Apple's marketing turns red iPods into green
Apple continues its domination of digital music player marketing with its second red iPod nano, this one sporting eight gigabytes of storage. Apple donates $10 to to fight AIDS in Africa for each red-colored nano that it sells.
This is one more piece of great brand marketing on Apple's part. They're extending an already hot product and appealing to a new market of socially-conscious buyers. And by putting these products on the market just before the Christmas selling season, they attract buyers who are already feeling twinges of guilt around their consumer spending. At the same time, Apple receives a brand halo effect around "doing well by doing good". In a sea of me-too music players on store shelves, this one initiative will probably bump up Apple's iPod sales by three to five percent.
It looks like a very merry Christmas for Apple this year. We'll be publishing our projection of just how merry next week. But suffice it to say, we're talking about a boost of more than a billion dollars in revenue over last year.
This is one more piece of great brand marketing on Apple's part. They're extending an already hot product and appealing to a new market of socially-conscious buyers. And by putting these products on the market just before the Christmas selling season, they attract buyers who are already feeling twinges of guilt around their consumer spending. At the same time, Apple receives a brand halo effect around "doing well by doing good". In a sea of me-too music players on store shelves, this one initiative will probably bump up Apple's iPod sales by three to five percent.
It looks like a very merry Christmas for Apple this year. We'll be publishing our projection of just how merry next week. But suffice it to say, we're talking about a boost of more than a billion dollars in revenue over last year.
posted by Carl Howe at
9:49 AM
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