Today, a lot of the world tuned in as Apple announced the release of updated iPods and iTunes, but no one was really impressed.
Over the past few years, Apple has consistently astonished the world with its new products. From new operating systems, to thinner notebooks, to the new iPhone, Apple has dazzled us and created an expectation that every release to follow will do the same. But there’s no way Apple could hit a home run every time. Today, we experienced this. The release of the new iPod Nano, iPod Touch, and iTunes 8 wasn’t all it was hyped up to be. Nothing really impressive. Nothing we haven’t seen before. Just a pretty new shell. All in time for the holiday shopping season.
Apple has managed to create such hype around every product release that no other company can even match it. Who cares that Microsoft released a new Zune today or that Sony created the worlds thinnest LCD TV? Other companies release and refresh products all the time and no one cares, but when it comes to Apple, the whole world seems to look on. The problem is, when you create so much hype around your products, you must deliver. Apple failed to do that today and the world was let down. So why does this matter?
As a church/business, when you launch a new ministry/venture, event, service, or website, it is greatly important to create a lot of hype around the launch. Build it up, pass out flyer, send mailers and email blasts; whatever works, do it. But be careful. What you are promoting is even more important than the hype itself. If what you’ve built up isn’t all it’s hyped up to be, it will quickly fall flat and fail. If you create an expectation but don’t deliver, people will be disappointed and let down. The newness of something, in itself, is enough to impress for a while, but that will quickly wear off.
Learn from Apple’s mistake: If you are creating hype around a launch, you must deliver beyond the expectations.
Here's just a few companies who have nailed it with their long term marketing strategies and name.
Kleenex
Chap Stick
Coke
Q Tips
Pampers
By the way: I still heart Apple!!!
2 comments:
You're dead on here, both with regard to Apple and the church. I often hear PB talk about the fact that you have to "keep 'em with what you catch 'em with."
As pastors, we need to be certain that we are not promising results that we can't deliver. I would much rather undersell and retain rather than oversell and disappoint.
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