iPhone Marketing Strategy

As with all Apple marketing, the iPhone marketing strategy is very clear, simple and clever. With the plain and simple apple icon, Apple focuses on the pure innovative style of their products without all the "fluff". The iPhone was released by Apple in June, 2007. The ground-breaking style of the iPhone was touted for months before the initial release and has remained the best of the best when it comes to cell phones over the past several years. Before the iPhone's official release, Apple ran four television commercials promoting the new cell phone.

The first of the commercials portrays the new iPhone as the next step up from the popular iPod. The iPod was all the rage up until this point, and the iPhone was supposed to be the next-generation iPod, oh, and it's also a phone! The advertisement displays all of the enhanced features available in the iPod, and more, the point being "There's never been an iPod that can do this."

"So, say you're watching Pirates of the Caribbean"
Finger clicks on video and displays wide screen movie.
"Mmm, did somebody say Calamari?"
Finger clicks back to menu, selects Maps application to search 'Seafood'.
"The closest would be..."
Map displays all seafood locations and highlights location nearest to you.
"Ah!"

iPhone Marketing Strategy

Finger clicks seafood location, and restaurant phone number displayed. iPhone dial's.

The first four iPhone commercials flaunted the convenience, innovation, and usefulness of a single product with the functionality of not only a phone, or a music device, but a product that can, among other things, listen to music, watch videos, view photos, make conference calls, check e-mail, browse the web, and view maps.

Not only does Apple utilize television for their marketing strategy, but they make use of their website by posting videos, they also published a handful of press releases that could have been released in one single document. Apple often uses this tactic to build up hype and leave the consumer wanting more.

With Apple's brief press releases, giving the audience little to go off, "Apple leveraged a law of social physics - news, like nature, abhors a vacuum. In the absence of real information, those who care about a product will grasp at any rumor that comes their way. Apple may publicly disavow the rumor Web sites that scramble for scraps about the companies plans, but secretly their marketing department must be delighted. It would cost a lot to buy that kind of Web advertising." (Silverman, 2007)

The official iPhone website does more than just provide information about the product. The website provides top tips and tricks for the use of an iPhone, as well as a huge focus on apps. Almost the entire iPhone page displays images of apps, provides the "App of the Week," the website also contains sections titled "Apps for Everything," and the "Top Apps." Apple's website is a great marketing tool for current iPhone users and consumers that have an interest in purchasing the iPhone. The promotion of the apps will create a stronger source of revenue for Apple. As customers see top rated applications, they are more likely to download the app, rather than searching through 25,000+ apps to find one that may be of any value to the consumer.

Successful younger men were the target audience that Apple had originally focused on. Apple had hoped that with this target audience, and the fact that 48% of this audience did not already own an Apple iPod, would allow them to reach their forecast of 10 million sales by the end of 2008.

One month prior to the release of the iPhone, Solutions Research Group profiled a cross-section of those aware of the phone. The forecast of potential buyers for the day of the release ranked a majority of T-Mobile customers, AT&T's only GSM-based product competitor, at 15%. The second largest group expected to purchase the new iPhone was AT&T's existing customer base, at 12%. The Solutions Research Group also found that 72% of males, versus 28% of women were most likely to investigate the phone at its minimum price of 9. (Malley, 2007)

The obvious current target audiences for the Apple iPhone include young people between the ages of 20 and 35, affluent teenagers, "jet-setters", and "mobile" employees who work outside of the office.

Apple is known for their simplistic, but catchy commercials. In recent television commercials for the Apple iPhone, "There's an App for that" is the new catch phrase that places a strong focus on the apps available from the App Store. Apps, or applications, are in "every category, from games to business, education to entertainment, finance to health and fitness, productivity to social networking. These applications have been designed to take advantage of iPhone features such as Multi-Touch, the accelerometer, wireless, and GPS" (Apple, 2009). Apple currently claims to have 25,000+ apps available, and counting.

The focus on the variation of apps offered opens up the target audience greatly. There is essentially an app for everyone. As a few of the iPhone commercials advertise, you can find the snow conditions on the mountain, track calories in your lunch, find exactly where you parked your car. You can find a cab in a strange city, find your share of the bill for a table of 5, or learn to fix a wobbly bookshelf. You can read a restaurant review, read an MRI, or just read a regular old book. These are just a few of the features that Apple has promoted through television commercials. iPhone apps provide every functionality that one can imagine.

When the iPhone was initially released, it was priced at a hefty 9. Still, hundreds of thousands of people rushed out to get the new phone, forking over a third as much as they would have had they waited an extra 3 months. 3 months after the initial release, Apple reduced the price of the iPhone to 9. This enraged Apple's loyal customers and consumers who purchased the new phone just months earlier. One year later, Apple again reduced the price of the iPhone to 9, 66% less than the original price.

