No doubt you’ve seen the headlines regarding Apple’s big iPhone 7 launch event, and the new features the phone will boast. And whether you’re an Apple junkie or an Android die-hard, there are some strong marketing lessons we can all take from this event.
1. You need to build up excitement before an event.
You couldn’t hide from the news – it was everywhere from Facebook to The New Yorker, big changes were coming to our beloved iPhones. And while the out-of-focus image of Apple’s logo may have seemed redundant, their saturation into mainstream media helped fuel the fire behind all of our creativity: What exactly were these new features?
If you have an event coming up, what are you doing to build excitement? Are you creating a Facebook event, sending an email reminder or publishing an article about this event on your company blog? If not, then you’re not doing your all to build excitement.
2. You need to give the people what they want.
Water resistance. Better photos. Louder speakers. These cries have fallen on deaf ears – until now, that is. Apple was smart enough to take these major (and fixable) concerns, and turn them into exciting new features of their latest product.
What do people want from your company? Do they want easier access to jobs, especially on their phones? Do they want to know about exciting job openings, or the best talent you have available right now? What are you doing to give them these things?
3. Sometimes it’s good to stick with what works.
Ahh…the wireless headphones. They look like two sonic toothbrush heads stuck in your ears, and are eliciting such comments as “I don’t even have the airpods yet, and I’ve already lost them.” Sure, it’s “innovative”… or at least, it’s new for Apple consumers. But is it what they wanted? Considering they cost $159, they have to be charged daily, and they require extra cords to try to work around, it seems as though they may have really missed the mark.
Are you trying to make changes from things that “don’t work”? Most people see email as an oversaturated marketing effort, but for 10 years in a row, email is the channel generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI – according to VentureBeat. So do emails really “not work” … or are you not using it to its fullest potential?
4. Newer and shinier will always be in style.
Every time Apple releases a new iPhone, whether the “upgrades” are really upgrades at all, people will flock to the stores in droves to have the newest and best piece of Apple technology. It’s instinctual. We want to brag and show off the newest color – even if it is two different shades of black…which, for Apple, it is. This excitement about the newest, best and shiniest new toy doesn’t stop outside Apple’s doors.
Your clients and candidates want to see your website being the newest and shiniest, as well. If you haven’t made updates in the past two years, there’s a good chance your website is no longer the nicest in your market. The designs and features that were big in 2010…even 2014…are no longer going to cut it in the staffing world. It’s the equivalent of walking around with an iPhone 3. Can you imagine…the horror!
If you want to have the best and brightest in marketing for staffing and recruiting help you improve your efforts, reach out to Haley Marketing Group today! We know all the updates for your marketing efforts to help you stand out, stay top-of-mind and sell more. Contact us today at firstname.lastname@example.org.