Where's the Mac Media Blitz?

[MacBytes]

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Category: Opinion/Interviews
Link: Where's the Mac Media Blitz? (http://www.macbytes.com/link.php?sid=20050531100431)

Posted on MacBytes.com (http://www.macbytes.com)
Approved by Mudbug

[zelmo]

I agree that Apple needs to capitalize on the iPod frenzy, mini pricing, and great press for Tiger, and get some heavy ad rotation going where the mainstream audience will see it - TV.
That being said, I think I remember reading somewhere (iCon?) that Steve Jobs hates television because it is a passive user experience. Maybe he is against saturating the airwaves with ad's for the Mac.
Personally, I can't think of a single good reason NOT to advertise. Well, except for the fact that Apple isn't really geared to produce product in great numbers. :rolleyes:

[James Philp]

I cringe whenever a Windows ad come on TV.
"With a world of things running on windows...." blah blah blah!
Anyway, I do agree that a few more ads are worth it, Apple have a lot to boast about right now.

[pontecorvo]

Maybe he is against saturating the airwaves with ad's.
Then how do you explain all of the iPod ads?

[gwangung]

I cringe whenever a Windows ad come on TV.
"With a world of things running on windows...." blah blah blah!
Anyway, I do agree that a few more ads are worth it, Apple have a lot to boast about right now.

Heh. I cringe when Mac fans talk about advertising. Folks have no idea about what works and what doesn't.

[plinden]

There are a couple of reasons that occur to me, without even having to think much about it, why Apple may not want to do more advertising just now. They are doing fine so far, 43% growth in shipments, without spending anything. And, could Apple keep up with extra demand generated by a successful media blitz? They are just barely doing so now.

[joecool85]

They will grow with time and eventually will advertise more. Right now since they are at max for production it would be silly to advertise.

[nagromme]

I do wonder why there's still no all-out Mac media campaign, now that Tiger's here. (I don't think the ads need to show details--effective "brand awareness" ads like the iPod ones might work, leading people to learn more at Apple.com.)

There must be SOME reason, though. Apple didn't just "not think of it." They do want to sell more, and they do use TV--a lot. So they're waiting for something. That's a certainty.

But what?

Waiting for more production capacity--to get the most return on the ad costs--sounds like a good theory to me.

Other factors that might make those ad dollars worth more later: Apple's getting lots of FREE advertising these days. Maybe spending as that starts to die down is more strategic.

And then there's always the theory that some new product(s) are intended to feature in the campaign.

Last but not least... maybe they haven't come up with THE right campaign yet. It's worth doing it right, and there's nothing simple about that. iPod ads already sell Macs (indirectly)... so I'm sure Apple wants to make sure their airtime dollars are just as effective as those ads have been.

Any day, the above factors might change and we'll see Macs all over TV the way we see iPods.

Bottom line is, the ads--timing AND content--need to work for Apple, not for us!

[dejo]

What is the article trying to say? The first paragraph derides the new movie and its advertising blitz and then goes on to say that Apple should borrow a page from this strategy? Huh?...

[outerspaceapple]

I do wonder why there's still no all-out Mac media campaign, now that Tiger's here. (I don't think the ads need to show details--effective "brand awareness" ads like the iPod ones might work, leading people to learn more at Apple.com.)

There must be SOME reason, though. Apple didn't just "not think of it." They do want to sell more, and they do use TV--a lot. So they're waiting for something. That's a certainty.

But what?

Waiting for more production capacity--to get the most return on the ad costs--sounds like a good theory to me.

Other factors that might make those ad dollars worth more later: Apple's getting lots of FREE advertising these days. Maybe spending as that starts to die down is more strategic.

And then there's always the theory that some new product(s) are intended to feature in the campaign.

Last but not least... maybe they haven't come up with THE right campaign yet. It's worth doing it right, and there's nothing simple about that. iPod ads already sell Macs (indirectly)... so I'm sure Apple wants to make sure their airtime dollars are just as effective as those ads have been.

Any day, the above factors might change and we'll see Macs all over TV the way we see iPods.

Bottom line is, the ads--timing AND content--need to work for Apple, not for us!


