An Apple marketing tactic I haven't seen yet...

Posted:
in General Discussion edited January 2014
While visiting a buddy tonight, I saw where she had received in the mail a nice little mini-catalog from Gateway (she owns a Gateway laptop).



It's a nice-looking, well-designed 4-color thing, maybe 16-20 pages (not exactly sure of the page count, but it was rather thin and not bulky at all).



But they had a section with various Gateway desktop models, all nicely photographed and grouped by targeted customer. Then a section of laptops done the same way. Then a section on digital photography (digital cameras, scanners and inkjets) and a section on music and video.



Sprinkled throughout were cool little stories, testimonials, real-life "how I did it" scenarios, cool photography showing hardware hooked to various peripherals and devices, etc.



I sat there thumbing through this and even though it was Gateway (and I know - and care - next to nothing about PCs), I enjoyed looking at it. It was attractive, informative, nicely layed-out, etc.



I'd love to see Apple do something like this because a) I never have and b) it might do - in the space of 20 pages or so - what no commercial or one-page ad in Newsweek or Rolling Stone could ever do: inform AND inspire.



Apple has enough offerings in all the product lines to truly have "something for everyone" at this point: iBooks, eMacs, CRT G3 iMac, LCD iMac, G4 towers, PowerBooks and iPods.



Playing off their most valuable asset (their beautiful hardware), Apple could really show these products in some new ways with great, enticing photography.



Maybe a little section that talks about OS X and why it is so cool?



And, of course, a section talking about the "digital hub" thing and iLife, talking about what each of the apps do.



A section (a full page or two) that addresses and dispels the common "Mac myths" (compatibility, MHz myth, etc.)



Sprinkled throughout could be little corners highlighting real-life "switchers", complete with their testimony and perhaps a photo of them with their Mac.



Toward the back (after pages of showing the hardware, talking about the OS and the software, showcasing solutions, switchers, etc.), a listing of all the major software that is available for the Mac from all the various companies newbies or switchers might be interested in (Intuit, Microsoft, Adobe, game developers, etc.).



Another couple of pages could show (as the Gateway thing does) of some common, popular inkjets and other USB or FireWire peripherals available for the Mac.



Something that's filled with beautiful imagery, compelling stories, packed with info/specs, dispels some of the nagging myths, showcases the OS and various Apple software.



If anyone has received (or has seen) this little mini-catalog (for lack of a better word) from Gateway, flip through it and imagine an Apple take on the same sort of thing.



Yes, all the above is available - more or less - at Apple's site (some of it easier to find than others) and some of it has been part of previous single-page ads in other publications.



But to corral all of it, wrap it in a nice, gorgeous design and get it in the hands of non-Mac users (mass mailings or have Apple store employees standing out in front of the various Apple stores and hand them to people passing by) and people can look at this at their leisure (in bed, on the toilet, on the front porch, riding the bus, eating lunch, etc.).



If it met all the requirements that we debate back and forth that the commercials and current forms of Apple's marketing do (or don't) address. In theory, it could be more impactful than a 30-second commercial (people hold on to it and can keep going back to it as they feel like it).



What do you guys think of something like this? Why couldn't it work or be of any use? I've always thought "commercials, magazine ads, etc." and - until tonight - an idea like this, a self-contained Apple-designed/published mini-lifestyle-catalog, has never occurred to me.
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Comments

  • Reply 1 of 30
    emaneman Posts: 7,204member
    I like the idea. I've thought about it a couple of times when I've gotten Dell things like that.
  • Reply 2 of 30
    It's a great idea. I don't see Apple doing this. Maybe when pigs fly.
  • Reply 3 of 30
    elricelric Posts: 230member
    I think it would work well. When I started thinking about an iMac I got a brochure about it from somewhere (wasn't easy to get but I forget where I got it) Anyways I kept it on my desk for about a week before I got the iMac. Everytime I was rebooting windows I would look down at it and think 'ah yes I need one of those' Basically it kept the idea in my head,
  • Reply 4 of 30
    I have a small, pocket-sized brochure about the Powerbook. They were laying around at the CompUSA store I visited. These little 'booklets' were also available for the iMac2 and the iBook.



    I just don't see Apple spending millions to send out bulk mailings about their products.
  • Reply 5 of 30
    der kopfder kopf Posts: 2,275member
    I used to go into the only Apple-only store I know around here and take one of their catalogues, which were to me close to (but not quite) what porn books are to some others. Like you describe it, only A4 (or close to that), some 60 pages, ALL Apple hardware, with prizes, but also, an entire range of (3rd party) peripherals (displays, -professional- scanners, mice, hard-disk, keyboards, software, cdr, ..., ...)



    Uh, I read those books 100s of times.
  • Reply 6 of 30
    cosmonutcosmonut Posts: 4,872member
    I've gotten those from IBM.
  • Reply 7 of 30
    pscatespscates Posts: 5,847member
    Sounds like the idea is good then. By the way, I sent a shorter, tighter and more "thoughtful" version of the thread-starting post above to Apple this morning.







