IMHO, an effective commercial is one that does not " pound" you with info, but rather gives you a reason to keep watching. Telling a brief story, with a common theme, is the best way I know of to cope with the average viewer's limited attention span and to do it over several spots is more effective, which is why I think these ads will work.
You may be right... but somewhere they need to "set the hook" so the potential customer gets the message: Mac + Genius Support == computer solution for me.
I wonder if there is a simple/fun messge like a few geniuses saying: "We pride ourselves in offering the best products and support -- why not come in and let us prove (alternately put us to the test) that Apple is the solution to your computing needs." followed by a smile, wink, bow, curtsey, applause, cheer... whatever -- to end on an upbeat.
I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.
It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."
Or, alternatively:
Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.
That would be just about the most boring and smug ad on TV.
You might not like these new ads but at least they are entertaining and humorous which according to most research is the most effective form of advertising today.
That's my only complaint with them. Knowing the level of service that Apple provides I couldn't see how that was remotely established so I don't see how average PC user would jump to that conclusion. Perhaps I'm expecting more from the ad than they intended but I don't think it should be that Macs can do stuff but that Apple is always right there to help you learn to do stuff.
I wouldn't be surprised if they follow up explaining the Genius Bar is free in another ad. At least the theme is consistent with their plans to expand the Genius Bar in the stores.
Does Apple have any similar service online for people who don't live near an Apple Store?
The focus on Siri in the iPhone ads (when they still say its a beta product), the iPad 4G mess in Europe and Australia and these ads don't give me a lot of confidence.
Confidence should come from results. Just because you or I don't understand nor agree with the process really means little in trying to analyze the effectiveness of Apple's management team. The reality is that, unlike the rest of the computer industry, Apple still posts record profits and sales in almost every area they compete in. While the global economy still fights to keep from going into free fall, Apple still leads the way in the computer industry, dragging others with it.
It's true that Apple might not have another leader like Steve Jobs, but who does? Steve cannot, in my opinion, be replaced by any individual. He was a true genius, flaws and all, but as a company I am still confident that Apple's management team is still better than the competition.
It's like that old joke about two hikers being chased by a bear. One hiker says ... Do you think we can both outrun that bear? ..... The second hiker replies ... I don't have to outrun the bear ... I just have to outrun you.
I think Apple's management is outrunning the competition just fine, don't you?
I think that Apple should loose the hounds - on the marketing people.
It's odd you say that! What company, would you say, has the best marketing in the world?
You can make fun of Schiller all you want -- but he runs a tight and effective organization.
Before Steve left Apple, he surrounded himself with talented technical experts and overshadowed them with the force of his personality.
Later, at NeXT, and on return to Apple. Steve added talented business experts to his followers... and overshadowed them with the force of his personality.
On my first exposure to Apple in 1978, all you heard/read about were the two Steves. I asked Woz's younger brother, Mark: "Who runs Apple -- who is the business man who put this organization together?" The answer was Mike Markkula... who hired Scottie, Rod Holt, Gene Carter, Wil Houde, John Couch...
On Steve's return to Apple, he performed the function that Markkula had done originally -- and put an organization into place and populated it with talented specialists.
When Apple started to emerge from the doldrums, all you heard/read about was Steve Jobs. I found myself wondering "who are the other people that run this business?"
I think that you will find many NeXT people, some long-timers, and some exceptional new hires that, together, created a marvel of focus and execution.
To many, Steve's legacy is "Apple, the company" not "Apple the products."
While inoffensive, I doubt these ads will have the desired result. Mac's are supposed to be easy to use: remember the "it just works" moniker? So although, as most level headed people realise, people do need help with different aspects of their computing life, these ads will be open fodder for those who will insist that Mac's are anything but intuitive.
It was a slogan, not a moniker. Plus it's ancient - I found references to it as far back as 1995. Does it really matter that a few people on the Internet will seize on the language in these new ads and try to make comparisons to some discarded advertising verbiage? I don't think any legitimate potential buyer does that.
Guy walks into an Apple store. Approaches Genius: "Hey man. I was thinking about buying a Mac, but those new Genius ads made me think Macs are hard to use and then I thought about that slogan 'It just works.' from 15 years ago and I was fraught with cognitive dissonance regarding my potential purchase. I just wanted to let you know that I won't be buying a Mac now."
