The iPhone 4 Now & Wow Marketing Strategy
Thu, Jun 24, 2010
Call it genius marketing. The hype of now and the power of wow are the magic combination of Apple marketing.
How did Apple channel the energy of the new iPhone 4?
1. Pre-launch reservations
2. Extra early store openings
3. Exclusive day-of-release purchase at Apple store locations only
The secret ingredient is exclusivity by holding back product details from store employees and the marketplace until Steve Jobs himself reveals the masterpiece. This strategy controls the channel of communication and builds focused energy which Apple can then leverage.
What can we learn from the launch marketing strategy of Apple?
A. Lead with the wow factor. This changes everything. Again.
B. Build a focused moment. Then maximize that energy.
C. Keep the masses behind a wall. You can only enter the castle through the front gate.
As I stood in line at 6:20am this morning for the iPhone 4 release, the pre-order line of customers were guaranteed a phone. The non-reservation line of customers was all told by mega-phone, you might be disappointed today. They took away the opportunity. Then they gave it back. You will have an Apple store employee come and collect your name and email to be placed on a priority list to receive an iPhone 4. Well, this afternoon, at 4pm, I was back at the same store as this morning and there were people still in line. Each without a reservation, or pre-order, but were able to acquire their prized position. The power of now combined with the power of wow sold them. As people walked out of the store with their new iPhone 4, the line would applaud. Welcome to the exclusive club.
How will you market and communicate your cause or product differently because of the example of Apple?
By the way, I’m still content with my iPhone 3GS.
Continue on,
Tim
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As a previous retail manager I have to say–any company that would release a product and purposefully plan to disappoint a customer by purposefully not releasing enough of it the day of launch–that company ought to be ashamed of themselves. It is one thing to underestimate demand, it is another to go out of your way to ensure there is not enough of the product.
Why would a company want to disappoint their customer? Because it does one thing, gives them free marketing. This is yet another reason I can add to my list of reasons for not being an Apple customer ever.