Quoting an e-mail I got today from a PostCardMania employee:
What’s the difference between an iPod and an MP3 player?
Marketing - and coolness. That’s it.
An iPod IS an MP3 player.
So how was Apple able to completely dominate the market when it sold a more expensive version of the same product?
First, they spent time creating a product that really was better, in every way. It was more stylish, more reliable, and simply more desirable.
All of this is marketing, because any way that a customer or prospect interacts with your business or your product is marketing. If your design is cooler than everyone else’s, you get cool marketing points. If your product is more user-friendly than everyone else’s, you get user-friendly marketing points.
What did Apple do after making the best product on the market? They backed it up with an advertising campaign that reflected the product’s inherent marketing features - coolness, style and quality.
The rest is history. Everyone and their mother wanted an iPod. Other MP3 players? Not so much.
So what you need to do is identify your flagship product and craft a marketing campaign that reflects that product’s benefits.
What’s the difference between an iPod and an MP3 player?
Marketing - and coolness. That’s it.
An iPod IS an MP3 player.
So how was Apple able to completely dominate the market when it sold a more expensive version of the same product?
First, they spent time creating a product that really was better, in every way. It was more stylish, more reliable, and simply more desirable.
All of this is marketing, because any way that a customer or prospect interacts with your business or your product is marketing. If your design is cooler than everyone else’s, you get cool marketing points. If your product is more user-friendly than everyone else’s, you get user-friendly marketing points.
What did Apple do after making the best product on the market? They backed it up with an advertising campaign that reflected the product’s inherent marketing features - coolness, style and quality.
The rest is history. Everyone and their mother wanted an iPod. Other MP3 players? Not so much.
So what you need to do is identify your flagship product and craft a marketing campaign that reflects that product’s benefits.
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