Chapter 53 Section 6 Creative marketing with different "thinking"

Let's talk about advertising first.Apple's advertisements have always followed the "cool" route, which belongs to the type that will never stop until it shocks to the depths of the soul. In 1981, just after the IBM PC came out, it was dismissed by Apple.Apple publishes large advertisements in the "Wall Street Journal" and other media. The headline of the advertisement has only three words: "Welcome, IBM, we are serious (Welcome, IBM. Seriously)." This headline is confident, arrogant, and aggressive, just like the tone of the leader of Qiao Gang.This kind of advertisement that challenges the opponent by name and name, and regards the opponent's army as worthless, can only be done by Jobs' Apple!

As mentioned earlier, on January 22, 1984, the Super Bowl, the final of the American Professional Football League, witnessed the first advertising work in Apple's history that shocked the world.The centralized power depicted in George Orwell's novel was smashed with a hammer by a young girl representing the new force. What emerges from the picture is the great prophecy about the Macintosh: "On January 24, Apple will release the Macintosh computer. From this, everyone will see why 1984 in the novel will not reappear in reality." The idea for the ad "1984" came from Apple's marketing partner at the time, the advertising company ChiatDay.The main creator is ChiatDay's creative director Lee Clow (Lee Clow).Crow said: "This ad illustrates Apple's philosophy and goals-that all people, not just governments and large companies, should have access to the latest technology. If computers are not to control our lives, then they are. It has to be easy to access and use."

Although both Apple and ChiatDay have repeatedly denied it, everyone still believes that the centralized forces in the advertisement "1984" are actually alluding to Big Blue IBM.Apple once again used sharp-edged, Jobs-colored advertisements to challenge competitors. The "1984" ad was later hailed as one of the most successful Super Bowl commercials. In 2004, to commemorate the 20th anniversary of the advertisement, Apple remade and released a new version of the TV advertisement again. This time, the girl in the advertisement had an extra white iPod. After Jobs returned in 1997, when Apple was on the verge of bankruptcy, restoring the company's image and product reputation as soon as possible became the focus of marketing at that time.

Jobs found that after he left Apple, Apple no longer cooperated with ChiatDay, but handed over the business to BBDO Advertising, Sculley's old partner in Pepsi.At that time, most of Apple's advertisements were lackluster, and the once rebellious Joe gang style was no longer there. If you want to make a big splash in advertising and marketing, you must find the former master figure.Jobs decided to re-invite ChiatDay to participate in the formulation of Apple's advertising program, and also named Lee Crow as the main creator. For this reason, Jobs personally called Crow and said: "We need you again. This time, not only time is tight, but also important. You can make a more shocking than '1984' within a week." An advertising plan? Moreover, in this advertising plan, it is best to have a slogan that everyone can remember."

Crowe, who was ordered in a crisis, really only took a week to complete the scheme design.He rushed to Apple and threw a slogan directly at Jobs and Apple's marketing executives.It’s a powerful two-word line that was first conceived by another creative director, Craig Tanimoto.There are only four words in this sentence when translated into Chinese: "Think Different!" "Think" differently?Hearing Crow's introduction, Apple executives including Jobs fell into a brief silence, but in just a dozen seconds, people suddenly looked at each other and smiled, and everyone felt that the idea that Crow came up with Although this slogan is not even grammatically correct, it has reached a higher level than "1984".

ChiatDay's Ken Segall (Ken Segall) led the implementation of the entire advertising plan.Before long, the "Think Different" series of advertisements frequently appeared in newspapers, magazines, and TV.In the 60-second theme TV commercial, 17 people including Einstein, Bob Dylan, Martin Luther King, John Lennon, Edison, Muhammad Ali, Mahatma Gandhi, Picasso, etc. The influential figures of the 20th century appear in the picture in black and white.The static advertisements in newspapers and magazines appear in a series of one for each character. The voice-over for the TV spot reads this intriguing line: "To the crazy ones—the misfits, the rebels, the saboteurs, they're like round wedges in square holes. They're always See the world in a different way, they don't like the rules, they don't recognize the status quo. You can quote them, you can disagree with them, you can flatter or vilify them. But the only thing you can't do is ignore them. Because they They're changing everything, they're driving the progress of humanity. Some people see them as crazy, we see them as geniuses. Because the only people who are crazy enough to think they can change the world really change the world. "

It is said that Jobs cried with excitement when he saw the commercial for the first time and heard this narration.Those crazy people mentioned in the voiceover, those outdated, rebellious, saboteurs, those people who really changed the world because of their madness, aren't they Jobs and Joe himself? The "Think Different" ad on TV had an unprecedented sensational effect. It took only about 60 seconds for both Jobs and Apple to regain the image of a rebel who was once vague or even on the verge of extinction. Once again, Apple is at the forefront of a world-changing wave. The slogan "Think Different" was used by Apple until 2002.Since then, Apple, which has recovered its vitality, no longer needs majestic works such as "Think Different" to turn the situation around. Apple's advertising and marketing have turned to a path full of life and fashion.But even so, it is not difficult for us to find the aggressive "Joe's edge" hidden in Apple's advertisements.

The "Switchers" campaign, which started in June 2002, has found dozens of users from all over the world who have really switched from Windows computers to Apple computers, and let these ordinary people come forward and talk about why they don't like Windows and why they like Apple computers.The entire ad campaign has a strong breath of life, but the edge is still directed at Apple's rivals, Microsoft and the PC camp. From 2006 to 2009, Apple launched a large-scale "Get a Mac" series of advertising campaigns.In dozens of short TV clips with unified style, witty and relaxed style, there will always be a handsome and sunny young man saying to everyone at the beginning: "Hi everyone, I am Mac." : "Hi everyone, I'm PC." Then, Mac and PC discussed the differences between the two computers. The Mac has always been synonymous with cool and trendy, while the PC has always been old-fashioned and kitsch.This blatant attack on competitors has caused a tit-for-tat counterattack from Microsoft. Since 2008, Microsoft's "I am a PC" series of advertisements have been launched one after another.The advertising war between the two companies is truly exciting.

