Looking for a marketing approach? Jobs told us what is the highest level of marketing

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Original title: When we struggled to find marketing, Jobs told us what was the highest level of marketing, and if it were to be jobs, it would be 10.

"It times weekly Editor's note" When we were struggling to find marketing, Jobs told us what is the highest level of marketing, then Chowa how to do marketing? He gave us the revelation is: 1, looking for a good mentor; 2, create a great product; 3, adhere to their own beliefs; 4, willing to spend money; 5 and create an excellent experience; 6, keep the secret, create the mystery; 7, find an opponent; 8, turn the fans into preachers; 9, don't talk too much about products; 10, use pictures instead of words.

Jobs was successful, turning the bankrupt Apple into the most profitable technology company. But think carefully, he is not an engineer, can not write a line of code, there is no MBA degree, but also not the traditional sense of product managers.

In the eyes of Apple's former employees, Jobs's greatest strength is his strong marketing skills, the most powerful marketer in history. Marketing people will learn jobs 10 Big revelation:

1, the search for a good mentor, 2, to create a great product; 3, adhere to their own beliefs, 4, willing to spend money, 5, create an excellent experience; 6, keep secrets, create mystery; 7, find an opponent; 8, turn the fans into preachers; 9, don't talk too much about products; 10, use pictures instead of words.

1. Find a good mentor

There is no doubt that jobs is a genius. But he is smart enough to keep looking for other subjects that are worth learning. His first teacher was regismckenna--, the legendary marketer of Silicon Valley. When Apple was just a two-man company in the garage, jobs found him. With McKenna's help, Jobs found Apple's first angel investor and marketing leader--mikemarkkula. He joined Apple as an employee (he was CEO for some time) and created a set of marketing principles that Apple has been sticking to until now since 35.

Later, Jobs began working with Tbwachiatday's advertising expert, Leeclow, who created Apple's most famous "Thinkdifferent" ad in 1984. As a result, Leeclow became Steve Jobs ' lifelong advisor and bosom friend. Jobs used his experience to tell us that no matter how good you are, there will always be more and more powerful characters than you, please try to find them and listen to what they say.

2, create a great product

Kawasak, an Apple former evangelist, once said, "Steve created a great product, not something that was casually taken out." Most marketers unconditionally accept any rubbish thrown at them, and in such cases, even if the effort to marketing, will only be like "for pigs to rub lipstick" as meaningless. Steve's "secret" is more than just marketing, and his control of the product is quite strict. ”

3, adhere to their own beliefs

When Apple was founded in 1977, Jobs and Markkula summed up the core principles of three companies. First, Apple must empathize with the consumer. Second, Apple will focus on a few areas and be serious about doing the best they can. Third, Apple will output its value and style (simple, high quality) in all aspects of the product – not only in the product itself, but also in the product packaging, storefront, and even the way the news is released.

So Mr Jobs made an extraordinary decision at Apple: he insists on using consistent design style on every Apple product. You think it's easy? Look at your company's website. Do all the parts look like they came from the same hands? Most sites look like a Frankenstein with a patchwork of different styles. Even if your site looks broadly consistent, does it work closely with your press release? With your storefront? What about your product package? Jobs is seeking this unprecedented unity.

4, willing to spend money

Jobs was a natural performer, and he was a big advocate of business. One of the most straightforward examples is the 1984-year new Macintosh commercial advertisement. As usual, jobs decided to make a difference. He hired "ET" and "Silver Wing Killer" director Ridley, spent 900,000 of dollars to create a 60-second advertisement, and continue to invest 800,000 dollars to put it in the Super Bowl. (At the time, 1.7 million dollars was 3.4 million dollars today). This is a huge risk for the company, especially if you don't know if it will succeed. In fact, Apple's board hated the ad and didn't want to play it at all.

Finally, the bitter end. This ad generates more news than the Macintosh itself.

5. Create an excellent experience

Apple called the 1984 business "event Marketing", meaning that if an activity was sufficiently innovative and unique, the event itself would be subject to intense attention. Soon after, jobs did something similar. He spent 2.5 million dollars on the next issue of Newsweek's 40-page ad. In addition, Apple's famous event marketing also has "thinkdifferent" and "I ' Mamac". Most important: Every keynote speech by jobs, the fruit powder will be in line overnight, the popularity of The Beatles will be a reunion of the band.

