hi there whether you are in marketing or not i am sure everyone knows or has heard about apple these
days i myself as a marketing guy i've always been fascinated about the way apple built its iconic
brand and it's my favorite of all brands but like any other brands apple had its challenges too
in fact in 1997 steve jobs said that apple was 90 days from bankruptcy one wonders how did apple
manage to become what it is today the world's most valuable brand according to finance global 520 21
with a brand value of 263.4 billion dollars surpassing amazon and google the simple answer is
better marketing want to know the top five secrets behind the world's first trillion dollar public
company the world's most valuable brand and most importantly the world's best marketing machine
here are the top five apple marketing secrets as told by steve chazin and my commentary on it
who is steve chasin former senior marketing executive at apple in 1997 steve jobs are steve
chasin to help rebuild apple's education marketing efforts and was part of the team that brought
imac to the market steve chasing's first-hand knowledge of how apple turned the company around
by better marketing are these really apple secrets well chas in offers five secrets to apple success
they are don't sell products consumers sell products never be first in the market empower
early adopters help your customers help you make your message memorable go one step further
one don't sell products people buy what other people have products don't sell people do
in apple's ipod commercials there are many happy energetic people dancing in silhouette
against an ever-changing background notice the distinctive white headphones staying
in rhythm with the owners movements what you don't see is a focus on ipod features
why does apple ignore their product enhancements when advertising on television the answer is they
are not selling enhancements but a lifestyle any mp3 player allows you to hear good music
but an ipod makes you feel good the features don't create fans a focus on customer feelings
does what matters ipod headphones are a marketing trick designed to make you a member of the club
the powerbook case was dark gray to hide fingerprints the case and the
white headphones are status symbols even the apple logo was made right side up for others
but upside down for the owner so you can sell the brand to others key takeaways sell membership
one focus on what people do with your product not what your product does 2.
silhouettes let people imagine themselves in the scene a trick borrowed from a real estate agent
3. help people feel their purchase buys them access to a special group
two never be first to market make something good greater improving the world
being first to market is not advantageous it's better to be first in the mind than first in
the marketplace apple didn't invent products they are successful because they came later to market
and offered a better design apple does one thing well making complex things easy and elegant ipod
doesn't make music sound better the first ipod did not make music sound better but marketing
saved the company and products like the ipod made new apple fans key takeaways fix something
don't define a new category try to occupy shelf space that already exists in the prospect's mind
no matter how arcane focus on the one thing you do better then make that matter to people three
empower early adopters help your customers help you early adopters want to help you
early adopters want you to succeed the imac had new innovations but the color was more
important because it hid grime and identified its owner a real user's unbiased heartfelt reporting
will convince more people to choose your product than any marketing collateral ever will
key takeaways help them early adopters are eager to help you win they've already chosen you
make your product stand out include something users can display for you
leverage web 2.0 help build social networks around your product get early
adopters to help build easy to use pragmatic products for the late majority mass market
four make your message memorable marketing isn't about what you say the internet changed the old
way of marketing but company websites are so full of information that visitors leave
webmasters call it the bounce rate make sure your website sends a clear message
only then can they spread your word marketing different apple focuses on memorable messages
that transcend product features lift occurs when customers can easily repeat your message
marketing isn't what you say it's what others say for you key takeaways think big write
small marketing success is achieved when your prospects easily repeat your message to others
lift happens when millions of people can demonstrate the value prop of your stuff
with messages think bite-sized morsels no entire meals five go one step further surprise and
delight your customers focus on the feel marketing is all about the complete package make your
website feel like an apple store surround your products with testimonials and customer feedback
start with the packaging marketers need to make their first experience memorable
start with the packaging the iphone box is a work of art with extra touches like
velvet lining it includes a tiny pamphlet and a lucite bed for the phone itself with stickers
and cleaning cloths the experience of opening an apple product is like an event worth sharing
the great packaging earns the fans style is the brand key takeaways experience matters
make first timers remember go the extra mile surprise and delight customers and they will
go the extra mile for you learn how touch museums help people share their experiences
one more thing as steve jobs himself would say how does a huge company go from the brink of
bankruptcy to worldwide success and 1 000 stock growth seemingly overnight the answer is simple
yet surprising better marketing and the company is apple this video teaches you five of the most
important apple style marketing tips and tricks you can apply to help your business learn some
of the marketing secrets that propelled apple from the back waters of the pc market to the worldwide
leader in consumer electronics music video and mobile everyone not just marketers will benefit
from these simple rules if you like what you heard in this video please feel free to share
this with your colleagues or friends who you think will benefit from this thank you for watching