Apple in recent years has become the brand par excellence, taking on the dimension of true lovemarks for many people, faithful and very faithful, but also skeptics (like myself) who have converted to the devices of the bitten apple. Steve Jobs has traced the path of a unique product, but above all of an organic communication structured on multiple levels.
Apple’s marketing strategy starts first
Of all from the point of sale, the real ace up the sleeve of the success of the Cupertino company. In fact, it is in retail that Apple makes its biggest profits , the numbers speak for themselves, over the last five years the company has created 35,852 jobs. John Biggs of Techcrunch bears witness to this incredible figure , highlighting how despite the economic crisis and the high cost of products, the company has not suffered any setbacks, indeed, it continues to hire staff and open stores around the world. In recent years.
Apple stores have sprung up like mushrooms in
Italy too, becoming true temples to celebrate the imaginary power of the brand, designed and built to give the customer a personalized australia email list experience. Nerve centers of geolocalized advertising power where design and environment (branded Apple) confer new and powerful direct psychological (and economic) “engagement capabilities”. A conversion property that depends largely on people, the store employees become the first evangelists of the brand.
The conversation that is established between
I-employees (consultants) and customers (Fans or potential fans), is the first great secret of Apple. The people who work in the store are the first users of the house, experts and enthusiasts carefully selected for their technical skills but above all for their passion (fanaticism) towards products and the parent company. An almost total cultural symbiosis between people and brand, where employees become true extensions of the brand itself, promoting direct success in terms of word of mouth but above all sales.
Steve Jobs once said that
Apple didn’t have to go to trade shows to network, conversations were already happening in the stores at a much more profitable and natural, “bottom-up” level. It took years to create this brand, to multiply the sales still active online and offline, to give power and value to a brand that has become a passion , religion and tips for using social media for brands lifestyle for millions of people . A difficult path today for “other” technological device companies. Perhaps different brands, digital or not, will be able to, by studying Apple, rework their path to success, following new patterns and connections between product and communication.
Opening up universes of possibilities
The commercial and technological landscape of the near future. Physical stores standardized in the style of the brand, multisensory single-brand stores (or with a few selected brands) where the experience will be ritual, not exclusively kuwait data imbued with use (trial), where the relationship between relationship and passion will become increasingly important. The Stores of the future will put technology at the service of social responsibility and the customer , increasingly a user and co-creator of value together with the brand and its extensions, the hyper-specialized flesh-and-blood sellers.