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Steve Jobs is THE master of the product launch (with apologies to Jeff Walker)

by Peter Bestel
30 replies
Doesn't matter what you think of the product, the launch that surrounded the iPad was incredible.

And just because it's a multi-million dollar launch don't think there's nothing to be learned from it and that it doesn't apply to your next promotion - I know there'll be marketers out there that will have been frantically scribbling down notes about Apple's strategies, or at the very lest, sitting back and admiring the buzz machine that got virtually the whole world oozing with anticipation and excitement.

The principles that Mr Jobs et al used were exactly what Jeff Walker and others teach.

I've enjoyed it imensely and have learned bucket loads.

Thanks Apple!


Peter
#apologies #jeff #jobs #launch #master #product #steve #walker
  • Profile picture of the author KarlWarren
    Was thinking the very same thing myself...

    It starts with the rumour mill,
    then the media frenzy,
    then the launch,
    followed by ridiculous internet chatter etc.
    They have it pegged.

    Apple's launches are second to none.

    It's possible that I might devote a whole month to studying real world launches including:

    Movies
    Bands
    Apple Products
    TV Series

    etc.

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  • Profile picture of the author Michael Silvester
    Whats iPad?
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  • Profile picture of the author Louise Green
    A loyal customer base that they have turned into fans is also a key element in their launches.
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  • Profile picture of the author TylerF
    I think it would be a multi-billion dollar launch.

    And yeah, Jobs' product launch are perfect in the sense that there's nothing more to add and nothing more to take away from it.
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  • Profile picture of the author Jeff Walker
    Yes, they rocked the iPad launch... no doubt about it.

    What a lot of people don't know is that Steve Jobs has a PLF pro on his personal staff.

    I ain't saying they were going through Product Launch Formula as they did this launch... but one of first people I ever shared my product launch strategies with personally consults with Steve. I ain't sure what they talk about, but I know that every time Apple does a big media event/launch, this person is out in California working on it.

    Just saying...


    - Jeff
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    JeffWalker.com
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    • Profile picture of the author iYingHang
      Originally Posted by Jeff Walker View Post

      Yes, they rocked the iPad launch... no doubt about it.

      What a lot of people don't know is that Steve Jobs has a PLF pro on his personal staff.

      I ain't saying they were going through Product Launch Formula as they did this launch... but one of first people I ever shared my product launch strategies with personally consults with Steve. I ain't sure what they talk about, but I know that every time Apple does a big media event/launch, this person is out in California working on it.

      Just saying..

      - Jeff
      Woah...thanks for this secret!

      Cheers,
      iYingHang
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  • Profile picture of the author ayaw
    'Jobs' done the 'jobs'
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  • Profile picture of the author Karan Goel
    Originally Posted by Peter Bestel View Post

    it's a multi-million dollar launchPeter
    It wasn't a multi-million dollar launch. People made it. They just sparked the "news" some 2 years ago, and aired it by postponing its launches.

    Search on google, and you''ll find millions-upon-millions of blogposts, million of tweets and status updates about the iPad before it's launch.

    Apple never mentioned about the iPad on their website before the launch - not even in their Press section. The whole publicity was done by bloggers and media persons.
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    • Profile picture of the author Sparhawke
      Originally Posted by K Goel View Post

      It wasn't a multi-million dollar launch. People made it. They just sparked the "news" some 2 years ago, and aired it by postponing its launches.

      Search on google, and you''ll find millions-upon-millions of blogposts, million of tweets and status updates about the iPad before it's launch.

      Apple never mentioned about the iPad on their website before the launch - not even in their Press section. The whole publicity was done by bloggers and media persons.
      Exactly, viral marketing at its best...

      Why should they advertise it when they have millions of people doing that expensive job for them? :p
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    • Profile picture of the author Peter Bestel
      Originally Posted by Jeff Walker View Post

      What a lot of people don't know is that Steve Jobs has a PLF pro on his personal staff.

      Just saying...


      - Jeff
      That's fantastic Jeff - absolutely brilliant.

      Originally Posted by K Goel View Post

      It wasn't a multi-million dollar launch. People made it. They just sparked the "news" some 2 years ago, and aired it by postponing its launches.

      Search on google, and you''ll find millions-upon-millions of blogposts, million of tweets and status updates about the iPad before it's launch.

      Apple never mentioned about the iPad on their website before the launch - not even in their Press section. The whole publicity was done by bloggers and media persons.
      I think you'll find that Apple have spent a small fortune on this launch - viral marketing is not just about putting out a few rumours and hoping the world starts talking about you. This was a meticulously planned and well executed campaign - that cost a lot of money.

      Yes, the media, the Internet, the social networking community went on fire, and that has a huge free element, but all fires need stoking. Apple would not have left this to chance. If the rumour-frenzy hadn't ocurred they'd have contingency plans - massive ones.

      Peter
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      • Profile picture of the author Karan Goel
        Well, there are definitely small amounts spent on launches, and big by companies like Apple.

        Viral marketing is absolutely not just putting rumors. But, what can be seen as the reason for Apple's success is the work-of-the-mouth game.

        They plan everything from starting to beginning. That's what their marketing department do. And, you are right, this is where their major costs go.

        Nothing in this world is accurate. You need a "Plan B" just in case the "Plan A" fails. And for companies like Apple, they have C's and D's lined up too...

        Originally Posted by Peter Bestel View Post

        I think you'll find that Apple have spent a small fortune on this launch - viral marketing is not just about putting out a few rumours and hoping the world starts talking about you. This was a meticulously planned and well executed campaign - that cost a lot of money.

        Yes, the media, the Internet, the social networking community went on fire, and that has a huge free element, but all fires need stoking. Apple would not have left this to chance. If the rumour-frenzy hadn't ocurred they'd have contingency plans - massive ones.

