Why Apple Keeps Getting It Right

It’s no surprise or a secret that Apple generates buzz around their products that is unparalleled.  As a long-time Apple fan and user I always look forward to the next batch of goodies and the next “big thing”.  What Apple does is make us (the consumer) want to know more and actively seek information that they are giving.  For example, when Microsoft launched Windows 7 people were interested, but for the wrong reasons.  Windows 7 had to do one thing;  make people forget how inadequate Windows Vista was and how many opted to stay with an OS that was ten years old (Windows XP).  There are many positives of Windows 7, but the fact remains you’ll be hard-pressed to find a description of it without a comment about beleaguered Vista.

So why does apple market so well and why do people knock down mothers with babies to buy their newest toy?

• They know their audience
• They deliver their brand promise
• They have an integrated approach

What Apple has done is create a solid foundation and keeps to a strict model when it comes to marketing to consumers.  They have taken the time to create a solid marketing infrastructure, so when it’s time to launch all they have to do is flip a switch and follow the plan.  The old saying “plan your work and work your plan” applies and Apple is a testament.  What happens many times to small and mid-sized business is a lack of infrastructure and a lack of tactical planning.  So, revisit your marketing and tactical plan; are you focusing on your target market, is you brand promise achievable and are you delivering and are you integrating your campaigns so you achieve optimal results?  If not, it’s not too late.