Not exactly the best or most intriguing ad I've ever seen. Keep in mind that Apple has to be diligent in its presentation going into this trial this week
I really think that they were trying to convey that there's always good help and knowledgeable people at Apple.
In any case these ads will be short lived and hopefully Apple realizes this isn't their best.
It's odd you say that! What company, would you say, has the best marketing in the world?
I don't usually think in terms of "Which megacorporation has the best marketing in the world"? ExxonMobil? Nope. Monsanto? Nope.
Not that my opinion counts for much, but likely it is Apple. People hear and repeat the marketing as if it is factual information. Many actually believe, fir example, that Apple was formed and is operating with the sole goal of making people happy.
I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.
It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."
Or, alternatively:
Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.
Quote:
Originally Posted by SolipsismX
Here is my problem with your ideas...
1) Just going to an Apple Store doesn't resolve any issues for potential Mac users. Regardless of how much you hate Windows and their OEMs and love Mac and OS X there is a learning curve. It is a different OS with a different way of doing things. Taking 17 years of Windows and teaching a user how to do it a different way isn't easy, even if that new way is much easier. Imagine being an American adult and trying to learn Chinese. Is it really that tough? Chinese children learn it just fine. What Apple needs to do is to show that once you buy a Mac you are left hanging or paying for expensive help when you need a little direction. Rule of thumb: If it's harder to do on a Mac than in Windows then you're doing it wrong.
2) Don't dhow the competitors product except under certain circumstances. For instance, despite years of showing Get A Mac ads, which show a person instead of PC, they always just used the term "PC" until Vista was such a market failure that it behooved them to mentioned the name in ads.
After the benefit of a good night's sleep, I unfortunately don't feel any better about the ads; they're wrong in so many ways (although I agree that doing Mac focused ads is a good idea). I assume that as a 30yo professional I'm pretty close to Apple's target demographic. However, the only people I can see these ads remotely working for are older people with little to no computer knowledge who enjoy campy humor (not that there's anything wrong with that ). One of the problems with these ads is that there is too much personality and too much attempt at humor (although I agree the genius actor did a good job with what he was given). When you go out on limbs like that, it is inevitable that you will alienate people; not smart. The SIRI ads are effective because they have understated, subtle humor that is a footnote to displaying the actual functionality of the service; not only that, they have clear context and purpose. These new ads have none of these benefits; they're as awkward as they are confusing. Apple has amazing products and services that can sell themselves, all Apple needs to do is show them in a simple way that people can easily grasp, that's it.
I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.
It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."
Or, alternatively:
Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.
Marketing genius is telling Apple what to do...just one issue, know fact focusing on your competitor in ad, does not score high on the consumer reviews. Consumers prefer you to focus on your strengths and let them decide.
It was a slogan, not a moniker. Plus it's ancient - I found references to it as far back as 1995. Does it really matter that a few people on the Internet will seize on the language in these new ads and try to make comparisons to some discarded advertising verbiage? I don't think any legitimate potential buyer does that.
Guy walks into an Apple store. Approaches Genius: "Hey man. I was thinking about buying a Mac, but those new Genius ads made me think Macs are hard to use and then I thought about that slogan 'It just works.' from 15 years ago and I was fraught with cognitive dissonance regarding my potential purchase. I just wanted to let you know that I won't be buying a Mac now."
Genius: GTFO!
LOL...
I think that maybe... just maybe... you may have scripted the clincher genius ad.
I don't usually think in terms of "Which megacorporation has the best marketing in the world"? ExxonMobil? Nope. Monsanto? Nope.
Not that my opinion counts for much, but likely it is Apple. People hear and repeat the marketing as if it is factual information. Many actually believe, fir example, that Apple was formed and is operating with the sole goal of making people happy.
I don't know any adult who is naive enough to believe that any corporation (or government, for that matter) "was formed and is operating with the sole goal of making people happy."
I *get* what they're trying to do, and the "Basically" spot is kinda cute, but the presentation is just way off. There's no "clever" to it. There's no edge. NOT MEMORABLE. And in fact, a little PC-like. As in, a Best-Buy ad.
Comments
Quote:
Originally Posted by davestall
Did Apple loose their marketing people?
I think that Apple should loose the hounds - on the marketing people.
