Plone is one of the top Open Source CMSes on the market. To promote a product like Plone in a competitive environment, one of the most important things is to create brand awareness. But why does Plone have a much lower degree of brand awareness than Wordpress or Drupal for example? What defines Plone and what is the brand identity? What is our target group and how can we reach them?

1. The Future of Plone: Thoughts
from a Marketing Perspective
Johanna Lenhard | Interaktiv GmbH

2. Agenda
• Introduction
• About Plone
• Who are our competitors?
• Plone vs. Drupal
• Brand awareness
• Things to do
• Discussion
1 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction

3. Introduction
2 | 11
• Project Manager since 2015
• Member of Plone community
Johanna LenhardAbout Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction

4. Introduction
3 | 11
Interaktiv GmbH
• Online Agency in Cologne
• Open-Source CMS-System
• Plone
• Magento
• Online Marketing
• Webdesign
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction

5. Introduction
4 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction

6. About Plone
5 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction
• Enterprise CMS
• launched in 2003
• top of 2% of all open source projects worldwide
• over 350 solution providers
• more than 100 countries

7. Who are our competitors?
6 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction
58.9%
Wordpress

8. Who are our competitors?
6 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction
58.9%
6.1%
Wordpress Joomla

9. Who are our competitors?
6 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction
58.9%
6.1%
4.8%
0.1%
Wordpress Joomla Drupal Plone

10. Plone vs. Drupal
7 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction
vs.

11. Brand awareness
8 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction
“Extent to which a brand is recognized by potential customers, and is correctly
associated with a particular product. Expressed usually as a percentage of
target market, brand awareness is the primary goal of advertising in the early
months or years of a product's introduction.”

12. Things to do
9 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction
• Target group
• Advertising
• Make Plone more popular on your own websites
• Social Media
• Sponsoring

13. Discussion
10 | 11
About Plone
Who are our
competitors?
Plone vs. Drupal
Brand
awareness
Things to do
Discussion
Introduction
What can you do to promote Plone?

14. Thank you
for your attention
11 | 11