As the world’s number one most valuable brand, Apple is pretty good at what they do (Forbes). They’re innovative and brilliant. They create spectacular products and drive a fantastic marketing plan. With that being said, being as successful as Apple is no easy feat.
With proven estimates that show the typical American crosses paths with between 250 and several thousand advertisements and marketing messages every day, the task of making your marketing and advertising stand out can be grueling; however, Apple does this task well. We’ve put together a list of four marketing tactics that you can steal from Apple to propel your tech company forward.
Prospects prefer personalized content. It makes them feel special, as if the companies they’re interacting with are catering specifically to them. Personalization can be as simple as including a prospects name in an email or as detailed as presenting users with different website experiences depending on their stage in the marketing funnel. When done correctly, personalization shows prospects that a company can anticipate their needs and offer viable solutions in response.
Apple uses personalization in multiple aspects of their marketing. They pull information from your recent searches, preferences and even location to deliver a customized experience to each user. For example, when signing up for Apple Sessions on your computer or phone, the session options are tailored to your current location. We tested it out and most of our recommended locations were between two and fifteen miles away from our office. Without having to input in any information on our location on either the computer or phone research, Apple’s personalization made it easier to find local sessions.
Brands that take advantage of personalization in their marketing see up to a 10% increase in revenue. One way to hop on board the personalization train is to devise industry-specific email campaigns for your clients. For example, if you have a prospect in the medical field, send them emails with blog content specific to the medical field. Not only will this help them to feel more connected to your brand, it’ll give you an opportunity to show off your industry expertise.
Keep it Simple
Keeping it simple is one of the major marketing methods Apple lives by. Simplicity is the best way to avoid distracting consumers and instead fixate them on buying your products or services. If you take a look at any of Apple’s product pages, you’ll find that although they do approach product specifications and technical information, it’s concealed behind the benefits and features their prospects are truly after.
It is known that Steve Jobs hated any type of advertising that sounded like advertising, so since the birth of Apple, he tried to implement simplicity within its marketing. Just look at Apple’s logo for proof – one of the simplest yet most recognizable logos in today’s landscape. It will do your tech company some good to follow in Apple’s footsteps and keep your marketing simple. Although it may be tempting to explain all the nitty-gritty technical details of your product, doing so often causes confusion and distraction. Whether you sell a tangible product or a downloadable software, keeping users focused on product benefits and calls to action can make a big impact.
Become a “Name”
As a society, when we need a tissue, we look for a Kleenex. Whether or not the actual tissue we use is Kleenex brand, we’ll still call it that. The same thing goes for Chapstick, Sharpies, Scotch Tape and Band-Aids – most people use these brand names as generic terms. These brands don’t just lead their markets, they own them. Apple, too, has become a “name” in the tech space. Many consumers refer to MP3 players as “iPods,” whether or not it’s actually an Apple device, and some people (especially those in older generations) refer to any smartphone as an “iPhone.”
Although it may seem like a lofty goal, working towards becoming a “name” in your industry can really pay off. It’s free word-of-mouth advertising every time someone substitutes your product’s name for the real thing. Our best advice for achieving this goal is to be an innovator in the tech space; to go above and beyond what’s already out there. You’ll also need to be armed with extremely strong branding. Put forth a brand that consumers can not only relate to, but that they remember above all else.
Use Bold Imagery
The sensory experience portrayed by Apple advertisements begins even before you realize you’re surrounded by their marketing messages. That’s because the messages Apple creates are so visually appealing and artistic that they perfectly correspond with the devices they sell. If you’ve ever seen an Apple commercial, you’re familiar with the boldness that they embody. The imagery and videography of their products is impactful; typically accompanied by a completely black or white backdrop, these ads allow Apple’s products to speak for themselves.
Apple’s packaging follows suit as well. If you’ve ever owned an Apple product, you know how satisfying it is to open the perfect white box that holds your new device. Apple creates this iconic packaging to exemplify minimalism on the outside, while they control the sophistication inside, which is exactly what attracts the eye to it. Communicating your products and services using bold imagery can have a big impact on your audience. Not only does it draw the eye right to what you’re offering, it can also help your prospects to remember your brand and products.
Apart from Apple creating successful and ever-changing products, they also create a successful customer experience through their marketing efforts. Just look at the loyalty they’ve driven through their impeccable marketing and products – their customers are willing to (and often do) fight to defend the superiority of their brand. This shows exactly how powerful personalization, simplicity, becoming a “name,” and bold imagery are in the world of marketing and brand loyalty.