Table of Contents
Selling in person
Relations with the public
Advertising products or services directly to the consumer.
Advertising Apple budgets their money for billboards, radio advertisements, posters on busses and bus shelters, television advertisements, and other promotional materials. It is very expensive to use these methods. Therefore, it is vital that the marketing department knows what they work.
Apple’s employees in their stores are the personal sellers. Apple Inc. store employees all wear the same uniform (blue Apple shirt with black jeans). They are also highly knowledgeable and will approach customers if needed. The products are available for the customers to touch, feel and test. Apple does not follow its “no-discount” pricing policy. However, there are some exceptions. Apple allows authorized dealers to offer discounts on their inventory when a new iPad, iPhone or iPod is released. This helps to clear the way for these new releases. Apple has also made exceptions to its policy of no discounts. This includes special offers, sales, promotions and deals. Apple has been promoting their 2015 MacBook in Gold Space Grey Silver. Two advertisements are released for each product. The first is called ‘Reveal films’, and the second is called ‘Design films’.
The reveal movie is a video advert of the actual products capabilities and features. It will be shown on TV. The design film is available on Apple’s official website and YouTube. This short film lasts between 4 and 7 minutes, and goes through the process Apple took to create the product design and specifications. It also explains the new technologies used by the company.
Public RelationsApple’s public relations department is responsible for releasing their new products. To do so, they run a worldwide live stream. In September, Apple released their new iMacs and iPhones. They announced a real-time live streaming event on their site at 6PM GMT. Anyone could watch this on the official website. Apple employees were present at the event to promote their new products. They included the iPhone 6, MacBook Pros & Airs, iMac Desktops and MacBook Airs.
Direct Marketing Almost everyone who purchases Apple products will be required to create their Apple ID. Apple IDs allow customers to access iCloud for storage and information, make purchases, etc. Apple can now add the email of customers who have signed up for Apple IDs to its mailing list. Apple can now send emails to its customers directly about new products and special deals.
Apple will respond to as many questions and quickly as they can on Facebook and Twitter in order to maintain good customer services. Instagram or YouTube, Apple only uses for advertising. Apple uses Instagram and YouTube for advertising and Facebook and Twitter for customer service. These are generally iPods or iPads which are red to promote a particular charity colour. Apple bought ‘Dr. Dre Beats was purchased by Apple for?3bn. The two Beats founders are now working with Apple on new products.
