Unless you have been living under a rock you would have heard of Apple and their market leading range of products – iPod, iPhone, Mac’s etc. It’s often amazed me how they have created a strong brand, with an excellent brand following from what seems like nothing. One minute they weren’t on the scene, and the next minute they are the most talked about brand from all demographics – business people, teenage and even baby boomers!
This morning I was emailed a free ebook – “Marketing Apple – 5 Secrets of the World’s Best Marketing Machine”. The book has been rewritten by Steve Chazin who is a former employee of Apple and has since implemented these strategies in other large technology based companies.
I have always been interested in Apple and how they created such a strong cult like following, so I download the book and had a read through. The interesting thing was that many of the secrets are the opposite of what “traditional” marketing teaches you.
The one that stood out to me was “Never Be First to Market”. If you pick up any marketing book, one of the first things they say is to build a great company you must be first to market with your product. However, Apple took a different approach which worked out better. They weren’t first in their market but they were the best in their market – they took the market leading product and made it better and hence the best in the market.
The other secret which stood out for me was about packaging. This is often overlooked by many companies. Target isn’t exactly a premium brand, however it serves as a good example. Since Jan 2009, I work from a home office, and unless I am going out for meetings I generally work in my PJ. So what did I do? I when down to Target and purchased 5 – 6 pairs of PJ, since I would be using them as almost as office attire. Target has a new green policy of no plastic bags (I think it’s another money making venture – it can’t possibility cost 10 cents to make a plastic bag when you are buy millions and millions at once - however that is another story.) So I rock up to the counter with my new PJ’s. From memory I had spend about $180, so a fairly decent purchase. And then I had to spend another 30 cents of plastic bags otherwise I would have to carry my PJ’s around the shopping centre. To me, this was like a slap in the face. I am all for the environment, but surely if you spending over a certain amount they could absorb the amount of the plastic bags. So whilst Target it’s a fancy brand – they could still wow their clients with packaging.
On the other hand, whilst spending a similar amount at Tiffany & Co. I had a completely different experience. Tiffany & Co are know for their signature blue and white boxes. You are probably thinking what can you get a Tiffany & Co for $180, well read on. I was in their Melbourne store a few years ago and had already sampled their new perfume. So I decided to buy some. I think it was about $180 maybe even cheaper. The sales lady treated me as if I had spend $180,000. After the transaction was completed she said she would be one minute. She came back with the perfume beautiful packaged in it’s own box plus placed in a signature blue and white Tiffany & Co bag with a little ribbon holding it together. Simply WOW!!!
Steve shares many other secrets in this e-book which you can implement into your own business. He is also available for consultations. (probably America only)
You can download a free copy of the ebook – Marketing Apple eBook
A special thanks to Anne Sorensen | Marketing Is Us who sent me the copy of the ebook this morning.
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