Month: February 2021

The Most Unusual Marketing Stories Of All Time II.

2. Steve Jobs & Apple

In 2007, after spending an estimated $150 million developing the iPhone in secret, Steve Jobs was concerned about how to market it.

Steve Jobs knew that just creating a great product was one thing, but promotion and distribution were also key. This was why he had always been very bullish on advertising because he understood just how powerful it was.

He also understood how much publicity paid advertising could give a product. But he knew the best kind of advertising was always word of mouth.

So, what to do?

As a student of psychology, he’d spent his time continually studying people and their actions.

By doing so, he’d come to understand the importance of having people standing in long lines scrambling to get your products. Those long lines communicated three things:

1. Scarcity & Social Proof

People are hardwired to want the things they can’t have.

Just like how women are attracted to men who other women are attracted to, people are intrigued by something or someone in high demand.

A long line of people waiting for something or someone indicates one thing –  VALUE.

The question people not on the line would ask themselves is “why is everyone gathering to get it?” And “if everyone is on that line, then why am I not on it?”

2. Publicity

The media would see those long lines and write articles and stories about it. News channels would send their reporters to cover it. People would see their friends and family members on TV standing in those lines. And then they’d eventually come out to join them too because what the heck? Lol

3. Promotion

Strong publicity would eventually lead to strong promotion as everyone starts talking about it.

Even your competitors who would jump on this to try to make fun of you would end up spreading the gospel of your business unconsciously. And we all know what they say about publicity, whether good or bad.

This is a bit of an urban legend, but rumours are that before the first iPhone went on sale on June 29, 2007, Steve Jobs would go ahead and hire scores of people to stand in strategic positions on the lines in front of Apple stores.

Thousands of people were pictured lining up outside Apple and AT&T retail stores days before the launch date.

The iPhone was released and was a massive success.

Apple sold one million units 74 days after its release. Many stores reported stock shortages within an hour of availability.

Apple would go on to sell 6.1 million units before they discontinued its production the following year.

But this was not going to be the last time Apple would use the power of long lines to sell their products.

Before releasing the iPad 2, Apple knew they needed long lines – even longer than those who queued for the original iPad.

So, what to do?

Apple deliberately masterminded those long lines by refusing to allow pre-orders.

Not allowing pre-orders meant one thing – people would rush out to get them.

And the result?

In its first month, the iPad 2 sold 2.4–2.6 million units, and an estimated 11.12 million units by the third quarter of 2011.

Steve Jobs might have started it, but nowadays some die-hard Apple customers even go ahead and hire others and pay them to hold their place in Apple store lines.

Such genius!

The Most Unusual Marketing Stories Of All Time.

1. The Beatles.

In the early ’60s, The Beatles were one of the hottest bands in the UK.

But just like today, the biggest music market was the US. And breaking into the US music market was super hard. Almost impossible for foreign artistes who were virtual unknowns at the time.

So, what to do?

Enter Brian Epstein. The manager of The Beatles.

Brian Epstein knew they needed to make a big splash if they wanted to be taken seriously in the US.

And from his experience with elaborate stage setups, he knew he needed to plan something big.

So, before they left the UK, the first thing he did was to hire hundreds of young girls. Teenagers mostly.

Then he hired amateur and mostly unknown actors who were instructed to dress up as police officers, paramedics and ambulance drivers.

He then went ahead to rent police cars and ambulances like moviemakers do.

Combining all of this, he created one of the greatest stage setups of all time.

On the day The Beatles left the UK to the US, around 4,000 “screaming fans” gathered to say goodbye.

Out of these 4,000 fans, most of them were the hired teenage girls.

The instruction given to the girls was pure hysteria – lose your minds once you see The Beatles.

They were told to just scream and go gaga.

How hard is that for teenage girls? Lol

The instructions given to some of the girls were to faint. And then at this point, the paramedics would dash in with first aid boxes, medical toolkits and stretchers to carry them off into the ambulances. Lmao 😁

In photographs of some of these stage setups, The Beatles would be on stage with fans screaming. In other photos, they’d be stepping off a plane with fans waving.

While in some others, they would be coming off a bus to thousands of adoring fans holding signs or wearing stickers like “I Love John” or “I Love Paul” or “I’m A Beatles Fan.”

