Mark Steve Jobs’ name down as the Marketing Person of the Year.
The Apple CEO successfully created the enormous buzz for the new iPhone without the usual hard-hitting ads, death defying stunts, product reviews or even the support of the blogsophere.
Instead he did a demo at a large conference six months before the product launch. He then let things simmer down. And when, and only when he was ready, he got things heated-up to a boiling pitch in a sort of quiet way.
The low level of noise coming from Apple actually created more intrigue and more suspense.
In fact no one wanted to miss it including the media, who talked about it, and talked and talked. Will it be the next iPod? How well will it work? Has anyone actually seen one? What about the relationship with Cingular/AT&T? Will the projected price keep buyers away?
Very few of the usual critics even got a phone to review. Those that did got one only a few days before the launch. They had basically good things to say but didn’t seem to be a real factor in this one.
If the end result is to get people to the stores and sell product, can you think of a better launch from a marketing perspective than this one? Sales are apparently outstanding. Reports say Apple is upgrading its projected sales figures from 10 million units in 2008 to over 13 million.
To keep the buzz flowing, expect a lower priced version soon. Perhaps a few enhancements down the road.
No elephants in Central Park or superstar autographed phones needed for this launch.
The product and the public have spoken. And it is a resounding “yes”.
For more information visit Solomon/Turner PR
Posted 17th July 2007 by Unknown
Labels: Apple Event Marketing iPhone measuring PR Steve Jobs
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Public Relations professionals involved in branding efforts should take a good look at the book “Primal Branding”, written by Patrick Hanlon.
Hanlon is CEO of Thinktopia and has worked with many major brands such as Absolut, Ford, Disney and Lego just to name a few. He was a guest speaker at the High-Tech PR Conference in New York.
His book breaks down branding into a primal code. The code includes seven factors The Creation Story, The Creed, The Icons, The Rituals, The Pagans or Non-Believers, The Sacred Words and The Leader.
What’s interesting is that you can think of any endearing brand such as Apple, Microsoft, Nike and Starbucks and see how their business successfully utilizes all facets of the code.
Think great start-up tales such as Nike’s founder selling shoes out of a trunk of a car, or Apple starting out of a garage and you have The Creation Story. The Creed creates the believers, “Just Do It” for Nike etc. The Icons are such as the Absolut bottle, and arches at McDonalds. The Rituals are waiting in line at Starbucks or getting your oil changed at the local dealership. The Pagans are the non-believers who have their own opposite beliefs, think PC vs Apple or Starbucks vs instant coffee aficionados. The Sacred Words may include Xbox, iPhone, or Barista. Then there are the leaders the Bill Gates, Steve Jobs, and Phil Knight’s of the world.
The code can be applied to any business, even on a local level. What makes some retailers busy while others are not? Why do some local restaurants seem to fill-up every night when others, seemingly serving as good as food, just don’t make it?
A business or company can use the code for self examination. What are we doing right, what are we missing? You can use the results to improve your brand, perhaps working on your own Creation Code or changing/enhancing a ritual or two. Maybe you’ll find that you’ll need to create an entire new brand that meets the needs of a separate group of customers.
Hanlon quotes statistics that indicate endearing brands generate higher stock market prices and greater return for investors than those companies who sell products not part of the lexicon.
His book presents a solid argument for those in the industry who wish to brand their clients to the next level of success.