“The Macintosh has a lot in common with the Star Wars franchise. Both feature a fantastically loyal fan base, both feature incredible name recognition and both garner massive media coverage. For the marketers of the Mac this seems to be enough, they are happy to let the positive media, web sites and satisfied customers extol their Mac experience in hopes of moving product. Apple should reconsider this strategy and take a lesson from LucasArts: If you can get people talking that’s great but it is even better when you bash them over the head time and time again until the message grabs hold like an overly stimulated pit bull,” Chris Seibold writes for Apple Matters.
“The natural question at this point is to ask ‘Why now?’ The media push for Revenge of the Sith was obvious, it coincided with the release of the movie. The reasons for a Mac push are not quite as obvious but still compelling. Tiger has been reviewed countless times with the vast majority of people agreeing that Tiger is head and shoulders (or insert appropriate feline anatomy) above Windows XP (though, seemingly, every reviewer alludes to Longhorn at some point). The introduction of the Mini has removed many of the hurdles people faced when moving to the Mac platform in the past and Apple has a ton of people talking right now. In short, this is the ripest moment in recent memory for a Mac campaign of Schwarzkopfian proportions,” Seibold writes.
“If Apple has the capacity to fulfill more orders (and given Apple’s history on meeting demand for popular products that is a very large ‘if’) then the lack of advertising is nearly unforgivable. Even if the campaign is an utter failure and features users flying into trees it is worth lightening the corporate coffers by a few dollars to give it a try,” Seibold writes.
Full article here.
Related MacDailyNews articles:
Apple Computer debuts two-page Mac OS X Tiger print ad in Time Magazine (with image) – May 24, 2005
Mac fans line up for new operating system as passberby asks ‘what is a tiger?’ – April 29, 2005
Forrester analysts: Apple should advertise Mac OS X Tiger on television and in movie theaters – April 29, 2005
Apple posts QuickTime movies of Mac OS X Tiger features in action – April 13, 2005
Why doesn’t Apple advertise Mac OS X on TV? – April 12, 2005
Why doesn’t Apple show its patented Mac OS X ‘Genie Effect’ in TV ads? – October 07, 2004
Top Ten things Apple needs to show the world about Macintosh – July 30, 2003
So… how should Apple advertise?
Apple has done a terrific job with the iPod. But it’s technology was easy to employ, supply, and distribut.
How should Apple advertise Tiger? If they sell the sizzle as they did with the iPod, they could do push a unified message on the experience. Comparing to Windows may make them seem like small chumps and also-rans, but then again… new customers means grabbing away Windows customers? So screw it, compare away to Windows (there are so many holes in it, poor interaction, and generally bad policies).
—
5..4..3..2….
You are ready for change.
You know where you’ve been,
and where it has gotten you.
You want something more.
You want something better.
You want something that works.
Tiger: The most advanced, secure, easy-to-use OS available today.
Advanced :: Easy-to-Use
Elegant :: Robust
Work :: Play
Tiger for Macintosh
Amazing Experiences, brought to you by Apple
—
Okay… so I’ve got to brush up on my advertising skills.
So… how should Apple advertise?
Apple has done a terrific job with the iPod. But it’s technology was easy to employ, supply, and distribut.
How should Apple advertise Tiger? If they sell the sizzle as they did with the iPod, they could do push a unified message on the experience. Comparing to Windows may make them seem like small chumps and also-rans, but then again… new customers means grabbing away Windows customers? So screw it, compare away to Windows (there are so many holes in it, poor interaction, and generally bad policies).
—
5..4..3..2….
You are ready for change.
You know where you’ve been,
and where it has gotten you.
You want something more.
You want something better.
You want something that works.
Tiger: The most advanced, secure, easy-to-use OS available today.
Advanced :: Easy-to-Use
Elegant :: Robust
Work :: Play
Tiger for Macintosh
Amazing Experiences, brought to you by Apple
—
Okay… so I’ve got to brush up on my advertising skills.
Peter…
That post was to lead in to my next post. I wanted to show what sort of hurdles Apple faces in its advertising. A case can be made for each of those little hurdles I mentioned (supply problems, software choices, video cards being on Mac Mobos… same as on Intel Mobos), but I wanted to focus on how to make the case for switching to Apple.
