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Not about the Apple iPad

Posted by Michael Bloch in web marketing (Thursday January 28, 2010 )

The Apple buzz machine has excelled once again. If any other company had released the iPad, would the coverage have been the same?

I doubt it, Apple just has it down to a fine art.

I was just out at Google News and found over 15,000 news articles mentioning the Apple iPad since Mr Jobs heralded its arrival yesterday.

What is that sort of coverage worth (if it’s overall positive)? Priceless.

How does Apple do it? Could I achieve something like that? Probably not, to start off with I don’t have the existing user base or the reputation. I don’t have the evangelists among my readers – and little wonder. Heck, I don’t have the products of mass appeal.

We little guys need to keep successes such as the Apple iPad announcement in perspective. Sure, it happens that from time to time an unknown is catapulted into the limelight; but people win the lottery too.

You’ve got to be in it to win it, but just don’t spend all or cash or time focused on this level of fame or expect that all it takes is to submit a press release and the world will beat a path to your door – as you’ll likely be bitterly disappointed.

Steve Jobs and crew have already done their hard miles; they are reaping the the benefits of their efforts. It was only back in 1997 that Apple was in big trouble and to turn things around was by no means a cheap exercise.

For most of us, we’re just a short way in on the journey and have nowhere near their resources.

However, if you are interested in learning a little more about how Apple implements it’s star marketing strategy, the “controlled leak”, you can do so here; but bear in mind that is only one cog in their finely tuned marketing machine. It’s certainly something that can be applied on a far smaller scale though in your particular niche if you have good communications with your readers and others in your industry.


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