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Digg it UP - Macintosh: Apples for Businessmen
While I was driving to work this morning I was stuck in traffic. Even worse, I was stuck in traffic behind a bus. I hate traffic jams and I hated being behind buses in traffic jams. When behind a bus, your vision is restricted; you cannot see beyond the bus. So you have to look at it. And, you are forced to look at whatever is on the back of that bus.On this particular bus was an advertisement for a local real estate agent. It was one of those big billboard-style ads that cover the entire back of the bus. It was quite a good ad. The tag-line read, "If I can't sell your house in 30 days, I’ll buy it myself." But whether or no
These associations and identifications are what cause brand preference. Therefore, the argument of price for a single brand does not apply in the modern market. After all, look at the success of the iPod, a device priced significantly above all other MP3 players due to the fact that consumers believe an iPod is a greater being than an MP3 player. iPod created its own category.
It is no
Traveling on business can be a bit of a drain on resources so you might need to choose the correct hotel. The business traveler needs to keep the following in mind if he doesn't know how to choose a hotel.A hotel located near an airport is ideal for efficient, business-prone travelers. While not as scenic, it's easier to meet a business entourage, do some catch-up work in the business center, and fly out in a hurry. These hotels must have some type of internet access to be business-friendly. Wireless hotspots, direct room modem access, or free terminals in the business center are not just amenities anymore; they're becomi
Being a company who worships the Mac system and who must constantly accommodate clients who are not within driving distance, we are constantly utilizing Mac’s well-organized systems of iChat, iSight, and Entourage. Even though these programs work well with clients who are across the country, we find these programs useful internally and with local clients who may not have time for face-to-face meetings. In fact, we provide a lender iBook to our clients so we can communicate via the Mac system.
Of course PCs have audio/visual systems, the ever-troublesome Outlook Express, and AIM, but what Mac offers to “the tech savvy” businessman is more than superior programming, it is the Apple brand. Positioning Macs as business tools could be compared to the positioning of the Blackberry phone. The Blackberry phone has had great success with businessmen who want to stay connected at all times.
Our suggestion to Macintosh: invest in your brand. Mac only has a mere four share in today’s computer market, and that is a travesty. While other brands such as Dell and Gateway blend even more into the broad PC spectrum, Mac continues to produce effective and elegant products. The opportunity for Mac to steal market share is wide open.
The largest task to tackle before positioning a brand is, of course, the research and consumer insight. In order for Mac to position itself as the business tool every serious businessman cannot go without, Mac would have to test this precept (or belief) in the market. This research would include both current Mac users as well as non-users. Finding a way to present the brand accordingly always involves a lot of careful questions and plenty of consumer perspective.
As it stands in the market, Mac brands evoke a feeling of creativity and innovation. Even when iPod became a mainstream product, every iPod owner still felt special for owning one. Anyone in the field of art and design and even advertising will swear by the Mac because it makes special effort to accommodate their industry. Mac knows creative. What Mac fails to capitalize upon is the fact that it could know “business” as well. You do not have to be an artist or proficient in Photoshop and InDesign to benefit from a Mac. Any office would benefit from the consistent, smooth functioning of Macs.
Often the consumer asks about the “over-pricing” of Macs. To this we can answer best with examples. There is no way all PC users can say they do not stand by brands such as Tide, Campbell’s Soup, Pepto-Bismal, or Nike. People buy brands. People will pay up to three times more for Nike running shoes because it is Nike. People will buy Coke or over Grocery Store brand cola because they believe it is better and more about them. People recall brands and make associations that never disappear from their memories.
These associations and identifications are what cause brand preference. Therefore, the argument of price for a single brand does not apply in the modern market. After all, look at the success of the iPod, a device priced significantly above all other MP3 players due to the fact that consumers believe an iPod is a greater being than an MP3 player. iPod created its own category.