In addition to humor, fashion is another key word in Apple's advertising in recent years.In the familiar iPod series advertisements, Apple uses the silhouette technique to make black silhouettes jump and dance with music on a colored background. The white iPod, white earphones and white wires worn by the silhouette are extremely eye-catching.The pure color background and the main body of the picture in black and white make the whole advertising picture full of youth and dynamic.In order to promote the iPod, Apple even invited the famous U2 band to participate in commercial shooting and compose songs specifically for the iPod.

In addition to advertising, Jobs is particularly good at promoting Apple's corporate image and products at various exhibitions and press conferences, using his personal charm like a star. When the Macintosh was released in 1984, Jobs stood on the podium in a dark suit and bow tie, scanning the audience sharply.Suddenly, he walked to a cardboard box and unpacked the Macintosh computer.The screen of the computer flickered under the eyes of everyone, and at the same time, the computer actually made a sound by itself, saying to everyone: "Hi, everyone, I'm Macintosh. It's nice to be able to get out of the box."

The 2,500 people present were ecstatic.A kind of "worship Apple", or more precisely, "worship Jobs" was officially born.At that time, Mike Murray, Apple's marketing director and later joined Microsoft, was sitting in the first row. He excitedly gave Jobs a thumbs up and said, "Look at the scene, this is simply religion." Different from the style of wearing a suit on the stage in the early years, in recent years, when Jobs gave a keynote speech at the Macworld exhibition or the Apple WWDC World Developers Conference, he always wore his iconic "guidance suit" - a sleeve-rolled A black turtleneck sweater, known as the "Turtleneck", with a pair of blue jeans, a pair of round thin-rimmed glasses, and a pair of sneakers. Take a look at every Apple product launch event in recent years that Joe has participated in.As long as the familiar "leader's uniform" appears on the stage, the audience will definitely be excited.At this time, any display and speech skills have become superfluous foils. As long as Mr. Qiao is on the stage, every word he says, every picture he shows, and every gesture he makes may become the salute of the audience. object of worship. To be honest, Jobs was actually a man of few words in his life. If it wasn't about his temper, or a friend he could talk to, he would rather not say a word.But the gang leader is the gang leader, and his language talent and charisma are naturally prepared for big scenes.Once on the podium, Qiao Gangzhu naturally has the posture of looking down on the crowd and being no one but me.Many people want to imitate Jobs' speeches. I think this is like an ordinary soldier trying to imitate Napoleon's speech before thousands of troops. Even if your voice and demeanor can be imitated perfectly, you will never have the momentum of Napoleon.There are some things that cannot be learned by learning. Of course, if we must summarize the rules, Carmine Gallo (Carmine Gallo) summarized in the book "Jobs' Magical Speech" that the three on-the-spot skills for improving language effects are most worthy of our study: Focus on eye contact: Jobs prepared meticulously before his speeches, often rehearsing weeks in advance.When he actually went on stage, he didn't read the speech word by word, but paid special attention to making eye contact with the audience during the speech.Occasionally, he would glance at the slides occasionally, then quickly return his attention to the audience. Open posture: Jobs stood at the podium, rarely with his arms folded across his chest or his hands behind his back.He always uses an "open" posture to communicate with the audience.Jobs didn't like the podium. He felt that there should be no unnecessary barriers between the speaker and the audience.During demonstrations, after each feature was demonstrated, Jobs would immediately turn to the audience instead of always showing his back. Gestures: Jobs used gestures to emphasize almost every important sentence.Body language, including gestures, was by no means optional to Jobs' speech.The most common posture Jobs used was to open his hands outwards while keeping his elbows tucked in at his sides, which facilitated clear, defined movements of his hands. In addition, there are many things that can be used for reference in Jobs's speeches, from tone, speed of speech, design of slides, arrangement of speech content, to control of speech time.For example, each Apple product announcement usually has multiple products to introduce, and one of them is always the most important.Jobs would put the most important product last, and then, after introducing all the other products, he would suddenly say to the audience, "I almost forgot," or "One more thing," after introducing all the other products. This leads to the grand finale of the entire press conference. Seeing is better than hearing a hundred times. No matter how many introductions are made here, it is not as effective as listening to the speech of Gangzhu Qiao on the spot. Or, even if you can’t pay homage to Gangzhu Qiao on the spot, those who like Jobs’ speeches should at least find his speech videos on the Internet. Watch and think about it. There is another interesting thing about Apple's exhibition marketing.I don’t know if you have noticed, but in Apple’s iPhone and iPad advertising pictures, the time displayed on the screen is always 9:41.In fact, when the iPhone was first released in 2007, this time was 9:42.But, why choose 9:42 or 9:41 as the time on the advertising picture?Is this a lucky number for Apple or Jobs? According to Scott Forstall, Apple's vice president of iOS operating system research and development, these two figures are actually closely related to Apple's exhibition marketing. "We usually design our product launches to be the most important product announcements and they always come around the 40-minute mark," Forstall said. The time displayed on the watch and the real time on the listener's watch. Of course, we know that this cannot be completely accurate." Well, in order to cooperate with the product launch, Apple even considered the timing details on the advertising pictures so clearly.The reason why it attaches so much importance to advertising and exhibition marketing is not complicated: Apple is a big brand that creates fashion consumer products, and advertising and exhibitions are the best way to shape the fashion brand image and promote products to consumers.Of course, the biggest difference from all other companies is that Apple has a god-like marketing wizard-Jobs and Joe.