There are many Smartphone choices: Apple, Samsung, Android, etc. But has any brand captured the attention of the world as much as Apple? And not just their Phone. How about the iPads, Macs, Watches, MacBooks? And putting aside your personal opinion of the products, you have to be constantly amazed at the attention each of their product announcements gather.
This September 9th there will be another announcement. Apple’s annual fall iPhone news event. And the web is overflowing with rumors and stories as to what is going to be shown. New iPhones, of course. But maybe new iPads, the latest watches, and perhaps even a new Apple TV. Or an expansion of Force Touch. The point is no one knows, but oh, so many care. How many care? Well, the event is being held in a 7,000-seat auditorium. And along with the many blogs and articles constantly updating their conjecture as to content, there will be tons of live blogging of the event itself.
And again, no one actually knows what is going to be announced. Which is the point of this post. How do you create this kind of excitement for your business, year after year? How do you keep the suspense going? How do you keep the content secret, yet make the event itself a must talk about?
Great products. Innovative features. New categories. Sensing what the consumer will want even before they know it themselves. Luxury pricing. Fanatical attention to detail. Showmanship. Number one ranked customer service. This is what you have to be doing, if you want to rise above your competition. As is turning your customers into your fan club. Make them feel special to be a user of your product, have them want to share their enthusiasm, and every purchaser becomes a salesperson. Granted, it is exceedingly rare to have your users feel so loyal that they will actually wear tattoos of your logo (well done, Harley Davidson), but it can be done.
So, what can you learn from Apple? And which part of what you discover can you apply to your business? It is not enough to admire the company. It is important to figure out how to emulate it.
Got the idea?