iPod Age

Having been critised on writing such long and academic-like articles that made you fall asleep, I’ll keep my blog as short and ’readable’ as possible.

 Think big and express simple, as Steve mentioned earlier in his ‘Five Secrets of the World’s Best Marketing Machine’. 

What makes you tick for iPod?

The unique selling point of iPod is not the brand-new technology, but rather the feeling of ‘cool’. When you put on the white headphone and indulge into the music world, you become the member of a special group, among which all the people are cool, stylish and energetic. This virtual society has no distinction between age, occupation, appearance, nationality or anything, just like the ad with black shape and colorful backgrounds. No matter who you are, you can be the hero in that ad.

Along with the product differentiation, Apple also has other technic such as exclusive application of iTune which makes it hard to switch to other products; stores with ‘museum’ layout that provides excellent first-time experience, building relationship with customers before they buy the products; valuing the early adopters who are most willing to advocate their brands.

It reminds me of the video I posted early in the blog.  It took 38 years for radio to reach 50 million customers, 13 years for TV, 4 years for Internet, and only 3 years for an IPOD! The brand is not just a product but an ICON of the age.

Also, from the advertisement, the product design to the user experience, it well presents another concept of iPod - Simplicity.Put it into your pocket and carry on whatever you are doing. The high conformance of the message it delivered with the product itself has long been the classic objective of marketers in any area. However, it is always easier said than done, isn’t it?

 

Reference: ‘MarketingApple – 5 Secrets of the World’s Best Marketing Machine’

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