Quote:
Originally Posted by newbee
IMHO, an effective commercial is one that does not " pound" you with info, but rather gives you a reason to keep watching. Telling a brief story, with a common theme, is the best way I know of to cope with the average viewer's limited attention span and to do it over several spots is more effective, which is why I think these ads will work.
You may be right... but somewhere they need to "set the hook" so the potential customer gets the message: Mac + Genius Support == computer solution for me.
I wonder if there is a simple/fun messge like a few geniuses saying: "We pride ourselves in offering the best products and support -- why not come in and let us prove (alternately put us to the test) that Apple is the solution to your computing needs." followed by a smile, wink, bow, curtsey, applause, cheer... whatever -- to end on an upbeat.
Quote:
Originally Posted by PatchyThePirate
I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.
It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."
Or, alternatively:
Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.
That would be just about the most boring and smug ad on TV.
You might not like these new ads but at least they are entertaining and humorous which according to most research is the most effective form of advertising today.
I wouldn't be surprised if they follow up explaining the Genius Bar is free in another ad. At least the theme is consistent with their plans to expand the Genius Bar in the stores.
Does Apple have any similar service online for people who don't live near an Apple Store?
Confidence should come from results. Just because you or I don't understand nor agree with the process really means little in trying to analyze the effectiveness of Apple's management team. The reality is that, unlike the rest of the computer industry, Apple still posts record profits and sales in almost every area they compete in. While the global economy still fights to keep from going into free fall, Apple still leads the way in the computer industry, dragging others with it.
It's true that Apple might not have another leader like Steve Jobs, but who does? Steve cannot, in my opinion, be replaced by any individual. He was a true genius, flaws and all, but as a company I am still confident that Apple's management team is still better than the competition.
It's like that old joke about two hikers being chased by a bear. One hiker says ... Do you think we can both outrun that bear? ..... The second hiker replies ... I don't have to outrun the bear ... I just have to outrun you.
I think Apple's management is outrunning the competition just fine, don't you?
Quote:
Originally Posted by JerrySwitched26
I think that Apple should loose the hounds - on the marketing people.
It's odd you say that! What company, would you say, has the best marketing in the world?
You can make fun of Schiller all you want -- but he runs a tight and effective organization.
Before Steve left Apple, he surrounded himself with talented technical experts and overshadowed them with the force of his personality.
Later, at NeXT, and on return to Apple. Steve added talented business experts to his followers... and overshadowed them with the force of his personality.
On my first exposure to Apple in 1978, all you heard/read about were the two Steves. I asked Woz's younger brother, Mark: "Who runs Apple -- who is the business man who put this organization together?" The answer was Mike Markkula... who hired Scottie, Rod Holt, Gene Carter, Wil Houde, John Couch...
On Steve's return to Apple, he performed the function that Markkula had done originally -- and put an organization into place and populated it with talented specialists.
When Apple started to emerge from the doldrums, all you heard/read about was Steve Jobs. I found myself wondering "who are the other people that run this business?"
I think that you will find many NeXT people, some long-timers, and some exceptional new hires that, together, created a marvel of focus and execution.
To many, Steve's legacy is "Apple, the company" not "Apple the products."
Quote:
Originally Posted by A Grain of Salt
While inoffensive, I doubt these ads will have the desired result. Mac's are supposed to be easy to use: remember the "it just works" moniker? So although, as most level headed people realise, people do need help with different aspects of their computing life, these ads will be open fodder for those who will insist that Mac's are anything but intuitive.
It was a slogan, not a moniker. Plus it's ancient - I found references to it as far back as 1995. Does it really matter that a few people on the Internet will seize on the language in these new ads and try to make comparisons to some discarded advertising verbiage? I don't think any legitimate potential buyer does that.
Guy walks into an Apple store. Approaches Genius: "Hey man. I was thinking about buying a Mac, but those new Genius ads made me think Macs are hard to use and then I thought about that slogan 'It just works.' from 15 years ago and I was fraught with cognitive dissonance regarding my potential purchase. I just wanted to let you know that I won't be buying a Mac now."
Genius: GTFO!
Not exactly the best or most intriguing ad I've ever seen. Keep in mind that Apple has to be diligent in its presentation going into this trial this week
I really think that they were trying to convey that there's always good help and knowledgeable people at Apple.
