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Apple Genius ads debut during Olympic opening ceremonies - Page 4

post #121 of 318
Quote:
Originally Posted by SolipsismX View Post

Pretty much everyone that uses a PC will be attracted by this. It's unbelievable to me is that you assume if one doesn't possess the same knowledge about a Mac that you do that they must be idiot. I don't know Final Cut or Photoshop. I'm sure I could learn if I had the need but I don't. If that need ever arises I am sure I'd have people assisting me in learning, even if that meant googling answering, reading books or taking course.
All these ads show is that Macs aren't an island PC. They show that when you buy a Mac you are pushed out the door with your purchase and forgotten. This is a key factor that makes Macs a better option over WinPCs. This is something other vendors and retailers can't compete with Apple because they don't have the resources for it. You're not an idiot for not knowing everything about computers, you're just like everyone else.

Soli... your right about the basic message, and it is most definitely a very appropriate one for Apple to highlight and send at this time.

However... come on now... ya gotta agree it could be better, and the aesthetics are just not right.

Too much "intention", but not really a lot of "attention" to detail.

Someone at the beginning of the thread had a far better and conceivable outline to an ad that would convey the message of the Genius, GB, and Apple Store.

These IMHO, just don't do it for me.
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post #122 of 318
Quote:
Originally Posted by isaidso View Post

Yeah, it was really sad to wake up this Saturday to these commercials. I couldn't even get through the entire "labor" commercial. Just too painful to watch (no pun). I've never seen an Apple commercial that didn't make me smile, and didn't make me feel great about Apple; until now.

Long way from masterpieces like this: 

 

 

Totally different solution targeted at a totally different audience.

 

According to the last n Quarterly Reports, more than 50% of Macs purchased at Apple Retail Stores are the customer's first Mac.  There is a lot of potential out there -- maybe grow 50% into 70%:

  • customer's first computer
  • tired of fighting Windows/Crap PC battle
  • just need to surf, email, do simple photos & movies...

 

The target of these ads  are people that have the $ to buy a Mac but are afraid to take the step...

 

All these ads do ir reduce the fear by showing that "Apple's got your back!" -- get him to make the decision!

 

The target audience would have little interest in the message of an like the above (however excellent it is).

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post #123 of 318
Finally some here have a brain. Um no Apple didn't fire Chiat. And um being that I work marketing here in LA -- these ads were designed show and speak to ONE side if their customers - not all designed to speak some us ahead of the curve.

In case many of you thick heads don't realize Apples customer base is international company HEAVY with new customers that guess what don't know much about other then they bought one of their devices..

These ads TELL the masses that they SERVICE your needs beyond just buying into the product line.. Duh! Case in point, I gave iPads to my 87 year old Aunt and 90 year old uncle. Guess what - they both independently made genius appts to learn how to use their devices.

Yea true story. Now just amplify what I just said globally and the ad campaign is genius - speaking to a worldwide audience.

While I don't care for the ads myself - I earn a living marketing to others not myself. Think about that.

These ads are targeted marketing. Apple is now a major retailer. And yea unfortunately they have to remind or let the world know they stand behind their products on a PERSONAL level. What competitor can match Apples numerous SERVICE options.

Um advantage is Apple.
post #124 of 318
Extremely well said.
post #125 of 318

The ads aren't cool. Frantic isn't cool.

post #126 of 318

As a Mac user for over 23 years, and a Mac enthusiast since the first Mac in 1984, I think the ads are great. They are playful and fun.

 

Of course, it took a second viewing to appreciate them. The first time was like, "I don't know about this".

 

The Get a Mac ads (which were usually pretty good) made Apple feel like the underdog. In these ads, you feel that Apple is on top (with great stuff and flying high) and the other guys maybe not so much. And not in an insulting and condescending way at all.

 

Good stuff!

post #127 of 318

OK!

 

I went back and reviewed the 3 ads...

 

There definitely is something missing...

 

The Genius needs to wear a mask with legotards and a cape... especially the cape!

 

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post #128 of 318
Quote:
Originally Posted by Rogifan View Post

How many people actually saw these ads? Do people even watch commercials any more these days?

 

Nobody saw them. Just a few million people watching The Olympics.

