Print-friendlyWho are Apple's New Customers?
I completed this analysis in autumn of 2004 in seeking to understand Apple's new customers better. Because of the iPod, the customer base has changed dramatically. Understanding them a bit better can help the company's marketing and communications efforts. All content © Peter T. Graber, 2004
The integrated marketing communications program that I will outline attempts to grow Apple's overall customer base and market share by raising awareness of the value-added benefits of Apple's new products - such as the iPod - and their existing ones. Because of this, the target audience of the campaign will differ significantly from the types of consumers Apple has targeted previously. Since I will seek to stress the practical value of the iPod in terms of extending the functionality of any computer system (regardless of operating system), the size, breadth and makeup of the audience I seek to communicate with needs to posess certain characteristics. The following is a description of the new Apple loyalist my campaign seeks to connect with. I refer to this group as newMacPeople.
The newMacPerson (NMP) is an individual that lives a fast, digitally savvy lifestyle. NMPs lives an active lifestyle, and constantly seems on the go with family or friends, or through their professional pursuits. They are aged 18-40, male, female, single, married, professional, highly educated and all create in some way-shape-or-form. They are Americas Creative Class and they use technology as a way to achieve their goals, add more convenience to their lives. They are '… doctors, lawyers, scientists, engineers, entrepreneurs and computer programmers - almost everyone, in short, who is paid to think for a living' . Their work involves ' producing, applying, and distributing knowledge rather than things'
Additionally, NMPs work in the following creative segments, indentified by John Howkins in "The Creative Economy: How People Make Money from Ideas" (2001):
· Advertising
· Architecture
· Art
· Crafts
· Design
· Fashion
· Filmed entertainment (including videos and DVDs)
· Music
· Performing arts
· Publishing
· Research and development
· Software
· Toys and games (excluding video, PC games)
· Video games
· TV and radio
NMPs live in areas that allow them to express themselves in many types of ways. Although all places exhibit NMPs, certain areas have greater degrees of concentration. These markets, highlighted in the next section, will receive primary focus. Amoung these places, they share common characterisitcs:
· Provide many opportunities for life experiences
· Provide ample amounts of recreational activities/spaces
· Have a high degree of diversity, culture and entertainment
Direct Mail Target Audience
The following list provides key characteristics of the target audience that will receive direct mail.
· Males and Females Aged 18-40
· Highly educated
· Live in the following markets:
· Washington, D.C.
· Raleigh-Durham, NC
· Boston, MA
· Austin, TX
· San Francisco, CA
· Minneapolis, MN
· New York, NY
· Seattle, WA
· Average Income : $35K
· Single and/or married
· Computer users
· Own a cell phone
· Many interests:
· Photography
· Music
· Video
· Sports
· Entertainment.
Media Objectives and Strategy
The media strategy and objectives for Apple will be to define and communicate the concept of a comprehensive "digital lifestyle" and to reinforce the values they bring to creative consumers. Second, is to establish Apple as the premier provider of value-added digital components that complement and enhance this lifestyle. And lastly, that all Apple products are reliable, secure, platform-neutral and extensible for the future.
Defining the Digital Lifestyle
Creatives have come to acquire an extensive array of modern computer-based tools. They use these to work, play and enhance their lives. Apple must package and present this concept in an identifiable way consumer will remember. To do so, the following will be carried out:
· Develop image advertisements showing iPod usage at work, play and in life.
· Creation of a series of theme-based taglines that bundle complimentary technologies together.
· Develop Imagery and copy expressing convenience, speed, fashion, portability and ease-of-use.
The Power Value Added Components
Creatives must also be made aware of the current options available and what companies provide the best solutions. Services tied to the components add additional value and provide the basis for differentiation.
· Develop messaging coupling Apple iPod with key existing computer uses within work, play and the creation process.
· Develop messaging showcasing related value-added services.
· Create sense that Apple iPod is an entirely new 'platform' that enables a digital lifestyle like to other.
Apple: Reliable, Secure and Extensible for the Future
Because Creatives rely so much on technology in the daily existence, Apple must be equated with reliability, security and long-term relevance. Creatives are looking to combine all three when considering purchases and loyalty.
· Stress platform-interoperability
· Develop messaging focused on easy of use.
