OLPC: when marketing doesn’t work

Give One Get One promotion
Give 1 Get 1 billboard

I find this disturbing:  The One Laptop Per Child foundation repeated its “Give One Get One” program from 2007, apparently fixed all the problems from the year before (namely, virtually no promotion other than word of mouth and abysmal fulfillment/customer service)… and saw its sales drop by 93%.

This in spite of a mainstream ad campaign (including outdoor and television) and presumably seamless fulfillment through amazon.com.

The idea of this program is that you purchase two of OLPC’s mini-laptops and one is sent to a kid in a developing country and the other sent to you, allowing you to putz around and explore this approach to improving the world through technology. We did 2 G1G1s last year and it was a worthwhile experience.

But now, explaining the sales implosion, Nicolas Negroponte, the MIT professor who founded OLPC, told the Boston Globe “we’re not the newest game in town… the novelty has worn off.” Really? I would guess that the 2008 campaign reached millions of qualified donors who never even heard of the concept until now.

A better explanation is probably the economy. Most donation-supported organizations are having a tough year, and maybe the people who were most likely to be fascinated enough by the G1G1 concept turned out to be exactly those least able to afford $400 to participate.

But still… a 93% sales fall-off in spite of a marketing campaign that appeared to do everything right. For those of us who live and die by results, that’s a bunch of cold water in the face.

CES 2009: down, but not out

Advance registrations at the Consumer Electronics Show were down 5-7%, but the real question, since most industry folks get in free, was how many would actually show up. Good news. Floor traffic is fine and it’s too packed to move in many places, just like regular years.

Environmentally-sensitive kelp speakers, from Panasonic
Environmentally-sensitive kelp speakers, from Panasonic

Most interesting for me from a marketing perspective were the home monitoring systems, including one from client Schlage locks. Via a low-power wireless mesh network you can lock and unlock your doors, turn lights on and off, and regulate your home entertainment system. With an extra subscription you can log on remotely and see if your kids got home on time (because each family member has their own code to unlock the front door), if you remembered to close the garage door, or preheat the oven. And because every product has to have an environmental angle this year, these systems also have energy components that can dim your lights when you leave the room or turn off the power if you forget.

A few other items of interest:

  • Finally, a flat screen TV that actually is as thin as a sheet of glass, from LG.
  • 3D televisions, complete with 3D goggles, were everywhere. My favorite was LG again, maybe because they had the best movie playing (a scary Korean animation about a kid, a robot, and a nuclear winter).
  • Minoru, The world’s first 3D webcam and Sergio iSpin, a sophisticated DJ remix station for your iPod, both not prototypes but selling right now for under $100 on Amazon.

    Minoru, the 3d webcam
    Minoru, the 3d webcam
  • Beatbot, a puffy robot containing a webcam which can be made to react to stimuli. This is used not for play but as therapy for children; they can interact with the robot directly and make it do things and the webcam can watch what they are doing and track improvements over time.

And this year’s favorite tcotchke: from Cirago, a solar powered LED keychain!

Macworld is dead

Trade shows are a bonanza for the tech-focused copywriter. In a couple of frenzied days you can see dozens of presentations, stuff several tote bags full of competitive literature, and eavesdrop to see what makes your target prospect’s face light up when the demo guy presses the hot buttons related to blade servers or email encryption or some similar arcane topic.

Sadly, in person trade shows are getting harder to justify when it’s so easy to just get information online and see demos on YouTube. Comdex was my favorite show but it took a hiatus after 9/11 and never came back. Networld/Interop kept shrinking to smaller and smaller spaces at the Las Vegas Convention Center and eventually moved to the Mandalay… still cool t-shirts, though. And now Apple announces it is pulling out of the Macworld show held annually in San Francisco in January.

