Marketing Apple: Secrets of the World's Best Marketing Machine

iPocalypse: The Aftermath!

So much has been written already about the devastating blow to Apple's PR machine following the huge nightmare of the iPhone 3G launch.  One reader pointed out Seth Godin's great perspective on this and I've had many people contact me to discuss what marketers can learn from it.  I've decided to do a free, live webinar next week to talk about Apple's marketing, the 5 secrets they have used to become the world's best marketing machine and their recent missteps. 

 

To join this session, simply click here at 11 am EDT next Tuesday, July 22nd.  Through the magic of Dimdim Web Meeting you will be able to see, hear and chat with me and others right in your web browser - no install required.  I'll walk through some Keynote slides I've prepared related to my eBook and then we can have a frank and open discussion about Apple's marketing prowess.  I hope this new medium will afford us a chance to discuss - together - some of the issues that impact all of us and how we can learn from it.  See you (literally) there!

P.S. If any Apple marketers want to join, please let me know and we'll be sure to give you a chance to respond - LIVE!

 

iPhone Fever? (or iBola Virus is spreading!)

Remember when having a fever was a bad thing?  Today, though, its all about how quickly someone can get pictures of their new iPhone 3G on Engadget or do a fast unboxing to share their enthusiasm or excitement with the world. 

One of my "5 Secrets" is this: Empower Early Adopters.  Apple used to do this by providing stickers in their product boxes (they still do!) and so their most loyal evangelists would slap them on the side of everything they own (they still do!).  Some even tattoo themselves with the Apple logo (they still do!)  What is amazing to me is how Apple benefits even more from our web 2.0 world where in an instant a fan can post a photo, image, or link to something they are truly excited about.  That then generates even more interest and excitement as it widens dramatically Apple's reach and appeal.  This "second ring" of enthusiasm draws in less technically savvy people who purchase - not on speeds and feeds - but on being part of something bigger and more relevant.  Many people who now own an iPhone didn't "need" an iPhone.  They wanted to be part of the iPhone community.  Same lesson learned from the iPod phenomenon.

Any marketer can learn from the amazing story that is unfolding around Apple.  Empower your early adopters and they will help you change the world.

UPDATE: Witness in real time what happens when you mess up - your early adopters can turn on you.  Today is NOT a good day for Apple - iPhone activations AND upgrades to 2.0 are bricking people's phones (mine included)  Let's see how Apple's spin control spins up.

UPDATE: 5:20 PM.  My iphone finally started working.  But don't get me started about MobileMe...