Five Ways For Jobs To Sell Apple Phones Well

top-level Luxury goods What is showing off? grade Elegance, fashion Honourable... Nothing is human. BMW's most successful marketing is more than 007 cooperation. Success, passion and charm become BMW's brand personality. In the era of winning the brand, it is far from enough to rely solely on functional characteristics to stand out among many excellent brands. Apple's market capitalization exceeds Microsoft's $about 100000000000, equivalent to a HP. Over the past 10 years, the PC industry has changed dramatically. Apple is not a pioneer of technology. Apple has stepped on the right track, from PC to consumer electronics, to the Internet, and to the mobile Internet. Jobs does not rely on a technological orientation, saying that I want to dominate the mobile Internet. His success is based on understanding human nature, grasping human desires and details of needs. Thus, human marketing has been done the most.

Never marketing first.

The more unknown things are coming, the more people want to know the truth urgently. "Curiosity killed the cat" is the nature of this kind of people, and the use of good people watching this business and watching a lively mentality, you can make use of low cost and good publicity. For example, Faye Wong, a singer in the world of music, has a surprising number of fans who are extremely loyal and loyal. She is not going to please fans, she is arrogant and independent, and she often takes the voice of people who break down. But this is her characteristic, attracting countless loyal fans to worship.

As Drucker, a management guru, said, "the goal of marketing is to make sales unnecessary." this is the real marketing realm, and apple has really done it. Over the past year or more, Apple fans have been looking forward to the advent of Apple phones, and online discussions have continued, and some even claim to have designed Apple phones. But until the day of the release, people eventually saw the true face of iPhone. Almost everyone guessed it was called iPhone, but almost everyone did not guess his shape, but even more amazed at his performance. When I was training for the trainees of the president class, I also used this analogy. Just as love is really pleasing is the pursuit process, not the life after marriage. It is the most valuable marketing tool for product promotion and brand promotion to worry about the lost and lost mood and explore the mystery of the unknown result.

In a world full of commercial propaganda, the goal is to ensure that marketing products become a topic of conversation, and, more importantly, to ensure that such discussions are effective. The Apple Corp will publicize its products as a symbol of the times, and boast of its advanced technological innovation, making customers crave, but eventually you will find that you bought a mobile phone or a smartphone with "intelligence".

Hunger marketing

Feng Yang believes that the popularity of Apple products is largely due to its control over market supply, which is to make the market in a relative "starvation" state, which is conducive to maintaining the stability of product prices and controlling the upgrading of products. The sale of iPhone is obviously the representative of this strategy. Since listing, no matter how loud the market is for this product, Apple Corp has been insisting on limited supply. Many people may want to buy one because they can't buy it. Some people even get a lot of money to get what they don't understand, and he will be satisfied with the joy they get. Sometimes they even can't figure out what they want. Apple's hunger marketing just uses people's psychology of catching up with fashion and catching up with fashion.

Apple and Jobs are haughty and strong. Many consumers queue for products such as night, buy products to "book", and he raises his appetite, but he is not in a hurry to satisfy them. The lack of satisfaction has attracted more attention. The limited edition is more sought after than the big ones. Apple's marketing attitude is strengthening its product style: strong, arrogant and independent. Because it is not easy to possess, it will become more precious and different. This strong marketing style, like its products, makes people love and hate and can't stop it.

Experience marketing -- a mysterious feeling that makes users feel different.

Jobs always thinks of such a question, that is, what is the user experience of the product? Every Apple Corp launching a new product promotion conference will choose a theater full of mystery.

The first step to make user experience is demonstration. Neuroscientists find it easy to get bored. Jobs will not give you time to lose interest. He usually spends only 10 minutes to show a new product or new function, and it has a lot of fun. When Jobs introduced iPhone at the Macworld conference, he showed how Google maps were used on iPhone. Jobs checked the local Starbucks store list through iPhone and said, "let's have a try." So he called the phone and Jobs said to the audience at the other end of the phone. "I want to order 4000 latte. No, it's just a joke. " It's just a joke, but everyone in front of the TV screen wants to buy an impulse to experience it.

