Unfortunately the campaign wasn’t very successful since the gift was forced onto users instead of being offered as an optional download. One time it employed reciprocity was the infamous iTunes and U2 collaboration, where more than 500 million iPhone users received a copy of a U2 album for free. Apple has attempted a few times to adopt this mechanism, although it tends to rely on persuasion tactics first. The principle of reciprocity means that we tend to return favours and treat people the same way we are being treated.
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Thus, suddenly switching to Android would be inconceivable to an Apple advocate. Apple’s values are so strong that many people who use their products have internalized these values and made them a part of their own belief systems. The brand’s intention is to convey sophistication and even a sense of superiority. Every detail from product design and packaging to advertising and in-store experience has been carefully crafted to deliver the same stylish experience to anyone who comes into contact with Apple. The Commitment and Consistency approach used by Apple is evident in the brand’s policies. Once the maximum is reached, consumers must return the following day to buy the product, thus reinforcing the feeling of scarcity and demonstrating to consumers just how popular this brand is. Even if it has more items in stock, the company adheres to a strict policy, whereby a maximum number of products can be sold each day. This technique is very effective because we are programmed to think that something that is on offer for a limited time only is better than something that has no duration or limitation.Īpple very cleverly sells only a number of products per day. This sense of urgency pushes the consumer to quickly decide to purchase the product. Apple uses a ‘product shortage’ technique to makes consumers believe that its models will soon runout therefore they must hurry to buy them before it’s too late. So how has the brand managed to create this army of passionate followers? Here we look at some of the many techniques used by Apple to influence customers and keep them coming back for more… 1.Ĝreate an impression of rarityįear Of Missing Out is a well-known technique used by marketers. Today, Apple has a huge community of passionate, devoted and loyal followers from all over the world.
Jobs always thought outside of the box not only when it came to products but also with regards to creating incredible campaigns that had a hugely influential impact on consumers. Under the notable influence of leading business magnate, Steve Jobs, the company rapidly evolved to become one of the most sought after and popular technology brands in the world. The brand has been so innovative in its approach to advertising that it has managed to create benchmark marketing standards adhered to by countless brands from across the globe. Apple has without doubt revolutionised both the world of marketing and the world of technology through its pioneering products as well as its innovative approach to advertising and marketing.
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