Learning from Apple’s Marketing Efforts

Apple’s unveiling events have been memorable for over a decade– ever since the first iPhone was announced during a keynote address by Steve Jobs.

Since then, practically every year Apple has announced a new, updated version of its flagship smartphone through announcement and launch events that have been eagerly awaited by millions of people.

The latest announcement and subsequent launch have been just as talked about, with rumors flying everywhere regarding the latest iPhone updates and new features that users should be expecting.

Apple has been one of the corporations that have managed to completely change the marketing game in its niche and have done so several times over the years.

Not just with the flagship smartphone either – the corporation’s tablet and music player also managed to revolutionize their respective markets. One of the big reasons for the success of the company and its products has been the clever marketing strategies that have surrounded each launch.

The company’s marketing campaigns have created loyal fans and customers who are more than willing to stand in lines for hours on end just to get the first release of a new product.

Apple has  proven to be a corporation that creates specific products that cater to the target market and turn casual consumers into loyal buyers.

These are consumers who fully believe that the products make their lives easier, better, and generally cooler.

Even if a business is smaller than Apple, there’s plenty to learn from the brand’s marketing and promotional efforts, which rarely include paid ads across TV or social media platforms. Instead, this is a company that relies on reviews and clever product placements. However, the campaigns go far beyond those efforts.

Unique Value Proposition

Plenty of business owners believe that the first thing they have to compete on in a market is the price, but that’s generally not the case.

In fact, most of the time, focusing on putting out products with lower prices can hurt a business. Instead of that, companies should focus on their Unique Value Proposition (UVP), which is what makes products sell.

With Apple’s example, the UVP is the beautiful product design, unboxing experience, and general features that the consumers receive. The brand also offers a variety of models for the same product, such as Apple’s different sized phones and colors.

Apple’s customers are more than happy to pay a higher price simply because they know the product is worth it.

Brand Community

Building a community of devoted consumers isn’t the easiest task, as it takes a lot of time and effort.   But it’s a very strong promotional strategy in the long run. Over  the years, Apple has embraced this aspect of marketing, as the brand has managed to create a strong fan base, unlike many other brands around the world.

Apple’s fanbase constitute the group of people who are more than happy to wait for hours on end-and even camp out in front of stores- to get the latest product, and who then film themselves unboxing that product. The best way to build a brand community is to create a clear and vivid image of that  brand and express it over every touchpoint with consumers.

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