Presentation witness statement

AOB5: Evaluation

I was tasked with creating a marketing campaign for the new Apple product, the iPhone 6. To begin with, I analysed the marketing campaign for the previous iPhone model and researched official regulatory bodies which would be checking my campaign to make sure that it was suitable for release. I then went on to create adverts for the product as well as a marketing schedule to plan when certain parts of the campaign would be released. For example I planned for the TV adverts to begin airing on May 24th 2013. I also set up search engine optimisation which meant that when people searched using search engines such as Google, Yahoo or Bing our product would be one of the first suggestions that would appear.

Search Engine Optimisation

Another way in which I marketed the product was to design hoodies and t-shirts that Apple store staff would wear to promote the product. I also created emails that would be sent out to previous Apple customers to inform them that they could pre-order the iPhone 6. These were to be sent out on June 28th and pre-orders would be made available from July 5th.

In the adverts that I created, I did not try to alienate anyone from buying the product so I made the adverts fairly simple and any text used did not have much specialist lexis that people would not understand. I believed that they would stand out because they were different from previous Apple adverts due to some of them using much brighter colours. This should set them apart not just from other available smartphones but also other Apple products by showing people that they are very different from our previous products.

Much brighter colours than
previous Apple adverts

Some of the members of the focus group said that the promotional items were too simple. If I were to do them again, I would take this feedback into account. I would use more colour and use more complex designs. I would also try and create more interesting images to use on them. All that is on the t-shirts and jumpers at the moment is the Apple logo and "iPhone 6". Another piece of audience feedback that I received is that the magazine advert was a little unorganised. Some people thought that it looked a little mismatched and that the images in the corners looked out of place.

One thing that I was happy with was my marketing plans. I thought carefully about how I wanted to market the product and when certain pieces of promotion and advertising should be released. I scheduled for the iPhone 6 to be released on July 12th 2013 to coincide with the release of Microsoft's new smartphone being released. I also planned for the TV adverts to be broadcast from May 24th 2013. However I knew that people may get annoyed if they were on constantly seeing the adverts so I proposed that the adverts should slowly become less frequent after the product release and only be shown more frequently again if sales slow down. I felt that this was a good move for Apple and the product. When I presented the marketing plan to an audience, the only suggested improvement was not keeping the billboard/bus stop adverts up for as long after the product had been released.











                                 

A0B4: Presentation Script

The Market

I think that the product would appeal mainly to males or females aged 13-30. However, as the product has a simple touchscreen interface, other people will still be able to use it and I have not purposely excluded them when creating the marketing campaign. In terms of the current market, Smartphones have become increasingly popular in the last few years therefore we should have a lot of potential customers. I understand that there is now lots of competition for the iPhone from Microsoft and other companies however I think that the iPhone is still a higher quality than these other smartphones and people will be willing to pay more money for our product rather than an alternative. Also Apple have a lot of loyal customers who are likely to buy the iPhone because they know and trust them to make good products.

Aims of the Campaign

Obviously one of the main aims is to sell lots of the product. However I also want it to keep the iPhone as the best Smartphone on the market and make people want to buy the iPhone rather than another Smartphone. I hope that we will be able to keep previous customers interested as well as attracting new customers.

Dates of the Campaign

I have chosen the release date (July 12^th 2013) to coincide with the release of Microsoft’s new smartphone. I hope that this will keep people from buying the Microsoft product and make them want to buy the iPhone instead. Also, we do not want to be seen as being behind other companies. The other dates (TV adverts, email marketing etc.) will be released in the two months leading up to the release date to get a good amount of publicity for the iPhone.

Legal and Ethical Considerations

In the adverts for the product, I have been careful not to mislead the audience as Apple have had adverts banned by the Advertising Standards Authority before, for example when one of their adverts said that the iPhone could access 'all of the internet' even though it did not support an Adobe Flash plug-in. The former FTC (Federal Trade Commission) commissioner Roscoe B. Starek has said that children may not understand exaggerated statements or images, the example he gave being that they might believe a toy to come fully assembled when they actually need to assemble it themselves. For ethical reasons, I decided to aim my campaign at teenagers and adults. I considered other possible ethical issues but I could not find any within the marketing campaign. I don't think that the product can be considered controversial and there is no stereotyping, profanities or rude language in any of the adverts.

Adverts

I think that the adverts I have made will appeal to the target audience because of their simplicity. The billboard advert does not go into much detail about the product simply because people usually only glance at billboards. In the TV adverts, we will show the new features of the phone and give people more information about it because people will be watching these adverts much more closely than the billboards. There is a chance that people might find the lack of bright colours in the adverts offputting however these conventions have been consistent throughout the adverts for previous iPhone models, as well as other Apple products and this hasn't been a problem. My billboard advert is original as I did not directly use any other adverts for inspiration other than the simplicity of previous Apple adverts.

A0B3: Magazine Advert

A0B3: Email Marketing

This is an email that will be sent out on June 28th 2012 to potential customers. I have provided a link so they can pre-order straight away.

A0B3: Search Engine Optimisation

A0B3: Promotional Items