Apple's Effective Marketing Strategy
Ever since sparks started flying in Steve Jobs’ garage, Apple has continued to wow the world with its groundbreaking technological innovations. Yet, behind any great product is an even better marketing strategy, and Apple has proven just that.
From grand celebrations for minor updates to sentimental appeals in everyday advertisements, Apple’s ability to sustain such a personable brand baffles tech giants and marketing agencies alike. So, in Episode 15 of “Frustrated By Your Marketing?,” co-hosts Jim DeMicco and Madison McCuiston analyzed two of Apple’s most recent events to better understand how they advertise their creations in a way that no other company can replicate. Here are their three main takeaways:
Keep Your Audience Engaged & Excited
Did you know nearly 2 billion people actively use Apple’s products worldwide? There’s no doubt this is an impressive audience, but what makes Apple even more impressive is its range of customer base. Whether it’s parents using iPads to keep their little ones entertained, college students studying on MacBooks, or grandparents staying in touch with family over FaceTime, Apple has successfully tapped into most demographics, unlike many other tech companies.
Similarly, their presentations are typically attended by people of all types, from tech specialists to news reporters to average onlookers ready to try out a new device. That said, Apple has perfected its marketing strategy to charm audiences through all sorts of mediums, which isn’t an easy task to master.
But how does Apple do it, you ask? Well, as Jim notes, “…if you had to put in order of why they’re successful, it’s marketing first, design second, and then tech.”
One of Apple’s best marketing tactics is the art of appealing to emotions. At one recent event, Apple unveiled commercials in which real customers shared stories about how the Apple health app saved their lives. These heart-warming experiences revealed the sentimental value behind Apple’s products and had all eyes glued to the screen from start to finish.
Speaking of eyes being on the screen, Apple also notably designed their presentations to be engaging through the use of intricate animations and articulate speakers. From an observer’s point of view, Madison appreciated that Apple took the time to create visually stimulating effects and transitions, making the presentation way more appealing than your standard PowerPoint. Additionally, Apple kept its panel-like segments short and sweet rather than having one spokesperson drag on for hours. This tactic minimizes the chances of people zoning out and provides listeners with valuable insights from passionate tech industry leaders.
Build Brand Loyalty
Among Apple’s numerous accomplishments is creating what’s known as the “Apple ecosystem.” From iPhones and iPads to MacBooks and more, this company has made such a strong line of interconnected products that customers almost feel obligated to stick with it.
Madison shared her experience switching from one “ecosystem” to another when she attempted to use Samsung years ago. Like most people, she quickly changed back. Jim and Madison went on to say how interesting this phenomenon is because despite Apple not being the “best of the best” per se, people still gravitate towards them, given the comfort and culture surrounding Apple’s brand.
Whether this is due to the perks behind iCloud sharing or simply the aesthetic look of having the entire line of Apple products, to be an Apple person is to be all in or nothing.
Innovate with Customers in Mind
As one of the leading forces in the tech industry, it shouldn’t be surprising that Apple is always looking for ways to improve itself. However, rather than trying to copy their competitors, the masterminds at Apple look to their marketing playbook to better their products by listening to their customers.
Among the most impressive updates from Apple’s recent events are automated text check-ins, voice message transcriptions, the improved Podcasts app, and innovations in photo organization.
Jim and Madison discussed how, while these changes may be minor compared to some competitors’ advancements, the way Apple presented them made it seem like these were the biggest breakthroughs in tech history (when they’re really not.) Still, each of Apple’s presentations is met with widespread applause because, in the end, it’s not what you say; it’s how you say it.
We could go on for hours about how Apple is more of a marketing company than a tech giant, but at the end of the day, all we can do is appreciate their brand-building skills. At SkyeLine, we constantly work with businesses to help them grow by strengthening their connection with customers, so we’ll keep looking to Apple whenever we need some inspiration.