trollboy wrote:Maybe a successful Linux marketing campaign would be "Linux - look at the shiny shiny!"
Never discount the power of the shiny! For years I laughed at Hollywood's portrayal of computing systems hackers use (apparently all you need for a super powerful system is more monitors or do cool dance moves while flinging images around with your hands) until I saw that rotating cube. Then I realized that they must use Linux.

I had already switched to Linux Mint but that was a nice "I'm cooler than everyone I know (except the IT people)" moment.
Linux is in a really great position right now. Millions already use it without realizing with Android. Big corporations whose business is NOT based on selling OSes seem to back linux (Google and IBM are the two big ones I can think of. There's definitely more). Interestingly enough ESR made a deliberate decision to target corporations when he started to evangelize open source.
A bank I worked for (I used to work in outbound sales for existing customers) did marketing research a few years back to figure out how to target Gen Y(1).
Characteristic shopping behaviors for Gen Y are:
1) Love technology
2) Will move to other service/product if they think they will get a better deal
3. Want things immediately
I had already switched to Linux Mint when I realized a really powerful motivation to use it that I wish someone had shoved in my face.
By switching to linux, I broke free from the forced cycle of OS/program bloat -> hardware upgrade -> upgrade OS/program -> OS/program bloat -> ... When I got frustrated with some inconsistencies, it didn't seem so bad when I realized that I future proofed myself.
Free as in liberty is nice. Free as in free beer is even better.
The challenges are:
1) Content trumps everything. Since switching to Linux I've learned how evil DRM is. Netflix coming to Linux soon will be great.
2) There is a learning curve to switch. As long as Windows 7 is "good enough" people won't clamor to change. But this is where the argument about saving money really comes in.
I remember linux advocates pressing me to switch ten years ago. I never could figure out how to get that knoppix cd to start on my machine and do the things that I want. I was really surprised at how easy it is to use Linux Mint. Now Linux is "good enough" and the point should be made to the consumer that Microsoft and Apple needs to justify paying $100+ for their OSes. It now seems almost like a stupid move to pay $130 for a single license of Windows 7 to use in virtualbox or as a second boot (just in case I need it) compared to the $3.95 I paid (which I only had to pay because I messed up big time) for a Linux Mint dvd I can use on a gazillion machines. And don't get me started on the power of virtualbox. That's another thing that I wish I had known about because it takes away the risk of needing another operating system plus with seamless windows it works better than using dual boot when I want to watch Netflix.
Why did I choose Linux Mint? Because I saw people advocate it in the comments of some articles I read. I had already heard of Ubuntu, but I wanted to be able to easily experience multimedia content and Linux Mint seemed to not be against that in its philosophy (Content trumps everything). I didn't spend a lot of time comparing distros.
So the way I would sell it is this:
First have conversation to build rapport with the person.
Listen to cues for needs, e.g. likes to save money, likes to tinker, wants personalization, wants things to be easy, security, etc.
Then I would cater the following to address the person's desire.
"Linux is a great OS because there's a distribution that fits your needs."
"Linux is easy to use and supports most hardware. In most cases you don't even need to download extra drivers. It just works."
"Linux saves you money in the long run because you control when you upgrade your hardware. With other Oses, you're forced to upgrade your computer when they roll out a new version that breaks your hardware, and then you're forced to pay
them more money for the new operating system. With linux, you can just keep using your system that works until
you decide to change."
""The great thing about Linux is that instead of staying on hold forever to get support, there's a large community of people who are willing to help you for free."
" There's a lot of power with Linux and you can personalize to be the way
you want it instead of how a corporation decides it should be. Plus it's all free. It doesn't cost you a dime." (use free as in free beer as a joke when it's sutiable)
"Other OSes cost over $100 even when it comes on a machine. What do you think you'd do with over $100 right off the bat? Plus you'll save thousands of dollars in the future because the other OSes force you to upgrade your hardware. What would you do with an extra few thousand dollars you won't have to spend?"
"It's easy; it's the way you want it, and you maintain control plus your wife/husband/children will thank you for the extra money you save."
"You can start with a system that works right out of the box and is similar to the OS you're accustomed to. You can always change if your needs change and it's still free."
""There's a linux distribution that caters to anyone. And if you really need to, you can always have the other OS as a back up, so there's no risk."
"With Linux, there's built in security. You don't have to worry about a virus or malware that messes up your system. The operating system is built from the ground up with security in mind"
"With Linux there's thousands of people working on it every day to make it more secure. Any security holes are fixed quickly and easily.:
"Updates are easy. There's one program that controls the updates for entire computer instead of getting annoying pop ups for hundreds of programs. That's one less thing you have to worry about when it comes to your security"
"Even if you need to run another OS, there's a powerful tool that's absolutely free called Virtualbox that you can use to run another operating system. You can even set it up so that the programs run just like another window on your desk top. Users have even reported that running the other OS in Virtualbox is faster than launching it natively. So there's no risk even if you need to use another OS for an application."
(1)For those that don't know, the challenge banks have is that there's almost no differentiation in product. A checking/savings account work pretty much the same no matter where you go and there are hundreds of competitors. So trying to build brand loyalty is the holy grail for bank marketing.