The Secret of Apple’s Success
When Apple released their quarterly results on Monday, they revealed the most successful quarter in the company’s history. This is a remarkable achievement considering the current economic climate. So, how did they do it?
Well, last week I blogged about Apple’s fan base and predicted that it would be the main reason why Apple would continue achieving great results. This has been proven as a valid point of view. Think about it, what other business has a fan base as strong as Apple’s? Very few. You see, loyalty is priceless particularly in economically difficult times.
The one thing that separates Apple from failing businesses all over the world is their fan base. As a start-up, building a fan base is the most important issue that you have to deal with. In the Internet age, this has become the fundamental building block for all marketing activities. The paradigm has changed. Now your advertising is your fans base, your sales force is your fan base, your PR is your fan base.
As a result, the focus of your marketing activities can be broken down to three main areas.
1. Building a fan base
2. Maintaining a fan base
3. Giving them something to talk about
I know that I have over simplified a little, but by focusing the DNA of your start-up on these issues you are building a potent marketing asset. The evidence is out there, as I mentioned in my previous post. Apple’s biggest asset is not it’s IP, it’s biggest asset is it’s fan base. That’s how you build a sustainable business.
Look, the era of the snake oil salesman is over. Your cover will be blown. It may work for a while, but in the long term it’s impossible to sustain. However, if you root your business in honesty and deal with your customers on the level and with respect. They will appreciate it. If you can amaze them with cool stuff every now and then they will really appreciate it. Maybe, they will become your fans.
Remember, when people care about you, they will buy from you.
