Archive for Marketing

Lotus Knows Marketing - Some Personal Thoughts and a Challenge

August 17 2009

You can read all about the blogger briefing this morning here, but I wanted to share some personal thoughts on this. We all know that marketing is the dirty word in the Lotus community. Partners fret over it all the time - many have blogged about it in all forms. Rational and completely irrational. Customers wonder why there is no marketing to back up their decision. And IBM always answered with IBM brand and messaging focused advertising. Like Smart Planet. The Lotus community, or the "Lotus Loyals" as IBM calls us, just shook their head and laughed. But this time, IBM is answering. Kristen Lauria and her marketing team have created the first Lotus branded campaign that I can remember since the R5 days of "I am Superman" ads. It is telling when the campaign is yellow and black - and the IBM logo and masthead on the website is not the focal point. This is also not a "one quarter and done" type of effort. IBM is talking about 24 months of effort - unheard of for the Lotus brand since

Lotus Knows Campaign - Blogger Briefing

August 17 2009

Kristen Lauria - VP of Marketing, IBM Lotus and Ed Brill hosted a call for the Lotus bloggers to brief us in the upcoming "Lotus Knows" marketing campaign and jam. Here are my notes: Overview Campaign - 24 month marketing campaign targeting the influential end-user audience to broaden and deepen enthusiasm for Lotus collaboration technology. Inside out approach - tapping into the energy in the Lotus community to generate real content and excitement at campaign launch. Use the "Lotus Loyal" and partners to spread the message to installed end-users and then end-user prospects. Experience matters - awareness elements will reach target audience where they spend their time and drive them to a web site where they can use the technology and share thoughts Extend reach - 360 degree campaign leading with air cover to build preference from end-users Global campaign - creative media beginning in NA, social media extending worldwide, potential media expansion into select markets "This is the ne

More IBM Press Release Coverage and a discussion w/ Caleb Barlow and Ed Brill

June 4 2009

First, here are the final versions of the press releases that IBM put out today: Companies Choosing Lotus Collaboration to Work Smarter and Lower Costs & 200+ Microsoft Partners Per Month Flocking to Sell IBM Lotus Foundations Second, there was an interview conference call with Caleb Bralow and Ed Brill for the Lotus Blogger program earlier today. Here are some thoughts based on that discussion: Foundations: Caleb Barlow: "Lotus Foundations is a change in business strategy in competing with Microsoft Small Business Server." Some people in the press have asked "Can IBM build a channel for the SMB market?" most of these customers have not purchased from IBM for many years New partners that are traditionally Microsoft partners More often than not, these new clients are a competitive replacement. Microsoft has created this situation, artificial licensing and platform decisions based on number of users. Relationship of buyer and seller is changing. partners moving to a

We asked for IBM to get more serious with competitive marketing ... Lotus Foundations Partner & Lotus Software Competitive Win news

June 4 2009

The Lotus Community has been asking IBM to get more serious about its marketing this year - and it seems IBM is listening. A change in attitude is what we asked for, and it seems we are getting it. Today, IBM is making two announcements: 1. IBM is announcing that signed up 1000 Microsoft Business Partners to sell Lotus Foundations. ARMONK, N.Y. -- June 4, 2009 -- Facing waning demand for Microsoft products, more than 1,000 Microsoft Business Partners have already signed up to sell IBM Lotus Foundations (www.ibm.com/lotus/foundations) "office-in-a-box" appliance for small and medium sized businesses (SMBs) in the first five months of 2009. According to Microsoft Business Partners, sales of Microsoft's Small Business Server (SBS) software bundle have stagnated due to lack of innovation and partner dissatisfaction with their inability to add solutions and services. Microsoft partners are looking for an alternative that provides SMBs with more collaboration computing power for less

Offense vs. Defense (a follow-up to my life lesson post from yesterday)

April 29 2009

So I woke up this morning with a slew of blog comments, emails, and instant messages to read. The content varies but it seems what I wrote caused people to react - some negative, some positive. I know Ed blogged in response to what I wrote - and I will get to that in a moment. First, thanks for the feedback. 99% of it has been constructive, even if you did not agree with what I wrote. I LOVE when people disagree with me, even passionately. But you have to, in the worlds of Rob McDonagh, "be constructive and polite". I am not always right and like to learn from my actions. So thanks again. Second, I want to publically separate my comments from yesterday when it comes to the technical aspect vs the marketing, sales, and competitive side of Lotus Notes & Domino teams. Brent Peters commented yesterday about the technical state of the Notes & Domino product line - and I agree 1000000% with Brent. I think the state of the core Notes & Domino products are in the best shape in ma