Macworld was always an odd duck to me, being a Mac user. Back in the 90s when a guy nicknamed “Der Diesel” ran the company, it was mainly a place to pick up software bargains. (This was before online commerce.) There’s very little sold on the floor in recent years and it has a very cultish feel, with a huge Apple temple that occupies about a third of the space and thousands of people lined up to try the newest laptop or music device which they could just as easily find out about in an Apple store. The sponsor, IDG, says the show will go on without Apple but no way. Stick a fork in it, it’s done.

Meanwhile, I am off to the Consumer Electronics Show in a couple weeks which though down a bit from its peak, has prospered by absorbing castoffs from other shows. Now you can see many of the more businesslike IT vendors alongside the robots, gamers and giant screen TVs.

How we learn

I decided I need to learn some basics of electronic circuitry, a subject on which I was pretty ignorant. My path gave me some useful insights into how educators do, or do not, make learning interesting and successful.

Snap Circuits Lie Detector
Initially, my curiosity was piqued by Elenco’s Snap Circuits Junior, a kit that allows kids to build simple projects by snapping together components onto a plastic board. It’s fun and my kids and I were successful in such achievements as a prototype lie detector. If your hands are clammy and you touch the connectors, it makes a loud noise and lights go off—fun! But we had no idea how it actually worked. We were connecting a series of black boxes to make a new black box.

Next stop was amazon.com, where reviewers heartily recommended Getting Started in Electronics by Forrest E. Mims III. It’s worth getting just to see the production value—every page is painstakingly hand-lettered (which makes for some interesting results when you tell Amazon to “search inside this book”) instead of typeset. But whereas the Snap Circuits have you doing projects without explanation, this book is much more telling than showing.

I put the Mims book aside when I moved on to “300 in 1 Electronics Lab”, also by Elenco, which was exactly what I was looking for. You get a console to work on with real wires, resistors, capacitors etc to assemble into projects on a breadboard. The manual directs you into projects that are just hard enough to be frustrating but ultimately doable and at the end of each, tells you what you’ve learned.

Why was 300 in 1 the best? First, the role of user feedback. You’d do something, test it, and if successful there was a verbal or audio response. That’s different from rote learning for its own sake, which has never worked for me. (I’m terrible at studying languages in the abstract, for example, but less terrible when I’m in a country and have to make myself understood.)

And second, there was a sense of accomplishment that motivated me to learn more. My initial projects were unsuccessful till I discovered I was misreading the marking on the resistors and hooking up parts that kept the current from flowing. Once I figured out that problem I was on my way. Capacitors, diodes, bring ‘em on… I’ll certainly be more likely to persevere next time I get a challenge.

This is stuff to keep in mind if you write user documentation of any kind. But it’s also applicable if you want to “teach” people to read the copy you write for any purpose. Good example: Hershell Gordon Lewis’ advice that you should always make the first sentence of a letter short, because people then assume the letter won’t be tough reading even if it is.

There’s learning at work here—the reader is throwing up the initial words against such screens as “is it worth my time to read this piece of junk mail that obviously wants to sell me something?” And it comes back with good marks for intelligibility and ease of reading. That’s user feedback… possibly augmented, if we’re really good writers, by a sense of accomplishment for having read something interesting or useful.

Trade Show Tactics

We’re coming up on January, which has become my big trade show month since the demise of Comdex. I’ll go to the Consumer Electronics Show first, followed by a quick stop at Macworld, and then the Fancy Food Show at the end of the month. What am I looking for, other than schwag and free food?

First, I want to see how companies I work with—or their competitors—get the attention of the audience through elevator pitches or booth design. And second, I want to watch other show-goers who may well be my audience at some point to see what questions they ask and what “hot buttons” cause their faces to light up. It’s also nice to put a face with abstract stats so I can have a mental image of my reader, next time I write to Dear IT Manager or whatever.

In my copywriting class we talk a little about trade show booth design for smaller companies—something that increasingly seems to be the responsibility of the marketing folks who are my students. It’s not easy to create a visual “home” out of nothing that can be erected and disassembled quickly. One thing I’ve noticed is that faces help—big photos of people who look like your users, making eye contact with the show traffic. Not enough companies do this so it’s very easy to make yourself stand out.

