Explore Apple's Marketing Tools - Key To Their Success

Apple is on top of their game in a way like no other, it enjoys unfathomable success. With every new release whether its an iPhone, iPad, MacBooks or Apple Watch, the company brings fantasmagorical media coverage, as well as a raft of bugs and issues. There are many areas through which you will came to know Apple's secret to success. Rather than telling you how they did it, I would like to share the strategies and key marketing tools which Apple brings to the table.

Apple use to keep simplicity in marketing, for this we can take an example of Mac verses PC ads. No lengthy product features, no mention of price, no professional voice actors with emotion voice or information on how to buy a Mac. Their each ad aims to make one point and only one point. Apple's billboard ads are also simple. Apple products are popular largely due to their simplicity and intuitiveness, making them accessible not only tech-savvy consumers but also to kids and seniors.

Apple think about what their customers actually need to know about the products, and rid of the rest. For them the primary goal of the website or ad copy should be to simplify the decision making process for its customers. Three ways they follow:

• Helping customers to trust on the information provided by the company - This can be one with the help of customer ratings and reviews.
• Helping customers to learn about Apple products - Provide no-nonsense, simplified and streamlined product information that's relevant to each stage of the buying process.
• Helping customers to weigh their options - Being transparent about comparing products and brands so customers can make an informed purchase.

The company have the power of employee engagement. An employee of Apple iTunes is an employee of Apple above all. Apple's employees are not just Apple users - which is never more obvios than in the Apple store. They are Apple enthusiasts and evangelist. Every Applite has a little bit of agent provocateur in them. Its a binding force.

Apple know how to create buzz with consumers and the media. The company seems to effortlessly dominate the media, not to mention the hearts and minds of customers with its new product launches. Company used to cultivate an air of secrecy and intrigue to fuel speculation and buzz. Apple is a master of the teaser marketing campaign, dragging on the suspense for as long as possible. Company strokes the buzz by providing virtually no information. 

Company's brand marketing strategies:

• Consider your mission, above and beyond just making money.
• Pay special attention to employee engagement around the brand’s values (i.e. with regard to who you hire and how you foster brand loyalty within the organization). If your commercial brand is not your corporate brand, this is a much trickier affair.
• Don’t sit on your laurels. Be obsessed with innovation in all areas of the business, not just with the product.
• Be obsessed with the user experience. Make the product look good inside and out (in design conception, this can mean startingwith the look & feel). The user experience needs a healthy marriage between aesthetics and functionality.
• Strive to control as much of your chain of communications and channel of distribution.
• Worry about the data (as in the owner’s personal data and financial details). The foray into mobile payment is, in my opinion, the most significant of Apple’s latest initiatives. 

Apple used to create illusion of scarcity to increase demand. Scarcity not only increases the value of a product, it propels the procrastinators and all us who wants to be part of the trendy crowd to step up and buy. Apple has found its own ways to hype the sense of faux scarcity. It did not have enough phones available when it went on sale. This thing you will see in the case of iPhone 5 as well as for iPhone 6. Adding to the illusion of scarcity was the fact that you could only preorder the phone, and lines were long. 

The company focus on customer experience, its products have always been designed to be different, delightful and friendly. Products are friendly because the core driver of every product is the removal of complexity in favour of ease of use with innovative features like touchscreen gestures for zooming and scrolling SIRI, your personal assistant. Apple's history of innovative, friendly gadgets creates anticipation about what they will do next to advance the consumer experience.

One more tool is packaging of their products, which is very important for them along with the design part. Apple's brand architecture is monolithic. Every touch point conveys a modern, minimalistic brand image from the product design itself to its packaging to the Apple store where you can buy it. Go into an Apple store and you'll find the same design aesthetic and brand personality as you'll find in the gadget in your hand. Many customers are so wowed by Apple's beautiful,"open me first" packaging that they don't throw it away, which is called "unboxing."

Apple has created a brand culture that has attracted a passionate brand community of followers who identify with the brand's innovativeness, simplicity and coolness. They are fans who lock into the entire family of Apple products and must have the latest gadget right when it comes out, even if it means waiting in line for hours. It's quite a phenomenon to behold.

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About Unknown

I'm a full time blogger making a living from TechFools blog. I have recently started writing about new technology, gadgets and upcoming devices. I like connecting with real people and helping them to know about new technology and updates related to it.