Jean-louis gassee–, a former executive who is responsible for Apple's global marketing, says Jobs understands the importance of the story and moves it again and again in Apple's business activities. "People want to feel some stories, which is why there are so many complaints about Apple today," he said. Because now the Apple has no story. ”

6. Keep the secret and create the mystery

People lined up for Apple's events, with the exception of Steve Jobs ' rock star charm, and more of a surprise to his fans as a suspense guru, who was thought to be likely to announce something amazing at any time. In the months before Apple's launch, he will start leaking some information. First is a hint, then a rumor, and then there are other rumors to refute the previous rumor. Most of this information is misinformation, but it drives people to speculate wildly.

But when jobs really showed the iphone to the world, people would still relish it for a whole year. There are constantly designers creating their own imaginary version of the iphone. Jobs also has a famous terrier: "One thing." "Just as you thought a press conference was nearing the end, he would say," Oh, one more thing, "and then come up with a stunning design. Most marketers will be eager to tell everyone as much as possible about their products at the outset. Jobs did exactly the opposite – the more mysterious he was, the more excited he was.

7. Find an opponent

The first rule of storytelling is that good drama needs conflict. In other words, in the marketing process, you need to have a competitor. Apple's original rival was IBM. Then it became Microsoft. Recently, Jobs has left Google and his Android operating system in a new opposition. In each case, jobs gave the audience the same set of scenarios: The bad guy wanted to take over the world and destroy it, and we could stop it from happening.

Many marketers shun this rhetoric. They are afraid of being bounced and hurt, so they generally act like a child with a lack of love and want to be loved by every consumer. To be sure, creating an enemy is definitely risky, especially if you choose a strong and powerful enemy. But Jobs believes that you have to take some action first to sell the goods. If you want to initiate a revolution, you need to have an object to rebel against.

8. Turn a fan into a preacher

Perhaps the most important thing jobs did was to turn clients into passionate advocates of the Apple brand. Every time a new iphone comes on the market, we can't ignore the fans who are lining up outside the Apple store all night, even though the Apple just made some minor improvements to the iphone last year. To be sure, they weren't waiting for the phone. They are standing there to express their support for Apple, just as the fans wear the color of the team before the favorite team play. The fruit powders don't consider themselves customers. They feel that they are part of the apple and represent a mission higher than their own.

9. Don't talk too much about products

The 1984 commercial ad did not show too many Macintosh computers. Only the last 10 seconds gave the Macintosh some lenses. Similarly, "thinkdifferent" is the same, advertising does not talk about any product-related information, but the implication of what kind of people are attracted to the computer. In the "I ' Mamac" ad, jobs replaced the product itself with characters-two different personalities representing two different computers.

If you look at this ad, you will find that there is no image of the computer at all.

10, use the picture, not the text

The above advertisement contains 10 words, even today, Apple has invested a great deal of effort in its website and advertising, with as few words as possible to express its meaning. Part of the reason for this move is to keep the core value of Apple's simplicity, but also because jobs realised that images were more powerful "storytellers."

One of my favorite examples of this is MacBook, where jobs appeared on the stage and took the slim laptop out of the envelope. This simple action is more impressive than the words.

Let's take a look at the new ads that Apple recently launched for its photo-taking function. In this one-minute ad, the only marketing message that appears is just the five-second voice-over at the end of the video: "Every day, there are more photos taken with the iphone than any other camera." ”

We all know the motto: "Less is more." "Most people subscribe to this view, especially when it comes to writing." But why don't we do it? Perhaps because simplicity itself is not an easy job. As Mark Twain once said, "If there is more time, I want to write a shorter story." ”

"It times Bianhouyu" should remember what marketing genius Jobs said: "The core of Apple's belief is exactly what Apple stands for today, both of which are the same." We want to find a way to communicate. "In Apple's marketing strategy, Jobs believes that this message should be communicated to people," he said. Although the market is changing, the enterprise is changing, the product, the distribution and everything else is changing, but the core value is unchanged. From product to service to experience and belief, that's the way jobs is marketed. In his marketing strategy, we can learn that marketing is not only to optimize a series of communication channels, it should be a global strategy. "Responsible editor/Wang Yu"

This article originally contained "World Manager".