This month’s Ad of the Month is not really an ad, or is it? You go to the trouble and expense of having a massive product launch. You invite all the influencers to be there to promote your product, and during the presentation, there is a fail of its major feature. Well that’s what happened to Apple. What happens next?
Their product launch is shown on just about every news bulletin on the planet. You just can’t pay for that kind of coverage! Apple is arguably the world’s biggest brand and it was already getting a lot of free coverage in the technology sections of major media, but this got it into the news bulletins to a market far wider than the tech insiders and Apple geeks. (Full disclosure, my son is one of the latter.)
Did it hurt or help Apple? In the long run, it won’t hurt them, everyone will forget the glitch, and if there is a problem they will fix it. Also, The iPhone X is a signature product, designed to prop up the prices of its lessor iPhone 8 models where it will probably make most their profit. What this will do is make Apple Top of Mind once again.
Of course, a glitch can become a disaster if your product is on the news for the wrong reasons – just ask Samsung about their exploding Galaxy! Was this an accident or was it planned? Probably not. No one wants their product launch to have a glitch.
They say no publicity is bad publicity (although I’m not sure that Samsung would agree, but they seemed to have recovered). Can you use a strategy like this to promote your product in the media? You would need a carefully planned follow-up, and the glitch must be big enough to make the news as an embarrassment but not so large as to be a disaster, and you couldn’t do it more than once.
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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