'Real People' Overlooks Key Audience
- 2002.06.21
Low End Mac Reader Specials
Memory To Go Special: MacPro 8 Core 8GB kit $232 / 4GB kit $116 / 2GB kit $72. New Macbook 2GB DDR3-$65. HARD DRIVES available -- Free shipping / LIfetime warranty.
Download Typestyler, still the Ultimate Styling Tool for Internet, Print and Video Graphics. Works great in Classic with a Native OS X Version on the way. Free Tryout: www.typestyler.com
LA Computer Company: Specials on AppleCare, iMac's, Apple Batteries and Apple A/C Adapters. Also Great prices on Used Apple Computers. Call 1-800-941-7654 Click Here.
Mac users can finally play Party Poker for Mac. Not only that, they can also learn how to play PokerStars for Mac.
Laptop Hardware Provided by TechRestore - Overnight Mac & iPod Repairs.
Compare products like desktop computers, laptops, and LCD TVs side by side! All the information and reviews to make the best purchasing decision for a new cell phone GPS products or MP3 players. The Ciao network makes searching products easy for you.
By now I'm sure everyone's noticed Apple's new ad campaign, "Real People." Just to let you know that they are real people, I read Mark Frauenfelder's weblog often.
But does this make these ads successful? I know why Apple wants to put these people up here - they saw the great success that was met using Steve (the "Dude, you're getting a Dell" kid) to sell Dell computers.
Steve is a very effective marketing tool. Why? He is able to preach his message to people of all ages.
30 or 40 year olds who think of a computer as this beige box that lets them do their spreadsheets and calculate taxes will remember Steve the next time they are at the computer store and think, "Kids grew up with the computer, so they must know what they're talking about."
Steve also works on kids by talking with other kids about how they should get a Dell on TV. A typical 13 year old might see the ad and figure "this cool kid on TV uses it so it must be a cool computer."
Are Apple's ads effective?
Yes and no.
Apple's new ads work for those in the 30+ age group. These are people who most likely won't have a lot of experience with the computer and won't know enough to be able to decide what brand or model they would like. If these people already have a computer, they are probably still trying to upgrade their old 486 to Windows 95 or find Mac OS 8 for the Performa 6200 that their son or daughter told them to buy before going off to college. These are the people who will listen to the type of ads that Apple is producing so far with the "real people" campaign.
Unfortunately, Apple is overlooking one of the most important markets. Kids and teenagers, aged 10-20. Kids are extremely influential when it comes to the family computer purchase. If little Joey says to his mother that PCs are better because they have more software, his mother will probably believe him.
If Apple wants to sell computers, Apple has to convince Joey
that the Mac is better. And how will Apple do that? No, Joey
doesn't want to hear about how
Sarah Whistler couldn't move things around on her PC or
how
Liza Richardson disliked her PCs "stupid little
speakers."
No, Joey wants to know how many games he can play on the Mac and how he can easily burn CDs and access any site on the Internet. Joey doesn't want a 35 year old guy telling him what computer to buy; he'd rather have someone around his age.
This is why Steve works so well on kids. Apple doesn't need a "Steve," but it does need to have some sort of ad featuring 10-20 year olds, specifically targeted for that age group.
While I like the overall direction that Apple is going with its
ads, I dislike the arguments it is presenting in those ads.
Liza's PCs "stupid little
speakers" could have been replaced with more powerful ones. And the
possibility that Sarah Whistler didn't learn how to use the mouse
properly until after she bought a Macintosh isn't mentioned. And
Mark, as much as I like your weblog, I dislike the
fact that there is no mention of how the Macintosh was easier in
your commercial.
If you go through the arguments, you will notice that most of it is typical marketing department propaganda - not that I think it won't help sell more Macintosh computers.
Recent Apple Archive articles
- iPods, notebooks, and other modern electronics more readily replaced than repaired, 12.07. Whether it's an intermittent failure or a broken display cable, more often than not it's cheaper to replace a broken electronics device than repair it.
- Options for replacing your older iPod, 11.19. Whether you've run out of space on your old iPod or want features it doesn't have, here are your options in new and used iPods.
- Could the $200 'green' PC with gOS Linux become a threat to Apple?, 11.14. The low cost, low power Everex desktop comes with a customized version of Ubuntu Linux, has a Mac-like Dock, and sells for $400 less than the Mac mini.
- Leopard different, a bit buggy, but worth the upgrade, 11.02. Leopard on a Power Mac G4 and a MacBook Pro: It runs well on both computers, but each has some odd bugs, and some of the changes are a step backwards.
- More in the Apple Archive index.
Links for the Day
- Mac of the Day: 'Sawtooth' Power Mac G4, Aug. 1999 - Available in speeds from 350-500 MHz, 'Sawtooth' introduced AGP video to the Mac.
- Group of the Day: G4 List is for those using Power Mac G4s or G4 upgrades.
- November 22 in LEM history: 99: Gradebooks - 00: Leveraging Apple design - Quadra 630 to Power Mac 5200 - 02: Laptop or desktop? - 04: SuperDuper: Quick, easy, efficient backup - Cross-platform programming for the rest of us - 05: Mac video surveillance on the cheap - Which OS is best for my vintage Mac? - No 'best browser' for the Mac - Sorry state of browsers for classic Macs - 06: Core 2 means cooler running 'Books - 2.0 GHz G4 upgrade
Recent Content on Low End Mac
- The Long Term Value of a High End Mac, Andrew J Fishkin, Best Tools for the Job, 11.21. Low-end Macs are more affordable up front, but the flexibility and upgrade options of a top-end Mac can make it the better value in the long run.
