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September 2014

Apple iPhone 6, Being First vs Being the Best

iPhone 6 from Apple.com

Photo of iPhone 6 from Apple.com

After the recent iPhone 6 launch event, I can’t help but pause to take note of everything Apple does right. I know it gets said a lot, but they truly are an amazing company with the ultimate brand and marketing strategy. They just “get it” when so many other companies don’t and come up big where others fall short.

Following the event, I came across this article that pointed out three things that makes Apple stand out – trust, taste and utility. In the article, Steve Lohr is mainly talking about the Apple watch, but I wanted to offer my take on these three values and cover an additional point that makes Apple stand out to me

People Trust Apple

Apple has created a brand that people trust. For the most part, when someone buys an Apple phone like the iPhone 6, they know that it’s going to work correctly and be easy to use. They trust that Apple took their time to do the research needed to put out the best phone on the market. Apple has created a brand that is simple, sleek and delivers products that are sexy. And if there are any issues, Apple always seems to do whatever it takes to get it right. As the article I referenced above mentions, it’s not uncommon for loyal Apple customers to even go out of the way to defend the brand and its products when they do make mistakes. One thing is for sure, when it comes to technology, this company has earned the ultimate level of trust.

Question: What is your brand?  And do people trust it?  Get more info on branding development here.

Apple Has Great Taste

When it comes to design, it just doesn’t get any better than the iPhone 6, 6 Plus and the Apple Watch. This new lineup of products nails the design element again – all the way across the board. I really questioned some of the wearables that I’ve seen from other companies such as Samsung, but as soon as I saw the Apple watch I knew things would be different. I immediately thought, “now there’s a techy watch that I’d actually wear.” With all of the different bands and styles – the Apple Watch looks to be elegant but highly functional. With it’s release date being early 2015, there are still some questions to be answered, though I have a feeling Apple is going to come in and set the new bar when it comes to expectations from wearable technology.

Apple Products Work

Apple products “just work.” This has been said time and time again. Apple has a reputation for delivering products that function exactly as they should right out of the box with a very minimal learning curve and quick setup times. The iPad is a perfect example of an Apple product that has been proven to be incredibly easy to use for kids just over 1 year old all the way to the elderly. The best word to describe the usability factor would be “intuitive.” What I mean by that is that things work just the way you’d expect them to.

It’s Not Always About Being First. It’s Always About Being Best.

When it comes to marketing strategy and execution, Apple gets it’s not about being the first, it’s about being the best.  Many other phones have come to market with larger screens over the past couple years and wearables like the Apple Watch are no longer something new. Apple could have rushed to market with these devices I’m sure, but they take the time to do it right. They understand that it’s not about having good design; it’s about having great design. Apple understands that when it comes to marketing, having a well thought out strategy makes all the difference in the world. There’s a reason the Apple events like the iPhone 6 launch get the exposure they do. It’s because Apple won’t settle for anything but the best.

Wrapping It All Up

Over the next few weeks, there will no doubt be a lot of buzz as the new iPhone 6 and iPhone 6 Plus devices ship and consumers get their hands on them for the first time. Sales numbers will be astronomical as they always are leading right into this holiday season. And while it may seem like Apple is this gigantic company (which they are) I can’t help but think about how any business couldn’t help but see success by focusing tirelessly on all of these things. All the way from Apple’s brand identity to its marketing strategy they work and work until it’s right.

While a large part of these Apple events is all about launching new products and driving sales, when you pay attention to everything that goes into it there are so many learning opportunities. I challenge you to think about how you might be able to apply some of these values to your business. I know I certainly have and will continue to do so.

Get more: Find this article helpful?  Let’s talk business marketing strategy.

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Why I Am Focused On My Content Marketing Strategy

Focal Point Video Marketing

As of late, I have really been making it a point to focus on the content marketing strategy for my business.  Having been in the marketing industry for over 25 years, it only seems natural to begin to share some of my thoughts, opinions and stories via my company blog.  You see, for a long time I have been known to my network as the “video guy” and while video production is definitely one of our core services here at Focal Point, there’s so much more to the story. It has always been my passion to build an Digital Marketing Agency that is truly engaged in the success of each client.

