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Thursday, 26 May 2016

MARKETING LESSONS FROM THE LEGEND STEVE JOBS---Part 3

 5) Create experiences.
Apple described the 1984 commercial as a form of “event marketing,” meaning a campaign where the promotion itself is so revolutionary or unique that it gets covered as an event in its own right. Soon after the 1984 commercial, Jobs pulled something similar when he spent $2.5 million to buy the entire 40-page advertising hole in an edition of Newsweek. Other examples of event marketing were the “Think Different” and “I’m a Mac” campaigns. Yet another: every keynote Jobs ever did, with fans lining up overnight as if they were going to a Beatles reunion.
Jean-Louis Gassee, a former executive at Apple whose roles included running worldwide marketing, says Jobs understood the importance of storytelling, and used it again and again in things like the “I’m a Mac, You’re a PC” campaign. “We all want stories,” Gassee says. “That’s why there is so much whining about Apple and [CEO Tim] Cook right now. No story.”

6) Keep secrets and build mystery.
The reason people lined up at Apple events, aside from Jobs’ rock-star charisma, was that he was a master of suspense and surprise, and there was always the hope that he might unveil something amazing. Months before a big product launch, Apple would start leaking information. First a hint, then a rumor, then other rumors that contradicted the first rumor. Most of it was misinformation, but it drove people into a frenzy of speculation.

By the time Jobs got up and showed off the iPhone, the world had been buzzing about it for a year, with people passing around photos of supposed prototypes and designers creating their own imaginary versions of what an Apple phone might look like. Jobs was also famous for his “One more thing” gesture, where, just when you thought a press conference was over, he’d say, “Oh, one more thing,” and then pull out something that blew everyone away. The lesson: Most marketers rush out to tell everyone as much as they can about their product. Jobs did the opposite — he held back information to get people excited.
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