Tag: Marketing

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Apple’s Magic Formula is Secrecy and Rumors

Apple’s longstanding perchant for secrecy is legendary. It’s also a myth. Granted, the company has a strict no-comment policy about future products, which isn’t so much about keeping information from seeping out but controlling who disseminates it. Something else: Secrets are impossible to keep when a company produces physical products overseas and depends on so many third-party suppliers. Controlled leaks, or strictly managing those that aren’t, lets Apple maximize marketing advantage.

The value cannot be understated, because Apple’s business model in 2014 isn’t much different from 2001 or 1995: Reselling to the same core group of loyal customers. The Mac faithful mattered when the company struggled to survive against the Intel-Microsoft duopoly and made the majority of profits from selling computers. Cofounder Steve Jobs wisely chose to expand into new product categories—iPod (2001), iTunes Music Store (2004), iPhone (2007), iPad (2010)—that freed Apple from monopoly bondage. But the core philosophy of selling to loyal customers, even while trying to grow their numbers, remains the same. 

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Lesson Learned about PR Pitches

For my Be a Better Blogger crowdfunding campaign, roles are reversed. I am accustomed to public relations professionals—what many of my peers call flaks (I don’t)—sending me cold pitches about something related to technology. They range from product announcements to corporate news. Now I’m the cold pitcher promoting my money-grubbing requests to support the project. I don’t like how it all feels, but…

I actually archive most of the PR email received, and these messages go back to the 1990s. So my pool of marketing professional return mail addresses is quite sizable. The day after the campaign started (February 1), I pitched back. About 150 of the PR folks got my cold pitch. I kept the outreach to those with whom there had been interaction within 18 months. Their responses exceeded expectations.

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Anatomy of a Bad Crowdfunding Pitch

Five days ago, I launched a crowdfunding campaign, at Indiegogo, for my forthcoming book Be a Better Blogger. Learning by doing is sometimes a painful exercise, and my progress, or lack of it, is a textbook case of what not to do.

My campaign is off to a much slower start than anticipated, generating just two donations for $60 in contributions. Thank you, both. You’re my heroes. I had hoped the book’s topic would generate interest among bloggers, journalists, and PR professionals at the least. I sent out mass emails to them and contacted family and friends, but too few of the latter.

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What is an Ad?

TechFlash’s Todd Bishop and I disagree about what constitutes an ad. I ask you which of us is right. The disagreement started over Todd’s post “Windows Ads, Finally Cool?” He reports about some Windows 7 videos that popped up online a few days ago.

I saw the same vids on Tuesday night and almost blogged about them. But I recalled reading something a few weeks ago (from the esteemed Long Zheng) about the same videos being produced conceptually for Microsoft. Also, the run times were all wrong for broadcast. Nobody airs a 51-second commercials. I dismissed the videos as YouTube-distributed marketing material, but not advertisements.