Steve Jobs knows how to throw a party.
No, not that Steve Jobs. This one.
We often talk about the value of word of mouth in public relations and the ways marketers can engage their most loyal customers to create excitement. And over the past decade, few brands have tapped the enthusiasm of its customers like Apple. But what's the company's secret sauce?
With typical pomp and circumstance, this past weekend Apple released the latest version of its OS X operating system -- Leopard. Reports indicate the company sold more than 2 million copies in three days, making OS 10.5 the most successful software launch in the brand's history. And at $129 per single user copy, that translates into better than a quarter of a billion dollars of cash.
So what's Apple doing right?
Last Friday, I got a glimpse of Apple's marketing magic firsthand. I ventured out early that evening to my local mall in hopes of grabbing my own copy of Leopard on the way home from the office. What I didn't know is what I'd encounter when I got there.
Nearly two hours later, I walked out with my copy and a better appreciation of what makes the Apple machine tick.
The atmosphere was a little bit like standing in queue for World Series tickets. Self-professed MacAddicts were lining up adorned in apparel from previous product launches. There were the iPhone t-shirts. The OS X Tiger (the last operating system) launch party gear. And I swear I spied one brandmark tattoo.
A young man standing in front of me -- an early adolescent no older than 13 -- sat indian-style on the ground with a Powerbook in his lap, continuously refreshing Apple.com's countdown ticker to Leopard's availability, while clutching a well-worn iPhone in his left hand. He was texting scores of friends and planning his own ad hoc launch party for later that evening when he planned to install the new software at home.
As the Apple Store staff worked the lines chatting up customers and handing out bottled water, they singled him out by name and expressed their gratitude that he was there.
It was clear this was the "connection" marketers dream about building with their customers.
Lots of things contribute to Apple's ongoing success, but here are three which helped Leopard get off to a running start this week:
*Keeping it simple. The new operating system is said to include more than 300+ new features and enhancements, but just 10 are touted heavily in publicity efforts, advertising and even product packaging. While innovation runs deep, Apple doesn't complicate things by promoting every single improvement.
As passers-by stopped to inquire about the growing line outside the Apple Store last Friday night, customers there found it easy to explain the excitement, and relate a few innovative features that made Leopard worth their wait.
A quick look at Apple's Web site illustrates the focused nature of the company's communication. Laundry lists of improvements are hard to find, while simple explanations of a few key technologies (complete with narrated demos) show practical benefits in consumer-speak.
Even the product itself is sold in a more streamlined way than its competition. While Microsoft offers its Vista OS in four different versions -- each with different features and price points-- Apple released a single consumer version of Leopard for all. This "streamlining" makes it much easier to absorb information and spread the word. (To see the contrast yourself, check out the Vista information page, turn away from the screen, and try to recount even a few basic features.)
*Recognizing and rewarding the most loyal. The first few dozen customers in line received commemorative Leopard T-shirts. And the full Apple Store staff welcomed them in, complete with pats on the back and words of thanks. Simple freebies like water bottles while you're waiting in line and interaction with store staff go a long way and show customers they're valued.
There's evidence Apple is now rewarding loyalists by embracing the "consumer generated" media of its fan base, snatching up "fanvertising" created on YouTube to become formal ads for its products.
*Creating personal connections. The Apple Store is a huge component in creating "personal" relationships with the brand. Its Genius Bars allow anybody with a question to come in and chat with an expert and get one-on-one attention. And in my experience, the folks staffing these desks aren't just technically-sound employees, they're brand fanatics, too. Their enthusiasm is contagious, and their customer service is, by most accounts, great.
The young man in line ahead of me was aglow when one of the Apple Store employees singled him out and took a few seconds to chat. That personal touch cannot be replaced by any other kind of communication or marketing. And it's something that will bring him back for the next launch of whatever-Steve-has-up-his-sleeve.
While this was quite a detour from my planned Friday activities, it was a great opportunity as a marketer to see brand building up close. And learn a few ways that Apple stays "connected" to its consumers.