 |
The Greatest Marketing Campaign In History - The Apple iPhone | ||
|
| ||
|
As a student of marketing there’s no way I can deny the fact that the marketing campaign for Apple’s iPhone product is unlike any campaign before it. We are truly witnessing marketing history in the making. Whether the iPhone succeeds wildly or fails badly, it won’t really matter. This campaign has been an education in itself. Never before in history has a product been so widely anticipated. The iPhone has gotten more press coverage and people ‘talking’ about it many times more than anything before. There are web sites dedicated to iPhone rumors and news. Thousands of bloggers continue to post about it. There are even some sites that have gone crazy (and had a huge spikes of traffic) just from posting new photos of the actual device. It’s truly amazing. What is even more amazing is the SECRECY involved with the product. The massive release of this product is next week. Yet I was just in the Apple Store here in Orlando and you can’t even look at one! Not even one protected by a glass box or display. NOTHING. It’s still just this huge MYSTERY. My hats off to Apple for this unbelievable work of art — and I’m not talking about the cool looking gadget. I’m talking about the marketing campaign for it. As many know since my “Million Dollar Day” launch in 2004, I think anticipation is the most powerful weapon in marketing. Well, Apple has mastered the art of anticipation with this launch and we’ll soon see how they sell the heck out of this new phone. Many critics think that Apple won’t be able to compete with the other cellphone makers in the ‘grand’ scheme of that market. I think they are dead-wrong. Owning an iPod, for example, isn’t just about having some functional device. Apple has created a PIECE OF CULTURE. Having an iPod makes you cool. I think the iPhone will be no different. Apple is a master at creating ‘cool’ products. I predict the iPhone is going to be a MONSTER SUCCESS. Nokia, Motorola, Samsung, and other phone makers better start worrying. Apple is coming for their market share and WILL end up with a lot of it.
|
|
« Guy Kawasaki - Fantastic Presentation | More Internet Marketing Videos On The Way » |
June 22nd, 2007 at 2:55 am
I can’t wait to pick one for myself
MyZine.com
Share video, audios & photos
June 22nd, 2007 at 3:00 am
John
Your posts continue to be of the highest quality. As Halbert once said, you are “The 400lb Gorilla” of internet marketing. Thanks for sharing some of your insights with us.
You said:
“I think anticipation is the most powerful weapon in marketing. Well, Apple has mastered the art of anticipation.”
I agree that anticipation is a lethal weapon. I think there is a weapon even MORE deadly and would change that quote as follows…
“I think the product is the most powerful weapon in marketing. Well, Apple has mastered the art of the product.”
The product is ultimately mightier than the marketer.
Paul
June 22nd, 2007 at 4:38 am
Paul, thanks for the kind words.
Unfortunately, I disagree with you.
The best product in the world won’t sell itself, yet a horrible product can make a small fortune with great marketing.
In the case of the iPhone it DOES have some really unique and cool functionality. But function for function, there are actually cellphones already available that are far more powerful and technically are ‘better’ products. But Apple’s positioning and marketing for the iPhone (and its other products) is what makes the iPhone so desirable. And that is solely because of their MARKETING.
June 22nd, 2007 at 4:52 am
[…] Share This […]
June 22nd, 2007 at 5:14 am
John,
In my opinion, big majority of most marketing out there are hype-laden which don’t really add value to consumers but people still fall for them somehow.
On the other hand, good products will simply deliver its promises perhaps to a relatively smaller market if the marketing is not effective.
Ideally people should go for the product with “real” value but they are easily confused by clever marketing.
Well, like it or not that’s how “marketing” works and how people behave. So can’t complain much
A Friend from Asia,
Hilmy.
June 22nd, 2007 at 5:19 am
It will sure be interesting to follow!
Remember the other big secret thing? The Segway. Same kind of life of its own on the Internet even before anybody knew what it was.
June 22nd, 2007 at 5:19 am
Touche, Mr Reese. I think you are 100% on the money (as usual). Not many Gurus take the time to joust in their comments section, I take my hat off to you.
I think our points are complimentary and not conflicting. I offer the following (then I’ll hush-up for now):
1. Invent a cure for cancer (the ultimate product with the ultimate ebenfit), and all you need to do is call a press conference for blockbuster success. No marketing required.
