Question

Topic: Advertising/PR

Need Some Buzz Ideas

Posted by lathans on 12/23/2008 at 5:31 PM ET 250 Points
I have been given a project that I need some help with quickly. I need to create a direct-contact buzz for current clients to upgrade their software editions from Version 2 to Version 3. There are only about 50 clients in this position so I'm open to low-run, special order, and customization. We want to push this conversion to happen Q209 and Q309, and would like to start the buzz before the end of January. Version 2 will only be supported until April 1 2010 so the idea is that “the clock is ticking”. There may be an incentive involved with this conversion (either monetary discount or service additions. I have thought about centering this all around an initial mailing of a countdown clock set for the end of Q3, but I'm open. I need ideas quickly please so anything you can think of let me hear it, the more unique the better. Thank you!
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RESPONSES

  • Posted by Mikee on 12/23/2008 at 6:53 PM Member
    I think you need to focus more on the benefits of upgrading than the negatives of not. Many people don't aklways use support, so the loss of support may not be a big deal. What will I gain by upgrading? That's what I would want to know.

    Hope this helps.

    Mike
  • Posted on 12/23/2008 at 9:15 PM Member
    I worked for a software company, and they had a version 3 that worked really well, but was old 16 bit software. Vista was completely unfriendly to it, and it was getting old even for XP. V4 had a better database management program, too.

    Anyway, we sold to people on the basis that it was a more stable program, with better features, that V3 info would migrate seamlessly, and we had killer customer support. We also credited people with the full cost of their original purchase when upgrading. They could also download V4 free, full featured, for 30 day's use, and get full customer support during that time, then got another 30 days full support after purchase.

    We still made money.

    Benefits. Then gently remind them that support for the old version will be gone except for online FAQ libraries after a certain point of time.
  • Posted by Jay Hamilton-Roth on 12/24/2008 at 8:15 AM Member
    Just because your support will stop, doesn't mean that the software will stop.

    If a large % of your customers on v2 regularly contact you for support, then you're in a good position to inform them of the change as they contact you ("Oh, I see you're still on v2. Did you know that we'll be phasing out support on v2 by 2010? We're offering a special upgrade fee...").

    If they don't need your support, then you need to give them a reason to upgrade: better features, faster, simpler, etc.
  • Posted by lathans on 12/24/2008 at 10:16 AM Author
    Thanks all. Let me clarify: the upgrade is mandatory. When I say support, I mean ALL support. The license, hosted, and SaaS solutions will actually stop working. And the internal help support will go away for that particular version. We will obviously be outlining the benefits of the upgrade. We will also be offering a tiered $ incentive for making the switch earlier to add to our revenue line in a specified time frame.

    What I'm looking for are ideas to get the point across of "the clock is ticking". I've already looked into sending countdown clocks to reinforce the point. What else have you guys got?
  • Posted on 12/24/2008 at 11:51 AM Accepted
    I suppose you could send an actual clock in the mail, but why not design a dynamic countdown clock for use in reminder emails to these customers? Send them on regular intervals, especially closer to the date of extinction.

    Use the countdown clock on your website, and in any email correspondence (placed in the top cener, or upper L corner, with a P.S. reminder at the end of the email). You can also send postcards at quarterly intervals with the same graphic to any who have not upgraded.

    Do you have an email newsletter that goes out to them with tips and tricks for your software? Add the dynamic clock to that, too. Include the benefits of switching earlier (higher rebates, more customer service, etc.) as well as the continual warning that all support will stop functioning on the red letter date.

    You could also send them a printed countdown wall calendar with reminders printed on the day of the month that the extinction in April 2010 will be in effect (so, if the extinction is to be effective April 1, 2010, the reminder is printed in red on the 1st of each month) and the date of extinction printed and circled in red.

    Count down the months, too - note "only 5 months until extinction!" on each reminder date.

    You could put migration tips into the calendar to help them prepare and manage the upgrade, too. Side by side with that, put the benefits and new features of the upgrade, and tips for using it.

    If you make a calendar, make it useful and interesting looking so people won't just toss it. This far out, people aren't going to do much without a really strong financial or other incentive. Our customers didn't buy the new version until they absolutely had to.
  • Posted on 12/24/2008 at 11:58 AM Member
    If you want this to happen in Q2 or Q3 09, you will need to have your strongest benefits happen prior to that time and your strongest disincentives to occur right after that.

    For instance, unlimited customer service included until Dec 09 for those upgrading prior to Sept 30, 09 and a severely limited package for those converting after that date. Rebates with monthly tiers and a sharp dropoff after Sept 09.
  • Posted on 12/28/2008 at 12:14 PM Member
    I think pointing out all of what they will lose is the key here.

    If you can put dollar amounts on what they will be losing may help. 'Not signing up by_____ will cost you $___. Don't wait and forget, do it now!"

    I would also go back over the benefits of the original product as well. "Don't lose out on_________"

    I upgraded my my direct tv to HD because I did not want to miss out on the benefits of the great new product I just bought (tv)
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