- iPhone #1 Worldwide, Google Voice Search for iPhone, iPhone 3G Battery Pack, and More, iNews Review, 11.21. Also British accents throw off Google voice search, lots of new iPhone apps, universal USB car charger, new protective cases, and more.
- 15 Reasons Macs Are Better, Quad-core iMac in January?, USB 3.0 Spec Finalized, and More, Mac News Review, 11.21. Also 25 years of Macs, 'Snow Leopard' in Q1?, SimpleTech's faster and greener hard drive, Hyperspaces, StarOffice for OS X, and more.
- DisplayPort Copy Protection, Trackpad Update, Netbooks Not to Be Taken Lightly, and More, The 'Book Review, 11.21. Also Apple set for record sales, 4-finger gestures on original MacBook Air, MacBook Apple's best consumer notebook to date, Cricket laptop stand, bargain 'Books from $490 to $2,299, and more.
- Virtualization Shootout: VMWare Fusion 2 vs. Parallels Desktop 4, Kev Kitchens, Kitchens Sync, 11.20. Both programs do the same thing, but one runs Windows XP smoothly alongside Mac apps, while the other bogs down everything but Windows.
- Just Right: Papa Bear, Mama Bear, and Baby Bear MacBooks, Charles W. Moore, 'Book Value, 11.20. Some people like small and light notebooks, others prefer huge desktop replacements, but the best value tends to be in the middle.
- Apple Caves to Hollywood with DRM on iTunes Videos, Frank Fox, Stop the Noiz, 11.20. HDCP on the new MacBooks means that you may never really own those videos you buy from the iTunes Store.
- Leopard Runs Very Nicely on PowerPC Macs, Simon Royal, Mac Spectrum, 11.19. Some claim that Mac OS X 10.5 is so optimized for Intel Macs that it runs poorly on PowerPC hardware. That's simply not the case.
- No High Definition iTunes Video for You, Dan Knight, Mac Musings, 11.19. The October 2008 MacBooks are preventing users from viewing some high-def iTunes content from being viewed on their external displays. Poor form!
- Every Working Computer Is Useful to Someone, Allison Payne, The Budget Mac, 11.19. Whether it's a PowerBook 1400, G3 iMac, or Power Mac G4, it could be all the computer someone needs.
- 3 WeatherBug Options for Apple Users, Charles W. Moore, Miscellaneous Ramblings, 11.19. Have instant access to current local weather conditions with a Dashboard widget, iPhone app, or Firefox plugin.
- More links in our archive.
Recent Deals
- Best Power Mac G4 and AGP Video Card Deals, 11.20. Used 400 MHz, $50; 733, $100; 800, $199; 1.25 GHz, $300; 800 MHz dual, $200, 867, $300; 1 GHz, $350; 1.42, $400.
- Best iBook G3 Deals, 11.20. Used 300 MHz clamshell, $150; 366, $199; 800 CD, $180; 600 CD-RW, $240; 700 Combo, $290; 900, $369; 14" 600, $360; 900, $449.
- Best Power Mac G3 and PCI Video Card Deals, 11.20. Used beige 300 MHz, $25; blue & white 350, $80; 400, $90; 450, $105; PCI video cards from $15; shipping additional.
- Best iMac G4 Deals, 11.18. Used 15" 700 MHz Combo, $243; 800 MHz, $280; 1 GHz, $380; 17" 1.25 GHz SuperDrive, $400; 20", $549.
- Best MacBook Air Deals, 11.18. New 1.6 80, $1,150 after rebate; 120, $1,744 a/r; 1.8 80, $1,794 a/r; 1.6 128 SSD, $2,150; used 1.8 64 SSD, $1,500; new, $2,200 a/r; 1.86, $2,398 a/r.
- Best Mac OS X 10.0-10.3 Deals, 11.18. Mac OS X 10.0.3, $30; 10.1, $20; 10.2, $60; 10.3 CD, DVD, $100; CD, $119; 10.1 Server, unlimited users, $58; 10.3 Server, unlimited, $150.
- Best iPod nano Deals, 11.17. Refurb 3G/4 GB, $79; new, $114; refurb 8 GB, $99; new, $125; 3G/8 GB, from $134; 16 GB, from $189. Prices include ground shipping.
- Best Titanium PowerBook G4 Deals, 11.17. Used 1 GHz with SuperDrive, $478 plus shipping.
- Best Xserve deals, 11.17. Used G4/1 GHz, $999; G5/2 GHz, $1,288; new 2.0 4-core Xeon, $1,900; refurb 3.0 4-core, $2,599; 2.8 GHz, $2,499; 3.0 8-core, $3,499.
- More deals in our archive.
About LEM | Support | Usage | Privacy | Contacts
Have a question?
Ask an expert!
Navigation
Used Mac Dealers
Apple History
Best Used Macs
Video Cards
Email Lists
InfoMac's Low
End Mac Forum
Favorite Sites
MacSurfer
MacMinute
MacInTouch
MyAppleMenu
InfoMac
Macs Only!
The Mac Observer
Accelerate Your Mac
RetroMacCast
PB Central
MacWindows
The Vintage Mac
Museum
DealMac
DealsOnTheWeb
Mac2Sell
ramseeker
Mac Driver Museum
JAG's House
System
6 Heaven
System 7 Today
the pickle's Low-End
Mac FAQ
Abandonware
Petition
Mac vs. PC Info
Affiliates
The Apple
Store
Mac
Connection
MacMall
TechRestore
MacResQ
ExperCom
Crucial
Memory
batteries.com
Advertise
