10 Lessons We Need to Learn from Apple in Product Marketing

Dilara Avlupınar

Dilara Avlupınar

Boğaziçi Ekonomi

Steve Jobs didn’t have a master’s degree and was certainly not an engineer, but he was a master of marketing. These marketing skills propelled Apple to the top and brought the company back from the brink of bankruptcy.
Apple’s marketing has become the benchmark for companies seeking similar levels of recognition and revenue. Any company can use these rules for both existing and future products and services by melting these rules in their own marketing strategies. Here are 10 big lessons that can be learned from Apple’s marketing:

1) Keep it simple.

Current and prospective customers do not need complex marketing campaigns to be overwhelmed with information. Apple understood this from the start and kept its marketing techniques as simple as possible. It cleared the listings of the product’s features, price, voiceovers, and special effects. It did not include information on where and how to buy the product in its advertisements. Instead, he showed off his products and straightforwardly let the product speak for itself. It allowed simple graphics to convey the message by preparing advertisements with minimal content, away from ostentation and noise. He never preferred to speak in jargon and technical terms that would confuse the audience.




2) Use product placement.

Apple allocates a budget to put its products in TV shows and movies, but it’s okay to start small. Any marketer can place and share their product with an influential/influential name on social media such as Instagram or Snapchat. Once this influential name shares your product and its followers find it useful, the seeds for progress are planted.


3) Give importance to customer reviews.

Apple has been very good at getting feedback from customers. This is something that you too should practice and that you can easily implement. Customers are mostly happy to comment. Of course, giving coupons or making other special offers helps. You can make it easier to get feedback with a free trial or sample product in return for comments/evaluations on social media or in the comments section of your product’s website.
In this regard, it should be noted that the names, photos or avatars of these customers are included in the comments from each customer. If it’s an inter-institutional business, it’s also important to include a link to their website to increase credibility.




4) Focus on what sets you apart from the rest of the market.

A large part of Apple’s marketing strategy consists of never getting into pricing wars. Pricing strategies are specific, even if they are priced higher than their competitors. The reason behind their success is that they do what their competitors cannot do and focus on promoting the value of their products.
Apple also focuses on providing a great user experience with cool features and common applications that elevate its products. Whatever the company is offering, they want to make sure their customers think it’s worth the high price they pay. This way of thinking can be applied across all service and product sectors. Just focus on what sets you apart from the rest of the market.


5) Have something to defend.

Customers want to know that you represent something. They want a reason to make them feel comfortable when they buy and use your products. This is something separate from the product itself. Your message should be clear not just on the product but on everything it’s associated with, such as packaging, retail, and collateral. In other words, the message you want to convey should clearly show itself on all these platforms.
Message consistently strengthens your customers’ faith in you. Be mindful of how everything you work on in the marketing process looks and make sure it’s all consistent.




6) Create an experience, not just a product.

Anyone can create a product, but creating a memorable experience that will generate excitement for the customer over and over is very difficult. From product launches that make you feel like you’re at a rock concert, to movie-style advertisements, from stores to online shopping that will change the shopping experience, you must be creative and experiential.
One way to create experiences that will stay in the customer’s mind is hidden in storytelling. Storytelling creates a different feeling in your customer than what he or she is actually doing, namely buying a product. Apple also makes buying computers, tablets and other products exciting.


7) Speak in a language they will understand.

Because Apple works carefully with its customers, it knows how to speak the language that will allow you to establish a deeper bond with them and make more sales.
By removing terms and conditions that only serve to confuse, Apple has found a new way to reach customers that its competitors haven’t yet figured out. You can achieve this by focusing on your customers, learning how they interact, how they talk, how and from what angles they talk about your product.




8) Create mystery with what you do.

Apple’s best marketing method is to create a mystery by constantly revealing something about its next product. This turns customers into fanatics and allows them to buy whatever Apple produces without thinking or questioning. However, Apple goes a little further, leaking some information, spreading rumors and creating an air of mystery around the upcoming product. They really know how to excite the customer.
While marketers often try to tell their customers everything about their products, Apple misses all the excitement, while hiding some information, Apple creates an eager audience.


9) Appeal to emotions.

In its ads, Apple focuses on people having a great time with their iPad or iPod rather than things like battery life or memory capacity. Thus, it has a customer group that touches its customers emotionally and praises the company’s products to those around it.
As visual content that appeals to emotions such as happiness and pleasure increases, this content is shared more and becomes a common action, as Apple does. It can be emulated by any business or company for basically any content with strong visuals, emotional language and a positive atmosphere.




10) Use images.

With much fewer words and much more images, the impact on the customer experience can be increased. Apple even made ads with only 10 words because they know and understand that words, especially overused words, do not create that sound in customers. Fewer words mean more to the audience when marketing campaigns, especially when exposed to visuals, the product has more emotional impact on the audience.

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