"Real People" isn't a bad ad campaign for Apple, just as "Think
Different" wasn't a bad campaign. The problem is, Apple needs to learn
who they are targeting and who they should be targeting.
If they want to get Windows users to switch, they need to change a
few things.
Get the Kiddies
First, as it has been said elsewhere, Apple needs to advertise to
everyone. From what I've seen, kids who would have influence on their
family's computer purchases usually view Apple's products as bad. Why?
They associate Macs with stupid stuff at school, rather than fun and
games from their Wintel PC at home.
Of course, there are a few that like the Macs, but this seems to be
the minority (in unscientific observations). Apple needs an ad campaign
that shows all the cool stuff children (junior high and younger) can do
with the Mac. I'm talking about stuff they care about, not really the
iApps. Kids don't care if it crashes or how it works like their mind or
how you can plug all your other electronics into it.
Get the High School/College Students
Besides the fact that students can get a discount on any Mac (Apple
should advertise that), Apple should promote how easy it is to use a
Mac on the Internet, whether it be at home, at school, or in a dorm.
They need to convince consumers that the multimedia goodies loaded on a
Mac are what students want (everyone in that age group seems to have a
ton of MP3s and pictures).
Apple maybe could create mini-commercial/movies that are the length
of regular commercials, but tell some kind of story (like the
Volkswagen Jetta one where the guy makes it just in time to stop a
wedding), and can involve instant messaging, projects, or anything else
in young adult lives.
Prove that Macs Are Cheaper
For the money-conscious, Apple should create some ads showing what
built-in hardware Macs have that cost extra on PCs. To Apple's Ad
Department: Compare an Apple to an orange - I dare ya.
Show That Macs Aren't Limited Software-Wise
Apple needs to show people that all their favorite programs can be
run on a Mac. They need to end the misconceptions that Macs can't use
the most popular apps. This already has been kinda done on the current
ads.
Show the Computers & Software
Sure, the idea behind the newest ads is that people know what an
iBook is and what an iMac is, but the #1 computer company in
innovations needs to still show their beautiful hardware and software.
Maybe this sounds kinda dumb, but there are people who will buy a
computer because of the way it looks (makes sense now, doesn't
it?).
So What If They're "Real"?
I'm not sure if Joe Blow will decidedto buy a Mac because Liza
Richardson said that her Mac doesn't crash. I don't think little Nicky
the gamer decides to buy a Mac because of how it "just works." I think
the website is a very good start (the tutorials, the top ten lists, and
the other little things), but the "Real People" TV ads are just okay -
Apple need not bash Wintel the way they do. It reminds me of the Pepsi
ads where they always used to compare themselves to Coke. That kind of
thing turns consumers off.
Apple does need to show how Macs and PCs can get along, and how the
Mac is better than the PC, but they also need to advertise their
products on a level that is above mudslinging.
