This week Apple sent out invitations to media, bloggers and influencers for an event here in San Francisco next week in which they hinted strongly that they would be unveiling the iPhone 5. Social media has already erupted with discussion of what the new iPhone will feature, what will be revealed at the Apple event on the 12, and Apple fans and media are eager to see what happens next Wednesday.
Since the unveiling of the iPod, Apple has long been unbeatable in the areas of marketing and advertising and provides a perfect example of the how to employ buzz marketing successfully. The brand employs several basic, easily-replicated and cheap that you can use at your company.
Obviously you need to put out a great product to create a loyal following, but, simply providing a great product isn’t enough to generate a following.
Before your product comes out, work with the media and create a buzz. Bloggers and writers are already raving about apple products and what they might do months before the products launch. You don’t have to have Apple’s reputation to do something similar – send out press releases, talk to bloggers, etc. prior to launch so your product is expected. Also, give inside scoops to relevant bloggers and what have you so that your product is being discussed.
It’s also important to look at the way Apple chooses to talk about their products. You won’t see Apple going on and on about the screen or the hard drive of their devices – most people won’t understand, and the ones who do can easily find that information. Instead, Apple chooses to use a more personal, human approach: they talk about their customers’ lives, and how their lives can be made easier and better with the newest product from Apple. They paint a picture of a world that customers want to be a part of. This is an easy technique to employ – advertise your product in a way that is less technical, more personal.
After building up anticipation and buzz about their upcoming product that will allegedly revolutionize your life, Apple throws an event to premier said product. Make your product launches a big deal. Apple hosts a huge, meticulously-planned event. They even close their online stores during their product launches, so that everyone knows something is going on and they need to pay attention. And their events aren’t like other launches with a PR representative coming out to simply read a press release for the media – their product launches are like huge conferences, and everyone is talking about.
Graph by Alerti
Even with a small budget, the techniques that have helped make Apple the success story they are today are easily replicated at your business. It’s important to be original – don’t try to be Apple – but, their marketing and PR tactics are unbeatable and worth integrating into your marketing, social media and PR plans.
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