Product Marketing 101

The announcement of the Apple Tablet or the “iPad” earlier today reminded me of an old blog post I read at Gizmodo(http://gizmodo.com/5451242/show-and-sell-the-secret-to-apples-magic) regarding the secret behind Apple’s marketing.

One of the things Apple does differently than other electronic companies is the fact that they do not reveal prototypes or developing technology to the general public. Apple keeps things under wraps until the actual product is ready to be shipped. This strategy actually feeds the cyclical, rumor-filled and free publicity Apple enjoys and heightens consumer demand.

The traditional formula revolves around making a prototype, test the consumer reaction, and eventually (hopefully) release the commercial product. For example at the 2010 Consumer Electronic show numerous companies demonstrated their future products (3D televisions, color ebook readers, tablets/slates and the like) with no definite release dates.

Of course, all that secrecy can backfire. The hype generated often exceeds the loftiest of expectations and people can end up disappointed after the big reveal. This does not matter since Apple still comes out ahead of its competitors and consumer demand is immediately satisfied thus building the trust between Apple and its customers.

By Mark Lim/just guesting (9th Entry)