What made Steve Jobs be remembered as the person he is now? Well, a lot of things, which is why we’re launching a special feature on Apple’s co-founder. But above the curiosities and anecdotes were Steve’s marketing skills , something that was evident in several examples throughout his life. Here are some of the most important examples.
- In the words of Guy Kawasaki, a former Apple employee: “It’s normal for marketers to have to work with a product that’s a piece of garbage, painting the lips of a pig. Steve controlled both the product and his marketing campaign, not just the latter”. This union has led to legendary campaigns such as Think Different, or the legendary Mac commercial broadcast on a Superbowl.
- The Apple II was the result of what Steve himself learned from the impressions of the public with the Apple I. The Co-Founder of Apple spent time listening to customer reviews of the first computer the company sold and had Wozniak design his successor from that feedback. That led to a 533% increase in Mac sales revenue, doubling every four months.
- No focus groups, no asking consumers about the product they want. Steve Jobs was very clear that the client didn’t know what he wanted until you showed it to him. The iPod or iPhone are two great examples of that strategy, products very different from what was sold at the time that ended up blowing up the market.
- The great examples of marketing do not only apply to the products you sell. Gestures like Steve Jobs’ when he hired John Sculley, asking him if he wanted to change the world or keep selling sugar water for the rest of his life, are also considered genius.
- “Let’s make history. This little phrase was pronounced by Steve as soon as he entered the stage and presented the original iPhone. One lesson in marketing that comes out of this is that if you stand up for your products, be direct and tough on them. Intrigue the audience and make it clear that you want to break the mold with what you are going to present from the first minute.
- How did Steve Jobs get the public’s applause when he introduced iPod nano? By taking it out of the smallest pocket of his pants. How did he do it with MacBook Air? By taking it out of an envelope. It’s a much better image than simply saying you’re presenting the world’s thinnest laptop.
- We must constantly innovate. If you only do it once and you constantly rely on that innovation for the rest of your products, you go from being a leader to being a follower. Moral: Innovate and surprise constantly so that consumers understand that you have a clear vision even if it means differing from what is sold at the time.
- Design goes beyond the design or the sensations you have with a product. Design also includes how it works, so that consumers remember every millimeter of that design and understand it for what it is: an advantage.
- This previous lesson results in another lesson: it turns users into evangelists, not simply customers. When you do everything right, the consumer who buys your products ends up becoming a person who will constantly praise them before other people.
At AppleWhy a business card and a Macworld magazine signed by Steve Jobs exceed several thousand dollars in an auction
- Be identifiable. Make your customers different from other consumers. The white earphones of the original iPods were a key marketing tool. Something very similar has happened with the AirPods. All the competitors are in the shadow of these big promotional moves.
- From Postcron they also comment another valuable lesson: don’t sell a product to satisfy a need, sell it to fulfill dreams. Steve Jobs saw his customers as people with ambitions and dreams, and he wanted to help fulfill those ambitions.
- And finally, take advantage of the secrecy. Apple’s rumor has been and continues to be a source of much news and debate. If you constantly innovate and ensure that no one knows what you are going to release in the near future, consumers will be constantly interested in any leak or analyst report that is published on the networks.
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Sharing Steve Jobs’ Marketing Legacy: 12 Lessons from the Apple CEO
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