Adweek.com stated that a lot of people love the GAM Ads, proving that Apple knows how to make the watchers remember them. GAM is a campaign that compares the products and customer values of PCs and Macs by Apple Inc. It has 66 advertisements acted by Justin Long (a Mac) and John Hodgman (a PC) that lasted for 3 years (2006-2009).
It is clearly shown that Apple had deep customer insight so they can relate Mac products with customers at a personal level. For example, clearly none of us want our PCs to get infected, and we can see in the advertisement below that Apple has taken care of that problem for us; Mac users will not have to worry about getting any viruses, and even spywares.
Apple has also realized that there was a lack of customer services for PC users. Because of this, they have created Apple Geniuses, in which their main tasks are answering all of customers’ concerns about the Mac products.
A good friend of mine recently went to an Apple Store to buy a 32GB iPad2 with 3G. The Apple Genius told her to buy the 16GB without 3G instead since she will only be using it in classes and that there will be Wi-Fi connection on campus. This clearly showed that the staffs prioritize customer values so they can connect to their customers personally. Apple has created a way to personalize their Apple products to suit our everyday needs.
Because of the good marketing skills and research that Apple has shown in their campaign, Mac products have increased their sales by 12% year-over-year in 2006 (as stated in AdvertisingAge) and this has certainly proven that deep consumer insight will make the consumers believe in the company’s products and its reliability, leading to an increase in Mac purchases.
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