Art Of Geek

Apple enters phase 3 of it’s Mac ad strategy

September 7th, 2006 at 12:00pm madgunde

Most Mac enthusiasts were relieved when Apple launched it’s Get a Mac TV campaign a few months back, but we weren’t holding our breath that it would last, given Apple’s past Mac advertising efforts. The ads have been received quite well among the Mac faithful, and have certainly ruffled some feathers in the Windows world. Apple added more spots to the lineup, each one targeting one feature or benefit. A great way to communicate the Mac’s benefits without information overload. Let the masses learn about the Mac one feature or benefit at a time and eventually people will start to wake up.

The Get A Mac TV ads were actually phase 2 of their marketing campaign, phase 1 being the opening of Apple Stores across the United States and later expansion to other countries such as Japan, UK, and Canada. Now numbering 160 stores and growing, this strategy is geared towards giving people an excellent consumer experience and the opportunity to test drive Apple’s products in a relaxed no-pressure environment. The TV spots have played a strong role in boosting brand awareness and driving traffic into Apple Stores.

Well now it looks like Apple is following up on this successful strategy with some informative print advertising. A 14-page brochure has been spotted attached to a 3 full page ad in Entertainment Weekly magazine. In it, Apple hilights the most popular iLife applications (iPhoto, iTunes, iMovie, GarageBand), as well as a couple of Mac OS X features (iChat, Dashboard) and Microsoft Office. The brochure closes by showcasing the Macintosh consumer lineup (iMac, MacBook, MacBook Pro and Mac mini). You can see scanned images of the entire brochure on Flickr.

This is an excellent follow-up to the TV ad campaign, because it is more product focused rather than branding/symbolic in nature, as the TV spots are. By making it a brochure that can be removed from the magazine, potential customers can pull it out and save it for later or pass it on to a friend. I think these brochures will get far more views than they would if they were simply full-page ads. Assuming Apple runs these print ads in a wide range of popular publications, I think they’ll go far to finally bridge the gap between the branding/imagery of the TV spots and the hand-on experience of the Apple Store. These brochures dangle a bit more of a carrot to pique the interest of consumers enough to get them to visit the apple website or stop in at their local Apple Store.

I am curious why Apple has chosen to avoid mentioning Windows compatibility in the 14-page brochure though. While I don’t think Apple should be focusing too much of it’s marketing message on luring people to the Mac platform with the intention of using it for Windows, they have mentioned it in their TV spot titled Touché. Following that up with a page on their brochure with a screenshot of Windows XP running in virtual machine window with Mac OS X apps wouldn’t be such a bad idea, would it?

Critique aside, Apple’s Mac marketing strategy is now coming into focus and seems to be close to firing on all cylinders for the upcoming holiday season. It will be interesting to see how much thunder Apple can steal from Microsoft Windows Vista before it launches. There has never been such a great opportunity to steal market share as there is now, especially given that Windows Vista will drive most Windows customers to buy new hardware in order to keep up with the latest version. Many of those customers may just decide to spend that money on a new Mac instead.

Entry Filed under: Apple, Business, Hardware, Mac OS X, Macintosh, Software