Even Apple messes up their marketing.

Wednesday, September 9th, 2009 | Implementation planning with
Posted by: Kristen Beireis, Trust Marketing Expert

Every day my team and I work on marketing campaigns, newsletters, blogs and other internet marketing strategies for our clients.  We usually get a plan together and have milestones for completing that plan.  The reason we do this is so that every little detail can be taken care of in the process.  Well, okay, everything we KNOW that needs to happen anyway…technology is technology, and sometimes things don’t go as planned and we have to work on plan B.

As someone who is a proud owner of her iPod Touch, I signed up to get Apple’s newletters about their products.  Of course I want to be up to date on the latest, greatest gadgets for my Touch.

All too often I get newsletters or some sort of e-mail where someone missed a predictable step in their planning process.  I got just such an e-mail from Apple today!  Yes, the big company that sells iPods, Macs and other products.  They missed a critical step in their newsletter today.

I got my usual mailing (which is likely scheduled in advance and comes out at the same time every day).  I had heard rumors that a new iPod was going to be released today, so I was excited to get my regularly scheduled mailing from Apple.  I clicked through on the iPod link in the e-mail.  What do I find?  A “We’re busy updating the store for you and will be back shortly” message.  Um, hello?!!  I wanna see the new iPod!  Don’t send me an e-mail with a link to a page that isn’t working.   Now, I could understand if this e-mail had come to my inbox today and I checked tomorrow, or even 3 hours later.  I checked the site right after I got the e-mail and the page wasn’t up!  BIG oversight.  Especially when the e-mail is ONLY to market your products.

Now, I’m sure someone at Apple is just running behind on getting that new sales page up for the iPod release.  This is a clear example of one hand not talking to the other.  I’m guessing no one in the sales page department mentioned to the newsletter department that they were running late.  I’m SURE the newsletter could’ve been held a few hours, but they didn’t communicate.

This is SO important and exactly why I have built my team to communicate with each other.  One person holds the entire plan, so that each little detail gets taken care of.  When something goes wrong, then our plan holder knows exactly what needs to be changed to accommodate Plan B.

So, the moral of this story is…communicate with your team or have someone who is holding that plan for you.  Don’t miss the little things that make big differences.

What are your thoughts on this oversight?


  1. 1
    Robin Jones // September 12th, 2009 at 12:55 pm

    It’s possible that Apple did it intentionally. For one thing, their marketing/execution empire is pretty tightly run; not infallible, but really good. More importantly, I clicked through too, and had the same experience, but a very different reaction: I got more interested in what would be revealed, especially because I’ve been hearing for a couple of weeks that they would be announcing something big at the Rock & Roll event, so I was pretty primed. Perhaps they calculated that excitement in the Mac Faithful brilliantly.

  2. 2
    Kristen Beireis // September 12th, 2009 at 1:27 pm

    Hmmmm interesting thought Robin AND you never know, that could actually be what happened. That’s a whole different place my brain didn’t go! Now, if this is what happened, then it just goes to show you have to know your audience. I’m not a “Mac Faithful.” I just really like my iPod Touch. Now, maybe the people over at Mac KNOW the people they are speaking to SO well, that they knew it would create more anticipation. Therefore leading to more sales from their loyal customers, even though they may lose a few not so loyal ones. In the long-run this would create more residual sales. So, I can see the logic in this approach. Thanks Robin! Any one else?

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