Apple really are one of the best companies ever when it comes to marketing and a lot of this was down to Steve Jobs whose legacy is still very much in place today. So let me start with one of his best quotes…
“Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.”
How right was he? Not only did he mastermind the launch of an iconic brand and product set, his success is a combination of quality, innovation and superb marketing that has left a significant impression on the world today.
Lesson #1 – Sell the lifestyle!
When you purchase your MacBook , you’re not just buying a computer to work or study on. You’re buying into Apple’s philosophy that people with passion can change the world and make it a better place. Apple’s customers aren’t just users; they’re brand advocates. They have some of the most passionate customers in the world and they have nurtured this with vision, values and an aspirational lifestyle.
Lesson #2 – Don’t compete on Price
Apple has never wavered on its pricing strategy. Dropping prices and competing on price leads to a “race to the bottom.” Apple focuses on their UVP (unique value proposition), gorgeously designed products, the ultimate user experience and a lifestyle people want in on! This strategy has given Apple its competitive advantage and market share despite being an expensive piece of kit.
Lesson #3 – Keep it simple
Apple understands that consumers often get overwhelmed but technology and associated jargon. So rather than baffle us with terms we don’t understand, they use simple, direct copy which focuses on the benefits not the complexity. This simplicity is backed up in the clean, fresh design which is synonymous with their brand today and ads that get to the point, illustrating scannable copy to reinforce their points. They carry this philosophy of “simpler is better” through to their product lines and in store experiences too. An Apple retail store is designed for test driving products with assistants trained on delivering customer service not selling products.
Steve also said
“Simple can be harder than complex. But it’s worth it in the end because once you get there, you can move mountains.”
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