Apple Promotional Strategy
Apple Ipad’s carefully choreographed PR Campaign:
Rumors for close to two years about an Apple tablet device.
Little tidbits, like filings for obvious Apple-style names like iTablet, left sitting for reporters to pick up, but with no direct trace back to Apple, which increased curiosity and coverage.
Rumors about which content companies were partnering with Apple started to arise, and such rumors are often a result of Apple’s own planting.
The press started finding details about a meeting location Apple had set up that sounded in line with a product announcement.
Finally the announcement came to a packed house, with an amazing amount of coverage and hype.
There were rumors that parts shortages were going to keep Apple from releasing the product on time.
Eventually Foxconn, Apple’s contract manufacturing partner, denied them.
The shipping date slipped from late March to early April.
By using this whole method of mystery and scarcity Apple are creating this whole desire to have this product. The Ipad is a new product even for Apple and the feedback so far has been sort of very vague and therefore Apple have been encouraging for each store to encourage pre orders and using this whole method of anticipation of the consumer and forcing them to make a decision to either purchase now or miss out. It does seem to have worked because Apple has been selling 25,000 Apple Ipad’s per hour.
The shortage in stores was also a method of improving PR for the product, many numbers of articles were written about the Apple Ipad being sold out, the quantities sold were not all that significant but the shortage was highlighted in order to create more desire for the customers.
For Example: iPad: Sold out at John Lewis already?
Retailer struggling with demand
The DSG group's 6 week exclusivity period for the iPad might be up - but that doesn't mean that you're likely to be able to buy one from any other retailer than the ones that had the tablet from
Rumors for close to two years about an Apple tablet device.
Little tidbits, like filings for obvious Apple-style names like iTablet, left sitting for reporters to pick up, but with no direct trace back to Apple, which increased curiosity and coverage.
Rumors about which content companies were partnering with Apple started to arise, and such rumors are often a result of Apple’s own planting.
The press started finding details about a meeting location Apple had set up that sounded in line with a product announcement.
Finally the announcement came to a packed house, with an amazing amount of coverage and hype.
There were rumors that parts shortages were going to keep Apple from releasing the product on time.
Eventually Foxconn, Apple’s contract manufacturing partner, denied them.
The shipping date slipped from late March to early April.
By using this whole method of mystery and scarcity Apple are creating this whole desire to have this product. The Ipad is a new product even for Apple and the feedback so far has been sort of very vague and therefore Apple have been encouraging for each store to encourage pre orders and using this whole method of anticipation of the consumer and forcing them to make a decision to either purchase now or miss out. It does seem to have worked because Apple has been selling 25,000 Apple Ipad’s per hour.
The shortage in stores was also a method of improving PR for the product, many numbers of articles were written about the Apple Ipad being sold out, the quantities sold were not all that significant but the shortage was highlighted in order to create more desire for the customers.
For Example: iPad: Sold out at John Lewis already?
Retailer struggling with demand
The DSG group's 6 week exclusivity period for the iPad might be up - but that doesn't mean that you're likely to be able to buy one from any other retailer than the ones that had the tablet from