This reflects Patagonia’s founding core value: The founder of the outdoor clothing and gear company invented an aluminum climbing wedge that could be inserted and removed without damaging the rock face. Outside of a monopoly, there is no such thing as marketing that appeals to everyone, and yet, companies still try and routinely fail. Modern marketing is about matching up with the worldview of your ideal customer. Whether or not that’s true, I think the perception of Apple has changed among those of us who were initially strongly attracted, because their advertising now, for the first time, tries to appeal to a more general audience. Some feel that Apple has lost the ability to innovate since Steve Jobs passed. These core values were consistently present in the prior “ Crazy Ones” campaign, and before that, the iconic “ 1984” ad. What are your core values?Īpple’s values were well reflected in the Get a Mac campaign - creativity, non-conformity, and a healthy dose of cool. Who do you want to attract and speak to, and just as importantly, who do you want to drive in the other direction? It all comes down to your values, first and foremost.
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So, the next (and most important) step in our 5-step content marketing strategy is determining your “Who.”
#Get a mac commercials justin long serial#
In fact, given the nature and duration of the Get a Mac campaign, it resembled serial online video marketing more than traditional advertising. Sounds like really great content marketing to me. Instead, Apple used these 66 humorous little stories to target those who were more likely to “swing” toward Apple, after being educated about the benefits by the contrast between the two characters.
#Get a mac commercials justin long Pc#
Instead, Apple chose who not to attract as much as they chose who they hoped to convert.Īpple knew they were never going to get hardcore PC people to switch to a Mac. No, the campaign didn’t backfire (no one runs a series of ads for three years if they’re not working). While researching for this article, I ran across a gentleman who maintained that the campaign had “backfired” because the PC character had actually been more appealing to him. That doesn’t mean that everyone responded favorably to the ads. Of course they do … because they chose their ideal customer, right from the birth of the Macintosh itself. The success of the long-running campaign leads one to believe that Apple certainly knows who its ideal customer is.
![get a mac commercials justin long get a mac commercials justin long](https://mediastreet.ie/wp-content/uploads/2017/01/trolley-500x281.png)
Those 66 short spots were named the best advertising campaign of the previous decade by Adweek. The commercials were short vignettes featuring John Hodgman as the sweet-yet-bumbling PC and Justin Long as the creative, hip Mac. You remember Apple’s “Get a Mac” series of commercials that ran from May 2006 to October 2009?