Seth Godin As Reference In Marketing
Apple recently reported that, on the first day to market, sold 300,000 IPAD with a value that exceeded $ 150 million. I can think of another product, film or release that has managed to generate a direct revenue of this magnitude.
Seth Godin
“Their tactics are reserved for the news of the giants that manufacture consumer products? No. In fact, they work even better for players smaller and more targeted markets. Let’s see what are the main tactics. Those in which you should focus:
1. Get permission from the public. Over 25 years, Apple has earned the privilege of transmitting messages anticipated, personal and important to his tribe of followers. You can spread the word about a new product without investing a lot of money because, for one, has consistently attracted millions of people. No iPads sold 300,000 in one day, sold them for a few decades.
2. Do not try to please everyone. There are countless people who do not want a product or service, who have not heard of him, or definitely hate it. So? (Please do not overlook this point only because it is short. In fact, constitutes the most important challenge of this list.)
3. Make a product worth talking. Sounds obvious. And if it is so obvious, why not make other big companies like Apple products? Most executives are held up in meetings where only trying to mend fences.
4. Make it easy for people who can talk about your product. Steve Jobs does not have a blog. Tweeter does not use and you can not find on Facebook. That’s good. But the tribe loves to talk, and the IPAD provided a theme for it.
5. Build a platform for others to participate. I’m not just talking about their users, but also people who want to get in touch with their users.
6. Sponsor culture wonder. No doubt Microsoft has the engineers, developers and money to launch something similar to IPAD. So why persist in the Zune digital audio player? Because you never embarked on the difficult task of instilling in his people’s culture that can produce amazing products and important.
7. Be willing to fail. Sometimes bold bets are successful, sometimes not. Do you accept that you can be? The launch of the IPAD should have been more terrifying than the presentation of a book …
8. Give a badge to the tribe. The marketing appeal of the IPAD was that provided a visible symbol. If you take one to his office on Monday will announce its membership. And much better if at the end of their e-mail is read the following sentence: “Sent from my IPAD.
9. Do not give up easily. Clearly, Apple faced a technical challenge to create the IPAD. Its people worked on the development of the tablet over twelve years. Most would have resigned much earlier.
10. Do not give much importance to the conventional wisdom. The IPAD is a closed system (unlike the Web) because a lot of Apple users like such systems.
One caveat: do not worry too much about organizing a major launch event. You will have much impact in the media, but the truth is that almost none of the successful products or brands (Nike, JetBlue, Starbucks, and IBM, to name a few) started that way.
Seth Godin, a reference in marketing, it is also an entrepreneur, change agent and author of a dozen books, among which include Permission Marketing, Unleashing the Idea-Virus, Purple Cow and Tribes.