In July, 2007, the Apple iPhone was all the hype. I believe that Apple's decision to release the phone at 9 was slightly based on greed. However, their product was the most innovative out in the market place, giving Apple the freedom to price the iPhone at whatever they wanted. Many believed that Apple had cut the price after discovering lower than expected iPhone sales. Apple, however, states that the price cut was made "to spur holiday sales and predicted that Apple would meet its stated goal of selling its 1 millionth iPhone by the end of September." (Dalrymple, 2007)

As with the product life cycle of any cell phone or Apple product, including Apple's iPod, prices are often reduced drastically months after the initially release. Tech products are always competing against "the latest and greatest" while maintaining a relevant price in the market place. Had Apple not reduced the price of the iPhone, the customer base would have dwindled quickly as many consumers are unwilling to spend 9 on a cell phone, no matter how many useful features the phone may carry.

As the iPhone remains to be the number one smart phone around, the product continues to grow, increasing size capabilities, increasing the number of applications available, and providing new features that are released through new iterations of the phone, continue to provide a greater value to the iPhone while the pricing remains relevant.

At this time in the product life cycle, Apple continues to release enhanced iterations of the iPhone. With most iPhone users un-willing to purchase a newer version of the iPhone because of price, the target audience for the newer generation phones is new iPhone customers. With Apple's installed base continuing to grow, they have found a way bring in reoccurring revenue from their existing customers through the sales of their application downloads. As more and more people purchase the iPhone, Apple's audience for new customers continues to dwindle. Fortunately for Apple, they have built in another source for revenue that continues throughout the life of the product.

References

(2009). Apple: iPhone. Retrieved April 26, 2009, from Apple

Dalrymple, J (2007, Sep, 11). Lessons learned from the iPhone price cuts. PCWorld, Retrieved Apr 26, 2009, from http://www.pcworld.com/article/137046/lessons_learned_from_the_iphone_price_cuts.html

Silverman, D (2007, Jul, 10). Apple's silence helped the iPhone hype. Chron.com:Computing, Retrieved Apr 26, 2009, from http://www.chron.com/disp/story.mpl/front/4954824.html

Malley, A (2007, Jun, 6). Apple, AT&T neophytes to define iPhone audience - report. AppleInsider, Retrieved Apr 26, 2009, from AppleInsider Website

Mukherjee, A (2007, Feb, 28). iPhone under attack. Business Today, Retrieved Apr 26, 2009, from the business today website

iPhone Marketing Strategy
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The Network Marketing Road Less Traveled

When I started my home-based network marketing business, I fully bought into the "system" that came with it. You know the "system", make a list of 100 people you know, contact them all and talk to them about joining the business with you. If they are not interested in joining the business, they'll at least become good retail customers.

The idea behind this part of the plan is that a good portion of the people who know you, love you, and/or trust you will quickly see the benefits of joining the business with you and together you will all become wealthy running your own home business network marketing empires.

Social Network

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The other part of the plan is to tell anyone that comes within three feet about the business and why they should join. Through this part of the plan, simply talking to enough people will result in success.

The Network Marketing Road Less Traveled

I believed this wholeheartedly and tried to follow it.

I made my list of 100 people and narrowed that down to 20 hot prospects and then narrowed that list down again to the top 5 prospects. I set up meetings and started making calls trying to set up meetings.

By the time I had been in business for three months, not one person I knew, love, or trusted had joined the business with me despite the fact that I had followed the system I had been taught. In fact, a couple of these people were put off by the entire approach, thinking that I was trying to get them involved in a pyramid scheme (despite my thorough explanations of why the business is not a pyramid scheme).

So after three months, the point where 97% of network marketers quit, I had three clear options:
a. Quit and prove all the doubters right.
b. Keep working the same system.
c. Find another way to become successful.

In considering my options I analyzed why my company's system wasn't working for me. After revisiting my list with a more critical eye and considering the reality of my life, I reached a few conclusions:

1. Lack of Resources: Not everyone on my list was someone who had the resources to start a home business. Even though the start-up and marketing costs associated with network marketing businesses are much lower than those of traditional businesses, running a business, even a home-based business, requires money and many people just don't have the money to start and run a network marketing business.

2. Non-Viable Prospects: Looking critically at the people on my list, I realized that the vast majority of these people simply weren't a good fit for this business. Most often they weren't a good fit because they either: a) had no interest in starting any type of business, b) were happy in the career they had, or c) did not have the drive necessary to be a successful entrepreneur.