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post #129 of 318
Quote:
Originally Posted by isaidso View Post

Steve always wanted to make the best commercial possible. They were art in their own right. Same attitude he had about their products. (who actually doesn't know this??) The gains Apple made by not pandering to lowest common denominator turned out ok, I'd say.

The point you're missing is that "best commercial possible" is a function of the target audience and the objective.

These ads do not appeal to geeks, but since they're not the target audience, that's irrelevant. They are very appealing ads for the target audience.
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post #130 of 318
Quote:
Originally Posted by gijoeinla View Post

Finally some here have a brain. Um no Apple didn't fire Chiat. And um being that I work marketing here in LA -- these ads were designed show and speak to ONE side if their customers - not all designed to speak some us ahead of the curve.
In case many of you thick heads don't realize Apples customer base is international company HEAVY with new customers that guess what don't know much about other then they bought one of their devices..
These ads TELL the masses that they SERVICE your needs beyond just buying into the product line.. Duh! Case in point, I gave iPads to my 87 year old Aunt and 90 year old uncle. Guess what - they both independently made genius appts to learn how to use their devices.
Yea true story. Now just amplify what I just said globally and the ad campaign is genius - speaking to a worldwide audience.
While I don't care for the ads myself - I earn a living marketing to others not myself. Think about that.
These ads are targeted marketing. Apple is now a major retailer. And yea unfortunately they have to remind or let the world know they stand behind their products on a PERSONAL level. What competitor can match Apples numerous SERVICE options.
Um advantage is Apple.

 

Boom!

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post #131 of 318
Quote:
Originally Posted by ThePixelDoc View Post

Soli... your right about the basic message, and it is most definitely a very appropriate one for Apple to highlight and send at this time.
However... come on now... ya gotta agree it could be better, and the aesthetics are just not right.
Too much "intention", but not really a lot of "attention" to detail.
Someone at the beginning of the thread had a far better and conceivable outline to an ad that would convey the message of the Genius, GB, and Apple Store.
These IMHO, just don't do it for me.

That's what I don't get: Why should it do it for you? I don't recall you actually stating it but I assume you own a Mac (if not more than one and have for a long time based on the level of comprehension in your comments on this forum over the years). They do nothing for me because I can't relate to the people the Genius is helping.

I think most of here are the "geniuses" our family and friends turn to for assistance. Frankly, I hope this campaign is successful just to help get some people off my back. :D

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post #132 of 318
Quote:
Originally Posted by SolipsismX View Post

I can see how that it's technically accurate but people know the term Genius, they don't know Creative or any other variation of the employees at an Apple Store.
Do people in general know what an Apple Genius is, or that they even exist? I would think the casual pc user would not even know about Apple Geniuses. Remember think home user, not IT people or those even halfway tech savvy. These ads have just introduced a new concept to this group. Perhaps the best part is that they weren't overly descriptive of what a Genius is. Now with their curiosity piqued, they will search out the answer by Internet search or even the casual question to friend or family member. What better way to get someone to remember than to get them to search for the answer on their own. Similar to the Zeigarnik effect - easy example is that you remember the questions that you didn't know on a test better than the ones that you did.

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post #133 of 318
Quote:
Originally Posted by jragosta View Post

Yes, as several people have stated, it was odd that they didn't specifically state that Apple had geniuses available for free. My guess is that they'll get that message out either in another ad or via another medium.
No that's the beauty of it, the uniformed viewer will seek out the information on their own. You've given them just enough information to make that an easy task. When I don't fully understand, I don't just shrug my shoulders, I ask someone or I use the search engine (that I will not name). I do this so frequently now while watching television, because I keep my iPad between the cushion and the arm of the chair.

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post #134 of 318
Quote:
Originally Posted by JerrySwitched26 View Post

 

 

Genius says:  Do you have an appointment?

 

Have you actually ever used the Genius Bar? They will accommodate walk-ins, but the appointment system exists to prevent long wait times. The appointment system is pretty awesome, because I know that when I show up, there's no waiting--they are ready to see me.

