Saturday, February 4, 2017

Why does not Apple have a presence in professional sports?


If a few days ago we saw the record figures of the Cupertino company, today we wonder about their success in their different advertising campaigns. But the absence of these in professional sports , an absence that many still do not understand and we will try to solve.

Apple and its commercials

If Apple is one of the companies with the highest turnover, how do you understand that they spend a third less in advertising than several of their competitors? There have been many analysts who have tried to discover the formula for success in Cupertino, especially considering that are not directly at sporting events or professional sports , where the passion for these events can significantly increase your sales, but Where Apple has virtually no impact.
It is undeniable to recognize that Apple makes several commercials of its products, the last one without going further is the one that we have above these letters, the protagonist, the AirPods. Apple spends a lot of money on advertising, especially in countries where it has a large portion of the market, the US, China, UK, etc.
However, here in Spain and Latin America is not so common to see ads from Apple, more if it fits in a professional sport (basketball, soccer, baseball, etc.), there are no computers with the Apple logos and I do not think we will go Let's see. If we analyze the figures of Cupertino, in 2013, Apple spent a little over one billion dollars (the highest amount in its history) in the advertising section, but well below direct competitors like Microsoft or own Samsung , Who in 2012, left something more than 4000 million dollars in the same section.
So where is the secret? Why  Apple  spends less than its competitors? But more importantly, why not choose to enter any professional sport?

Apple's entry into professional sport

There are two fundamental factors, the first is Apple's fault. We can argue ad infinitum (and beyond) the characteristics of the iPhone, its new products, if there are innovations or innovations in their products but one thing is clear, Apple is concerned about the user experience, providing the feeling that an iPhone (Or any of its products) is a special, unique product. Everyone who has (or has) one of these products knows what I mean, they are reliable products, where software and hardware merge to deliver maximum performance.
This causes satisfaction surveys to be high and the brand value to be maintained at another level. This eventually leads to the famous "word of mouth" from an advertising point of view, Apple comes in handy that their products are placed strategically around the world , from football stadiums, TV series, newsrooms with impact International or NASA itself, without forgetting the ads of companies of the same sector where these, always compare with the iPhone without naming it. That is making a dent in the user without realizing that they are "bombarding" with images or news related to any of Apple products.
The second key factor is the perception of people . While it is true that the big brands often resort to the world of professional sports to look for more presence in their turnover, there is a negative point that could influence the perception of people. If you join a particular team or a particular professional sport, you are limiting your chances. A follower of Barcelona is less likely to buy an article sponsored by Cristiano Ronaldo (Real Madrid) and vice versa. Apple does not want to get into this perception of people.
Thanks to the famous word of mouth, Apple has been present in many places where it has been able to appreciate its brand and values. or need a direct advertising on a professional sport or team , simply follow making people talk about your products. If we add that cases like the famous patent lawsuits against Samsung or Qualcomm eventually revalue the mark, giving the impression that other companies use your patent gives more exclusivity to your products. Finally, note the different departments of product development, which, in the case of Apple, gives a double satisfaction: you save money on advertising and your users are satisfied with a great product , which has repercussions as the best advertisement for You and your products.
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