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Did Apple Create the Best Marketing Campaign Ever for iPhone Written by Peter Koeppel
Apple’s campaign to introduce the iPhone,
which combines a cellphone with an iPod with Internet access, may be the
most successful marketing effort ever. Just prior to the product’s
release, it was estimated that two-thirds of the population of the U.S.
was aware of the device. The hype surrounding the introduction was
phenomenal. Over the six months prior to the product’s introduction it
was the subject of 14,000 articles, 311,000 blog posts and it generated
69 million hits on Google. Apple’s marketing efforts have always
been a cut above the rest, starting with their famous 1984 Super Bowl
commercial. Marketing experts feel that the iPhone campaign even
surpassed such legendary marketing efforts as the introduction of the
Mustang by Ford in 1964 and Microsoft’s launch of Windows 95. The iPhone
generated more pre-sale media coverage than any other product, according
to Al Ries, a leading marketing strategist. (Bloomberg.com) “Ask
yourself how many companies can announce a product six months in advance
and not just sustain public interest but even build the frenzy. It’s
staggering to me,” commented Jeremy Horwitz of iLounge. (NY Times)
The true measure of a marketing campaign’s success boils down to the
sales it generates. And all the hype is translating into significant
sales. It’s estimated that Apple, along with its marketing partner AT&T,
will sell 3 million phones initially. First year sales are expected to
exceed $2.5 billion. Steve Jobs, the CEO of Apple, is targeting to sell
10 million phones in 2008 and capture 1% of the global market. And Apple
is expected to enjoy a gross profit margin in excess of 55% on their
higher end $599 iPhone! How did Apple do it? They not only created
a revolutionary product, but they also were able to create an incredible
amount of buzz, through a highly effective teaser campaign. Jobs
introduced the product at Macworld Expo prior to the launch. Apple
didn’t give the product to the press initially, so they had to write
about it and then they wrote about it again when they were given the
product just prior to the launch. (Michael Stelzner’s Blog) Apple
then utilized video clips on the Internet and a breakthrough TV
commercial that ran during the Academy Awards called “hello” with stars
like Marilyn Monroe saying “Hello” to announce the release in June.
Subsequent ads showed close-ups shots demonstrating what people can do
on the phone. “It gave me the sense that I was actually experiencing the
product,” said Matt Wills from the advertising firm Martin Agency.
“They’ve spent some money on advertising ($100 million according to
JupiterResearch), but certainly not a lot,” according to Ries. “The PR,
the hype, the publicity, it makes the advertising more visible.”
(Bloomberg.com) The formula for Apple’s extraordinary success is
really quite simple. They produce ground-breaking products that
consumers want and no one is better at advertising and marketing them.
Peter Koeppel is Founder and President of Koeppel Direct, a leader in
direct response television, online, print and radio
media buying, marketing and campaign management. With a Wharton MBA
and over 25 years of marketing and advertising experience, Peter has
helped Fortune 500 companies, small businesses and entrepreneurs develop
direct marketing campaigns to increase profits. Peter started
Koeppel Direct in 1995 and has built it into one of the leading direct
response media buying firms in the U.S. For more information
please visit:
www.koeppeldirect.com
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