing plan. The target audience for the marketing message can be subdivided into four categories, each of which needs a different marketing approach: 1 Public at large, eg. consumers, retailers, etc. This group is not interested in the nature or contents of standards, but only in the fact that a product is built according to certain well-founded and generally accepted specifications (the `Intel inside effect). 2 The community which should be aware of the relevance of standards, in relation to the products and services, eg., offered to ICT vendors, implementors, and procurers. 3 The community which has an interest in creating and shaping markets through its influence on standards, eg. industry and consumer organizations. 4 The standards community, eg. technical development groups and standardization bodies. Note that this document is based on a number of implicit assumptions on the re-engineering of JTC1. As soon as more details of this process are known, it will be necessary to check this plan against the new situation in order to ensure a complementary approach. The audiences The public at large has no preconceived ideas about international standards, so the message is not one of a relaunch (to sell faster, better, more appropriate standards), but rather one of awareness (using examples that ordinary people can relate to). This can be approached through information dissemination in a layman style (booklets, TV ads, etc.), explaining the importance of international standards and the pivotal role of JTC1 as the helmsman. (Note: the name JTC1 must never be used in these circles - it smacks of bureaucracy and elitism - and besides, it doesn t mean anything.) However, the more difficult approach to take with this audience, but one which will ultimately be much more effective, is to have the results of JTC1 visible: the audience should not even think of the process, but should simply recognize the JTC1 brand name and know subconsciously that the product/service is then synonymous with quality, reliability, etc. - ie., it works. The details of how this was achieved or indeed who achieved it are irrelevant. This would require, among others, products evidencing the standard, the brand name flashed on PC screens in support of particular software, on TV commercials alongside appropriate products and, of course, in corporate sponsorship of events. (One of the background papers makes an analogy to the Olympic games - remember the high moral tone of that event has now given way to the reality of advertising and corporate sponsorship to keep the ideal alive and in the black . Perhaps, we could even envisage a runner sponsoring International ICT standards - bringing the world together !!!) In short, therefore, there is only one message for this audience, as it can hardly distinguish between JTC1, its standards and the products based on the standards. The community which should be aware of the relevance of standards needs more facts and figures than the public at large - it is an absorber of information. It knows something of the current situation, and has to be informed of two things; firstly, the criticality of international standards, and secondly, why JTC1 is absolutely the best place to get them from. This audience could range from the curious to the cynical - it knows the tricks of brand names and corporate image. The organisations and industries forming the community which should contribute to the standards must be convinced that they can benefit from their influence on the standards by reducing their time-to-market, by promoting their own technology or by showing their influence on products and markets to their own constituencies. This community must also be convinced that it is more effective to allocate resources for the work in JTC1 than to start yet another consortium - ie., JTC1 is the only club worth belonging to. For them, it is important that they will meet with other important players in their market and that the process of JTC1 meets their needs of speed, quality and global recognition. They need to want to share the glory. The above two communities represent two sides of the same coin, ie., the users who benefit from the results and the users prepared to contribute to the process. They are probably best convinced by proof - examples of implementations, working practices that are explained in terms of the time saved, the benefits to global business and consequently the profits. The ubiquitous bits of printed material could be produced, but really this message demands the weight of a team of technical salesmen who can be present at all conferences and exhibitions world-wide for a dedicated period of a year or so to meet face-to-face with relevant parts of this audience. We are talking about convincing hard-bitten IT vendors, or SMEs with little spare cash, for example. The launch of this approach would be a show-case event organised for (probably not by) JTC1, which dedicates part of its time to explaining JTC1 s new approach and the rest to real live examples, probably incorporating a major exhibition. It would not be a political event - such a display of bureaucracy would kill any idea of a new-style organisation. Other initiatives would take place at the same time. See, for instance, the Millennium-3 project proposal below. Other approaches which could be investigated include a Web-based information centre demonstrating proof (again) of who is using what and how. The help-desk idea for JTC1 itself probably falls