Steve Jobs <ul><li>We do no market research </li></ul><ul><li>It's not about pop culture, and it's not about fooling peopl...
iPod Commercials
Don’t sell products Sell Membership <ul><li>Focus on what people do with your product, not what your product does </li></u...
Never be first to market Make something good greater <ul><li>Do not define a new category: try to occupy shelf space that ...
Empower early adopters Help your customers help you <ul><li>Early adopters are eager to help you win – they’ve already cho...
Make your message memorable Boil the story down to its syrupy goodness <ul><li>Marketing success is achieved when prospect...
Go one step further Surprise and delight your customers <ul><li>Make first-timers remember </li></ul><ul><li>Go the extra ...
Additional literature <ul><li>The New Rules of Marketing and PR  by David Meerman Scott </li></ul><ul><li>World Wide Rave:...
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Apple marketing innovations

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Apple marketing innovations

  1. 2. Steve Jobs <ul><li>We do no market research </li></ul><ul><li>It's not about pop culture, and it's not about fooling people, and it's not about convincing people that they want something they don’t </li></ul>We figure out what we want. And I think we're pretty good at having the right discipline to think through whether a lot of other people are going to want it, too So you can't go out and ask people, you know, what the next big thing. There's a great quote by Henry Ford, right? He said, 'If I'd have asked my customers what they wanted, they would have told me &quot;A faster horse” Interview for Fortune magazine
  2. 3. iPod Commercials
  3. 4. Don’t sell products Sell Membership <ul><li>Focus on what people do with your product, not what your product does </li></ul><ul><li>Silhouettes let people imagine themselves in the scene – a trick borrowed from real state agents </li></ul><ul><li>Help people feel that their purchase buys them access to a very special group </li></ul>www.MarketingApple.com Marketing Apple
  4. 5. Never be first to market Make something good greater <ul><li>Do not define a new category: try to occupy shelf space that already exists in the prospect’s mind </li></ul><ul><li>No matter how arcane, focus on one thing you do better – than make that matter for people </li></ul>www.MarketingApple.com
  5. 6. Empower early adopters Help your customers help you <ul><li>Early adopters are eager to help you win – they’ve already chosen you </li></ul><ul><li>Make your products stand out: include something users can display for you </li></ul><ul><li>Leverage Web 2.0 – help build social networks around your product </li></ul><ul><li>Get early adopters to help you, but build easy-to-use pragmatic products for the late majority mass-market </li></ul>www.MarketingApple.com
  6. 7. Make your message memorable Boil the story down to its syrupy goodness <ul><li>Marketing success is achieved when prospects easily repeat your message to others </li></ul><ul><li>Lift happens when millions of people can demonstrate the value prop of your stuff </li></ul><ul><li>With messages, think bite size morsels, not entire meals </li></ul>www.MarketingApple.com
  7. 8. Go one step further Surprise and delight your customers <ul><li>Make first-timers remember </li></ul><ul><li>Go the extra mile: surprise and delight customers and they will go the extra mile for you </li></ul><ul><li>Learn how touch museums help people share their experiences </li></ul>www.MarketingApple.com
  8. 9. Additional literature <ul><li>The New Rules of Marketing and PR by David Meerman Scott </li></ul><ul><li>World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories by David Meerman Scott </li></ul>

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