Apple Marketing Communications Mix

Apple Marketing Communications MixApple marketing communications mix explains the company’s stance towards individual elements of the marketing communication mix such as print and media advertising, sales promotions, events and experiences, public relations, direct marketing and personal selling. The main aim behind Apple marketing communications mix is to communicate the marketing message of the brand to the target customer segment through elements listed above. Apple is effective in using elements of the marketing communication mix in an integrated manner to ensure the consistency of the marketing message.

 

Print and Media Advertising

Since its foundation more than 40 years ago Apple has been using print and media advertising extensively to promote the brand in general and new products in particular. The following is the list of the most memorable print and media advertising campaigns launched by Apple:

  • “Misunderstood”, a Christmas ad of 2013 won Emmy Award for the year’s most “Outstanding Commercial.”
  • “40 Years in 40 Seconds” is a viral video that chronicles  40 years of the company in 40 seconds
  • “Meu Bloco na Rua” (2017) is the latest ad released in Brazil for the Rio Carnival, highlighting the iPhone 7 Plus’ new portrait photography mode

Apple also uses celebrity endorsements in print and media advertising. The list of celebrities that helped to promote iPhone S6 and Apple Music in 2016 include Aubrey Plaza, Neil Patrick Harris, Drake, and Taylor Swift.

 

Sales Promotions

Sales promotions represent short-term incentives to commit to the purchase and Apple uses some forms of sales promotions marketing technique as discussed below:

1. Point of sales materials. Apple Stores are designed in an attractive format, where people have a chance to use Apple products.

2. Free gifts. Apple does not offer free gifts as a part of its marketing strategy. Apple used to run 12 Days of Free Gifts giveaway during Christmas period since 2008 from its App Store; however the company ceased this practice in 2014.[1]

3. Loyalty programs and cards. Interestingly, unlike the majority of premium brands, Apple doesn’t have a formal customer loyalty program. It has been noted that “the reason Apple doesn’t have a loyalty program has nothing to do with the potential difficulty ofstarting a loyalty program for their brand.  As one of the wealthiest companies in the world, they can more than afford an effective retention strategy that rewards their best customers for their brand loyalty.  No, the reason Apple doesn’t have a loyalty program is because they already have a retention strategy – it’s just not labelled as one”[2]

4. Seasonal sales promotions. Apple rarely uses seasonal sales promotion marketing technique. However, major resellers regularly announce sales promotions techniques to sell Apple products.

Apple Inc. Report contains a full analysis of Apple marketing communication mix and Apple marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Apple. Moreover, the report contains analyses of Apple leadership, organizational structure and organizational culture. The report also comprises discussions of Apple business strategy, ecosystem and addresses issues of corporate social responsibility.

Apple-Inc.-Report[1] Macro, A. (2014) “Apple’s 12 Days of Gifts giveaway 2014/2015: How to find free apps and free music” Macworld, Available at: http://www.macworld.co.uk/news/iphone/free-apps-free-music-apples-12-days-gifts-christmas-gifts-giveaway-2014-cancelled-3493145/

[2] Burkard, K. (2016) “Why Apple Doesn’t Have a Loyalty Program” Available at: https://www.sweettoothrewards.com/blog/apple-doesnt-have-a-loyalty-program/