here, together with all the other whimsical marketing ideas sprinkled through the background papers. Further, JTC1 needs to be convincing and offer proof in its own working methods that it takes its own medicine . This is essential for both the publicity and the recruitment messages. In summary, we sell the messages to these two audience by looking for a reoriented image of JTC1 to be promoted through meeting the user requirements. Lastly, the standards community. This is the hardest group, because change for those most deeply entrenched is always difficult, yet we need this group to enthuse about and live the new approach first in order to be convincing to the other audiences! Many of its members are immune to or cool about business , and probably cynical about marketing, so their conversion must be handled carefully to ensure they continue to participate. Probably the best approach is the gradual introduction of appropriate electronic working methods, accompanied by practical guide books on best practice and how to deal with their potential customers. They might also like a confidential help desk so as not to broadcast their lack of knowledge about how to deal with these unfamiliar aspects of their work. In any case, it should be made clear to this community that they form the core of a winning team, engaged in relevant projects leading to worldwide recognition. In conclusion, the message being given to this audience is the recognition and adoption of the messages being projected to the first three audience categories! Cost The best (and most effective) approaches which might be considered in this marketing plan are the most expensive. There were already a number of comments in the background papers on cost. However, either JTC1 is serious about its image and the effectiveness of its outputs, in which case a substantial proportion of its resources need to be dedicated to the marketing effort, or it is simply paying lip service. If it is not prepared to take its future seriously, then why should the rest of the world? Recommendations for initial actions 1. Create the position of a central marketing co-ordinator - although the actions will be distributed, the whole plan will need "masterminding" and phasing, probably by one person. 2. Build a budget requirement. 3. Carry out basic image design (logo, company personality, slogans, colours, etc.). 4. Create a detailed marketing plan with timetabled schedule for a)awareness campaign for first audience category, b)publicity/recruitment campaign for second and third audience categories, and c) an education programme for fourth audience category. 5. Make moves to rejuvenate JTC1 and progress internally a) on a practical basis, by use of electronic means for daily work, b) in a supportive mode, by teaching members about the new approach and how to interpret that in their daily work, and c) by investigating the investment in equipment and resources necessary to make a) and b) work. 6. Launch specific research unit to build up evidence of standards in use - good working examples of implementations where business has benefited and profits soared! We need proof. 7. Create the first basic literature to get things off the ground - an introduction to JTC1, how it works, its goals, etc. These would be just the first simple actions - clearly, there will be a need for market research, feedback mechanisms, etc., in the future - quite aside from carrying out the actual marketing actions which the plan identifies. The Millennium-3 Project It is proposed to create a new project with a catchy name under which a number of marketing activities can be carried out. The overall purpose of the project is to promote JTC1 standards and activities by creating a new market image and brand name for JTC1 and its products in preparation for the next millennium. The name Millennium-3 is proposed. It has the advantages of weight and authority, whilst being modern, cannot be contracted and looks forward. It offers interesting possibilities for logo and slogan design. Note though that, whilst internally it is the marketing project which has this code name, Millennium-3 to external audiences is JTC1 and its products. The launch phase of the project could consist of a number of specific promotional actions marking the successful completion of the JTC1 reengineering process, and demonstrating JTC1 s added value for the ICT community in the next millennium, such as: ? the launch of the Millennium-3 logo (to be visible on standards and documents, products that conform to the standards, in WWW pages, etc.) and the introduction of Millennium-3 as a brand name. ? the invitation of a number of key players to join Millennium-3. Announcements ( Microsoft joins Millennium-3 ) would be made in the press. ? the encouragement of industry to use the logo (where appropriate) for products that conform to Millennium-3 standards ( ... with Millennium-3 guaranteed communication ). Conclusion This paper describes the usual process of creating a marketing plan by identifying objectives, audiences and messages. It provides a first attempt at elaborating on the marketing approach most applicable to each of the target audiences and outlining the first steps for setting up the marketing campaign. Finally, it highlights a vehicle through which actions for a launch initiative could be co-ordinated and offers a brand name for the new JTC1 and its products. -----------------------------end of document SC22 N2189 _________________