Also, too little attention is paid to booth traffic patterns. If you stand behind a high counter, you’re creating the metaphor of a store checkout—people will not approach unless they’re already committed to doing business, which eliminates most potential booth visitors. If you put up registration kiosks at the outside corners, or entry points framed by signs, you’ve created a boundary that may keep people out.

As a show floor troller, I tend to be wary of a big and empty booth—I assume that they don’t have much to offer and that if I go in I’m guaranteed to be hit with a sales pitch. But I find a booth with higher traffic irresistible, because I want to see what the buzz is all about. You can do this with good visual design and a seamless traffic pattern. Oh, and free samples of artisanal cheese will help.

How do YOU browse the web?

I don’t know how much data you need to be statistically significant, but I expect it would take my modest website awhile to get there in terms of analyzing who does what when they go browsing on www.otismaxwell.com. But I’ve noticed a very consistent pattern on the “examples” page where you can access samples of work. Virtually everyone who visits this page looks at the FIRST entry and the LAST entry but very little in between. It’s sort of like the P.S. in a direct mail letter, which research says is often the first thing read. Folks see what is at the top, what is at the bottom, then they form their judgment about this copywriter’s work.

Aargh! My website is down.

My hosting company, Dreamhost, is running a signup special–a year’s hosting for $7.77–and there is grumbling on the user discussion boards about the fact they didn’t offer this to current customers. A few days ago I would have been among the grumblers, but then I got caught into a URL forwarding mess (still unresolved as of this moment) which makes the saving of a buck or two seem trivial.

Thus far the inability to reach my website has cost me a/$40-50 in paid-for clickthroughs from Overture and Google where people couldn’t access the link they had clicked on; b/an unknown amount of goodwill, certainly a few hundreds of dollars, from people who’ve clicked on the website since I put it up, came back, and now assume I’m dead or out of business. I’d pay many times $7.77 to undo the problem.

I went with Dreamhost because they got good reviews, were not the cheapest but were cheap, and because the founders went to Harvey Mudd, the place where I used to play video games late into the night when the coop down the hill at Pomona was closed. Though they haven’t been especially helpful, the current issue doesn’t seem to be their fault. (The domain www.otismaxwell.com is at another registrar which seems to have messed up the nameserver instructions and can’t fix it easily).

This reminds me of the early days of fax machines. Suddenly you had to have a fax number, and if the fax number which didn’t even exist last week was down (usually because the machine ran out of paper) it was a business emergency. This is the sort of aggravation that is compounded with one-person businesses because the same amount of person power is involved as for a much bigger company but it’s just you doing the work.

By the way, my backup site is still working: www.otismaxwell.dreamhost.com

In the middle of things

So, I finally got my website up. It’s no big deal, some HTML with a few images and links, and I will do more later. I’d planned to use GoLive, which I got as part of Adobe CS, but became baffled as soon as I started the tutorial. They wanted me to make a Site Diagram and I tried, but couldn’t make it like the examples onscreen. I then went browsing for simple HTML references and was delighted to find this nice tutorial on the w3.org website.

I then went hunting in “view source” on other pages for examples of how to construct links and open new pages to display my samples… the challenge, in an era where everybody uses javascript or, I guess, tools like GoLive, was to find a site to emulate with an author whose vision was as modest as mine. And then I went back into GoLive to edit the whole thing for publication. But I still don’t know what a Site Diagram is for.

This brings to mind what a student in my class last week said is the characteristic of good documentation: it talks to the user about the process they are in the middle of. Or, in the case of the CSS tutorial mentioned above, it puts the user into the middle of something and gives them logical, easy steps to take that will pay back with satisfying and tangible results. I certainly did learn from the CSS tutorial, as you can see if you go to my site. And if anybody has a good GoLive book to recommend, or simply wants to explain Site Diagrams, please drop me a line.