2. Yes, there are technically better cellphones with better FEATURES.
The iPhone will be the first “operate it without ever needing to look at the instruction manual” cellphone… in the same way the iPod was the first ever “operate it without ever needing to look at the instruction manual” MP3 player (despite technically better MP3 players being available).
That’s the magic in the product of the iPhone. The “so easy even your granny can do it” BENEFIT. The “touch the screen with your finger and you’re done” simplicity. Guy Kawasaki alluded to this in his presentation (he called it “Elegance” in his DICEE formula).
I look forward to your future posts, John.
Paul
June 22nd, 2007 at 6:04 am
Great points, Paul.
June 22nd, 2007 at 6:14 am
It’s too bad the iPhone only works with at&t. That isolates the rest of the potential customers like me who don’t use at&t. Can’t deny that the marketing buzz is brilliant though.
June 22nd, 2007 at 6:39 am
I agree that Apple has outdone themselves with the iPhone marketing effort…but, they’ve really been building the underpinnings for this approach for many, many years. They’ve consistently refused to comment on rumors of future product releases and have been great at quashing leaks from inside the company. It’s the aura of mystery that really does it.
However, I believe the true key is Steve Jobs himself. I used to be exclusively a Mac guy…but the company for which I worked switched to PCs several years ago…so I ended up changing platforms personally as well. I loved the Mac, and often wish I was still using them. But I don’t own one…so I have zero personal investment in the world of Mac. However, I cannot resist watching Jobs’ MacWorld keynotes every year from start to finish.
I’ve read about what a twit Jobs can be on a personal level…but he’s a bit like a mad scientist in my mind. He drives his troops relentlessly…but he really seems to delight personally in the final product…and he always follows the same pattern, delivered like a wide-eyed child. He’s not talking down to us…he’s a “co-marveller”:
“Don’t you hate it when this happens? Me too. Well, NOW…it doesn’t have to be that way anymore. Introducing…”
Simple statement of the problem, followed by the “elegant” solution. I get sucked in every time I watch.
The funny thing is: You’re right about other products that might win on the feature front. But, you also just KNOW that…while the iPhone they launch next week is roughly the product they demoed back in January…they probably have 30 revolutionary new features in development, and half of those will be available within 6 months. The question for me becomes…will that require the purchase of a new device? OR…will their be firmware burns available at the local Apple store for $100-150 bucks that will enable the new features? I’m not convinced that their iPod model of launch-a-new-model-every-year and people-will-give-away-the-old-one-and-buy-it will work with a $500-600 phone.
June 22nd, 2007 at 7:41 am
I believe the success of iphone is very much helped
by apple’s previous success in marketing the ipod.
Like you said John, they have successfully created a
culture with a product. Ipod is highly admired by a lot
of people. Even if you already owned a good mp3 player,
it’s easy to get jealous with friends who owns ipod, even
with the lack of features.
With the ipod is selling so well up to this moment, and
the anticipation is still high, I think it’s very easy for
apple to introduce a new product, in this case an enhanced
version of ipod and turn it into a huge success.
shah
June 22nd, 2007 at 7:46 am
Hi John
Thanks for the input on Iphone. I guess I have been living under a rock. This is the first I have heard of it. It sounds like a great phone, but I’m with verizon wireless, so I guess it lets me out. There is something I would like to share about one of the verizon phones. I have a memory card for mine that I download mp3 teleseminars on. That way when I’m working out and walking I can continue my training in internet marketing.
June 22nd, 2007 at 7:57 am
My teen son is an Apple Geek to the nth degree and he has asked me at least once a day: ‘Mom are you going to get an iPhone?’ - to the point where I thought in my head (No - just to make you crazy!)
Then I saw the first iPhone television commercial - and I drooled.
Oh yeah son, I am going to get an iPhone…. it’s just a matter of time. (And the end of my current cell phone contract.)
June 22nd, 2007 at 11:28 am
Yes, the anticipation is good but let´s see Apple deliver on the big promise.
Apple has had major ups and downs over the years - spectacular success and long periods when the company struggled. Don´t forget the iPod turned around the company and accounts for 50% of revenue. Prior to the iPod, Apple was out of favor - things change quickly in this industry for better and for worse!
Moving into cell phones could be a big mistake. If you want to see great marketing look at Nokia. They have global distribution, a fast moving adaptive corporate culture and a keen understanding of their marketplace. Plus, that is their core competency and their sole focus. Finally, they are well entrenched with the cell networks and that may be the breaking point for Apple.