As the cameras were rolling and the girls were fainting, the police officers were instructed to try to control the crowd. But not so much so it would look like the crowd overwhelmed them.

Remember, none of this was real.

But the packaged videos were so damn convincing that several weeks before the Beatles would arrive America they were sent to every major broadcast studio and the anticipation was fever crazy.

The raw genius of this man 😁

The result?

When the Beatles arrived in America, over 3,000 fans welcomed them at the airport.

And two days later, when they made their television debut on The Ed Sullivan Show, it is estimated that 73 million Americans in 23 million households watched them live. About 34 per cent of the American population at that time.

Biographer Jonathan Gould writes that, according to the Nielsen rating service, it was “the largest audience that had ever been recorded for an American television program”.

Even though the first girls who fainted for them were acting, eventually thousands of young American girls and girls all over the world would go crazy and faint over and over again for them

The Beatles would go on to become the best-selling music act of all time, with estimated sales of 600 million album units worldwide.

They also held the first-ever stadium rock concert – 55,000 tickets sold out within hours.

This is a link to the concert.

6 Things I Learned From Working In Sales and Marketing For 1 Year.

Over the last year, I had the good fortune of learning and working in sales and marketing with some of the most brilliant people I’ve ever met in my life.

It was one of the hardest things I’ve ever done, but I learned so much from there that I wouldn’t trade the experience for anything.

I’ll be sharing 6 of the things I learned within a year, and I’m hoping they help you build your business, increase your sales and revenue and also improve your life.

1. Selling Is Like Having Sex.

The same way women give up the cookie to men they feel comfortable with or men who inspire adventure, excitement or danger in them is the same way your customers will react to you.

It’s either they trust you enough to buy from you, or you inspire so much excitement in them that they are willing to buy whatever you’re selling even if it looks like a rash decision.

If they trust you and you also inspire them, a double win for you.

2. Sales and Marketing Opens Your Eyes.

I have no idea if the forbidden fruit Adam and Eve ate in the Garden of Eden was an apple, or if it was sex (as many people have argued over the years), but the one thing I’ve noticed is that sales and marketing is the real-life forbidden fruit.

No one spends some time in sales and marketing and stays the same. It’s like taking the red pill and unplugging from the matrix.

It goes as far as affecting your speech pattern, body language, and even your social interactions.

Sales and Marketing completely changes your thinking as you slowly begin to understand how every single sales process is simply human interaction. And at the root of this interaction and what ultimately powers it is emotions and human nature.

3. Human Nature Hasn’t Changed.

Faster Internet Speed. Faster servers. Smartphones. Computers. Electric cars. But human nature hasn’t changed since the time of Jesus.

Whatever emotions Julius Caesar or Martin Luther King felt when they were alive was felt by cavemen too. Those emotions are also being felt today too. Know this and know peace.

4. Everyone Wants Something And So Appeals Have To Be Personal.

Appeals are crucial to every sales process.
A married 30-year-old will be more inclined to get insurance for his family, whereas a 25-year-old bachelor who’d rather a Ferrari.

Understand this & simplify your sales processes.

PS: I’m the 30-year-old who wants the Ferrari though 😁

5. Words Are Everything.

As you sell, you begin to understand the nuances of communication and the raw power of words.

Words will build people and nations up. Words will start wars.
Words will get you laid.
Words will put money in your wallet and bank accounts.
But words will also kill you.

Like fire and water, play with words at your peril.

6. Everything Is For Sale.

People usually say everything has a price. But I think the proper thing to say is everything is for sale.

Gary Dahl selling over a million pieces of pet rocks for $4 each?
A tissue for $5,300?
Hair for $1 million?
Waist trainers?
A domain name for $16 million?
Mess for $4 million?
A glass of water for $455?
More than 100 million units of the hula hoop for $1.98?

If you don’t believe me, you can go to the link below to see some of the weirdest things people have bought for money.

Which is why I’m still wondering why you haven’t launched that your brilliant idea because you think it might fail.

But there’s a caveat though. Just like having sex, the timing, delivery and emotions have to be right.

PS: Maybe sales and marketing open your eyes, or maybe it gives you a third eye. Or maybe it just opens the third eye you’ve always had, but I just know you begin to see things differently.

So, here’s to many more years ahead 🥂