She asked her dad and he agreed, but he bought her a Sony MP3 player! She was devastated; however, her dad didn't understand her angst! Why couldn't her father tell the difference between an Apple iPod and a Sony MP3 player? She only wanted an iPod and wouldn't settle for anything less. The MP3 player never made it out of the packaging and an iPod was purchased. Why wouldn't the girl settle for the MP3 player? It did the same thing as the iPod, play music right? She couldn't answer that question definitively because then she didn't understand. Now, years later as a consumer who looks to Apple first for all technology she realizes that it was their marketing. Driving down the street today, she notices a billboard. Clean lines, black text on a white background, and a dynamic, high resolution picture that speaks more than any of the words could. The words they do choose for the billboard, "Taken with an iPhone 6s Plus." She looks down at her phone and smiles.
San Francisco, California, Wednesday 9/7/16. Millions tuned in via Twitter, live stream, Facebook as well as any method they could manage for the unveiling of Apple's newest product lineup. There was no big marketing blitz to prep the public for the always anticipated latest iPhone. Why? Apple has a simple, yet highly effective method of marketing. In thinking about that Apple Marketing, I decided to research their methods.
What is about Apple that they can offer a new product with features from existing phones and still remain the hottest topic?
Simple Marketing. Apple is infamous for merely showing a product and letting the product speak for itself. They don't include any unnecessary items to sway consumers away from the ad. If anything their ads leave you wanting more. The billboard mentioned earlier leaves consumers with a feeling of surprise that the iPhone has a camera with such a high resolution photos can be blown up to billboard size without losing quality. It also makes the consumer curious about the price of a phone that can do that.
Value vs. Price. Another component of Apple's marketing is their value. Apple is never the cheapest option. Often it offers a product comparable to many other products but their pricing will be on the high of the spectrum. In the previously mentioned billboard Apple shows the value of the iPhone by showing the high quality pictures it can take. It leaves a message of "Yes, we cost more, here is one reason why." That value isn't unique to new Apple products; it applies to used Apple products as well. Apple products depreciate much slower than comparable products of other brands. For example, a Macbook Pro and a Windows based laptop with identical specs can be taken into a pawn shop. The value received for the laptop will be significantly less than the Macbook Pro. Though on paper they are the same, the Macbook's value automatically increases because it is an Apple product.
Marketing that Elicits Emotions. There are several elements to capitalizing on consumer's emotions. A picture is worth a thousand words and will often evoke a more poignant emotional response. Many people are visual learners and would prefer to see a picture broadcasting an idea rather than reading lines of text for that same idea. Strong visuals can be the bridge between the manufacturer and the consumer.
Curiosity is a motivator. Apple shrouds their upcoming products in mystery and are bolstered by the many technology gurus who strive to get the scoop first on what is coming down the pipeline. They get their hands on purported prototypes and release them to the public via blogs and articles which helps build consumer's anticipation. The downside to emotional marketing is that not all emotion produced is positive. With the intense hype surrounding Apple at all times, there are consumers whose expectations are sky high and when they receive the product they realize it's similar to other products, some they may already own (at a cheaper price).
Yet,emotional consumers have a power, their voice. Whether they love the product or hate it, consumer reviews often are impactful to the viral success of a product. I myself was first drawn to the iPhone by existing iPhone users. They loved their phones and I just liked mine. I wanted to love my phone too, I needed an iPhone. The exclusivity of the iPhone with AT&T was an initial deterrent and built up my desire for an iPhone. I waited patiently (ish) as carriers were added. Finally, the iPhone came to Sprint. I raced to the store to upgrade to the iPhone 4s and fell in love. I haven't looked back since. From the teenager who wanted an iPod to the adult who is patiently waiting for the iPhone 7 Plus's official release Apple is thoroughly integrated into my life. As I check the time on my Apple Watch and submit my homework on my Macbook Pro, Apple's marketing in combination with (what I believe are) stellar products has made me a lifelong Apple fan. Simple yet effective, if it ain't broke, don't fix it.
Information from this article was obtained from 10 Things You Need to Learn From Apple's Marketing
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