 

The Genius Bar is happy to answer your questions or get repairs underway. They don't care where you bought your Apple product. Most problems are solved within 10-15 minutes. I once had a dead iPhone and walked out of the store 10 minutes later with a replacement that looked brand-spankin' new. Since the original was under warranty, I paid nothing. With typical computer companies, warranty repairs would require getting an RMA, packing it up, shipping it to some repair depot in New Jersey, and a 6-8 week turn around.

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post #135 of 318
Quote:
Originally Posted by Dick Applebaum View Post

 

Totally different solution targeted at a totally different audience.

 

According to the last n Quarterly Reports, more than 50% of Macs purchased at Apple Retail Stores are the customer's first Mac.  There is a lot of potential out there -- maybe grow 50% into 70%:

  • customer's first computer
  • tired of fighting Windows/Crap PC battle
  • just need to surf, email, do simple photos & movies...

 

The target of these ads  are people that have the $ to buy a Mac but are afraid to take the step...

 

All these ads do ir reduce the fear by showing that "Apple's got your back!" -- get him to make the decision!

 

The target audience would have little interest in the message of an like the above (however excellent it is).

Missed my point.

The ads in past have been art (just like the products). They sold themselves. (according to S. Jobs) both product and the advertisements. They Didn't have to be "marketed" to any specific group. Just make it a fascinating and compelling "thing" (the product or the ad). This has always applied to Apple's ad campaigns up till now. These ads are no better / different than the ads for Wendy's hamburgers. (which are fine, but for Apple, it's a whole different caliber than in the past.

It's a step down for Apple.

post #136 of 318
Quote:
Originally Posted by Suddenly Newton View Post

Nobody saw them. Just a few million people watching The Olympics.
Well I watched the opening ceremonies and never saw them. Of course when commercials come on I change the channel or go do something else. lol.gif
post #137 of 318
Quote:
Originally Posted by Sector7G View Post

You can check my post history I've never said anything bad about apple, I like they are advertising the Mac, but these commercials are garbage. And frankly embarrassing, buying a Mac should be cool.

 

And these ads take away from that? How?

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post #138 of 318
Quote:
Originally Posted by Rogifan View Post


Well I watched the opening ceremonies and never saw them. Of course when commercials come on I change the channel or go do something else. lol.gif

 

That's like stealing the Olympics!

P.S. Can we please have more smilelies than this-->lol.gif

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post #139 of 318
Quote:
Originally Posted by hill60 View Post

Did anyone else notice all the iPhones being used by the athletes as they marched around the stadium?

 

I'll bet it pissed one of the major sponsors off, some South Korean company that specialises in photocopying and washing machines.

 

;P

 

That's OK. England is one of the most Apple-hostile nations on Earth, if you judge by the regular trolls on these forums. lol.gif So it kind of cancels out the iPhoneness of the Olympic Games.

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post #140 of 318
Quote:
Originally Posted by Dick Applebaum View Post

Yeah, but every Apple retail employee can answer basic questions about all the Apple products and demo them (the products and the answers) -- unlike the retail employees in big box stores... who will say whatever comes to mind so they can move on.

Yes, but a newcomer wouldn't know that. So she comes in and says she needs to talk to a genius cause of the ad, gets told she has to make an appointment etc.

A non tech's thoughts on Apple stuff 

(She's family so I'm a little biased)

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post #141 of 318
Quote:
Originally Posted by MJ4Ev3r View Post

Tim Berners-Lee used Job's NeXT Cube computer in sending a message @ the Olympics --a silent tribute to Steve Jobs!  

 

Very apropos since Sir Tim actually used Steve Job's NeXT cube on designing the original world wide web more than 3 decades ago!

 

https://twitter.com/nikcub/status/229127613971591168/photo/1/large

 

"FOR EVE"??? Who is EVE? You know, Berners-Lee could've just tweeted from his iPhone...it's like a NeXT Cube, only smaller.

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post #142 of 318
Quote:
Originally Posted by Suddenly Newton View Post

 

That's like stealing the Olympics!

