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Apple Marketing Ahead Of The Curve

post #1 of 10
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I for one think Apple's marketing is brilliant (I am brainwashed ) but it is also possibly relaying a strategy that is beyond the grasp of MOST people. I love the idea of a "Digital Hub" in which I can navigate through and edit/create libraries of movies,music,photos, etc....but how many people are ready and willing to do this?

I think a ton of people may see the digital hub as cool but do not have use for it themselves. This is especially not a great time in terms of the economy to go out and by an Apple supersystem for a few thousand dollars, not to mention a camera or camecorder (necessary to complete the digital hub). Does Apple realize that they are ahead of everyone on this idea? Probably so, but maybe they think that by being ahead everyone will eventually catch up and go to them for their solution. I hope this is the case.

Apple may innovate and does deliver the promises they make, but I guess my point is this: Do they deliver on these promises when MOST people arent ready to accept them?
post #2 of 10
Consider this, then, from Forbes (http://www.forbes.com/technology/2003/01/09/cx_ah_0109msft.html):

[quote] Aside from the next big thing in timepieces, Gates unveiled another new product under development, called Media2Go, which is close to what Apple Computer (nasdaq: AAPL - news - people ) should have announced at its own show earlier in the week. Gates showed a prototype device that is a 20-gigabyte hard drive with a small video screen, suitable for storing and playing music and TV shows.
<hr></blockquote>

Media2Go...

There are days when it seems that AAPL is being left behind. Then again, we could have an iTablet soon <img src="graemlins/lol.gif" border="0" alt="[Laughing]" />

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post #3 of 10
I believe the idea was that Apple's marketing is ahead of the curve, not necessarily their products. The iMac was the last ahead-of-the-curve product they had IMO. Since then, things have been more like the iPod, which was released in a fragmented MP3 player market and became the undisputed champ. The same will likely happen with iTablet or whatever.

Back on subject, their MARKETING is ahead of the curve. How many commercials with people standing there talking against a plane white background did you see a year ago? After Apple's campaign, every other commercial looks like a switcher commercial.

[ 01-15-2003: Message edited by: progmac ]</p>
post #4 of 10
Actually, there has been a media device like that aroudnd for nearly a year now. I can;t remember who makes it now, but this Media2Go thing that Gates introduced is not anything new.

Seriously though, how useful would a Video Ipod type of thing be? Presumeably it would only play .Mov files, and a good deal of stuff you might find online is in any number of other formats. Of course, if it came with a media conversion app, that would be sweet.

--PB
post #5 of 10
Marketing that doesn't speak to the masses is bad marketing, not ahead of the curve. The ideas may be, but the marketing needs to be at the level of joe schmoe and kids. Or else 'cool' enough to be successful with the more elite type (like the VW commercials). I personally think that Apple does a good job with the latter, but they need a lot of work on the former.
post #6 of 10
just out of curiosity, how often do apple's commercials air? i rarely watch tv anymore, but the only place ive seen them was on comedy centeral, usually during south park. ive lost track at how often ive seen the dell interns or that stupid msn butter fly(anyone know where i can get an industrial sized fly swatter?). i think that apple needs to be more like this. having good commercials that no one sees is also bad marketing.


(unless of course, i just simply miss all of them w/ the little bit of tv that i watch)
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post #7 of 10
[quote]Originally posted by ThunderPoit:
<strong>just out of curiosity, how often do apple's commercials air? i rarely watch tv anymore, but the only place ive seen them was on comedy centeral, usually during south park. ive lost track at how often ive seen the dell interns or that stupid msn butter fly(anyone know where i can get an industrial sized fly swatter?). i think that apple needs to be more like this. having good commercials that no one sees is also bad marketing.


(unless of course, i just simply miss all of them w/ the little bit of tv that i watch)</strong><hr></blockquote>

I watch mainly network TV, and I would say for every 25 airings of a dell ad, i see one apple ad, maybe less.
post #8 of 10
Apple Marketing.... Bad IMHO...

I believe a Company as large and effective (still making money, limited layoffs,etc) as Apple can better. They have an ability to truley be innovative...

If it was my decision I would...

1) CREATE A COMMON VISUAL LINK - A consistent branding visual that plays at the end of each commerical. Same ending for the "Switch" campaign Ads, same ending for "Product" campaign Ads (Ads for new powerbooks), all commericials have the SAME BRANDING-ENDING. Then I would....

2) CREATE ADS W/ APPLE PRODUCTS IN ACTION! Create commercials that display all "relevant" product categories and reasons for buying (Hardware/Software/Ease of Use/Style), NOT JUST NEW PRODUCTS, no iMac commericials anymore... why?

then...

3) I would buy air time based on which demographic reacts best to each "Type" of commericial! Or run them all on the same buy/channel/network...
I see 3 types...
- "Switch" Campaigns - if I dont like the look of the people, how effective are these ads? Not very, no trust.

- "Product" Campaigns - run these more often, not just when they are new.

- "Category" Campaigns - These would demonstrate ALL of the category, if the Ad is about software solutions, then the Ad would display many different software solutions IN ACTION!, iTunes, Safari, FCP, iDVD, etc. If the Ad is about Hardware, or Ease-of-use, or Style do similar things. SHOW ME! All of these should be award (Clio) winning attempts - effects, great directors, etc. SHOW THE PRODCUTS IN ACTION! Get the young interested, make it flashy. "Swith" campaign bores the hell out of me, and many more I am sure. Apple has "Slick" products to match "Slick" commericials, this will get people talking about the Ads.... and the products will appear that much more interesting.

I think they can "Tie-in" any great commericials with the store, same poster imagery, video in store entrance, etc!

I think they are dropping the ball in a big way! Much more opportunity!

tom
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post #9 of 10
Marketing?

I've NEVER seen an apple advert outside of apple.com or a mac magazine.
Greatly Insane
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Greatly Insane
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post #10 of 10
Sure. They advertise in InfoWorld all the time.
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