Take a Bite from Apple's Marketing Strategies
Bangalore: Apple was recently voted the overall winner of the 2012 CMO Survey Award for Marketing Excellence. This doesn't come as a surprise, does it? The brand has been on a winning spree, being the sole or co-winner for the award for five consecutive years by the sample of top marketers. So what makes Apple’s marketing strategies so special? And what makes any product they offer seem to cause a rave with consumers? Here we let you in on all the smart strategies employed by Apple that has gone in to making them invincible as brand; as reported by Martyn Chamberlin and Christine Moorman by copyblogger.com & forbes.com respectively.
To get to the root of Apple’s gigantic success, here’s the 3-point marketing philosophy that has been at the core of Apple’s marketing strategies for over 35 years since the brands incorporation:
Empathy – We will truly understand their (customers) needs better than any other company.
Focus – In order to do a good job of the things we decide to do, we must eliminate all of the unimportant opportunities.
Impute – People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software, etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.
Let’s have a look at how the big brand has successfully employed the above philosophy over the years to emerge today as being one of the best brands of all time:
Apple knows how to Shoot Out Great Content
Need proof? Subscribe to their sales letter and there you have it! They never send out loaded reports. The letter for the most part consists of pictures, with a humorous teaser copy accompanying it. It makes for a pleasant read, even if you already have their latest gadget. Apple’s newsletter always shares with its audience necessary information, their style of writing is kept concise avoiding any biz-blab, which could possibly turn-off readers.
Buying an Apple Product is a Wonderful Experience
Window shopping is practically impossible when an Apple store is in sight. Why does it seem so hard to resist the temptation of picking up one of their products? It’s actually the entire buying experience which Apple provides that makes it so delightful. Even their products are packaged to perfection which is a pleasure when you open it. In short you don’t only buy the product, but buy the ‘feel good’ experience as well.
Apple knows what Works for them as a Brand
A few years ago, then chief operations officer ,Tim Cook described Apple’s philosophy as being, “One traditional management philosophy that’s taught in many business schools is diversification. Well, that’s not us.” Apple knows what works well for them as a brand as they take keen effort to study the behavior of their customers as well as that of their competitors. The end result being that consumers know what to expect from Apple and they receive it.
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