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Apple Marketing: Torturing Customers

2011/6/10 13:19:00 46

So far, corporate marketing has always been a "customer is God" as a creed, customer centered.

However, the marketing case of Apple Corp tells us that we should enter the era of "retro marketing" now -- back to the days of "torturing" customers instead of pleasing customers to achieve marketing success.

In fact, in many cases, customers do not want to be flattered, and make a great effort to curry favor with them. Instead, they are not at ease.

Steve Jobs's marketing strategy for Apple products runs counter to the marketing concept of "customer first".

On the contrary, he took advantage of the five basic principles of vintage marketing and achieved great success.

Exclusiveness:

modern

Marketing

Advocate: "as long as the customer needs, how much."

Vintage marketing is a deliberate control of supply, so that customers can easily be satisfied: "do you want it? No goods. Try again next time."

Many apple products will be in short supply before and after its launch.

This way of creating hunger in the market has been used in a perfect way.

Just imagine, if you hadn't been hearing Apple's stuff so hard to buy, would you rush to buy it right away? Surely not, because Apple products are not cheap.

Mystery:

Modern marketing stresses openness and fairness, while retro marketing focuses on mysterious and strange actions.

Apple Corp launches a new product promotion conference, chooses the theater which is full of mystery, carries on the propaganda through the curtain play form, arouses people's intense curiosity.

Create momentum:

Is full of

business

In the world of publicity, the goal is to ensure that marketing products become a topic of conversation, and, more importantly, to ensure that such discussions are effective.

When the Apple Corp launched the iPhone series, when the users had not seen the products, you found that the news was about how tight the cooperation relationship between iPhone 4 and China Unicom was, and because of the introduction of special information on scissors, such as Unicom, it aroused people's enthusiasm and eagerly anticipate the product which has become a legend soon.

For entertainment:

Marketing must be amused and must attract people to participate.

stay

Network micro-blog

At the moment of normalizing, iPhone phones serve as a tool for entertainment.

Entrepreneurs and celebrities with high popularity on micro-blog are making funny messages with iPhone, and the message will be tagged from iPhone users.

Trick:

Customers like to be teased.

Tricks need not be subtle. On the contrary, very poor techniques may be enough.

For example, Apple Corp will publicize its products into products that mark the times, and boast of its advanced technological innovation, making customers crave, but eventually you will find that you bought a mobile phone or a smart phone.

The idea of deliberately trying to get rid of consumers may confuse marketing managers, but if we really think about our customers, we should satisfy the customers' needs and satisfy them with very provocative old-fashioned marketing techniques.