Whether you were first in line for the first crop of the new iphone’s to be released or not, you’ve no doubt been aware of all the hoopla surrounding the iphone marketing launch.
But you may not be aware of what a great example of the New Marketing you just experienced. Never does Apple simply place a new product on the shelves and hope people will find it and buy it. They spend thousands of hours in strategy sessions and millions of dollars coming up with their product launch sequence. And the recent iphone launch was no exception.
In fact, I have it on good authority that Apple consulted with the best and brightest in the internet marketing world for guidance on how to create the most anticipation and to create a hungry market falling all over themselves to get their hands on Apple’s latest little gizmo.
It used to be that marketing strategies used by internet marketers was frowned upon as manipulative and underhanded. But in the last few years, some savvy internet marketers have begun leading the way with new marketing strategies that are pains-takingly above-board and highly effective.
These new strategies have created huge profits for some internet marketers using the new techniques. So much so that they have garnered the attention of mainstream business including Apple and Paula Abdul.
The effectiveness of the iphone 4 launch and all of Apple’s launches has to do with creating not just awareness of their new product, but anticipation and hunger for it. That is accomplished by a “launch sequence” — a series of events engineered to keep the public on the edge of their seats waiting for the next news leak or “misplaced” iphone news. It’s a story in the making and a build up to the Big Event. Release Day! The result is an eager public willing to stand in line for a chance to have the limited number of products released.
This “launch sequence” strategy can be used to launch and market just about anything in any business. This is the New Marketing!
