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AM: Re: Email list content dilemma

To:     ad-market@netpreneur.org
Subject:     AM: Re: Email list content dilemma
From:     Brian Alpert <balpert@telogy.com>
Date:     Fri, 20 Mar 1998 12:19:25 -0500
References:     <199803201810.NAA12417@jedi.telogy.com>

David -- thanks for your comments, they are well taken.

You also point-out a flaw in my message/description: I wasn't clear that my project is a BROADCAST list, not
a discussion.

Your comments are relevant just the same -- thnx --

--BA

David J. Simonetti wrote:

> Brian,
>
> It is clear, I think what you are trying to do, and I think that you can
> successfully serve up mixed content on the listserv.  I think the only
> danger is that the list will become too one-sided, but some effective
> management (ala Penny, Fleck, Fran and Mitch's tactful intervention) should
> mitigate that somewhat.  My experience with this market is that both the
> engineers and product managers, while focused on their own issues, will have
> at least ancillary interest in each others issues.  After all, they are
> relying on each other to make what they design a viable product.
> Furthermore, I think you are correct in your statement that "the engineers
> are the ones who make technology recommendations..." and I think they are at
> least as important an audience as that which you consider your ultimate
> audience.  That is, the product managers, if interested, are going to be
> asking the engineers about your products. If the engineers are knowledgeable
> of both the technology and, though to a lesser extent, the marketing
> criteria by virtue of subscribing to your list, I think you will have
> accomplished your goal.  Good luck!
>
> David
>
> David J. Simonetti
> Projix Corporation
>
> "What the hell's a Marketeer?"
> http://www.projix.com
>
> > -----Original Message-----
> > From: owner-ad-market@netpreneur.org
> > [mailto:owner-ad-market@netpreneur.org]On Behalf Of Brian Alpert
> > Sent: Friday, March 20, 1998 11:04 AM
> > To: ad-market@netpreneur.org
> > Subject: AM: Email list content dilemma
> >
> >
> > All --
> >
> > I'm on the verge of launching an email list to further my
> > company's marketing goals (Telogy Networks, Inc.), and
> > wanted to toss out a few ideas for feedback/discussion.
> > Up front, I very much appreciate any time taken; I know
> > how busy everyone is.
> >
> > Telogy is an 'embedded software' company. It is esoteric,
> > Voice over IP-related stuff, sold to manufacturers
> > of network gear. Our products have gotten good coverage and
> > our customer list likewise has good names attached.
> >
> > The email list is permission-based, and will start small.
> > I'm estimating about 100 names.
> >
> > The list's goals are:
> > - to help establish Telogy as a leader
> > - increased visibility of the company/product name
> > - promote useful feedback from participants
> > - get leads/promote sales
> >
> > Our sales prospects are product/equipment managers:
> > Sr. Mgrs. and up. The ultimate demographic for our
> > list is healthy portions of those folks and the engineers
> > that design these wonderful boxes.
> >
> > The engineers are the ones who make technology recommendations
> > to mgt., so they're related to the sale.
> >
> > Situation: most of those who've registered for the list are
> > engineers. They are certainly welcome, but we haven't so far
> > attracted half of our true prospects, the half that makes
> > buying decisions.
> >
> > The groups have different content needs. The engineers are
> > interested in technical product info, release notes, schedules,
> > etc.
> >
> > The managers are more concerned with business market issues:
> > time to market, "build-in-house" vs. "buy-from-vendors,"
> > their own product strengths/weaknesses.
> >
> > My quandary: I want to keep the engineers interested, but
> > also want to attract the managers. If it is all marketing/business
> > the engineers will leave in a swarm. If it is all-tech,
> > the managers won't care.
> >
> > However, I think it is true that issues applying to one group
> > are relevant to the other, would like to capitalize on that,
> > and also would like to avoid maintaining multiple lists.
> >
> > Given the limited attention these tools get, do you think it
> > is viable to attempt to serve-up a content mix that appeals
> > to both audiences?
> >
> > Do you see risks in trying that? One that comes to mind
> > is, if the list is perceived to lack focus or a coherent
> > identity it may not be interesting to anyone.
> >
> > What specific content-related steps might I take to avoid
> > that?
> >
> > Do you have general content-related recommendations for
> > starting such a list?
> >
> > In advance, thanks again--
> >
> > --Brian Alpert
> > Manager Internet Marketing
> > Telogy Networks, Inc.
> > <http://www.telogy.com>
> > <http://embeddedsoftware.com>
> >
>
>   ------------------------------------------------------------------------
>
>   David J. Simonetti <djs@projix.com>
>   CEO
>   Projix Corporation
>
>   David J. Simonetti
>   CEO                                    <djs@projix.com>
>   Projix Corporation
>   1601 Connecticut Avenue NW, Suite 803  Work Voice: (202) 986-1680
>   Washington                             Work Fax: (202) 986-0864
>   DC
>   20009-1035
>   United States of America
>   Additional Information:
>   Version        2.1
>   Last Name      Simonetti
>   First Name     David
>   Additional NameJ.
>   Label Work     1601 Connecticut Avenue NW, Suite 803 Washington, DC 20009-1035 Unted States of America
>   Revision       19980205T180157Z




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