Mark your calendars for September 10, 2024. That's when Apple is expected to unveil the iPhone 16 series.
If history repeats itself (and with Apple, it often does), pre-orders will kick off soon after, with the official release hitting stores on September 20.
It's like clockwork, isn't it?
Since the launch is pretty close and millions of crazy fans will be waiting for their new iPhone I wanna talk about what Apple has been doing to build such a cult following.
Then we are gonna talk about how B2B companies can turn their best customers into local fans. And a powerful strategy that offers an amazing way to grow by putting trust and value first.
Here’s what we are going to cover in the edition #16 of the Vik’s MIX (Marketing Insight Exchange)
iPhone cult following
Turning the best customers into loyal fans
The Slow Burn Strategy
Let’s go.
iPhone cult following
Let's great straight to the heart of the matter and break down a few key principles behind Apple's marketing genius.
Here’s what I believe to be Apple’s core marketing strategy that resulted in such a cult following.
Innovation Nation
Apple doesn't just sell phones; they sell the future. Each new iPhone brings something groundbreaking to the table. From jaw-dropping camera tech to slick user interfaces, Apple keeps pushing the envelope. It's not just about having a phone; it's about holding tomorrow in your hand.
The "Gotta Have It" Factor
Ever notice how iPhones seem to vanish from shelves faster than free pizza at a college dorm? That's Apple's scarcity strategy at work. By controlling supply and release, they create a frenzy that has people camping outside stores. It's FOMO (Fear of Missing Out) on steroids!
Tugging at Heartstrings
Apple's ads don't just list specs; they tell stories. They show how iPhones fit into our lives, capturing moments and connecting people. It's not about gigabytes; it's about gigabytes of memories. This emotional connection turns a gadget into a life companion.
Keep It Simple, Silly
From sleek product designs to clean marketing materials, Apple's all about minimalism. They make high-tech feel approachable. Complex becomes simple, intimidating becomes inviting. It's like they're saying, "Hey, anyone can be part of this cool club!"
One Big Happy Family
Apple's created more than products; they've built a community. The seamless integration across devices creates an ecosystem that takes work to leave. Once you're in, you're all in. It's like joining a tech family where everything just works together.
Fancy Pants Pricing
iPhones aren't cheap, but that's part of the allure. Apple positioned their phones as luxury items, status symbols even. And those Apple Stores? They're not just shops; they're experiences. It's retail therapy meets tech heaven.
Launch Party Central
Apple's product launches are like tech Super Bowls. They create so much buzz, it's impossible to ignore. Even if you're not an Apple fan, you can't help but pay attention. It's a masterclass in creating anticipation and excitement.
Apple's not just selling phones. They're selling an experience, a lifestyle, a piece of the future. They've tapped into something deeper than just tech – they've become a cultural phenomenon.
Apple's marketing prowess is undeniable. They've turned a piece of technology into a must-have accessory, a status symbol, and for some, even an identity.
Turning the best customers into loyal fans
Now that we dig a bit into Apple’s fanatic strategy let's explore how B2B companies can build a loyal customer base.
See, in today's crowded marketplace, small businesses face the constant challenge of standing out and building a loyal customer base.
One powerful strategy that's often overlooked is creating a sense of exclusivity. This approach isn't just for luxury brands - it's a versatile tool that any small business can use to attract and retain customers.
Let's dive into how you can make your business feel like the most exclusive club in town, without breaking the bank or alienating potential customers.
Limited Edition Products
Spotify's limited-time "Wrapped" feature, available only in December, has become a cultural phenomenon. Year after year, it drove a huge jump in app downloads during its release week.
But remember, limited editions work best when they offer genuine value, not just artificial scarcity.
VIP Programs
SEPHORA's Beauty Insider program offers exclusive products, early access to sales, and personalized beauty classes. It boasts over 25 million loyal members, contributing to 80% of Sephora's annual sales.
We have to focus on experiential rewards that money can't buy to create true loyalty.
Exclusive Events: Creating FOMO and Community
Airbnb offers unique, host-led activities exclusively to its users. This program has grown manifold since then, showcasing the power of exclusive experiences.
One of the best ways is to blend online and offline exclusive events to cater to a wider audience.
Transparency as Exclusivity
Glossier, Inc.'s product development involves its top customers in product development through exclusive surveys and beta testing. This approach has led to a cult-like following and a valuation of over $1 billion.
Involving customers in your process creates a sense of ownership and deepens loyalty.
Exclusivity in Professional Settings
Salesforce's community platform offers certifications, networking, and early feature access. It has over 15 million members and significantly contributes to user retention.
Create exclusive professional development opportunities that align with your product ecosystem.
Research shows that customers in exclusive programs spend 67% more than non-members (Accenture).
However, exclusivity must be balanced with accessibility to avoid alienating potential customers.
This week, identify your top 10% of customers. Create an exclusive offer or experience for them that aligns with your brand values and customer interests. Track engagement and feedback to refine your approach.
The key is to create genuine value that makes customers feel truly special, not just artificially restricted.
Remember, exclusivity isn't about keeping people out; it's about inviting your best customers into a deeper relationship with your brand.
The Slow Burn Strategy
In B2B marketing, quick results often get the most attention. But there’s another way that works well: the "slow burn" strategy. This method, shared by marketing expert Karen Talavera, is about building strong relationships over time instead of pushing for fast sales. Though it’s not used as often, the slow burn strategy can lead to steady growth and loyal customers.
Let’s Breakdown the Slow Burn Strategy
Storytelling and Engagement: The slow burn approach starts with storytelling. Instead of sending lots of sales messages, businesses share stories that unfold over time. These stories help build trust and keep prospects interested. People feel understood and valued, not just like sales targets.
Acme Solutions, a small IT company, used this method by sharing stories about how they helped clients solve big IT problems. They shared these stories slowly, keeping prospects engaged and showing how they could help them too.
Long-Term Nurturing: This strategy is about helping prospects through their buying journey. By sending the right messages at the right time, businesses can guide prospects to make the best decisions. It’s about being helpful, not pushy.
greentechAnalytics, a software company, did this by creating a series of emails for prospects in the green energy industry. Over several months, they shared useful tips and success stories, building trust and positioning themselves as a go-to resource.
Personalization: Personalization is key to the slow burn strategy. By tailoring messages to each prospect’s needs, businesses create strong, meaningful connections. This makes it more likely that prospects will become customers.
BlueWave Advisory, a consulting firm, used data to send personalized messages to healthcare clients. They addressed specific challenges and offered solutions, which led to strong relationships and new contracts.
Content-Rich Communication: Using different types of content like white papers and webinars is important. This content should help prospects solve their problems, not just sell products.
ShieldNet, a cybersecurity company, used in-depth reports and webinars to teach prospects about new threats. This showed that they were experts, making it easier to win new business.
The slow burn strategy takes time and patience, but it pays off. Businesses that use this approach can build strong relationships, increase loyalty, and see steady growth.
In a world where fast sales are often the focus, the slow burn method offers a better way to grow by putting trust and value first.
By taking the time to nurture leads, your business can turn prospects into loyal customers who are ready to buy when the time is right.
Well that’s for edition #17.
If you dig what you just read, do me a solid – smash that subscribe button and stay tuned for edition #17 of Vik's MIX (Marketing Insight Exchange). While you're at it, show some love with a like and share this edition with your community.
Appreciate you spending your time here!
If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.
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