Recently we saw the announcement + unveiling of the new iPhone 5. I remember thinking about it a few days ago and then it was pushed to the back of my mind. However this morning when I checked my iPad I had a notification from USA Today (a newspaper) about the launch. So I quickly Googled “iPhone 5” to see what I could find.
After reading a few articles and watching the official Apple video, of course I wanted one. But I can’t buy one just yet! You see there has been much anticipation about the iPhone 5 announcement and now there are some more dates to remember.
- 12th September Official Announcement
- 14th September First day for pre orders
- 21st September iPhone 5 is ready for collection
What really is amazing to me is the marketing campaign Apple uses. The whole time you know it’s a marketing ploy but you still just want to keep watching + keep absorbing the information and of course you can’t wait to get your hands on the new iPhone 5.
Whilst not overly relevant to some people it’s important to notice the price different from country to country. On the official launch video the iPhone 5 is priced at $199, $299 + $399 USD whilst on the Australian site pricing will start from $799 which is a huge jump!
Here are three stand out features of the Apple launch which all business owners can learn from:
Launch Dates + Previews
Apple do a great job of building momentum before the product is even launched. There has been so much hype about the unveiling date. Once they have released the phone to us we now have to wait longer (about another week) before we can actually have one in our hands. Most Apple stores open at 9am however the iPhone 5 will be available from 8am which means that loyal fans will be queuing up early which at 9am when the rest of the shopping centre opens they will have created another buzz at each local Apple store. Genius really!
Passionate Video Presentation
Every time I watch a video on the Apple site I get so excited! Apple’s videos are not only full of great information but you can hear the passion in the presenter’s voice. They are telling their story about their experience with the Apple product. I’m sure these videos sell sell sell like crazy, but you don’t feel like you are being sold to at all. The other important element of storytelling is that people remember stories and share stories. After watching the iPhone 5 video, that night I was telling Dean about how each iPhone 5 is scanned to find the right match for the back of the phone. Through this story they were able to expand their reach through me using the powerful ‘word of mouth connection. Brilliant really! You can view the latest Apple video here
Buy Now Button
After you have watched the passionate video presentation you will see there is a blue Buy button. Once you click on this you are told that “no” you can’t buy it yet. They’re just increasing the anticipation and desire for the product or service. Now I know that Apple is a huge company with many loyal fans and followers so this strategy works really well for them, but I’m not sure how well this would work for small businesses who don’t have the loyal fans.
I would love to hear from you. What did you think of the iPhone 5 launch? Can you use these techniques working for you in your business?
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