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Developer Marketing Tips From the Car Industry

Have you seen the concept sketches for the new Volkswagen ID.Buzz? They’ve been marketing this concept car and evolving it since 2001. This isn’t new in the automobile industry. The concepts are always marketed years before they go into production.

And, yet, in the WordPress product space, we tend to build something, see if it is viable, and then throw a few dollars at marketing. And we’re left wondering why there are so many abandoned products and plugins.

Instead, my suggestion is to start a GitHub repo (or Trello Board) for your marketing so what while you are building your next SaaS Product or WordPress plugin, you will simultaneously be working on brand

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Developer Marketing Tips From the Car Industry

  1. 1. Learning from the auto industry Concept Car Marketing BridgetWillard.com • (949) 370-4059 • gidgey@gmail.com
  2. 2. Who here has ever built a plugin or theme for sale?
  3. 3. What is your product timeline?
  4. 4. MVP Product Timeline Most likely you use the Minimum Viable Product/Agile approach. Build a thing. Hey, it’s cool. Let’s upload and sell it. ● Idea. Iteration. Launch. ● Iteration. Launch. ● Iteration. Launch.
  5. 5. What is your marketing timeline?
  6. 6. BridgetWillard.com • (949) 370-4059 • gidgey@gmail.com Typical Marketing Timeline First Quarter of Launch ● Put it on GitHub. ● Put it on WordPress.org ● Maybe a Tweet. ● Talk about it in a Slack Group. ● Email four friends. ● Talk about it at a Meetup. Quarters 2-4 Post-Launch ● Nothing.
  7. 7. Wait.No one is buying my plugin!
  8. 8. The Concept Car A Major Branding Statement
  9. 9. “First of all, people don't realize that concept cars, yes, we would show them at auto shows typically, and they're there for the media to enjoy. But long after the media is gone, the auto show's around for a couple weeks, and the public comes around, and they may not know much about the brand sometimes, and they go, "Whoa," and they come across this concept car that makes an unmistakable statement about where the brand wants to go with technology.” RALPH GILES Head of Global Design, Fiat Chrysler Automobiles
  10. 10. Concept cars are used to gauge interest, create interest, and/or hype up a model that is in production.
  11. 11. “If we have a new launch of a new version in our portfolio, we would tease that with a specific type of concept that would be a slight exaggeration of the production car.” DAVID WOODHOUSE Design Director, Lincoln Motor Company
  12. 12. www.motortrend.com/news/4-volkswagen-microbus-concepts-from-the-past-and-present/ 2001, 2011, 2016, 2017 VW Bus
  13. 13. Why don’t we market ahead of time?
  14. 14. No one is going to steal your ideas.
  15. 15. Execution MATTERS! Ideas mean NOTHING;
  16. 16. It’s meant to be forked! Your product is Open Source.
  17. 17. Fear.We don’t market because of fear.
  18. 18. Fear.What do we fear?
  19. 19. When should we market?
  20. 20. 1 Continually tease about products as they are being developed.
  21. 21. A. Pitch the concept to insiders. B. Make a landing page. C. Ask for beta testers. D. Ask for feature feedback. E. Write blog posts - even about the process F. Tweet. 2
  22. 22. Make a GitHub branch, if it helps, that parallels development time. 3
  23. 23. It’s okay if the features or UI change. 4 It really is.
  24. 24. Start today. You’re worth it.
  25. 25. Thank you. BridgetWillard.com @youtoocanbeaguru • (949) 370-4059 • gidgey@gmail.com