When Marketing is Win-Win

Dear Apple,

I believe your marketing team deserves a bonus this year. You have managed to capture the market of all non-techie people who want to be cool.

Paid Commitment

I bought a Mac in 2008. For the first two months, I used my trusty PC as a crutch. Not sure where this button is – go back to PC. Not sure how exactly to create “smart albums” in iphoto? Go back to PC. Then I walked into the Mac Store.. and lo, and behold there is a program called One-to-One.. and the conversation went like this:

Me: This is so cool! I just bought lessons so someone can teach me how to make movies, podcasts and sync itunes! I’m so not technical – and they can teach me!

My friend Edwin (always one to count on for rational thought): You did? Nice. So what do they teach you exactly?

Me: Well, I can go in for weekly lessons and a mac expert spends an hour going over all the embedded programs with me.

Edwin: You mean the Mac programs?

Me: Yes!!

Edwin: So you just paid $100 for Apple to make you fall in love with all the Apple programs, use them non-stop and not function without them?

Me: Uhh.. Yes.

Edwin: You know you will never use a PC again right??

Me: Uhh… yes. Umm.. I think I just paid $100 to join a cult. And willingly too! With a big smile on my face.

So yes, indeed I actually PAID to join the Apple marketing cult. I PAID for my Mac, I PAID for my Mac programs, I PAID for lessons. In short, I PAID Apple to be a valued member of their business model. I PAID to be a life-long committed member of Apple. Wow – what happened to the FIRM paying for consumer loyalty??? Ingenious.

10 months on…

The ultimate measure of customer loyalty is customer satisfaction - and boy do I love my Mac. And get this – I love my lessons more. For someone who used to be indifferent towards technology (who needs to do more than email/upload photos?) – I now can make movies to document trips, calendars as Christmas presents, podcasts to post and keynote for presentations. And 2008 was a big year of travel for me, and the Mac lessons are usable at any.mac.store. I’ve now used it in 4 mac stores on 3 continents including the 24hr Mac store in NYC and the Beijing flagship store during the Olympics.

The level of service and commitment from the employees is also extraordinary. No matter where I am having notebook troubles, the Genius bar will fix it. And am grateful for wireless at Mac stores.. perfect for submitting the odd paper or two