At the same time, Jobs has a very strong instigation force, he has a legendary story, falling into life, and a strong love hate intercourse. This is Jobs's unique personality charm advantage. Think of how Jobs persuaded Pepsi President John Sculley to join apple in 1983: do you want to sell sugar water for a lifetime or change the world? {page_break}

Building Apple culture and training crazy Apple fans

Apple computer has a distinctive mark in the minds of consumers: superior performance, special shape and perfect design. Apple computer means special case, which means "cool" industrial design, which means fashion. Jobs is trying to make innovative products conform to Apple's cultural imprint in the minds of consumers. Almost every item makes consumers happy: This is my apple! Coca-Cola occupies the first place on the coke ladder of the public mind, and therefore represents the value of the United States. Jobs has also made apple the top priority in creating products and creating culture and has a marketing starting point.

In fact, customers do not want to be flattered. Sometimes it is better to please them rather than to make them feel lost. Modern marketing advocates: "as long as customers need, how much." And human nature marketing is deliberately controlling supply, not letting customers easily get satisfied: "do you want it? No goods. Try again next time." Many apple products will be in short supply before and after its launch. This way of creating hunger in the market has been used in a perfect way. Those who identify with me are my customers. Please follow me. Apple's marketing has called for and commanding consumers with spirit and values. It has surpassed the pure product level. Is this the highest level of brand marketing? The real difference is that others are instilling in the consumer, Jobs is attracting, "willing to hook up".

Word of mouth marketing -- making mobile phones from communication tools to contemporary toys

Marketing must be amused, so that people can participate spontaneously and voluntarily. At the moment of micro-blog's normalization, iPhone mobile phone has become a fashion tool for entertainment. Entrepreneurs and celebrities with high popularity on micro-blog are making funny messages with iPhone, and the message will be tagged from iPhone users. This allows more people who play micro-blog want to have this logo.

Which brand of mobile phone is chased like a star? I'm afraid only apple. Apple fans chase Apple products and often forget to show their love to the people around them. They demonstrate, share their experience, show their favorite accessories, and even take an apple notebook everywhere. Even the first-class brands of SONY, DELL and NOKIA are not as enthusiastic as those of Apple fans.

The extreme of human marketing

Why is apple so charming? In front of Apple Corp, all the so-called star products will be eclipsed. Apple's release of any new product can make the world's Apple fans crazy for its products. The media are more widely reported, and it can also affect the stock market and affect the industry, which is the human marketing of Apple Corp.

Jobs's philosophy is "doing the right thing". This is correct, not technology, not design, not aesthetics, but "human nature". In fact, at that time, Jobs's "right things" were very anti traditional and non mainstream. For example, iPhone has infrared sensing function, automatically turn off the screen when making phone calls. When you call iPhone on the face, iPhone automatically closes the screen to save electricity. This is not a lot of brilliant technology. Why do many companies that advocate people oriented do not find them? NOKIA also has a distinct brand personality, that is, cost-effective, durable, but this character can only be attributed to physical properties. Apple, rather than selling products, sells human nature, recruits consumers by products, and focuses on "like-minded" people.

In 1994, when Jobs was born in the 10 years of Macintosh, there was a real confession, which could be regarded as the ultimate rule of his understanding of human nature: "only when we go deep into the core of a problem can we understand its complexity and find out its fundamental solution. Most people usually stop when they do this. But really great people will continue to explore, and finally find out the crux of the problem behind the problem, and then provide a beautiful and elegant solution. This is our ambition to design Macintosh.

There were two good carpenters in one country. One day, the king came up with a question so that they could decide the outcome. Two carpenters were asked to carve a mouse to see who carved it. The first carpenter's mouse was so vivid that the king was full of praise. The second carpenters only had the appearance of a mouse without the shape of a mouse. When the king was about to announce the first carpenter to win, the second carpenters refused to accept that he was looking for a cat to identify who was more like. When a cat was found, the cat made no hesitation about second mice. So the title of "national first" was given to second carpenters. The king asked him what way to make the cat think he was more like a mouse. He answered, "I am a rat carved with fish bones."

In fact, life is much more than that. Feng Yang Yang finds that those who are successful are not necessarily the best people in technology. It is often the person who knows the needs of cats. Because only by logic can things be more consistent with the laws of things themselves. The ultimate goal of an enterprise is to satisfy the needs of its customers. Only close to the cat's mind, from the perspective of cat (customer) to observe what kind of mouse (product) is its favorite, marketing behavior of the cat "mouse". So that customers can like this mouse at the first time. This is the essence of human nature marketing, and Jobs has brought human marketing into full play.