Mavin Digital » brand http://mavindigital.com Mavin Digital is a creative agency who blends sophistication of emerging technology, fine design and captivating content to create connectivity. Thu, 02 Feb 2012 08:22:20 +0000 en hourly 1 http://wordpress.org/?v=3.3.1 6 LESSONS FROM STEVE JOBS PRODUCT LAUNCHES http://mavindigital.com/6-lessons-from-steve-jobs-product-launches/ http://mavindigital.com/6-lessons-from-steve-jobs-product-launches/#comments Wed, 25 Jan 2012 02:47:24 +0000 GREG SPIELBERG http://neonemperor.com/?p=1808 Introducing the latest innovation at Apple was not a simple straight up martini served in a pre-chilled sexy glass, yet Steve Jobs the master of ceremony for product launches made it seem so. After a million light and audio checks and another million script changes a product launch is not ready unless Steve is satisfied about every detail. It had to be perfect as Steve deems it to be.

His throng of followers, listeners and critics marveled in awe when he romanticized his audience. From his famous “oh just one more thing” to his relaxed and very casual jeans, black turtle neck and New Balance running shoes, Steve new how to connect with the faithful. Ultimate audience arousal was what he aimed for and it is exactly what he always left with.

Why would a CEO put so much effort in launching a product? Why is a jazzed up booth at CES or SXSW and lots of booze not enough?

  • Steve Jobs wanted your 100% attention. He didn’t want the distraction of a big trade show away from his product.
  • He wanted to make sure you left his product launch hypnotized. Steve prepared with the intent to captivate his audience.
  • Creating anticipation and longing for something you want, but won’t be able to get your hands on for months creates longing and electrifying word of mouth that puts a Facebook wall to shame.
  • Steve wanted you to leave his product launch lusting for then falling in love with the idea of holding that sleek gadget and how you’d look using it in a cafe, how easy it would be to travel around with it and how you’d be one of the cool people in the room because you own an Apple product.

    Launching a tangible product online is not enough. One in five couples meet online but none consummate there. You can’t tweet a first kiss. Can’t replace a hug with an xo. Can’t sparkle a woman’s eyes with Second City diamonds. Online content, from weather to porn, press releases to photo spreads, are proxy for real life. Would you read your father’s obit instead of attending his funeral? Or tell your son he’d just seen his first ball game even though it was from the living room couch?

    I remember my first baseball game (Yankees-Blue Jays, nosebleeds) but not my first broadcast. I recall my first friends from 1985 but not my first Facebook friend from five years ago. I would, without a split second, erase my social accounts, email and Internet before I waved goodbye to a pal. When we talk about marketing, we’re really discussing influence. And face-to-face has been more influential than media since the first hunter told the cave painter, “Hey, nice drawing, but I was the one out there with the spear.”

    And one more thing, “You have to run by ideas, not hierarchy. The best ideas have to win.” – Steve Jobs

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