In any case these ads will be short lived and hopefully Apple realizes this isn't their best.
Quote:
Originally Posted by Dick Applebaum
It's odd you say that! What company, would you say, has the best marketing in the world?
I don't usually think in terms of "Which megacorporation has the best marketing in the world"? ExxonMobil? Nope. Monsanto? Nope.
Not that my opinion counts for much, but likely it is Apple. People hear and repeat the marketing as if it is factual information. Many actually believe, fir example, that Apple was formed and is operating with the sole goal of making people happy.
Quote:
Originally Posted by WelshDog
Guy walks into an Apple store. Approaches Genius: "Hey man. I was thinking about buying a Mac,
Genius says: Do you have an appointment?
Quote:
Originally Posted by PatchyThePirate
I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.
It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."
Or, alternatively:
Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.
Quote:
Originally Posted by SolipsismX
Here is my problem with your ideas...
1) Just going to an Apple Store doesn't resolve any issues for potential Mac users. Regardless of how much you hate Windows and their OEMs and love Mac and OS X there is a learning curve. It is a different OS with a different way of doing things. Taking 17 years of Windows and teaching a user how to do it a different way isn't easy, even if that new way is much easier. Imagine being an American adult and trying to learn Chinese. Is it really that tough? Chinese children learn it just fine. What Apple needs to do is to show that once you buy a Mac you are left hanging or paying for expensive help when you need a little direction. Rule of thumb: If it's harder to do on a Mac than in Windows then you're doing it wrong.
2) Don't dhow the competitors product except under certain circumstances. For instance, despite years of showing Get A Mac ads, which show a person instead of PC, they always just used the term "PC" until Vista was such a market failure that it behooved them to mentioned the name in ads.
After the benefit of a good night's sleep, I unfortunately don't feel any better about the ads; they're wrong in so many ways (although I agree that doing Mac focused ads is a good idea). I assume that as a 30yo professional I'm pretty close to Apple's target demographic. However, the only people I can see these ads remotely working for are older people with little to no computer knowledge who enjoy campy humor (not that there's anything wrong with that
I like them, especially the air plane ad. I also like the fact they kid is likable and there is no snark involved.
LOL
Quote:
Originally Posted by PatchyThePirate
I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.
It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."
Or, alternatively:
Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.
Marketing genius is telling Apple what to do...just one issue, know fact focusing on your competitor in ad, does not score high on the consumer reviews. Consumers prefer you to focus on your strengths and let them decide.
Quote:
Originally Posted by WelshDog
It was a slogan, not a moniker. Plus it's ancient - I found references to it as far back as 1995. Does it really matter that a few people on the Internet will seize on the language in these new ads and try to make comparisons to some discarded advertising verbiage? I don't think any legitimate potential buyer does that.
Guy walks into an Apple store. Approaches Genius: "Hey man. I was thinking about buying a Mac, but those new Genius ads made me think Macs are hard to use and then I thought about that slogan 'It just works.' from 15 years ago and I was fraught with cognitive dissonance regarding my potential purchase. I just wanted to let you know that I won't be buying a Mac now."
Genius: GTFO!
LOL...
I think that maybe... just maybe... you may have scripted the clincher genius ad.
Quote:
Originally Posted by hill60
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
Oh well, the proud sponsors of iPhone free ad..lol
Quote:
Originally Posted by JerrySwitched26
I don't usually think in terms of "Which megacorporation has the best marketing in the world"? ExxonMobil? Nope. Monsanto? Nope.
Not that my opinion counts for much, but likely it is Apple. People hear and repeat the marketing as if it is factual information. Many actually believe, fir example, that Apple was formed and is operating with the sole goal of making people happy.
I don't know any adult who is naive enough to believe that any corporation (or government, for that matter) "was formed and is operating with the sole goal of making people happy."
Quote:
Originally Posted by dmarcoot
I like them, especially the air plane ad. I also like the fact they kid is likable and there is no snark involved.
Even more than the "Pepto Lady" airplane ad???
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
wtf did I just watch???
EDIT:
I *get* what they're trying to do, and the "Basically" spot is kinda cute, but the presentation is just way off. There's no "clever" to it. There's no edge. NOT MEMORABLE. And in fact, a little PC-like. As in, a Best-Buy ad.
Hopefully, these are just a one-time showing.