Month: March 2011

This week, I’d like to discuss the marketing strategy of the electronics giant, Apple. Apple’s marketing strategy can be broadly divided into four different sections

Firstly, simplicity and sleekness is emphasized in the products’ designs.

Although it was not a particularly creative marketing strategy, the simple and chic design and functions of the products gave Apple a big competitive edge in attracting people of all ages and occupations all over the world. Apple’s designs became so successful that it became a fashion icon to carry an Apple product.

 Secondly, there are millions of loyal Apple maniacs out there.

These loyal customers often possess most, if not all, of Apple’s products starting from the iPod first generation all the way to the fourth generation, to the iPod Shuffle, iPod Mini, iPhone, iPad, and the Macbook. Through references of Apple maniacs, more and more customers have rushed to purchase these must-have items.

 Third, Apple has successfully targeted two major markets – general consumers and businesses. Hence, Apple is not marketing products such as the iPhone or the iPad by themselves, but along with other businesses purchasing and selling Apple products and general consumers enthusiastic to possess these devices.

 As simple as Apple’s marketing strategy appears to be, there are several ingenious hidden details behind it all. I believe this to be a unique characteristic of Apple.

On June 6^th, 2011, 39 year-old housewife Jung-Hwa Lee, who has been married for 18 years, looks in awe at the wedding dress that she’s wearing.

 She chuckles at the mere sight of her husband in a tuxedo.

 After the wedding photo shoot, the couple heads for a hotel restaurant while enjoying a glass of wine in a luxurious limousine.

 The events of that day resembles a scene from a romantic movie, brought to you by Hanhwa Co., and is the marketing strategy that I’ll be discussing this week – culture marketing.

 Events such as the one described above are targeted for customers that have been married for over two years, known as the “Remind Wedding” event.

 Remind Wedding can be viewed as an “encore” wedding, allowing married couples to reminisce the happiness of the beginning stages of marriage. Some couples that didn’t experience the usual feelings of happiness at the initial stages of marriage often partake in the events with their children.

 The event package includes a studio wedding photo shoot, limousine wedding car, wine service, and a luxurious course dinner at a hotel.

 Afterwards, they celebrate their honeymoon at a special hotel room decorated with roses.

 This year, Hanhwa Co. has taken initiative to run a cultural program called “Dream Culture” to exceed customer expectations. Artistic programs such as jazz, a capella, movies, etc. are expected to take place, emphasizing the image of a cultural brand.

 In addition, apartments nowadays are not simply sold without any cultural branding. In order to find the common ground among customers and to fulfill their expectations, several cultural events are staged. In the case of the gallery for Apartment ‘H’, music, dramatic performances, latte art, and several other events are staged. Apartment ‘X’ also targets potential buyers and stages events such as musicals and other festivities.

 Hanhwa Co., through Remind Wedding and other cultural brands, have successfully taken the hearts of several customers.

The marketing strategy that I want to discuss today is customer reviews. It is a marketing strategy that is often employed by many businesses. For example, there are special sections on online clothing stores that allows customers to write reviews about the product they have bought or areas in a restaurant that allows customer to leave a short message or post pictures of themselves eating. For example, at a tempura shop in front of Hong-Ik University, the walls of the restaurant are full of positive customer reviews. The customers who walk into the restaurant for the first time will obviously be impressed by the wall full of “delicious”, “the best” and “see you for sure next time!”.

There are a couple of positive effects of customer reviews. First of all, sales improve. Customer reviews allow your product or company to stand out and come ahead of the competition with other companies. Second of all, as customer reviews increase, positive rumors will increase and move around through the customer themselves. Thirdly, the pride of the employees toward the company rises. One employee states that after receiving a motivational or touching customer review, they feel a slight tingle run through their body. They say that happiness runs up to 2 to 3 days when working.

Fourthly, you can gain unique advice from customer reviews. If you carefully review customer reviews, you will often find parts where the customer is inspired or touched. If you are able to utilize those reasons and why they were moved, you are able to use that your advantage. For example, if someone said they were often lonely and depressed while they were running their business but was inspired by the speech, one could incorporate that into their advertisement for next time and state, “We will offer kindness and wisdom through our lectures when you feel lonely and depressed.” By using the customer reviews, one could incorporate the customers’ opinions on a more personal level when marketing.

Customer reviews, isn’t it a relatively simple but incredibly powerful strategy?