Happy Endings Todd Stauffer
(tstauffer@webintosh.com)
Send in the Ads
Maybe this holiday season of selling won't be the make-or-break quarter for Apple Computer, Inc. Even if the company doesn't do well, it won't be the end of the Mac OS market, in spite of what the press will say about it -- especially if other computer companies do better. But this is an opportunity to prove to the world that Apple has their feet on the ground and a plan for the future -- I think that's a fact that doesn't escape Steve Jobs and Apple's management.
Supposedly for the fall we have beefed up Apple hardware lines that are already doing fairly well -- the PowerBook series, Power Macintosh 6500 series and the higher end 8600/9600 machines. Mac OS is doing well, according to Apple (although it'd be nice if they'd release a number that's higher than 1.2 million) and the clone makers will be around for a last gasp of price gouging and eye-popping deals.
So, should Apple start to advertise now?
Fall Shopping
I'm thinking there's no better time than the present. We certainly hear plenty of talk about January 1998 beginning some sort of new era, but I think the return to profitability should start now -- even Dr. Amelio has recently said that Apple's products are getting into good enough shape to start advertising them.
And then you've got the $150 million from Microsoft. I say Apple go on a shopping spree with that cash this fall, plowing it into a "Think Differently" campaign. Buy lots of TV -- Football, ER, After school specials -- and focus three different areas: Sell the success, edginess and revitalization of the company to that classic investor/business person demographic (adult action/drama, sports -- you know, Fox weekends); sell creativity, productivity and entrepreneurship to a classically-female demographic (Fox weekday evenings); sell eMates and Power Macs to kids (Fox afternoons).
(Not that I mean to suggest Apple should advertise exclusively on the Fox network. Unless they got a really good discount.)
In any case, here's my strategy for each demographic:
Investor/Manager: Sell the vitality of the company. Show Mac OS sales figures, show Mac OS 8 advantages and talk about good news surveys -- the Web server cost-benefit survey, cost of support vs. Windows, etc. Quote Consumer Reports and others who rate Apple number one. Make it look a step above the Dell and America Online quality of commercials in film and production quality. End with a montage of things to come from Apple. Tagline: "It's time businesses started to Think Differently about Apple."
Advantage: Surprise the non-tech business-minded professional with the notion that Apple isn't dead, doesn't have outdated technology and is looking toward the future.
"Female" Demographic: (Note: Many men, including myself, tend to fall into this category. By "female" I mean to say pragmatic, social, style-conscious, non-nerd.) Mother and recent grad daughter walk into a computer superstore, discussing their plans to start a business. Nerdy salesmen stand in front of whiz-bang modern-sculpture looking WinTel computers that are running shoot-em-up games. Funny shots of mother and daughter looking quizzically at silly PC gadgets (F16-style joysticks, VR helmets), before daughter calls mother over to the Macs in a quiet corner of the store -- she's got a newsletter, spreadsheet, Web browser and e-mail program all on the screen. Mom: "But will it run all this software?" Daughter: "Yes it does. Like this." Double-clicks SoftWindows or Virtual PC -- Windows95 interface pops up in its own window. Tagline: "It's time to Think Differently about small businesses."
Advantage: Play up the well-rounded, full-featured, creative nature of Macs point out Windows capability, while playing up independence and empowerment.
Kids: Just make the eMate cool -- but not about gaming. Show smart kids hooking the eMate up to Power Macs. Show them writing stories, drawing things on the screen and keeping a diary. Most important: Have intelligent, elementary school kids talk directly to the kids watching the commercial. If the parents are also watching, they'll appreciate a "do well in school" message, even if it includes the eMate in that bargain. Tagline (which I stole from 10-year-old Bronwen, who was Apple's unofficial eMate demonstrator at MacWorld Boston and would be great for this spot), "So why do adults write kids' books, anyway?" Fade to Apple Logo and "Think Differently."
Advantage: Touts a major difference in Apple's technology offerings, but strays from the typical "feel good" messages that Apple's had in the past. Empowers kids to decide in favor of Macs and eMates for their household.
Advertise Differently
Three prongs, three messages and more focus for Apple's ads than ever in the past. That's what I'd like to see. I'm not sure how much advertising $150 million buys, but that's got to be a start. Forget to the feel good ads of years past and focus on stats, surveys and honest-to-goodness Mac Os advantages. Most of all -- let people know that it's still alright to own a Mac.
Maybe it's even cool.
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