Thats true, but when in the last few years since the release of the "flower power" iMacs has Apple advertised Macs? They haven't. Surely the market conditions could have been right for adverts sometime in there. Maybe they didn't have the money?

Well thats the point of ads in the first place; to increase the bottom line. Its been said that when things are going well for your profits, you have the option to advertise; but when things are going poorly you HAVE to advertise.

So whats up Apple? Waiting for the dual 3.2 GHz PowerMacs, or the PowerBook G5s? You'll always be waiting for something, innovation is what keeps this industry going. Stop looking at your tomorrows 'cuz tomorrow never comes.

The bottom line?

For the love of all that is good and profitable, ADVERTISE!!!!

[James Philp]

Heh. I cringe when Mac fans talk about advertising. Folks have no idea about what works and what doesn't.
Sorry? What "folks"?
I cringe when folks say "folks" ;)

[dejo]

Thats true, but when in the last few years since the release of the "flower power" iMacs has Apple advertised Macs?[/b]

I remember two instances: the iMac G4 ad "Window" (http://www.esm.psu.edu/faculty/gray/graphics/movies/imac_window_m480.mov) and the ill-fated Power Mac G5 ad "Blown Away" (http://www.esm.psu.edu/faculty/gray/graphics/movies/PowerMacG5-ad_m480.mov)

[zelmo]

Then how do you explain all of the iPod ads?

Dunno. I definitely remember reading how Steve hates TV and thinks it is bad for people to sit in front of a dumb box.

More importantly, why'd you change your screen name?

[outerspaceapple]

I remember two instances: the iMac G4 ad "Window" (http://www.esm.psu.edu/faculty/gray/graphics/movies/imac_window_m480.mov) and the ill-fated Power Mac G5 ad "Blown Away" (http://www.esm.psu.edu/faculty/gray/graphics/movies/PowerMacG5-ad_m480.mov)

bahahahaha!!!

I forgot about those. Great, great commercials, but I wish there was a whole ad campaign to go with 'em..

[nagromme]

And of course there were all the Switch ads! Good concept, weird execution.

But a couple things ARE different now for the Mac:

1. Tiger is here. (Panther was well deserving of some bragging too, and Jaguar was at least ready for mainstream use. But Tiger was known to be coming, so waiting until it hits made some sense.)

2. The iPod halo effect--unprecedented mindshare for Apple quality, design, and user satisfaction. And supposedly, more iPods were sold this year--AFTER the holiday season--than in ALL previous years combined? If the halo is real, it's bigger now.

[Mainyehc]

Personally, I can't think of a single good reason NOT to advertise. Well, except for the fact that Apple isn't really geared to produce product in great numbers. :rolleyes:

Gee, so you think 10 000 000 iPods sold is a small number? :p

[macnulty]

There really isn't a whole lot of reasons to advertise now. Mac sales are humming along. I think it's more in the line of you don't want/need every customer today. Steady growth of a user base that wants your equipment enough to put a bit of effort into exploring for it and enough of those people to increase your sales and with that word of mouth advertising is worth more then any amount of money spent on TV ads. iPods ads are when you are on top, stay on top.

[Keynoteuser]

What bugs me is that MS is running these new XP adds on all the cool things you can do with your computer, including making movies, etc. The only problem is, the software that comes with XP is CRAP for doing that and the user ends up having to go buy new software to actually get a decent project done.

These are the kinds of ads APPLE needs to do.

I think they need to start doing celebrity ads. Have a movie producer showing off iMovie, FCE or FCP. Have some musicians showing off GarageBand in a hotel room on tour (hashing out some demos). Have another producer making a family DVD, etc.

And PLAY the heck out of them.

[zelmo]

Gee, so you think 10 000 000 iPods sold is a small number? :p

No, but 10 million relatively basic-to-manufacture iPods produced over the course of a few years doesn't really accurately relate to the challenge of getting Power Mac G5's produced and out the door when promised, and in volume. Apple has repeatedly shown an inability to ship large volumes of new Mac hardware in a timely manner.
Unless they can ramp up production, there's really not much point to them advertising Macs. Most consumers who look to buy a computer will want to take one home that day, not order it and wait a week (or longer) to take delivery.