Sam Levin on messaging and branding

Sam Levin just gave a presentation titled “Messaging & Branding; After the Product is Developed, What’s Next?” at the O’Reilly Mac OS X conference in Santa Clara. Below are quick notes from the session. I also recorded the session (21.1 megabyte (MB) MP3, 46:28).

There are many Apple resources for developers and partners to tap into.

• Apple Developer Connection (ADC) membership

• Apple Consultants membership

• Mac logo usage

• Mac Products Guide

• Mac OS X download

• ADC promotions

Marketing 101:

• 20-25% of your total budget should be devoted to marketing.

• Data sheet. Example on Sam’s iDisk.

• Press releases, targeting good press channels.

• Editorial/reviews/awards. Put review directly into Web site and product literature. Sam has an Excel workbook of contacts for Mac product reviews.

• Viral marketing through online affinity groups such as specialty news sites and user groups.

• Cross marketing opportunities. License, co-market, channel bundling.