How Do You Get Apple Style Media Coverage? It’s A Secret. at Retail Marketing

How Do You Get Apple Style Media Coverage? It’s A Secret.

Published by Cindy January 24th, 2008 in Advertising, Consumer Brands, Email Marketing, Innovation, List Growing, Measurement, Online Advertising, Retail Marketing, Search Engine Marketing, Technology.

If you’re only slightly interested in technology, no doubt you’ve seen or read about Apple Computer’s new MacBook Air this past week, announced at MacWorld 2008 Conference and Expo in San Francisco. Already there are more than 5 million Google hits for a product that was announced less than a week ago.

Weighing in at 3 pounds, measuring just 0.16 inches at its thinnest and costing $1,799US, if MacBook Air catches on, it will no doubt force other PC manufacturers to roll out slimmer, lighter laptop designs in a hurry. Similar to last year’s iPhone announcement, Apple generated incredible global media coverage with their latest product announcement.

So how are they so successful?
I’m sure all over North America executives at Sony, Dell and HP are left scratching their heads, wondering how they can generate this level of product buzz. Paradoxically, Apple’s media success can attributed to their obsession with secrecy. They carefully guard product information announcements and plans until MacWorld. Then the products are demonstrated by Mr. Jobs himself.

[Full Story at Canadian Marketing Blog]