Apple's campaign to introduce the iPhone, which combines a cell phone with an iPod with Internet access, perhaps the most successful marketing effort ever. Shortly before the release of the product, it is estimated that two thirds of the U.S. was aware uređaja.Hype about the introduction was phenomenal. During the six months prior to the introduction of the product is subject to 14 000 articles, blog 311.000 and generates 69 million hits on Google.
Apple's marketing efforts have always been a cut above the rest, starting with his famous 1984 Super Bowl commercial. Marketing experts think that the iPhone campaign even surpassed such legendary marketing efforts as the introduction of the Mustang, Ford in 1964 and the Microsoft Windows startup 95.IPhone generate more pre-sale media than any other product, according to Al Ries, a leading marketing strategist . (Bloomberg.com) "Ask yourself how companies can announce a product six months ahead, not only to maintain public interest, and building rage. It is astounding to me," said Jeremy Horwitz of iLounge. (NY Times)
true measure marketing campaign success reduced the sale is generated. And all the hype is translating to significant sales. It is estimated that Apple, along with its marketing partner AT & T will sell 3 million phones initially. First year sales are expected to exceed $ 2.5 billion. Steve Jobs, Apple's CEO, is targeting to sell 10 million phones in 2008 to capture 1% of the global market. And Apple is expected to enjoy a gross profit margin of more than 55 percent of their higher end $ 599 iPhone!
How did Apple do? They not only created a revolutionary product, but they were also able to create an incredible amount of buzz, through highly effective teaser campaign. Jobs introduced the product at Macworld Expo before launch. Apple did not give the product to the press at the beginning, so they had to write about it and then write about it again when given the product prior to launch. (Michael Stelzner blog)
Apple then uses video clips on the Internet and the commercial success of the TV that ran during the Academy Awards called "hello" with stars such as Marilyn Monroe said, "Hello" to announce the release in June. Subsequent ads showed close-up shots demonstrate what people can do on the phone. "It gave me the feeling that I'm actually experiencing the product," said Matt Wills advertising company Martin Agency. "They spent some money on advertising ($ 100 million according to JupiterResearch), but certainly not much," says Ries. "PR hype, publicity, advertising makes it more visible." (Bloomberg.com)
formula for Apple's remarkable success is actually quite simple. They produce ground-breaking products that consumers want and no one better at advertising and marketing to them.