P.S. Can we please have more smilelies than this-->lol.gif

 

Apparently not you have to make your own in the source code.
mad.gif

 

devil.gif

biggrin.gif
cool.gif
crying.gif
rolleyes.gif
tongue.gif
mad.gif
wink.gif
happy.gif
blush.gif
frown.gif

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post #143 of 318
Quote:
Originally Posted by MJ4Ev3r View Post

Tim Berners-Lee used Job's NeXT Cube computer in sending a message @ the Olympics --a silent tribute to Steve Jobs!  

 

Very apropos since Sir Tim actually used Steve Job's NeXT cube on designing the original world wide web more than 3 decades ago!

 

https://twitter.com/nikcub/status/229127613971591168/photo/1/large


I saw that and wondered about it.  How cool that Berners-Lee used a Next during the development of the WWW.

post #144 of 318
Quote:
Originally Posted by Suddenly Newton View Post

 

Have you actually ever used the Genius Bar? They will accommodate walk-ins, but the appointment system exists to prevent long wait times. The appointment system is pretty awesome, because I know that when I show up, there's no waiting--they are ready to see me.

 

The Genius Bar is happy to answer your questions or get repairs underway. They don't care where you bought your Apple product. Most problems are solved within 10-15 minutes. I once had a dead iPhone and walked out of the store 10 minutes later with a replacement that looked brand-spankin' new. Since the original was under warranty, I paid nothing. With typical computer companies, warranty repairs would require getting an RMA, packing it up, shipping it to some repair depot in New Jersey, and a 6-8 week turn around.

I think what the ads are showing is One on One for $99. The regular genius bar isn't going to help you edit video in iMovie or help you make a coffee table book. Could be one reason they don't specifically mention that Genius Bar is free because it is not designed for the type of training that is shown in the ads as much as it is for issues of stuff not working as expected. Apple's expansion of the Genius Bar may be targeting the training aspect because all of the users in the ads are somewhat clueless about computers and/or application functionality.

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post #145 of 318
Originally Posted by MJ4Ev3r View Post
Tim Berners-Lee used Job's NeXT Cube computer in sending a message @ the Olympics --a silent tribute to Steve Jobs!  

 

Very apropos since Sir Tim actually used Steve Job's NeXT cube on designing the original world wide web more than 3 decades ago!

 

https://twitter.com/nikcub/status/229127613971591168/photo/1/large

 

When I saw that part of the programme, the only thing going through my mind was, "I cannot believe they gutted and destroyed a vintage NeXT MegaPixel Display to put some stupid yellow light into it to make it look to the idiot masses like it's being used."

 

Now, I could be wrong, it might actually be on and just showing a screen of yellow, but the way the color is being displayed, I seriously doubt it.

post #146 of 318
Really did not care for those adds at all. When Apple lost its way, Jobs was able to bring it back from near death. The first step in doing that was the think different add campaign with the "crazy ones". As Steve said, they don't need to market the products. They need to market what they stand for.
Nike ads are not about shoes, but about athletes.

Apple is at a all time high. They are no longer the odd one out. They are main steam. But, I think NOW more than ever Apple needs to come out with a classic ad campaign that will go down in the history of marketing, like there others in the past. They need to bring everything they have done back to the humble concept they began with. Think Different.
post #147 of 318
Quote:
Originally Posted by isaidso View Post

Missed my point.

The ads in past have been art (just like the products). They sold themselves. (according to S. Jobs) both product and the advertisements. They Didn't have to be "marketed" to any specific group. Just make it a fascinating and compelling "thing" (the product or the ad). This has always applied to Apple's ad campaigns up till now. These ads are no better / different than the ads for Wendy's hamburgers. (which are fine, but for Apple, it's a whole different caliber than in the past.

It's a step down for Apple.

 

"They sold themselves." "They Didn't have to be "marketed" to any specific group."

 

These statements are incorrect!  Some Apple ad campaigns were quite targeted "I'm a Mac, I'm a PC" and "Wheels for the Mind" to name 2 -- they were targeted at quite specific groups and  didn't sell themselves... they didn't sell anything... other than the concept of a better way.

 

One of our part-time employees in the service department worked full time at Apple -- and he would bring us every new Apple poster and T-Shirt (he was wired into the advertising department).  Some of the Mac ads were filmed in our Sunnyvale store.

 

I can think of hundreds of Apple ads over the last 34 years, that were targeted to specific groups -- most people that were not in the target group never knew these Apple ads existed!

