andrewjdumont.com

The Apple Effect

Posted on 05. Feb, 2010 by Andrew Dumont in Marketing, Random Musings

How does Apple do it? How do they build hype around a product that isn’t even in existence, how do they congregate the top names in press on a moments notice, how do they make everything they release so damn irresistible?

Aside from their products being absolutely amazing, the answer is this: They know how to market – better than anyone else in the world. As a marketing geek, I’ve been following everything Apple does, in hopes that one day I’ll be able to emulate their work to a fraction of their success. During that time of admiration from afar, I’ve noticed that Apple has 4 very distinct steps they follow with each product launch, leading to the irresistible products we know today as a Mac. Let’s look at the recent iPad launch, for example.

Step 1 (Initial Buzz) – It’s tough to be sure if Apple deliberately releases just enough information to allow for speculation, but it seems to always happen the same way. In terms of the iPad, we’ve been hearing about this so-called “Apple Tablet” for nearly a year. Much of the speculation went as far as in depth diagrams to intricate specs. Apple releases just enough info and then seals their lips completely. Speculation requires a lack of information, Apple understands this.

Step 2 (The Great Unveiling) - When Apple launches a product, it’s as if the world stops spinning (seriously). Not only do the biggest names in tech drop everything to make it to the keynote, but much of the world tunes in as well. Looking back at the iPad launch, I remember tuning into a Ustream syndication of the keynote with over 120,000 people, not to mention the thousands more who kept refreshing articles like this. Every move they make is an event.

Step 3 (The Recap) -  Just when people begin recovering from the hangover that is an Apple keynote, they release images of the device that captivate, specs of the device that are easily understood and most importantly videos of the device that entice. Each video does an amazing job of captivating attention and selling each viewer on the big picture, making it clear that the device they’ve created is going to change the way we operate… and who doesn’t want to be a part of changing the world? Check out the video below to get an idea of what I’m talking about.

Step 4 (The Hold-off) - Just when Apple gets us all “hot and bothered” about their latest, they pull-back. But why, you think they would take advantage of all the press and hype around their new product, right? Here’s why they do it; as humans, we want what we can’t have, that’s just how we operate. Apple understands timing, they hold off on releasing the product until just before we start to lose interest… and them boom, the craziness begins again.

Conclusion - I get it. You’re not Apple. So, how can this information help you? I’ll be the first to tell you, you’re most likely not going to get Walt Mossberg to your keynote. The important piece to take away from this, is the processes required in a launch. Apple understands their audience. They understand how to utilize each piece of their demographic to their advantage. Take time to understand your audience. Figure out what it is that they want and tailor your launch to fit that.

The way Apple releases each product is absolutely brilliant, it’s something every marketer should be envious of. Work to understand their greatness in marketing and apply it to yourself and your business, you’ll be surprised at the similarities.