With Apple’s recent release of yet another Iphone on the 11th September 2013, were you as astonished as I was regarding the spontaneity of it?
There existed no formal pre-release promotion or hype as it did with it’s previous products, rather, I was greeted one morning with a “Hey Iphone 5s has been released!”.
Picture courtesy of Wallgood
But in all seriousness, Apple’s promotional strategy has made every element beneficial to the company, and ironically relies on the role of customers to do the advertising tasks on their behalf.
Here are some important points which I’ve observed form their strategy:
Apple has attempted to ‘hide’ during the process of innovating their models. Unlike other technology companies where brands would intentionally promote it’s exciting product developments to create an anticipating link, Apple has decided to let it’s customers create rumours and decide for themselves what ‘ideally’ would be the next Iphone generation. No confirmation of the innovation’s characteristics are predetermined until the release of the product.
Within the period of release, the company has dropped several hints or leakages such as, a wider screen, which I suspect Apple intentionally does to tease it’s customers. The leaks however, ignites a hype among customers in conjunction to their ideal improved version of the gadget, which results in customer discussions and probable arguments.
- Social Buzz
As noted, the majority of Apple’s promotion happens online, within technology forums such as Mac Rumors Forums, Mac World, Whirlpool Forums. The firm occasionally sends out invitations to notable techno icons to Apple interview events to spread the message online.
The idea of ordering products before the date of release was to built on the feel of anticipation. Loyal Apple and tech fanatics would most probably sign up to this,the news of which was also spread over the internet.
- Sudden Release
The unanticipated release of Apple’s new products within a short span of time, which was also officially announced online through Youtube channels and forums, left customers who were initially not expecting to focus the attention to Apple.
“Apple’s promotional strategy seems to relate to an investigation process, where customers act as detectives on behalf of the general public to piece the puzzles of leakages forming the final idealised product, which will be when Apple releases the product”
Due to it’s established brand and strong customer loyalties, Apple didn’t have to deliver traditional communications to it’s customers, rather customers would take on the proactive role in this context, to find out the latest details.
Do you think Iphone’s promotional strategy would survive on the long run?
Tell me what you beautiful minds think!
C’est La Vie!xx