For the budding product marketers out there looking for that big break must examine one of the best companies in the world when it comes to launch new products, (you know for that creative inspiration)
Yes, I’m talking about Apple which launched the seventh iteration of iPhone in San Francisco. As usual Apple released the new iPhones which was received with great fervor.
What lessons can we learn from one of the best marketing company out there? Here are the 6 ways you can re-imagine you product launches.
Rehearse, rehearse, rehearse.
Then rehearse some more. The thing about Apple events is that they are perfectly scripted, everyone hits their marks, and the show begins and ends exactly on time. And the whole thing feels effortless. How do they do it? They practice. A lot. And they start early. If you’re holding an event to introduce a new product, start doing walk-throughs a week before the big day. Do it over and over again, until you can do it in your sleep.
Have a story.
You can’t just roll out a product. You need to attach that product to a bigger story.
What’s Apple’s story? Apple CEO Tim Cook likes to say that Apple isn’t trying to make the most products — it just wants to make the best product it can possibly make. Yesterday’s announcement fit that story. Apple is pushing the iPhone ahead with the 5S model, which is the most advanced phone yet from Apple. And while the 5C is a less expensive model, it’s by no means cheap — it will cost more than $500 without a contract. The signal from Apple is that the company has no desire to play in the low end of the market, and is happy to focus on the premium end of the market. Think BMW rather than Volkswagen.
Be ready to deliver more information on the product via your website.
This sounds obvious, and I suppose it is, but as soon as Apple finished its event, its website was running more detailed information about the new products. The Apple homepage was taken over by full-page adverts for the new phones, with simple, high-impact images and quick links to a video and pages where you could learn more about the products.