How to Launch a Product Like Apple
In order to launch a product like Apple, we should first conceptualize and create a product on the lines of Apple’s quality and innovation. The product should invoke consumer interest, flaunt its usability, deliver the product in style and live up to the promises it made.
Rome was not built in a day and neither was Apple. Driven by the exemplary efforts of a visionary genius of our times, each and every product launched by Apple had the influence and blessing of its erstwhile CEO – the late Steve Jobs. A neat package of form and function – devices from Apple ranging from the Mac and Powerbook to the Macbook Air and iDevices, each of these devices have showcased simple and effective utilization of technology to ease the strain associated with the adoption expensive Hi-tech gadgets.
Product manufacturers looking to emulate the success of Apple may do well to take valuable hints from the company’s design, marketing and launch strategies that have been instrumental in its phenomenal growth and fan following.
• Innovative Design
Design has been the primary responsibility of Jobs, with his engineers often referred to as innovators, team up to experiment with a basic form, churning out revolutionary devices and features that add value to a device in terms of its utility. Hi-tech, electronic gadgets from Apple are not only feature-rich and user-friendly but they also make a personal style statement with their sleek and classic appearance, making it a prized possession of each owner.
• Interesting Marketing
Marketing is more of a hush-hush job, with the cloistered product stored away from the prying eyes of the reporters and public, promoted by discreet ads probably featuring celebrities, and finally released into the markets. Though all marketing techniques work to induce curiosity for the product among the target customers, Apple has taken to buzz marketing, by feeding promotional content across the media very much ahead of the actual product launch. Once the lead is out in public, hype and speculation is automatically created by tech enthusiasts who follow every single move of the company, eventually resulting in long queues of eager fans at the launch venue. Planned product previews and expert opinions before the launch also form a part of the promotional plan. Companies should plan on involving the media and press ahead of the formal product launch in order to gain the much needed public attention.
• Impressive Presentation
A grand launch party is the next logical step to announce the product’s entry into the markets. Presentation is the stronghold of Steve Jobs, who made it a point to personally introduce each new product of Apple. Launch parties need not be as grand nor products need to mimic iDevices, but companies can learn a lesson or two on how to make an impressive presentation. Here are some characteristics of a Jobs presentation that are worth adopting:
The presentations are simple and concise. They highlight the utility value of the product, rather than technological features built into them, always addressing the user’s perspective. Product presentations are structured to first outline the present usability problems, moving on to how the given product remedies those issues.
Jobs’ presentations were often structured in units of three. There were three parts to a presentation, three features highlighted and demoed, and in fact the designs were also aimed at invoking features in three clicks to simplify their usage.
All numbers and technical jargon included in the product presentations will have to reach the target audience in terms of usability. For example, hard drive capacity is better understood when it is translated to the number of files, images or songs that the device can hold rather than expressed as a technical specification indicating an 8GB drive.
It has been reported that the average attention span of individuals is just about 10 minutes and, hence, Steve Jobs did take special efforts to structure his product presentations to tap into this time, ensuring adequate breaks during the presentation, which do not in any way distract the attendees from the core subject. Presentations were interspersed with product demos to retain attention throughout the presentation, particularly on the presenter and not the slides on the screen.
Building a rapport with customers, constantly analysing their requirements and translating them into creative product designs in a proactive manner is the first step in emulating the success of Apple.