        Peter
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  • Profile picture of the author GeorgR.
    Apple has the best marketing and PR campaigns, hands down. Have to give 'em that.
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    • Profile picture of the author Jeff Walker
      Peter,

      That's fantastic Jeff - absolutely brilliant.
      It sorta ties in with something I've been thinking about for the last 18 months or so - sometimes we think our Internet Marketing community is this weird little thing working in isolation and the bigger world isn't noticing us. But the reality is that we're starting to make an impact on the larger business world.

      My thinking on this was really sparked when I went out to Tony Robbins' office (along with a few other Internet Marketers that we all know) to help him with his business. Tony was blown away by what we were doing.

      He was so excited by what we shared, that the initial meeting we had (I think it was in the fall of 2007) eventually let to Tony's "New Money Masters" product where he interviews John Reese, Frank Kern, myself, and several other Internet Marketers.

      And seeing how someone who has serious mainstream exposure and a serious business was eager to soak up our expertise and our business model... well that got me to thinking.

      Now I'm seeing a lot more mainstream businesses (along with TV shows and stuff like that) starting to use Product Launch Formula and looking to hire my Product Launch Managers... it's all this big "convergence" thing where the "regular" business world is starting to look at us and the stuff we've figured out.

      (And it's NOT just about Product Launch Formula - this ain't an ad for my product... there's using all kinds of tools, strategies, and tactics that we've developed. I'm just most familiar with PLF and how people are using it.)

      Bottom line, our little community is getting noticed by the larger world... and we're starting to make an impact.


      - Jeff
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      • Profile picture of the author mojojuju
        It looks like the iPad had a successful launch, but won't we need to wait for the sales to come rolling in before it is deemed a success?
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        :)

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      • Profile picture of the author ShawnC
        Originally Posted by Jeff Walker View Post

        Peter,
        Bottom line, our little community is getting noticed by the larger world... and we're starting to make an impact.
        And this is most likely in direct proportion to the impact the Internet is having on the 'larger' world. With more and more (and more and more) businesses not just realizing they need to have a website - but now realizing they need to have a newsletter, and have a drip-campaign and follow-up sequence. They see they should get on Facebook and Twitter. They see the effect of having a Video to introduce someone to who they are or what their business is.

        With all of those aspects of the online world creeping into the real world of business - the Internet Marketing tactics, strategies and brilliant concepts discovered by so many innovators in this field are bound to get discovered and gobbled up by the real world.

        I agree - I do feel like this is it's own little world. And it's sort of like loving a movie no one has heard of. You seek it out and pay top dollar to own it on DVD. Suddenly a few years later it's in the bargain bin for $5 and everyone has heard of it (I'm thinking of Donnie Darko here).

        When something is GOOD and it WORKS - it is going to get out therem it's going to be 'discovered' on a larger scale. The keyword is when something is GOOD. Although, there are always exceptions obviously.
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        • Profile picture of the author elizabethturner147
          Originally Posted by ShawnC View Post

          And this is most likely in direct proportion to the impact the Internet is having on the 'larger' world. With more and more (and more and more) businesses not just realizing they need to have a website - but now realizing they need to have a newsletter, and have a drip-campaign and follow-up sequence. They see they should get on Facebook and Twitter. They see the effect of having a Video to introduce someone to who they are or what their business is.

          With all of those aspects of the online world creeping into the real world of business - the Internet Marketing tactics, strategies and brilliant concepts discovered by so many innovators in this field are bound to get discovered and gobbled up by the real world.

          I agree - I do feel like this is it's own little world. And it's sort of like loving a movie no one has heard of. You seek it out and pay top dollar to own it on DVD. Suddenly a few years later it's in the bargain bin for $5 and everyone has heard of it (I'm thinking of Donnie Darko here).

          When something is GOOD and it WORKS - it is going to get out therem it's going to be 'discovered' on a larger scale. The keyword is when something is GOOD. Although, there are always exceptions obviously.
          Completely Agree with you brother...
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      • Profile picture of the author Peter Bestel
        Originally Posted by Jeff Walker View Post

        Peter,

        Bottom line, our little community is getting noticed by the larger world... and we're starting to make an impact.

        - Jeff
        Jeff & Shawn

        It's heartwarming to hear of 'our little community' getting noticed - but rather than getting all warm and slushy about it, it's worth considering that we may be entering a bit of a watershed time.

        Our big guns may be infiltrating the larger world, but it stands to reason that the larger world will be infiltraing our little community too.

        Expect even more competition across the board but especially at the higher end, where big money marketing machines start saying hello, and at the lower end where the continuing growth of the newbie starts to explode.

        It's going to be a time to really step up, methinks - a time to sort the men from the boys.

        Food for thought.

        Peter
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  • Profile picture of the author Marhelper
    Yeah, he definitely knows what he is doing. He helps perpetuate the hype but has a reputation for following through. That is a nice combination for future success.
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  • Profile picture of the author Tron2k
    oversized iphone or not it a huge hit!
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  • Profile picture of the author MichelledGrace
    Wow Jeff, great way to promote your product. You truly are the master of product launches in Internet Marketing!

    P.S I really love your product!
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  • Profile picture of the author Anonymous Affiliate
    Let's face it, a MAJOR component of Apple's success through the years has been their marketing stunts. Does everyone remember the MacBook Air presentation with the whole "it fits in an envelop" thing? great way to market an otherwise rather overpriced and underspec'ed product.

    Apple products are great, but it's their marketing team what's made Apple a giant.
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  • Profile picture of the author warrick
    Wow, thanks for this post. Yeah Apple is a force to be reckoned with.
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