Quiz Pop: After perhaps the most successful product marketing campaign in history, this company's stock price rose from $9.08 to $16.23, an increase of 78.7% . The campaign turbocharged sales by 36% year over year. And the company gained 42% more market share. Ultimately, the company won a “Great Effie” at the 39th Annual Effie Awards by unanimous decision. And today, this company keeps its stranglehold on its position as market leader.
Apple is now a $753 billion company. He probably holds more than $203 billion in cash, more than double the cash of the US government. You can't have a cell phone number list marketing conversation without mentioning Apple. Why did their “Get a Mac” campaign exponentially increase their already incredible success? You may not have billions of dollars to invest in advertising. But you can certainly use the principles and techniques that create winning campaigns like Apple's. So read on to learn the seven secrets of the greatest product marketing campaigns — plus some epic marketing failures you definitely don't want to emulate.
Many product marketers fall into the trap of “selling the product, not the experience”. Nobody wants your product. Nobody wants a product. They want a solution to their problem. Talk only about benefits, features, and facts, and you miss glaring engagement opportunities. When you discuss it, you only engage Broca and Wernicke's brain area. These areas simply decode the meaning words. That's it.
Tell a story and the game changes. When you do, and especially when your story features intense character and emotion, you engage the brain much more. In fact, you can put your whole brain to work.
For example, the limbic system bustles with activity when you describe emotions like love, hate, joy, anger, or sadness. When you talk about the smell of lavender or cinnamon, the olfactory cortex gets to work.
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