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The iPod was not the first portable MP3 player. In fact, the first MP3 player came out a full three years prior. So, why did the iPod conquer the market so quickly? Because Apple made it cool to own their product; however the competing players were only popular among some geeks.
When Apple launched the iPod, they assaulted their target audience with superb non-traditional marketing techniques. By making the headphones and cord white — since the iPod is usually in a pocket — Apple essentially had launched a zero cost viral marketing campaign. If you see a person on the street with white headphones, you know that they have an iPod, and can quickly see how popular they are. The ubiquitous silhouettes on TV, billboards, and posters further ingrained this notion.
The results are clear. The per unit market share of the iPod and it's variants is currently hovering around 70%, no other product even comes close. The recent launch of the new 3G iPhone will no doubt increase their dominance.
Can viral or guerilla marketing help your product, your company, your brand? Contact your Sides Media Studio Agent of Change today, to find out more about these new marketing techniques and everything that we have to offer.
* Apple, iPod and iPhone are trademarks of Apple Corporation.
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