    Hey, I did my part. It's SOMEWHERE at 1 Infinite Loop now. What they do with it is anyone's guess...







    Maybe I'm just naive, but it sounds like a no-brainer to me. I wonder how much something like this would cost, compared to commercials? Or, does it even have to be an "either/or" thing? Surely not.



    <img src="graemlins/hmmm.gif" border="0" alt="[Hmmm]" />



    In any case, I think an idea like this trumps commercials because you get WAY more impact/exposure than a little 30-second TV spot which may, or may not, appeal to many or make any sort of impact beyond an initial "oh, that's interesting...don't know any more than I did 30 seconds ago, but MiniMe sure is cute...".



    I, too, over the years have picked up little pamphlets and pocket-sized foldouts about various Apple hardware from CompUSA or other places (made by Apple and placed in stores). But these are small with nothing more than a couple of stock product shots and a grid showing the specs of the different models in that particular line.



    Hardly anything to write home about or get TOO torqued up over.



    I've still never seen once that shows ALL the stuff, with newer, hipper photography, combined with the other stuff (Switch stories, myth debunkings, what other hardware/peripherals are compatible, a list of popular software available, little "solution" stories, etc.).
  • Reply 8 of 30
    Apple thinks all their new and existing customers:



    1. Have high speed access to view all their commercials, product demos and computers in VR in Quicktime on there web site...none of them watch TV per se...



    2. No one reads newspapers, just MacWorld, Macfanatic, and Vanity Fair. Where their advertisments are strategicaly placed.



    3. They too know that their new and existing customers know full well where their new Apple stores are and what they offer. Without advertising them at all! Amazing!



    Need I go on?
  • Reply 9 of 30
    [quote]Originally posted by Elric:

    <strong>I think it would work well. When I started thinking about an iMac I got a brochure about it from somewhere (wasn't easy to get but I forget where I got it) Anyways I kept it on my desk for about a week before I got the iMac. Everytime I was rebooting windows I would look down at it and think 'ah yes I need one of those' Basically it kept the idea in my head,</strong><hr></blockquote>

    I've been carrying around my little iBook pamphlet for a week. My loans come through soon and I will pick one up. I can't wait.
  • Reply 10 of 30
    pscatespscates Posts: 5,847member
    [quote]Originally posted by Artman @_@:

    <strong>Apple thinks all their new and existing customers:



    1. Have high speed access to view all their commercials, product demos and computers in VR in Quicktime on there web site...none of them watch TV per se...



    2. No one reads newspapers, just MacWorld, Macfanatic, and Vanity Fair. Where their advertisments are strategicaly placed.



    3. They too know that their new and existing customers know full well where their new Apple stores are and what they offer. Without advertising them at all! Amazing!



    Need I go on?</strong><hr></blockquote>



    I couldn't have said it any better myself, Artman. I've never seen a company with such "preach to the choir" marketing practices as Apple. For all their talk about "switching" and "increasing marketshare", they don't seem to do much about it in real, practical terms. I've said in other posts that NOBODY except current Mac users/geeks knows a) that Apple retail stores even EXIST and b) where they are located.



    Trust me on this.



    Apple also thinks that everyone checks maccentral.com, macnn.com and macminute.com 5 or 6 times a day and is up on the latest hardware releases, software updates, store openings, etc.







    I wish I was really rich and then I'd just - as a favor to Apple and Jobs - bankroll the idea above. Just to see.



    It COULDN'T hurt one bit, and could really only help.



    Think of all the people that, for whatever reason, walk right past Apple retail stores on a daily basis, but never go in. What would be the harm in stationing one or two attractive, sparkly employees out front and - in a friendly and engaging manner - hand these catalogs out to people walking by (who may, for all we know, be in the market for a new computer but - due to Apple's lack at getting the word out better - may not know that there are other options out there).



    I honestly believe (because I've simply seen it with my own eyes too many times) that if people sit down and are coached and helped along in a cool, friendly way (and can set aside all their misgivings and doubts about Macs like "my brother-in-law says they're slow and are going out of business..."...jeez...), most people would probably love to switch to the Mac. Especially just the average Joe, non-graphics-professional types because, right-out-of-the-box, everything is ready to go and installed and so easy to get going (e-mail, surfing, the iApps, AppleWorks, etc.).



    I hate when people still bring up the stupid "yeah, but there's so much more software available for PCs..." argument because let's face it: nobody gives a rat's ass about 98.3% of them. Everyone uses Word or Office. Everyone uses Quicken. Last I checked, both of those were available for the Mac.







    As are numerous OS X-native solitaire games.



    The platform sells itself, I believe. The PROBLEM is, so many people just don't think of it as a viable option or alternative.



    And that's NOBODY'S fault but Apple themselves.







    They could turn that around overnight if they really, really wanted to.
  • Reply 11 of 30
    eugeneeugene Posts: 8,254member
    Thing is, these catalogs only get sent to people who are already customers. Apple does send small pamphlets in the mail occasionally. Heck, they even send coupons...



    And they always send eNews as well...