Look at Apple - computers, music players, online music retailer and now cell phones. Easy to get tangled up even if divergence is the future.
Remember the Apple Newton? The iPhone could be the innovation that introduces a very cool product before another company makes it work.
I don´t know how the iPhone will do - just saying that the anticipation promises have to be fulfilled.
June 22nd, 2007 at 12:24 pm
Hi John, I love the way you answer these blog comments, not to mention the red-hot articles you’re publishing on a regular basis. Keep these marketing insides coming, I really love them…
QUESTION - is it possible to include a section called ‘Trends’ or ‘Buzz’
where you talk about the latest opportunities in the IM industry so
we can quickly take advantage of them?
What about a section where you talk about IM and bussiness
principles?
Everybody talks about tactics, but only a few ever reveal that
great marketing and making a living online is based
on business principles which NEVER change by the way.
Cheers,
Codrut Turcanu.
http://www.TheNewbieSecret.com/blog
June 22nd, 2007 at 12:32 pm
And here is something really scary for PC makers (and that Apple would love to hear).
**Because of the iPhone campaign, I bought a Mac.**
Yes, I switched from a long-life PC person (since my first XT a long time ago) to a Mac in February, all because I listened to the keynote online, went on the iPhone website, and fell in love with everything Apple.
I was in the process of purchasing a new computer, so I decided to investigate the new Intel-based Mac’s — and bought one. And now am a huge Mac advocate, such that I recommend them to all my small business clients (and will be recommending them in my new book).
And the weirdest thing is that I bought a Mac when I don’t have (and can’t yet buy) an iPhone.
One amazing side effect of buzz and anticipation is that it can draw in people to your funnel who never would have thought to consider you before your campaign. Not only may they buy your new thing, but you may convert them to one of the faithful (who buys everything you sell, refers you to everyone, etc.).
Elizabeth
http://www.thewealthspa.com
June 22nd, 2007 at 1:02 pm
John,
The two words in this post that resonated with me the most (being a marketing consultant)…
Secrecy and Anticipation.
Mastering control over these two aspects of launching a product or service can create the atmosphere that the iPhone and Apple have created.
It is truly a masterpiece in the marketing world.
I cannot wait to see the test results.
Joseph Ratliff
Marketing Consultant
Author of The Profitable Business Edge
June 22nd, 2007 at 2:16 pm
John,
I totally agree, iPhone is going to be the “bomb”!!!!!
It seems to be great phone but also because Apple did an amazing marketing campaign….. Nobody really knows what this phone is going to be but everyone’s waiting June 29th to see and people talk about it since a while!!!!!!!!!!!!!!!
I’m thinking about getting one too
Arno
June 22nd, 2007 at 4:01 pm
[…] John Resse talks about the Greatest Marketing Campaign in history […]
June 22nd, 2007 at 4:12 pm
John,
You’re absolutely correct about the marketing genius behind the iPhone launch. It’s been extremely well choreographed from Jobs’ announcement of the iPhone at Mac World 2007 right up to days prior to release. The video of the iPhone inside the glass case at the show is something to behold. Jobs’ and Apple are getting everyone whipped up into a frenzy of anticipation. I think there’s little question that the iPhone will be up there with the Mac and iPod and not fizzle like the Newton or Cube.
Technology-wise, the iPhone comes up a little short in some areas, particularly in the cellular technology chosen at AT&T (GSM quad-band). UMTS and HSDPA would have made more sense, especially for broadband access, and not being able to download iTunes wirelessly is kind of a drag. Nevertheless, the ultimate ‘cool’ factor of the iPhone will rule the day.
Rich
http://www.pdaflicks.com/apple-iphone.html
June 22nd, 2007 at 5:43 pm
Hi John,
You are right. Their marketing campaign has been awesome, building anticipation in the market. The fact that they have a proven record of being ‘cool’ obviously adds to the aura of it all.
What is most interesting I think, is the way they use ’social proof’ after the launch to further drive the demand for their product; ie. all my friends and peers have it, I have GOT to have it too.
The market share of the other phone manufacturers will surely be impacted.
Rohit
June 22nd, 2007 at 10:45 pm
Some good discussion here…..
The state about products re marketing…..
