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.”
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.
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.
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.
