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Секреты успеха Apple или как заработать 150 миллионов долларов за день

Apple объявила о том, что в первый день продаж iPad реализовала устройств на сумму более 150.000.000 долларов. Не думаю, что еще какая-то компания сможет даже приблизиться к такому уровню доходов.Является ли успех Apple следствием угадывания желаний покупателей? Не думаю. В действительности, компания работает на небольшую группу гиков и узко ориентированный рынок. Так в чем же заключается секрет Apple? Каких правил следует придерживаться, чтобы быть таким же успешным? На этот вопрос решил ответить известный гуру маркетинга Сет Годин.

1. Заработать себе привилегии. За 25 лет Apple заслужила привилегию быстрой доставки важных сообщений своим фанатам. Компания практически без усилий и больших денежных затрат может запустить слух о новом продукте, потому что находится в центре внимания мейнстрима.

2. Не стараться понравиться всем. Существует бессчетное число пользователей, которым не нравится Apple. Они ничего не хотят слышать об Apple, а некоторые даже ее ненавидят. И что?

3. Создать продукт, о котором будут говорить все. “Вполне очевидно”, – ответит кто-то. Если это так просто и очевидно, то почему другие компании не могут сделать то же самое?

4. Заставить людей говорить о тебе. У Стива Джобса нет своего блога. Он не пишет в твиттер и с ним нельзя подружиться в Facebook. И это нормально. Фанаты любят общаться, а iPad добавил еще одну тему для разговоров.

5. Создать площадку, на которой смогут выступать другие. Не только ваши пользователи, но и те, кто будет взаимодействовать с вашими пользователями.

6. Культивировать ожидание чуда. У Microsoft есть инженеры, разработчики и деньги на создание Чуда. Так почему вместо этого она делает Zune? Потому, что Microsoft никогда не проводила серьезной работы по культивированию слухов и домыслов у публики, находящейся в ожидании нового продукта.

7. Быть готовым к провалу. Кто не рискует, тот не пьет шампанского. Иногда Apple тоже остается у разбитого корыта. Все ли готовы к этому? Выпустить iPad должно быть тяжелее, чем выпустить книгу…

8. Дать фэнам символ. В маркетинге iPad интересно то, что этот продукт легко узнаваем – практически символ. Если в понедельник в офис вы возьмете с собой iPad, то коллеги узнают его еще с порога.

9. Не сдаваться легко. Apple невероятно глубоко погрузилась в технические дебри, разрабатывая этот продукт… она работала над iPad более десяти лет. Большинство просто не выдержало бы столько.

10. Не следовать догмам. У iPad закрытая система потому, что многим пользователями Apple нравятся закрытые системы.

“Еще, о чем бы я хотел предупредить, – пишет Сет Годин, – не нужно волноваться о дне запуска продукта. Яркий и эффектный выход хорош для газеты или фильма, но большинство успешных брендов или продуктов (Nike, JetBlue, Starbucks, IBM…) с этого не начинают”. Когда пришло время выхода iPad, Apple не сфокусировалась на “запуске” – она просто отдала устройство в руки покупателям.

Вот как можно заработать 150 миллионов долларов за один день: пообещайте то, что сможете дать и дайте то, что пообещали.

Следите за новостями Apple в нашем Telegram-канале, а также в приложении MacDigger на iOS.

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