Last week Microsoft introduced for purchase its new tablet the “Surface.” On its first day, my son said he wanted to go to the Microsoft store and take a look. I warned him that it will probably be crowded, perhaps lines around the block and for sure he won’t get any assistance.
Quite the opposite. No lines and plenty of help.
When Apple introduces any new product, customers and the press can’t get enough of it. Front page news and lines around the block are expected. So are Apple’s products so much better than Microsoft’s? I like the Surface and even bought it for my son. I like it much more than my iPad. More business-friendly. But why not the buzz?
It all goes back to the marketing genius of Steve Jobs. Jobs turned Apple products into works of art. Magical toys. And he knew how to build anticipation and excitement.
The power of brilliant marketing can’t be overestimated. Yes, products have to be good, but how their are marketed, sometimes, is even more important.