XT…苹果营销Steve Chazin

APPLEspecial place where their marketing secretsare kept, unless of course you count theircharismatic CEO’s brain. Theoffer here are careful deductions, empiricalresults and the product of my career as anengineer, sales rep, product manager,marketing executive, parent, son and avidconsumer (although not necessarily in thatorder.) These secrets are super condensedlearnings from my nearly decade-long tenureat Apple about how and why people springto action. Since that time, I’ve uncoveredmany ways that can enable any company totap into people’s innate desire to share theirpassion for products and help create “lift” -the irresistible force of millions of customersCopyright holder is licensing this eBook under the Creative Commons License, Attribution 3.0 http://creativecommons.org/licenses/by/3.0/Please feel free to post this eBook on your blog, email it, or link to it with whomever you believe will benefit from reading it. DOESNselling your product for you. Just as Applehas harnessed this power more than anycompany in history now you can too. Soeven though these really aren’t Apple’ssecrets these just may be even better. Hereare my proven ideas to help you market likeApple and improve your business and youryou share this eBook with everyone andplease come to MarketingApple.com toshare your thoughts, ideas and comments to ’THAVESOMEfive secrets Ireputation at the same time.All I ask is thatimprove on our collective ‘secrets’.is there are more than justyou’ll have to visit my website - or hire me - People buy what other people have.’TDO.iPodacolorfulbackground.whiteWhatthevolumeshow it onplayer.experienceand to become part of the iPodcommunity.playermusic.feelfeatures don’t create fans. Focusonhow they feel using your stuff.SThosewere not designed by engineers -they are a pure Apple marketingtrickvisible part of their product astatus They are inviting you totheUse any other MP3andUse an iPod and you’llgood.You’llwhatpeopleHOW WHATwhitedesignedsymbol. heargoodfit in.ProductdoandshowMATTERS.iPodheadphonespatterned after a colordesigned by Whirlpool’sRefrigerator research tohide or eliminatefingerprints) Inboth cases, the distinctive greyPowerBook case and the morerecentwhiteiPodheadphonesare status symbols (and uniquelyApple.)Even the glowing Applelogo wasxed to be right-sideup for others (it’s upside downto you when you open your newMacBook because you are sellingthe brand to others for Apple. ) member of the club. Think backrst PowerBook - it was aunique dark grey color (it was Applelifestyle tomakeWear thewhitefiPage 3Copyright @ 2007 MarketingApple.comAll Rights Reserved headphonesto thefi andyouareaFigureouthowtosomething to your product thatdoes for you what Apple’s whiteheadphones do: give people aneasy way to sell for youmaking them feel like they arepart of an exclusive club.about this in Chapter 3. Make something good greater.ORLD.first to not the mobile phone. The Mac, iPod, iTunesand iPhone are all successfulwere late to market and improved on existingdesigns and functionality. Apple does onething very well: making complex things easyand elegant. The iPod is successful because itmakes getting your music into your pocketdead simple. Apple took existing MP3 playerdesigns and applied their experience andtechnology to improve it. Plug your iPod inits cradle and it takes care of moving yourmusic to your iPod, organized the same way itis on your computer. You’re done (and youriPod is charged at the same time - bonus!)Other MP3 players are still trying to catch upwith this elegant brilliance. On the otherhand, Apple’s Newton tried to carve out awhole new category - Portable Digital becausetheyAssistants - and failed miserably. Even theMac improved on Apple’s Lisa. Just ask Steve.IPODDOESN’TMAKE THEMUSICSOUNDBETTER.As an Apple employee and engineer by tradeexpecting a miracle in 1997 (when thecompany was near bankruptcy) I was letdown when Ifirst saw the iMac. On paper itwas no better a computer than the Performait replaced so we promoted it as the easiestway to get on the Internet. That marketingsaved the company, not better technology,Today, the iPod doesn’t make your musicsound better, provide better battery life, orWhat it does is make Apple Page 4Copyright @ 2007 MarketingApple.com All Rights Reserved differentiatingaPowerBookconverts.blog AppleearnedHow can happy early adoptersmarket for you?Simply providesomething with the product thatdoes it for you.Come up withyourownversionwhite headphones to make yourproduct stand out.another Apple trick - give awaystickers (I’ve lost track of howApple stickers) or make T-shirtsavailable from your website soowners can proudly display yourlogo for you. And in the Web 2.0 polished collateral ever will. itsowner.was oneearlyRealuser’smanyDell’sI’veseensporting* Go to TubesNow.com for a solutionPage 5Copyright @ 2007 MarketingApple.comAll Rights Reserved ayourS productthanyourownTICKERS&T-SHIRTS.world, make part of your websiteembeddable* on any M