It is no
Your Slogan is the “Headline” for Your BusinessTell people in a short phrase or sentence what you want them to know or remember about your business. The best ones conjure up a strong mental image, that will be forever linked with you in their memories. A little wit, humor, insight, unusual (yet relevant) spin goes a long way toward making it stick.If you don’t stand out during the famous first impression, (or in a later contact) there won’t be anything for them to recall later. They’ll draw a blank – which means they don’t feel any connection to you at all. So few businesses have a good slogan (also called a tag line)
Of course PCs have audio/visual systems, the ever-troublesome Outlook Express, and AIM, but what Mac offers to “the tech savvy” businessman is more than superior programming, it is the Apple brand. Positioning Macs as business tools could be compared to the positioning of the Blackberry phone. The Blackberry phone has had great success with businessmen who want to stay connected at all times.
Our suggestion to Macintosh: invest in your brand. Mac only has a mere four share in today’s computer market, and that is a travesty. While other brands such as Dell and Gateway blend even more into the broad PC spectrum, Mac continues to produce effective and elegant products. The opportunity for Mac to steal market share is wide open.
The largest task to tackle before positioning a brand is, of course, the research and consumer insight. In order for Mac to position itself as the business tool every serious businessman cannot go without, Mac would have to test this precept (or belief) in the market. This research would include both current Mac users as well as non-users. Finding a way to present the brand accordingly always involves a lot of careful questions and plenty of consumer perspective.
As it stands in the market, Mac brands evoke a feeling of creativity and innovation. Even when iPod became a mainstream product, every iPod owner still felt special for owning one. Anyone in the field of art and design and even advertising will swear by the Mac because it makes special effort to accommodate their industry. Mac knows creative. What Mac fails to capitalize upon is the fact that it could know “business” as well. You do not have to be an artist or proficient in Photoshop and InDesign to benefit from a Mac. Any office would benefit from the consistent, smooth functioning of Macs.
Often the consumer asks about the “over-pricing” of Macs. To this we can answer best with examples. There is no way all PC users can say they do not stand by brands such as Tide, Campbell’s Soup, Pepto-Bismal, or Nike. People buy brands. People will pay up to three times more for Nike running shoes because it is Nike. People will buy Coke or over Grocery Store brand cola because they believe it is better and more about them. People recall brands and make associations that never disappear from their memories.
These associations and identifications are what cause brand preference. Therefore, the argument of price for a single brand does not apply in the modern market. After all, look at the success of the iPod, a device priced significantly above all other MP3 players due to the fact that consumers believe an iPod is a greater being than an MP3 player. iPod created its own category.
It is no
Many small business owners make an attempt to create their own layouts for their initial trade show display. This makes perfect sense because most small business owners are used to doing everything themselves and like the idea of saving a buck when possible. At the same time they may not be sure that trade show marketing is going to help their overall marketing effort. It is often a catch 22 because they are not sure whether it will help, so they try to cut corners to save money on their display, which in turn will probably cause their trade show marketing result to show diminished returns. I deal with this more often than not o
The largest task to tackle before positioning a brand is, of course, the research and consumer insight. In order for Mac to position itself as the business tool every serious businessman cannot go without, Mac would have to test this precept (or belief) in the market. This research would include both current Mac users as well as non-users. Finding a way to present the brand accordingly always involves a lot of careful questions and plenty of consumer perspective.
As it stands in the market, Mac brands evoke a feeling of creativity and innovation. Even when iPod became a mainstream product, every iPod owner still felt special for owning one. Anyone in the field of art and design and even advertising will swear by the Mac because it makes special effort to accommodate their industry. Mac knows creative. What Mac fails to capitalize upon is the fact that it could know “business” as well. You do not have to be an artist or proficient in Photoshop and InDesign to benefit from a Mac. Any office would benefit from the consistent, smooth functioning of Macs.