The product WITH the Marketing - has to be a win-win all the good marketing behind a product which under deliverers is going to suffer longer term (fair point?)
Bad word of mouth will drive it down…..and will spread….I welecome feedback….
Best Regards
Paul Easton
http://www.DigitalAwol.com/
Link Exchange Directory
More Link Popularity, High Page Rank, Get A Top Ranking
————————————————
Get 20 High Quality Links to your Site Quickly and Easily
————————————————
June 22nd, 2007 at 11:56 pm
John, I agree it is a great marketing campaign…what I do not like is that we need it to be cool or the perception of cool. Yes the phone will be a success and it is a great marketing campaign despite much of the technical negatives, cannot change the battery, will not work with corporate exchange servers, etc.
However it will become popular because if you own one you are cool.
Keep up the great work!
http://www.stevenporcaro.com
June 23rd, 2007 at 12:55 am
I have to agree. Just wrote this similar opinion on a blog recently.
best prelaunch since The Ark? so much hype, god i’d like to dissect this.
though to ballpark the play:
50% momentum leverage carryover from ipod (eg you think that neat lil ipod in your hand is cool, wait till you see what’s next!)
25% radical design that was a little mysterious
10% 1 year of prehype till it comes out?
15% leftover pork filler byproduct that is not recognizable by machine or man
just me thoughts. i could be wrong.
June 23rd, 2007 at 4:41 am
Interesting comments about product. Product is part of marketing, one of the four P´s that interconnect (Product, Price, Place, Promotion) - let´s not forget the essential marketing principle: over-deliver on the promises made in the promotion of the product.
Fail to deliver a product that meets expectations and all the cool advertising may still work but not as well as it could have. It´s the synergy of the four P´s that makes for huge success - one is not more important than the other.
Saying promotion is more important than product is like saying the front wheels of the car are more important than the back wheels - lose any one of the wheels and that argument has no meaning cause the car isn´t going anywhere.
June 23rd, 2007 at 9:04 am
I agree Apple did a few things right marketing wise: refreshing tv ads, and they built the anticipation/scarcity well.
But I think we can learn much more from Apple in another area: user interface design.
It was the usability and features that made it work. People from Samsung and Nokia probably stand up all the time at press conferences and announce launch dates like Steve Jobs did. But people don’t get as excited. Even Jobs says it in interviews…they just focus on making products people love using (i.e. good UI design). They don’t focus/spend much on marketing.
June 23rd, 2007 at 9:47 am
Good marketing info here. Thanks!
June 23rd, 2007 at 11:20 am
Yes, the iPhone campaign is great, no doubt about that. And it’s an excellent example of using anticipation and buzz. However, is this campaign really ‘the greatest’? It might be the biggest due to globalization and internet. I think you can find countless other examples of ‘great’ marketing campaigns, if you look for it.
With these marketing campaign examples, my particular interest goes for: how to get more inspiration and creativity to improve your own online business? How to increase anticipation and buzz with new product releases? John Reese, share you knowledge
June 23rd, 2007 at 1:23 pm
Hi Paul/John,
Just a side discussion here regarding marketing campaigns in general.
I think it’s also important to consider “anti” marketing campaigns - the existence or lack thereof.
Marketing indeed is what makes the product…not the other way around.
Even for something like cancer - because there is a cure. Unfortunately, nobody is marketing it, because in our free market economy, it so happens that there is more money to be made in anti-marketing (at this point in time).
Cancer can become insignificant with fruits & vegetables, abstinence from synthetic food chemicals, avoidance of microwaved food, exercise, etc. etc.
But who wants to promote this lifestyle? Not only is there no money, but you’ll also end up being ridiculed for such ‘preposterous’ ideas.
On the other end, there is a relentless marketing juggernaut by the food, drug and medical establishments. How do you stop a residual $20billion per year industry, which is just the statin-drugs by itself?
So by promoting the convenience of a pill, the marketing is anti-healthy lifestyle. The subliminal message is: “Just take this pill, and you can continue eating, drinking and sitting to your heart’s content.”
Apple does have the convenience of it’s user interface in it’s favor - but instead of focusing on ease of use, they heavily promoted the “cool” factor. The message: “If you have an ipod, your friends will like you - no, they will ENVY you.”