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What’s All The Buzz About Drone Videos?

Opinion Post:

 

Being a video production company in Indianapolis, we get a lot of questions about the latest technology and trends in video marketing.  Here lately, there’s a very hot topic that keeps getting brought up – drones being used for video.  It’s no surprise as drones are being discussed more in the media and showing up more at events as they become more affordable to the masses. Today, I am going share my opinion on the matter and offer some advice when it comes to video marketing.

Drones or Helicopters with Cameras?

First of all, let me just start by saying that I don’t particularly care for the word “drone” as it relates to video production.  If you ask me, the word “drone” just has a negative connotation that comes along with it and I think that has led to much of the controversy surrounding  the use of drones in the video industry.  Once you start to think of “drones” as what they really are – remote control helicopters with cameras (unmanned aerial vehicles), suddenly the perception is different.  You see, flying helicopters with cameras really isn’t that foreign in the video production industry.  After all, news channels have been flying around capturing shots on video for years.  The big change is that now these helicopters are unmanned and now they’re being offered at a price point that’s more reasonable to the general public.  This is attracting more novice videographers and hobbyists thus leading to some of the drone controversy.

How Are Drones Being Used

One thing is for sure, drones (flying helicopters with cameras) are capturing some amazing aerial shots for video.  Here recently, this video from a 4th of July celebration went viral on YouTube with over 9 million views.

While this is more of a “fun” use of a drone for hobbyist style footage, just stop for a minute to think about the potential for drones to be used for video tours of golf courses or for real estate development.  It opens up a whole new aspect of HD video production that was previously too costly for many businesses.

But the more the idea of drones being used for commercial video production services is discussed, the more the regulations from the FAA are interpreted to mean that such use of drones is illegal…at least right now.  While there is still some gray area, it’s understood that “the FAA states that any commercial use of unmanned aerial vehicles — that is, use without recreational or hobbyist intent — is illegal.”  So, what exactly crosses the line between recreational use or hobbyist intent and commercial use?  Is it solely the ability to make money?

Here’s What I think About Drones

In my opinion, that’s where the FAA really needs to come up with a clearer definition and more realistic ruling that’s fair.  I question how using a drone as a tool to produce an HD quality video for a business is any different than any other piece of equipment that might be necessary.  Sure, there’s the concern for privacy and safety, but isn’t that a concern with real helicopters or other videos shot in the a public forum?  It’s for these reasons things such as media releases, waivers and permits exist.  I think the methods/tools for regulating the use of drones in a commercial setting already exist.  It’s just a matter of the FAA making an informed ruling on how these apply to this new technology….and as one might expect I anticipate that will take far too long.

DJI Phantom Vision

Photo of DJI Phantom 2 Vision Plus from DJI.com

 

 

 

Photo of the DSLR Octo from Cinedrones.

Photo of the DSLR Octo from Cinedrones.

So What Happens Next?

As this recent article on drone entrepreneurs suggests, the video production industry is not going to wait for the laws to catch up.  As the technology continues to advance, the price points continue to become more affordable and the trend continues to catch on – drones are going to make their way into commercial video production.  Eventually the laws will be forced to adapt to the technology rather than the technology adapting to the laws.

How Do Drones Fit Your Video Marketing Strategy?

I love new technology just as much as the next person, but sometimes it’s easy to get caught up in the latest and greatest while losing site of your video marketing strategy.  There’s a lot of buzz around drones in the video industry right now, but until some things are sorted out the risk doesn’t outweigh the reward for most commercial applications.  What I mean by that is that if you’re struggling to get videos completed or measuring the results of a recent video marketing campaign – then trying to figure out if you should be investing in a drone for anything other than recreational use shouldn’t be a business priority.