Often the consumer asks about the “over-pricing” of Macs. To this we can answer best with examples. There is no way all PC users can say they do not stand by brands such as Tide, Campbell’s Soup, Pepto-Bismal, or Nike. People buy brands. People will pay up to three times more for Nike running shoes because it is Nike. People will buy Coke or over Grocery Store brand cola because they believe it is better and more about them. People recall brands and make associations that never disappear from their memories.
These associations and identifications are what cause brand preference. Therefore, the argument of price for a single brand does not apply in the modern market. After all, look at the success of the iPod, a device priced significantly above all other MP3 players due to the fact that consumers believe an iPod is a greater being than an MP3 player. iPod created its own category.
It is no
Every time you hear someone say “May I have one of your business cards?" you should get excited. I know I do. That’s because I LOVE my cards. I spent thousands of dollars on printing, several hours on designing and went through 10 different layouts until I got them right.And it was all worth it.A business card is an entrepreneur’s best friend, his most valuable marketing tool and an essential element to becoming UNFORGETTABLE. Unfortunately, too many people have business cards that simply blend into the multitude of cookie cutter crap. And that’s a shame, because a business card is more powerful than you think.>As it stands in the market, Mac brands evoke a feeling of creativity and innovation. Even when iPod became a mainstream product, every iPod owner still felt special for owning one. Anyone in the field of art and design and even advertising will swear by the Mac because it makes special effort to accommodate their industry. Mac knows creative. What Mac fails to capitalize upon is the fact that it could know “business” as well. You do not have to be an artist or proficient in Photoshop and InDesign to benefit from a Mac. Any office would benefit from the consistent, smooth functioning of Macs.
Often the consumer asks about the “over-pricing” of Macs. To this we can answer best with examples. There is no way all PC users can say they do not stand by brands such as Tide, Campbell’s Soup, Pepto-Bismal, or Nike. People buy brands. People will pay up to three times more for Nike running shoes because it is Nike. People will buy Coke or over Grocery Store brand cola because they believe it is better and more about them. People recall brands and make associations that never disappear from their memories.
These associations and identifications are what cause brand preference. Therefore, the argument of price for a single brand does not apply in the modern market. After all, look at the success of the iPod, a device priced significantly above all other MP3 players due to the fact that consumers believe an iPod is a greater being than an MP3 player. iPod created its own category.
It is no
A successful marketing plan relies heavily on the pulling-power of advertising copy. Writing result-oriented ad copy is difficult, as it must appeal, entice, and convince consumers to take action. There is no magic formula to write perfect ad copy; it is based on a number of factors, including ad placement, demographic, even the consumer’s mood when they see your ad. So how is any writer supposed to pen a stunning piece of advertising copy -- copy that sizzles and sells? The following tips will jumpstart your creative thinking and help you write a better ad.KNOW THE BASICSAll good advertising copy is comprised of the
These associations and identifications are what cause brand preference. Therefore, the argument of price for a single brand does not apply in the modern market. After all, look at the success of the iPod, a device priced significantly above all other MP3 players due to the fact that consumers believe an iPod is a greater being than an MP3 player. iPod created its own category.
It is not price that keeps Macs in a world of their own. A lack of knowledge is the culprit behind Mac’s inability to grow in the computer market and to increase their market share. It is amazing how many people are not aware of Mac programs that would directly impact their business productivity. For example, Keynote, a Mac only program, has capabilities far exceeding Power Point, a program used by almost every office every day. Hardly anyone in the business world uses Keynote, yet the program is the finest electronic presentation program available. Keynote, like Macs in general, is simply more professional.
Professionalism is something this country may value more than any other country in the world. However, professionalism in the US is also demonstrated and interpreted differently. As Americans we believe in order to provide, we must possess, and with this possession, we must always have the biggest, best, and most advanced. Ironically, the computer company that allows us to have just that is being ignored due to the excuse of price and a lack of acceptance. Mac must become more approachable and reachable for businesses of all varieties in order to succeed in an ever-changing market.
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