The iPhone is the next chapter of the same anti-marketing campaign. By withholding information and limiting availability, everyone will be jealous that you have the ‘inside scoop’ on the phone, thus creating the buzz.
If you have an iPhone, your friends will put you on pedestal (at least for the time being).
Brilliant indeed.
June 24th, 2007 at 3:12 pm
Lets polish this up. It’s important.
I was talking about the powerful STRATEGY (unique and obvious product difference) upon which the iPhone was designed, developed, and then built.
John was talking about the world-class TACTICS (marketing execution) of the iPhone marketing campaign.
We are both right. We both hit the bulls-eye. These are separate and distinct points.
Easy Evidence:
I defy anyone to visit Apple’s iPhone website and fail to reach the conclusion that Apple are DRAMATIZING THE UNIQUE AND OBVIOUS PRODUCT DIFFERENCE OF IPHONE over other cellphones (noted by me) as part of their world-class marketing execution (noted by John).
Count the number of times the key words “quick, simple, easy, and ‘just tap’” are used on the official website. You don’t have enough fingers and toes. Every page. Every paragraph. Then look at the promotional videos and do the same, ask yourself “What is the key theme/message being conveyed to me here?”.
Powerful Strategy hand in hand with Powerful Tactics = Blockbuster success.
Yes, an amazing tactical execution can sell Nike shoes at $100 a pop without a unique and obvious strategic difference in their product. Yes, Clude Hopkins can catapult Schlitz beer from 15th in America to 1st, in only 6 months with the same old same old beer, and just an astonishing and world-class tactical (marketing) execution. Yes, you can make a small fortune with an average/poor product and amazing marketing (tactical).
The point is ultimately this:
Powerful Strategy AND Powerful tactics… when combined together… are infinitely more powerful than world-class tactics alone.
As Gary Bencivenga said: “The better your product, the more persuasive your marketing can be.”
And… finally… as Sun Tzu said… “The battle is won before it is engaged”
John, I hope that you find this helpful to your readers.
June 25th, 2007 at 9:15 pm
Paul,
You hit the mark.
The most important feature of marketing is the product. That’s the way it should be, and that’s what carries you after the initial launch.
When you have an incredible product it mutliples your marketing efforts. Someone who speaks endlessly on this principle is Seth Godin.
June 29th, 2007 at 11:14 am
[…] seen people commenting on how revolutionary it is to point of virtual drool , we’ve heard How great of job Marketing Apple has done, heck we even heard how it can be a Cash Cow for you. Now it is time to see how you […]
June 29th, 2007 at 2:09 pm
If we think about it…this is that old Capt.Kirk “beam me up Scottie” device we’ve
been waiting on–talk about anticipation!
It’s about time…so of course it’s going to hit big. Not only do I want one,but I also
would like to sell them at the WezeeMall.
June 29th, 2007 at 5:36 pm
Not only that, but Apple do make good products.
June 30th, 2007 at 1:50 am
A comment for Paul’s 6/22/07 comment…
There are cures for cancer.
Did you know?
I rest my case.
Pam Hoffman
July 2nd, 2007 at 7:34 am
Exactly right John. Apple are true masters of Marketing. 500,000 units in the first day. WOW!
July 4th, 2007 at 7:29 pm
68d6db9499b82f5a8eaa9851e42b8d6d…
68d6db9499b82f5a8eaa9851e42b8d6d…
July 5th, 2007 at 9:57 am
Hi all, for sure it was marketing, there are some other devices
which have the same feature that and were not a success.
Invent cure for cancer? there are for sure, even for HIV/AIDS.
Regards.
July 9th, 2007 at 9:59 am
[…] lot of people recently have been talking about how brilliant Apple’s marketing has been […]
March 12th, 2008 at 10:46 pm
Interested in Buying a Franchise? Uncover the Best Franchise Directories on the Web…
Poor business practices and avoidable mistakes are two likely reasons for the high failure rate of new businesses in America. Entrepreneurs who want to jump in but don’t have the knowledge of what starting a business entails can, alternatively, start …
April 6th, 2008 at 10:33 am
Not bad at all, but this topic is rather little of interest. Please do not disappoint your readership.
April 9th, 2008 at 5:12 am
Oh… Your blog used to be nice, but now it’s spoiled. Stop posting trash like that or stop posting at all.
April 14th, 2008 at 10:08 am
Freddie…
Did you get this off MSN?…