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OS/2 Shareware BBS: 8 Other
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Chap_2.txt
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1996-01-07
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Subj: Chapter 2: thoughts? Section: Marketing OS/2 Apps
To: Esther Schindler [EXEC], 72241,1417Monday, January 01, 1996 3:40:10 PM
From: Felix Cruz, 72274,3102 #69880
Esther,
Most of our products seem to have moved beyond the first two segments (I would consider our
software to be more of a continous innovation, so it didn't last long in segments one and two), so it
appears our challenge will be to survive and thrive in the early majority market segment.
"Do any of you believe that you're making inroads with the pragmatist market at this time?"
Yes, but it is a long row to hoe.
"Where do you believe your marketing focus is currently centered?"
Our marketing focus is centered on the innovators and early adopters, but this won't last long <g>.
"No meaningful marketing program can be implemented across a set of customers who do not
reference each other. Is your current marketing strategy consciously taking that into account?"
Our strategy has been to earn the loyalty of our customers by providing capable, reliable tools; our
customers are our best source of advertising and reference selling. This has worked well with the
online (CIS) community; however, the lion's share of the market lies on the internet and in retail.
Felix Cruz
SofTouch Systems, Inc