3. No Network: Network marketing is about marketing and distributing products through a "network" of people. Looking at those who had become successful in my company, they all seemed to have one big thing in common: a large built-in network. This network often involved a large family, a large social network, or a large network of established business contacts. On the other hand, I do not have a large family, my social network is made up a few very close friends, and a small network of business contacts. And it was not, and is not, appropriate for me to discuss a business opportunity in the context of my full time job. Without such a built-in network, most network marketers end up in the 97% who fail.

So what do you do if you want to be successful in your network marketing business?

You don't follow in the footsteps of others, you go your own way. You remember that you are running your own business and that the choice of how to run it and make it successful is ultimately up to you.

What do you do next? Here are some suggestions on finding an alternative road to success:

1. Determine Your Target Market: Look at your business critically and determine who is your real target market, both for finding other people to join your business and to purchase your products or services. These markets may or may not be the same.

2. Take Your Business Global: Network marketing systems are often very big on face to face meetings, group presentations, opportunity meetings, etc. But in today's world, you don't have to limit yourself to your local community to make your business successful. If you have a phone and email, you can reach out to a much larger pool of potential pool of business builders and customers.

3. Attract People to You: Once you know who is in your target market(s), market them and attract them to you and your opportunity. You will find many more people join your business and become your customers if they have come to you as opposed to you chasing them.

4. Internet Marketing: Through websites, article marketing, blogs, etc. you can bring qualified people that are looking for home business opportunities and/or your product and service to you. Through the right type of message, you can have people come to you that are not only in your target market, but are anxious to join you in your business or purchase your product or service.

These are just a few suggestions. If you decide to employ these suggestions in building your network marketing business, be warned that you may find some resistance to such methods from your upline. But remember - you started your own network marketing business so that you could be in charge. Don't give your control over to your upline. Just because they built their business the "company system" way, doesn't mean that you have to do that as well.

On the other hand, don't completely reject the "company system." There may be times when aspects of that system fit with your current situation. For instance, you may find that a group presentation is the perfect way to introduce a particular group to your product or service. Or you may come into contact with someone who mentions that they are looking to change careers. Again, that may be the perfect time to mention your opportunity.

In the end, remember that your network marketing business is just that - YOUR BUSINESS. You decide how to run it and how to make it successful. You can take the road taught by your company, or you can take the road less traveled.

Whatever road you take, make it end up at success.

The Network Marketing Road Less Traveled

Suzanne Don de'Ville is a successful professional who runs her own home-based network marketing business. Find success with her proven, non-traditional network marketing system [http://www.home-business-for-women.com] at my website, [http://www.home-business-for-women.com]

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Different Methods of Social Network Marketing

Social network marketing is popularly called as Internet marketing. Today you can find many ways for internet marketing. Many people who enter this online marketing are less worried because of its guaranteed success. If you see in Internet totally all types of products has been marketed online without much effort. Internet attracts many business people to promote their business online. Social network marketing is grown to such a height that today many people can't earn without it.

Some of the most recognized network marketing tools are Face book, My Space and LinkedIn. Twitter became regular place for people who have newly entered the field of social network marketing.

Social Network

Different social networking marketing methods are as follows.

Different Methods of Social Network Marketing

1. Blogging: When you start Blogging or posting your data about any product, you can see less response from clients. Later it will become big business via blog. Websites and blogs are most powerful tools for social network marketing when matched with other networking tools. Blog is an amazing tool which provides many other facilities in addition to just marketing your business. It also helps you to communicate with other clients in case if you have any problems.

2. Personal website or blog: It is important to have private website if you are a freelancer. Your website will help your clients to know about you and it will make them clear that you are a serious freelance marketer and help to make huge revenue via online marketing.

3. Article selling: It is also best and cheap internet marketing method. It is a mode of advertising our trade just by writing articles and attracting endless number of users across world. We usually sell our articles to different article database websites and article directories. Today it provided free business to many advertisers and publishers and they are really benefited through their articles.

4. Email sending: Electronic mail sending is the best way to marketing. Collect list of email addresses through portfolio websites and email about your business to all internet users. Your Email should be attractive in such a way that your recipient will be impressed to get back to you.

5. Use social networking websites: Social networking websites like Twitter, face book can be used to promote your sales. These provide best platform for all who are thinking of online marketing.

6. Video promotion: Use several video distribution websites for your marketing. These websites uploads your service to the whole world. All that you need to do is film a video about marketing and send it to video uploading sites like You Tube. It seems it is the easiest way of marketing than any other modes since many people will be interested in view videos rather than word form of advertisement.

7. Press Release or media release: It attracts several public clients and increases relationship among them.

8. Search Engine Optimization: It improves the traffic to your website by providing quality web content. It uses RSS feeds and many SEO techniques.

Different Methods of Social Network Marketing

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