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

Microsoft advertisements or rambling thoughts?

For years Apple fans have lamented that the Mac commercials never really showed how much easier, faster or more fun a Mac can be.  Yet somehow Apple's advertisements have always struck a chord and are listed time and again as some of the best in the world.  "1984", "Think different." even "I'm a Mac" are edgy, different and compelling.  They tell a story.  People listen.

But look at the $300 million dollar Microsoft ad blitz.  Bill Gates and Jerry Seinfeld?  Just the chance pairing is unlikely, let alone a set (or a reported trio that was immediately canceled) of 90 second commercials that say nothing about Microsoft and do nothing to help the brand.  Now they've tried to run their own "I'm a PC" ads which only come off as stiff, no content remnants of other people's advertisements.  No storytelling, no conclusion, no real value at all.  Certainly nothing for Microsoft to feel proud about.

Can't help but say this, those ads are kinda like a PC.  Boring, beige, and unremarkable.

Microsoft - here's a hint:  Make your ads irreverent, not irrelevant.  Tell the truth, don't take a tone.  And above all, feel free to spend $299 Million on your television ads but save $1M for the bloggers who can help you rise above the noise while making some of your own.  And no, creating 4 minute versions of your TV ads does not qualify as good web 2.0 marketing.

UPDATE: Sept 22 - Looks like the New York Times is asking people for their own suggestions for good Vista ads. 

Presenting Apple's Product and Marketing Secrets

I just gave a presentation at the Innoeurope Estonian Association of Information Technology and Telecommunication Conference "From Visions to Solutions"  I used Dimdim to present and record this presentation - LIVE - from my home in NH to the convention in Parnu, Estonia.  In this 30 minute talk, I give a good overview of Apple's product management process, how and when Apple decides to start developing a new product and which products generate the most profit.  I draw heavily from my free eBook and I hope you enjoy the replay.

McCain Campaign Learns from Apple Marketing

One of my basic tenets to great marketing is that it is more powerful than great products.  Apple learned this a long time ago.  The iMac was no better a machine than the Performas it replaced - but it had much better marketing.  Marketing created buzz.   And buzz alone saved Apple in 1998.

Enter the McCain-Obama contest. Obama had lots of momentum following his convention.  The Obama "product" looked and sounded good.  And then, all of a sudden, comes an unlikey pick for the Republican VP - Sarah Palin.  Many people felt (and still do) that she isn't a good choice based on her experience.  The Palin product pales.

But the buzz has been deafening.  Like the choice or hate it, you get compelled to take a stand.  And in doing so you pay more attention to the issues and you get involved.  You talk to others and spread the story.  Buzz seduces.

The McCain marketing machine may not have even anticipated this result. I think that if they asked someone who has been doing marketing for Apple they would have taught them one more thing.  You should have started sooner.

Will buzz alone help McCain win this election?  Not sure.  But what is sure is that all the momentum is with Sarah Palin.  And she hasn't even done anything yet.