Today's buzz is about the iPad - Apple's hand held pad computer.
Startups can learn a lot from the marketing of Apple's iPad, even if it is from an industry giant.
Here are some of the marketing things to think about applying to your startup:
- Introduce a new "category": We have desktops, laptops, notebooks, smart phones and now "pads" or "padbooks" (watch to see what name catches on). The pad fits between the laptop and the notebook. It has features of both and also a bit of the smart phone. It is none of those. It is its own category. It is new. That is how marketing minds see it.
- Position it in a unique slot in the mind of the customer: The pad is great for using created things (movies, books, apps, etc.). It is inferior for creating things (needs a separate keypad to be productive). It is more convenient to use than a laptop (smaller, lighter, screen only). It is more effective than a notebook (very similar yet very different). Its screen is larger and its processor more powerful than a smart phone. All that delivers special meaning to "pad". The other devices cannot also do that. The result is uniqueness. In all about uniquely getting into the psychological mind of the customer.
- Focus on your ideal customer: In the case of the iPad, this is the ideal customer is the passionately loyal Apple fans who have bought (psychologically, financially, behaviorally) into the Apple lifestyle. This distinguishes Apple from its me-too competitors (the race is on, pads will quickly be popping up like flowers in Spring). To marketing thinkers, this is the sweet spot, the best of the best competitive positions to be in.
- Stand for something compelling to your ideal customer: This will be the foundation for branding your product. Each competing pad will have to be different, stand for something different, if each is to succeed against the iPad. Me-too-quicker-faster-more features-better will die a slow, painful death.
- Use the Flanking Strategy: Move into uncontested territory. This is the most winning of the four basic strategies. To understand more, search some of my blogs. Read Marketing Warfare, by Ries and Trout.
BOTTOM LINE: The iPad marketing is a rare, clear example for startups to learn from. That product marketing staff has used the secrets of world-class branding to create and launch a product that has the blogosphere buzzing. Startups that win use the same elements of marketing to build the unfair competitive advantage that powers them to success. You can do the same.
I wish you The Best on your Adventure!
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