    Apple shouldn't take a page from Gateway anyway...just as nVidia shouldn't have become the new 3Dfx. <img src="graemlins/lol.gif" border="0" alt="[Laughing]" />



    [ 02-12-2003: Message edited by: Eugene ]</p>
  • Reply 12 of 30
    A few months after the FP iMac came out the Toronto Star came with a ten page glossy pull out on the new iMac. It wasn't from a local retailer, it was published my Apple Canada. It had all the same crap the usual PC makers put in their flyers. It was quite nice but I guess Apple decided it didn't do anything for sales so they never bothered with one again. Anyone else in T.O. get one of these, maybe Im losing my mind but I swear I've seen one.
  • Reply 13 of 30
    pscatespscates Posts: 5,847member
    [quote]Originally posted by Eugene:

    <strong>Thing is, these catalogs only get sent to people who are already customers. Apple does send small pamphlets in the mail occasionally. Heck, they even send coupons...



    And they always send eNews as well...



    Apple shouldn't take a page from Gateway anyway...just as nVidia shouldn't have become the new 3Dfx. <img src="graemlins/lol.gif" border="0" alt="[Laughing]" />



    [ 02-12-2003: Message edited by: Eugene ]</strong><hr></blockquote>



    Well that's just it. Apple is sending their stuff to people who already "get it". How does that increase marketshare or bring new people to the platform?



    :confused:



    That's why I believe a little more face-to-face, direct contact approach of people putting them in the hands of people, if Apple can't come up with a suitable mailing list (Apple should hire someone to hack into Dell and Gateway's customer registration files and...).







    I don't see it as "Apple taking a page from Gateway" or whatever. I see it as Apple getting a bit of a clue and putting something nice in the hands of people who DON'T ALREADY OWN MACS OR KNOW ABOUT APPLE.



    Besides, this Gateway thing got ME looking at it and admiring the products, layout, hardware, specs, photography, stories, etc. And I'm about as PC-ignorant/indifferent as they come.



    Why couldn't that work in reverse? Some schmo who's only owned PCs and isn't fully happy with things might get something like this and go "wow...I had no idea".



    I guarantee you it would bring as many - if not more - people to the fold as that stupid "Middle Seat" commercial. Or Yao and MiniMe.







    [ 02-12-2003: Message edited by: pscates ]</p>
  • Reply 14 of 30
    cubedudecubedude Posts: 1,556member
    Ya' know, I've seen that MiniMe commercial at least twice a week since it was released. We need something new!
  • Reply 15 of 30
    torifiletorifile Posts: 4,024member
    scates, I like the idea, but you assume that everyone who knows about Apple already have a Mac. The choir also has some non-converts, if you will. Not everyone who's attracted to a Mac has one. I think Apple would do better to everyone who has inclination to get a Mac should be converted first and then preach to the unwashed.



    I dunno... I agree, though, Apple's marketing dept. could use some new ideas.



    Go heels.
  • Reply 16 of 30
    Ya know..I would be intrigued by this idea, but everything that Gateway tries seems to fail.
  • Reply 17 of 30
    pscatespscates Posts: 5,847member
    Well, I see it as both I guess. What I believe is that Apple needs to make itself (and products) known to everyone: current user (no problem...we're already there), people on the fence, people who've never bought a computer, current PC users, etc.



    It just makes me bummed sometimes to see my favorite company appear to be a little lazy and "whatever" on the marketing end, only because I know how great and cool and fun they are to use.



    The good person in me who loves everyone and wants to see everyone happy (hahaha...it's true, believe it or not) hates the idea of someone putzing along with a computer that isn't letting them do the things they'd like to in a stable, easy and attractive fashion.



    I have faith that the platform sells itself. It just needs some more awareness and visibility, that's all. We, the loyal/vocal Mac-using community, can only do so much. I've carried their water and praised them tirelessly for nearly a decade now (particularly the past 2 or 3 years). Would be nice to see the company themselves exhibit as much passion and enthusiasm about their stuff as we do.



  • Reply 18 of 30
    pscatespscates Posts: 5,847member
    [quote]Originally posted by Wrong Robust:

    <strong>Ya know..I would be intrigued by this idea, but everything that Gateway tries seems to fail.</strong><hr></blockquote>



    Well, that's because...never mind.







    You can't go TOO wrong with a simple, well-designed mini-lifestyle-catalog thing, I wouldn't think. It could only help. How's it going to hurt or make anything worse?



    <img src="confused.gif" border="0">
  • Reply 19 of 30
    drewpropsdrewprops Posts: 2,321member
    pscates,

    It's a terrific idea. People are tactile and will hang on to "pretty" things for awhile. Most everyone here has probably held onto a nice catalog at least once in their lives.



    Agreed with @artman@ too, Apple's tendency to preach to the choir is the advertising industry's biggest "whuh?" going.



    I -do- appreciate the fact that they save money by not spending a lot on stockholder annual report booklets. It would be nice if they'd at least TRY some damned mass marketing.



    I tell you, it's almost like they're AFRAID to make money. What's up with that?!
  • Reply 20 of 30
    Because, if the MAKE money then they won't be a niche market anymore, and they need that for their image.
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