 

IMO, The best Apple ad was this:

 

 

1000

 

 

 

And my second fav was this from the Jul 1978 Playboy:

 

1000

 

 

No, They didn't make the foldout but they were close -- and Regis McKenna (himself) had an article about the Apple ][ placed in the same issue.

 

This ad, and its placement, are particularly meaningful to me...

 

We were planning to open our first store, and we found the "ideal" location in Cupertino at the Oaks Shopping Center on Stevens Creek (about 1/2 mile from Apple HQ).  The mall was upscale and the owner wasn't interested in any "Radio Shack" electronics store.  We convinced him to at least hear us out.  We gave a very thorough preso, but the thing that "clinched the deal" was showing him this issue of playboy with the ad and article. (We eventually chose a larger location with lots of parking in Sunnyvale -- 7/10 mile from Apple HQ).


Edited by Dick Applebaum - 7/28/12 at 2:34pm
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post #148 of 318

I'm sure these new ads will be effective.  They're fine.  The problem, if it's fair to call it a problem, is that the Get A Mac ads weren't just effective.  They were iconic, and they changed the way other companies advertise products.  They're still being mimicked today and will be for years to come.  By comparison, these new ads are boring.  But judged by themselves, they're probably quite effective.

post #149 of 318
Quote:
Originally Posted by charlituna View Post

Yes, but a newcomer wouldn't know that. So she comes in and says she needs to talk to a genius cause of the ad, gets told she has to make an appointment etc.

 

No, it doesn't work that way in practice:

 

The customer comes in and asks a sales rep, specifically, to speak to a Genius.  The sales rep, smiling, says "Yes!  There is a waiting line and I'll put you in the queue, but I may be able to help you -- what specifically are you interested in?".

 

Since most of these are basic questions from non-techies, the sales rep should be able to handle the customer's needs/questions -- and explain the advantage of the Genius system and how it works.

 

 

So the sales reps run interference for the Geniuses... just as they do for the Store Manager, Service Manager, etc.

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post #150 of 318
Quote:
Originally Posted by charlituna View Post

Yes, but a newcomer wouldn't know that. So she comes in and says she needs to talk to a genius cause of the ad, gets told she has to make an appointment etc.

I have found the sales reps to be very helpful. If it's something that does require "escalation" in that's a technical issue beyond some basic advice they just don't tell you to make an appointment they will help you make an appointment with the Macs in the store.

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post #151 of 318

Hey Sol...

 

This is post 150 to this thread!

 

Edit: #151... you beat me to it!

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post #152 of 318
Quiet ineresting! Scrolling through this thread, I see a record number of newbies posting some +/- posts. Seems apple really made an impression. And that's what good advertisement is all about. And of course like other posters mentioned, the message: "with Apple products you can get some of the best support there is for high tech products" really comes through.
Besides all this I think the ads are in a charming way funny.
post #153 of 318
Quote:
Originally Posted by isaidso View Post

These ads are no better / different than the ads for Wendy's hamburgers. (which are fine, but for Apple, it's a whole different caliber than in the past.
It's a step down for Apple.

Two things ... Firstly, if you think back to the most iconic ads of the past, they have usually been about, dare I say it? ....a revolutionary product. 1984 ad .... The Macintosh , the get a Mac campaign .. OSX & the intel switch ...... 2007 .... IPhone and subsequently the iPad.

The excitement created by the products helped create more interest in the ads. Don't get me wrong, the ads were fantastic but were helped immensely by excitement created by the newness of the products.

Apple has found themselves in a very unique position. They have been so far in front of the pack with their products for so long now everyone expects that everything they do will be revolutionary ....all the time.

Secondly, I think the bar is set unreasonably high by us. You can create " the best thing ever " often ...... Just not each and every time. Apple has such a great track record that, personally, I'm willing to put my trust in them to show me, once again, that they know what they're doing .
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post #154 of 318
Quote:
Originally Posted by Dick Applebaum View Post

Hey Sol...

This is post 150 to this thread!

Edit: #151... you beat me to it!