I definitely agree with you on this:
“maybe Apple needs to help help change the perception…”
— How to do this? What to say? Where/when to say it?
Peter…
That post was to lead in to my next post. I wanted to show what sort of hurdles Apple faces in its advertising. A case can be made for each of those little hurdles I mentioned (supply problems, software choices, video cards being on Mac Mobos… same as on Intel Mobos), but I wanted to focus on how to make the case for switching to Apple.
I definitely agree with you on this:
“maybe Apple needs to help help change the perception…”
— How to do this? What to say? Where/when to say it?
Peter…
That post was to lead in to my next post. I wanted to show what sort of hurdles Apple faces in its advertising. A case can be made for each of those little hurdles I mentioned (supply problems, software choices, video cards being on Mac Mobos… same as on Intel Mobos), but I wanted to focus on how to make the case for switching to Apple.
I definitely agree with you on this:
“maybe Apple needs to help help change the perception…”
— How to do this? What to say? Where/when to say it?
In entrenched markets like computers, phone services, and soft drinks the only reason for a company to advertise is the tax write-off.
Apple gets great tax write-offs each time it opens a new store.
National advertising in an entrenched market accomplishes absolutely NOTHING (Nothing that couldn’t be just as easily explained by the alignment of the stars, or the retrograde of venus).
For the last time: No one is going to buy one computer over another based on a 30-second television ad.
The prevasive product placement on all the popular television shows is a far better use of Apple money.
Nuclear Kid –
Great site! Are you hiring? I have experience with Final Cut Pro, live within 2 1/2 hours of Chicago, and used to work in Dusseldorf.
Can you give me an example of the software that your average home PC user would have to buy? The “You have to repurchase your software” is mostly FUD.
Peter, the elephant in the room is piracy. Many, many PC users’ complement of software is augmented from three sources: software from their office, software from friends, and software from their friendly computer guru. That’s the source of their Office, utilities, organiser, Photoshop, etc.
If they buy a PC, everything can be copied, re-“borrowed” and reinstalled. If they purchase a Mac, the software has a real cost. So to the price differential between the Mac and the PC, add the several hundred dollars that adding same-name software will cost. [No, they won’t consider using OOo and The Gimp.]
The areas where a Windows user is likely to step out and buy software will be games and tax preparation. And then they find out that the Mac is an inferior gaming platform…
Anyway, everyone having this discussion in “reputable” forums tends to ignore the friendly piracy epidemic. It is considered de facto fair use by a significant majority of Windows users. And it matters. And it solidly wieghs in favour of Windows because the listed prices of some same-name software is higher on the Mac (see MS Office).
Yeah yeah yea a million people in Apple Stores every week.. the sky is falling.. we already know the Switcher Ads are in the works right now.. millions and millions of people are using Apple stuff thanks to the iTMS..
Stop bitching. The same marketing department that figured out the Mac Mini and TIger.. knows what has worked in the past.. and will use that as a judge.
The switcher ads were thought to be a flop.. well now APple has a $500 PC that is DIRECTED AT WINDOWS USERS!
Apple as of then beginning of this quarter had about $7 billion in cash.
Apple appears to be accumulating cash at abour $500 million per quarter.
That cash is just sitting there gaining miniscule interest.
Apple is OBLIGATED to use some of that cash to try a massive, highly visible advertising campaign. They can afford to spend $100 million on print, TV, and radio. None of this BS about “the Switch ads didn’t work.” That is not a justifiable excuse to continue to not to advertise on TV.
You might as well argue Coke should stop advertising on TV because they’re never going to convince Pepsi users to switch, or vice versa. Advertising is about saying “buy this” as much as it is about implanting a suggestion.
You can’t consider buying something later if you don’t know about it (like duh!) and there are still PLENTY of people who have little idea what this gosh darned Mac thing is.
Apple does advertise.
That’s what we do when we talk publicly about our passion.
Which is more effective:
A. A 30 second Apple ad on Rush’s show
B. Rush talking about his Mac for 30 seconds
MDN is an Apple ad.
