KaMIST
Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. This week, we're diving into Apple's successful attempt at buzz marketing!
Have you ever wondered how Apple turned buying a phone into a global event? Every year, millions, yes millions of people line up outside Apple stores just to be the first to get their hands on the newest iPhone. What's even more fascinating is that this excitement doesn't come from some groundbreaking tech upgrades. Let's be honest, Apple has not made that significant of a leap in innovation for years. So what keeps the hype alive? The answer lies in one powerful yet often unnoticed marketing strategy known as buzz marketing, a method that works behind the scenes without us noticing.
So what is buzz marketing? Buzz marketing is a strategy built on word of mouth and social influence. Like the name, it relies on creating a buzz or excitement around the product or service. Instead of relying heavily on traditional advertisements or celebrity endorsements, brands create hype, they make people talk, share, and want to be part of the trend. In simple terms, buzz marketing is not about saying, "Buy this." It's about making people say, "Everyone's talking about this, I need to check it out before it's too late," creating that Fear of Missing Out (FOMO) effect.
Apple is one of the best examples of companies using buzz marketing. Rather than chasing customers through constant ads, Apple creates moments or something to wait for. They build suspense with teasers, strategic leaks, and carefully planned events that spark online arguments.
By the time the iPhone is released, it is no longer just a product; it becomes more of an annual cultural event. Social media is filled with reviews, reactions, memes, and comparisons, all generated by the public and not by Apple itself.
In essence, Apple has turned its customers into salespeople. Fans and even haters spread the message for free, and every discussion keeps the brand in the spotlight, giving it free publicity. After all, no publicity is bad publicity.
Buzz marketing is effective because people trust other people, not ads that are produced by some so-called "cold blooded" company that only cares about profit. Hearing a friend talk excitedly about a new product or seeing influencers use it without being sponsored feels more authentic than a corporate campaign. It builds credibility through the purity and emotion of people.
Apple's success shows that great marketing is not just about showing features, it is about creating feelings, especially excitement. Excitement among the people brings hype to the product, and that is what Apple does best. They don't just sell phones, they sell hype. Perfect example of buzz marketing done right.
Wanna get more insights into marketing? Tune in every Thursday for more KaMIST!