I did say by noon PT which is nearly 3 hours past. ~Apple is doomed!~

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post #155 of 318

YES! YES! YES! We're finally done with the dismembered hand! Thanks Apple, great stuff!

post #156 of 318

I don't understand why people don't like these ads so much.

Yes the smooth and swanky info filled horn blowing of the normal commercials are OK but there is always room for a bit of humor to make Apple look less of a faceless mega-corp.

post #157 of 318
Not impressed.
post #158 of 318
Originally Posted by Ewan View Post
YES! YES! YES! We're finally done with the dismembered hand! Thanks Apple, great stuff!

 

Take that back; my father was a dismembered hand.

 

Quote:
Originally Posted by Evilution View Post
…there is always room for a bit of humor to make Apple look less of a faceless mega-corp.

 

That's what the Santa Siri ad was. That was very well done. This is cheesy, big-box crap that could've been done by Best Buy.

post #159 of 318
Mac vs Windows ads; punch line: Mac OS just works
Genius ads; punch line: you need a Genius to make it work. I don't think that's clever to the average user or potential switcher. Baseline of 'Mac just works' gets lost here.
Someone didn't pay attention what actually happens in these ads.
post #160 of 318
Quote:
Originally Posted by mstone View Post

I think what the ads are showing is One on One for $99. The regular genius bar isn't going to help you edit video in iMovie or help you make a coffee table book. Could be one reason they don't specifically mention that Genius Bar is free because it is not designed for the type of training that is shown in the ads as much as it is for issues of stuff not working as expected. Apple's expansion of the Genius Bar may be targeting the training aspect because all of the users in the ads are somewhat clueless about computers and/or application functionality.

 

You may well be on to something.  There are no Apple stores nearby -- so I am not current on what goes on in the store.  Most stores had a training/group presentation area that they used to teach specific things like iMovie, etc.  I don't know if they still do this... but I think they should.  Apple has several things to gain:

  • solving problems == satisfied customers
  • training == more capable customers == reference sell other customers
  • people in the store == buy things

 

We called it service and support -- even if the customer bought his Apple elswhere, we would help him exploit it!  Instead of Store XYZ's unhappy Apple customer -- he became Computer Plus' satisfied (and capable) Apple customer...  And he bought all his high-priced accessories and next computer  from us -- because he knew we would support him and the products we sold...  And he would tell others about us.

 

We opened our Sunnyvale store on December 30, 1978.   Our first customer, Ed, bought an Apple ][ in San Francisco, and when he got home he discovered that there were no game paddles *... only an Apple chit.

 

Apple ][s were on 6-month backorder at that time and no one had any stock.  Mark and I brought our own personal systems to the store -- that's all we had... no Inventory!   Anyway, Ed tried hitting all the stores from SF to Silicon Valley (AIR there were about 8 stores -- we were the 5th store in Silicon Valley).  We were closed when Ed knocked on our door, but we let him in.  Ed told us his sob story -- how his son was so disappointed ** that he couldn't play BreakOut,,,  Long story short, I traded Ed my game paddles for the Apple chit.  Ed, who had been pissed at Apple, pissed at CmputerLand SF, pissed at the world in general... left as a happy Computer Plus Apple customer...

 

Ed was a regular (repeat) customer for the next 11 years... sure, Ed bought some stuff closer to home, but major purchases were made from Computer Plus... and he sent a lot of business our  way.

 

* missing paddles would have never surprised a Computer Plus customer.  We tested/burned- in every computer for 48 hours and took the customer through a checkout [basic training] on his computer before he left the store (microcomputers were pretty wanky in those days).

 

** Turns out that the reason Ed's son was so disappointed is because Ed never had a son -- the paddles wer so that Ed could play BreakOut.

 

 

My point, in all this is for something as mind and capability-expandng as a computer -- after-sales support is a key to a satisfied customer...  And you'd be amazed how easy it is to flip after-sales support into before-next-sale support.

"Swift generally gets you to the right way much quicker." - auxio -

"The perfect [birth]day -- A little playtime, a good poop, and a long nap." - Tomato Greeting Cards -
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"Swift generally gets you to the right way much quicker." - auxio -

"The perfect [birth]day -- A little playtime, a good poop, and a long nap." - Tomato Greeting Cards -
Reply
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