Yeah, that sounds great, make Apple as common to see on TV as those annoying Old Navy or Gap ads. What a brilliant idea, yes, apple should start treating people as meaningless sheep with dollar signs on there sides that they can brain wash like all other advertising. Apple has taken an approach to advertising that many other countries besides ourselves have taken; Minimalism, less is more. Granted I realize that most Americans are not used to this approach, Apple has chosen not to shove meaningless shit down our throats every commercial break. If they started down that road I now I’d be very disappointed indeed. Also, I think they played that U2 commercial an awful lot don’t you? It didn’t take long until I never wanted to hear that song again.
theres a different slant on the discussion here…
http://www.macosx.com/forums/showthread.php?p=1086848#post1086848
“make Apple as common to see on TV as those annoying Old Navy or Gap ads”
NOOOOOOO!!!!!!!!!!!!! Especially Old Navy (trying not to lose my lunch…).
We all know Steve is a master marketer, so we’ll have to assume he knows exactly what he’s doing. “I’ve always heard Apple is better” is preferable to “Ugh not another stupid Apple commercial, go away!”. Mindset is everything.
Mac? Whats that? Tell me more
NewType:
I did argue exactly that. Coke advertising doesn’t increase marketshare. And it never will.
The only ways Coke can increase marketshare are through increased availablility and exclusivity. Coke makes restaurants, universities and sports venues sign exclusive deals. That’s why Pepsi bought restaurants.
Years ago, Apple discovered that being carried by major retailers (Sears, Best Buy, etc.) and offering them very generous cooperative advertising incentives wasn’t moving Apple Computers. So Apple put up their own stores in major retail locations.
Advertising doesn’t accomplish ANYTHING. If you were to analyze your own purchases, that would become immediately obvious to you.
You didn’t buy your Mac because of an ad, did you?
MDN and some of you guys need to learn something about customer loyalty and customer satisfaction, and how little that has to do with TV advertising and how much that has to do with Apple Stores and other policies.
Apple is gaining satisfied customers a few at a time. Getting millions of people to buy Macs because of a TV advertisement, and then not be satisfied will ruin Apple’s brand.
One way that Apple advertizes on TV is with “product placement”. Just saw a G4 iMac and a G4 Powerbook on a sitcom last night (can’t remember which one, but I remember the Macs). AbFab had Macs all over the place. Keep your eyes open…
It seems that many of the posts about Apple’s lack of advertising can be summed as:
1. They already advertise in newspapers/magazines
2. They advertise(d) individual preducts
3. It is difficult to sell the concept of an OS
4. What happens if they can’t meet any increased demand resulting
from an ad campaign.
Addressing these points individually:
1. My wife is a 25 year print journalist. She started in the States and is
now a Chief Sub Editor in Australia. I’m an ex-journo. We both agree
that print journalism is dying. More people watch TV, listen to the
radio and surf the net. If you want increased attention for your
product you must also focus on these areas. Apple outlets advertise
on the net but it’s not co-ordinated because each outlet is
competing with each other.
2. Now’s the time for Apple to extol the virtues of Apple as a brand not
as individual products. Talk up security, stability, ease of use and
fun. And compare it to Windows. That’s what people need.
3. Windows sells XP, and look at the splash over Windows 95. (That was
a case of false advertising.)
4. I agree with the article if you don’t advertise because of fear
production delays, then that is insane. And besides some of us had
to wait for our ipods. We still waited.
Advertising costs money but it’s an investment in brand recognition. If Apple waits until next year it will be too late. I expect Redmond to
begin advertising Longhorn about midway through 2006.
It takes time for ads to sink in. You have to keep plugging away until the concept sticks. It took me years to switch my sister. She was a hard case but in end she switched. It just takes time.
The Apple is in Cupertino’s court.
Apple is a strictly boutique computer maker. They just don’t have the vision to create a truly global name brand. Period.
“I usually don’t have any time on my hands because I’m busing running my million dollar plus baby at http://www.richterbrothers.com. “
Oh, great. It’s worse. You’re a jealous wannabe.
The purpose for most advertising is NOT to get new customers but to keep the ones they have.
Apple’s customers are extremely loyal and thus there is not the need to advertise.
In addition, Apple is a cult product. (There was an article on cult-marketing about 5 years ago in Forbes.) Remember when Krispy Kreme was being touted by everybody. Next thing we know it is everywhere and now nobody cares.
S.J. has done an amazing job of keeping a product that has maybe 5% of the market in front of everybody’s faces. The fact that the media markets even paid attention to the release of Tiger is a testament to Apple’s marketing.