This morning I woke up at 6:30AM which is very early for me, what’s even more shocking is my son was awake before me and with my son being a typical teenager you can probably understand why I was surprised. You may be wondering why we woke up so early, well here’s what happened, we got up early and drove all the way to the local Apple store. Yes we were one of the thousands of people who were looking to get their hands on an iPhone 4 and at 7.30 am this morning I was stood in a queue with hundreds of other people and I was thinking to myself “this is just like waiting for a product to go live”.
If you watch what Apple do when it comes to launching a new product you’ll see that it is much the same as an Internet Marketing product launch. They have created a buzz with their pre launch, mostly from the Keynote that was released on the 7th of June. However, apart from the fact the new iPhone looks amazing the biggest tactic I think Apple are using at this moment in time is scarcity. We actually queued up for just over an hour just to register for our iPhones, we couldn’t go in the shop today and buy one because there is not enough stock, you can imagine how disappointed we were when we were told this but that’s how it is, so now I have to wait for an email telling me when more stock is arriving. I do believe that the demand is so high that stocks are running low, but I also think also think a lot of companies (including Apple) use the scarcity tactic when they come to launch a product.
You see this happen nearly every time Christmas comes around, there is always a toy or something that everybody goes crazy for and usually it’s something you can’t get your hands on. The biggest thing about this is, when you can’t get something you want it more, now if Apple had a million iPhones in stock today they would sell a lot but the fact that they are very hard to get hold of at the moment means they are very very desirable, don’t believe me? Go on eBay right now and go and have a look at how much iPhone 4’s are selling for, I’ve seen some today selling for almost $2000. Because of this in the long run Apple will sell more iPhones because stock is limited.
So in future have a look at what’s going on around you and see if there is anything you can learn from the big companies to implement into your online marketing, and have a look at what Apple are doing right now, they’ve created a buzz, now they are using scarcity and now that the product has gone live its very very hard to get hold of which makes it extremely desirable.
Remember! If you can:-
- Create a quality product
- Build a buzz
- Create scarcity
You will have a buying frenzy, today I was part of that buying frenzy and even though I didn’t receive my iPhone 4 today I know it’s only a matter of days before I get my hands on one. Just like thousands of other people out there Apple have got me hook, line and sinker with their marketing tactics.