How Apple Fared Through Endless Criticism… and Prevailed

Apple set the bar for new-age marketing standards.

There’s no doubt that Apple has had massive success over its competition. Why? Innovation is one main reason, along with their aggressive pursuit of what they would like to call a “perfect product” even in the face of doubt. While their products were laughed at by neighboring companies, they kept their heads down and continued to push their models. Fast forward to today, their success is justified just by walking down the street – how many people do you see on a daily basis carrying an iPhone or using an Apple product?

Apple Maintained Their Composure

According to Steve Doctrow, EVP of Marketing for Rogers & Cowan, recognition comes in the form of creativity. While other companies thought that Apple’s products would fall flat on their face due to their high prices and somewhat simple design, Apple pressed their cause and won over the hearts of the majority. Instead of listening to their critics, they designed what they believed was going to be a major hit. And, they were right.

They Believed In Their Pricing

For many companies out there, this is a bold move. In the case of Apple, they believed in the usefulness and technology of their products so much that they justified their prices. And the thing is, they got away with it.

Because their products were marketed for all their unique capabilities and cutting edge technologies, they marked them at a price that they felt like it deserved. And, instead of placing emphasis on the whole strategic pricing aspect, they bit the bark and created a standard for price ranges when it came to their products.

January 19th, 2016 | Leave a Comment

Proven Tips for Successful Radio Campaigns

To maximize the chance that your listener will react to your commercial, follow these basic steps.

Rather than attempting to dominate the local marketplace with advertisements, consider utilizing the power of radio networks to send your message across. Radio advertising has long been a popular medium for a business to advertise their products or services. In order to gain the maximum amount of exposure with the least expenditure, certain strategies should be implemented.

Steve Doctrow of Rogers & Cowan states that radio is still very much alive in the digital world. Although many believe that radio listeners are a dying breed, it’s safe to say that much of the United States still listens to the radio on a frequent basis.

Campaign Goals

Notice how many commercials that you hear on the radio today ask you to take a specific action towards the end. In order successfully draw in a consumer base, it’s important to duly note what type of action you want your prospective customer to take. For example, do you want your customer to call your business, view your website, or even visit your property? Be specific in your directional cues as this call to action leads to their primary form of communication with you.

Frequency “Sticks”

In order for the average person to actually “listen” to your commercial, you’re going to need to air your commercial numerous times – think 40-50 times. Frequency is as important as any other factor that’s in your strategy. If the listener doesn’t process your advertisement, they won’t necessarily react to it. Additionally, the more you frequent your commercials, the higher of a budget you’ll have to work with. Plan out your budget accordingly and be sure to set a good amount aside for frequenting alone.

January 5th, 2016 | Leave a Comment