Advertise, Apple, Advertise, Advertise, Advertise!

[King Shrek]

From the Wall Street Journal:

Still, iPods and wireless networking are on the periphery of digital entertainment, whose center remains the Windows-dominated PC. Apple's operating system and machines are generally hailed as superior to their Windows counterparts, but much as it'll pain the Appletistas to hear it (again), that superiority isn't enough to cause enough people to switch camps. For things to truly change, there has to be a fundamental and widely perceived problem with Windows, one that goes beyond geekspeak about operating systems.

Guess what? There is such a problem. In fact, it's the biggest issue in tech today: the drumbeat of viruses, spyware and other maladies that plague Windows and are practically nonexistent in the Apple world. It's true that this perceived immunity is partially a reflection of Apple's small market share, but that won't matter to consumers tired of computing anxiety and pain. Sure, it's a lot to ask folks who've lived in the Windows world for years to switch -- Apple tried that campaign a couple of years ago, with little success. The difference between then and now is that the combination of Windows' security woes and greater familiarity with Apple products, a combination we think will be what Apple needs to unlock that market. It's happening slowly right now, but it's happening, and it'll gain momentum in the months to come. And while it won't alter the commercial-PC landscape at first, it'll put Apple in a position to consider whether it wants to try to make inroads into that market as well.

Click here to read entire article. . .

Apple, based on the information in that article, don't you you think it would be smart for you to start an advertising campaign concerning the security problems with Windows and how such problems are nearly non-existant on the Mac?

I think this would actually get a lot of Windows users who are fed up with viruses, spyware, adware and malware, etc., more aware of the security advantages of using the Mac platform and actually get them interested in opening up their wallets and switching to the Mac!

Go for it, Apple!

[symphonix]

Apple's switch campaign a couple of years ago was a bit of a disappointment. It did manage to generate quite a lot of parodies, but not a lot of sales.

The fact is, I've never heard of a campaign really winning mindshare that targets the bad points of the opposition product.

PC users know all about viruses and spyware. They hate it. Many also know that the Mac is immune to these problems. They've been hearing the same message from the Linux and open-source crowd as well; a flood of people telling them that M$ sucks and they should switch. If it hasn't swung them already, another bunch of ads isn't going to do it.

I think Apple should try and save their cash in this instance and forget about heavy advertising. In some cases, its just not worth the amount of money spent. A 30 second spot on a prime-time show across the United States will manage to have about zero impact on potential buyers, and cost millions of dollars.

I think their current direction is pretty good; they seem to be focussing their energies on building up the Apple Stores in high-profile locations, and making these very inviting and fascinating. The only ad campaign I'd suggest they even think of trying is something with the impact and controversy of their "1984" Superbowl commercial, and even then I suggest they leave that until they have a really groundbreaking new product set for release.

[MDLarson]

I mostly agree with symphonix. I would like to see more advertising out there by Apple, but the kicker is getting people to experience Macs first-hand - the best place is at a friend Mac user's house - the next best place is the Apple Store. And did I mention getting rid of the one-button mouse? :P

[Satcomer]

The only problem with your suggestion is the marketing strategy. i went to school for marketing so please listen. A product never does well by just putting down the competition. Now, if the marketing campaign touted the EASY use of a Mac plus the security compared to the "other guys" operating system. The only problem is is invites the die hards of the M$ camps. Make no mistake, if apple proclaimed security high and wide, those Slashdot and windoze virus writing zealots will do everything to put Apple down and make them eat their words. Mac Evangelism has nothing on the Slashdoters on the world on zealotry!

The marketing campaign just needs to be serious. Take the original iMac for example. The one, two and no step three campaign was brilliant! It also showed the Apple can move product with the right and ample marketing campaign. Apple is never going to change the computing world overnight. Windows is to encamped. The just need to to start by taking it one day at a time, but they need to start. Since the failure of the switch campaign apple has only marketed the iPod seriously. The have a real chance to push iBooks and Powerbooks. Apple doesn't realize they have a real chance to push hugh numbers of the Powerbooks and iBooks. I personally believe that!

[symphonix]

Actually, if I was going to offer Apple any advice on marketing, it would be to try and get the Airport Express out there to the PC crowd. The Airport Express is a winning product, at a price well under what millions of PC users are already paying for inferior wireless equipment. I'd suggest single page ads in a handful of major PC magazines.

The "Switch" campaign failed because the idea of switching your entire computing platform is pretty daunting. However, I think a lot of people will actually take a real look at the Mac platform after they've had good experiences with their Apple iPod, iTunes, Airport Express and so on.

[fryke]

I must say, you're wrong. People out there do _not_ know how simple it is to avoid spyware, worms and viri. They're not even accustomed to download the latest patches for Windows or to keep their antiviral software up to date. Many don't even _have_ antiviral software. And of those who _do_ know about updating and all the hassle with worms and viri, only a _part_ knows that the Mac would be a nice solution.

I think the switchers ads were very, very bad. They did not emphasise enough, they had no power. Apple should quite definitely bring on better ads.

But much worse: For quite some time now, Apple's ONLY been advertising the iPod. And the last G5 ad simply played with 'the power of the G5'. But whether people believe that a G5 is better than anything else remains the viewer's decision. Apple should _take_ the opportunity while it's around. Pick up the people where they are. They're in a dark hole where the internet is more of a danger than an opportunity. Pick them up there and make a nice pitch to the Mac. Don't even have to _mention_ Microsoft at all.

[markceltic]

The greatest challenge to Apple is to convince the masses that "we" are a viable alternative to the other guys.I point to this example;the last time a friend of mine used Apple was when the Commodore's were being used in the business environment.Ancient history I know!So in order to see any significant growth there has to be a shift in corporate attitudes.That will take more than a few ads on television to accomplish.

[King Shrek]

Regardless of what anyone thinks, Apple seriously needs to do some advertising that will appeal to the very heart of the average PC user. They need to come up with a brilliant advertising campaign that will make millions of PC users around the world perk up and pay attention and get them to truly desire to switch.

But it will take more than just a brilliant advertising campaign to do the job; it will also take, iPod/iTunes aside, computer products and services from Apple that will win the hearts and minds of the PC crowd--a double whammy! And if this $499 headless iMac rumor turns out to be true then it will be a step in the right direction for Apple and help "parole" millions of Winblows users out of their prisons. Amen to that.