Learning from Apple's Marketing Techniques

     What makes Apple's marketing so unique?  They concentrate on only one thing.  It's a fairly hard concept to believe, but that's exactly what they do.  For example, with the Airbook Apple concentrates on the size as being able to fit into an envelope.  That is all they really pushed about the new computer.

Apple's Airbook advertised inside an
envelope. 

When Steve Jobs took to the stage to introduce the new Airbook, he brought out an envelope and when he pulled it out, the crowd of employees erupted into cheers.  He had produced another show stopper and the public responded by rushing out to purchase these.

This was one of the main adds that
Apple focused on and pushed.

Now for the Apple iPhone 4s,
they used Siri as the main focal point and that is where the main attention was focused. This is what everyone was going crazy over and wanted to try.  Having Siri was like having your own secretary within your iPhone.  Anyone who has ever used Siri knows that she is far from a secretary in your pocket.  The only person who can get her to work efficiently are the guys that work in the Apple store.  Look at the add to the left and see if you recall seeing these adds everywhere.

iPad 3 with retina display advertisement. 

     For the iPad 3 they concentrated on the retina display that was far superior to the other previous iPads.  The display characteristics were fabulous but somehow Apple was able to up the game and produce a much clearer screen that is much more sharp and consumers flocked to purchase it.

Line outside of Apple store before a major release.

What can a small private label company learn from Apple? Concentrate your efforts in advertising on one specific focal point.  Try not to inundate your customers with everything your product does or has. Try to keep it extremely simple and clean. That's what the pros do.  They try to sell the masses on a new feature that everyone wants to try such as the retina display, new iPhone Siri, or the new iPhone camera.  We all can admit that these Apple features are really cool and invoke a sense of wanting the new feature on your current cell phone. Keep in mind that big conglomerates keep their advertising simple but push it in every way possible.  TV, radio, and Internet advertising are common advertising streams for big companies but keep in mind that an effective marketing strategy never needs to cost a fortune.

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