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Steve Jobs: The Secret to Apple’s Marketing Genius
The Retail Apocalypse.
47 Major Retailers Announce Closing 6,000 Stores Across the USA. Retailers are going out of business left right and center.
- Radio shock
- Future Shop
Even in this economic climate when many retailers are downsizing or going out of business APPLE manages to generate a staggering $4,798.82 in sales per square foot on annualized basis at the end of 2014. According to brand new data provided to Fortune by eMarketer.
Apple announced financial results for its fiscal 2015 third quarter ended June 27, 2015. The Company posted quarterly revenue of $49.6 billion and quarterly net profit of $10.7 billion.
Apple has 203 Billion in cash reserves.
5 Powerful Ways Apple Has Cultivated Loyal, Raving Fans
Fans are willing to line up for days just to get the latest Apple products before anyone else. They have an almost cult like fanatic following. They sell stuff that people don’t really need. An I phone is not as important as food, water or shelter but customers believe they need it just as much.
1.Give People Products That Are Exceptionally Good (AKA. They make COOL shit!)
Predict the need of a marketplace
“It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them” – Steve Jobs
2. Their Products Are Fun and Easy To Use
- The iPad really IS child’s play: More than half of toddlers can use Apple’s tablet when they are just ONE, researchers say.
- What can you do to make your product or service more simple?
- Complexity is the enemy of execution!
“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
Picture your prospect as dumb.
- Can you explain your product or service to someone like homer in less than 1 minute or less?
- If not you need to work on your messaging.
- You should be able to fit your business model on a napkin.
- Does Homer Simpson want to buy it?
How can you make what you do simpler?
- Explain the most compelling part first to peak their interest then explain more later once you have their attention.
- Take out any and all complicated language.
- No medical terms or lingo.
- You can use metaphors to take something your customer already understands to explain something new.
- Say the same thing with the least amount of words.
- What problems do you solve? How do you solve it better than your competition?
- Think from the customer’s perspective. Why would they want it?
How do you predict what people want?
- Where is the money going? Go where money is and stand in front of it
- If no one has done it before you have to spend time educating the market place.
- It’s never been done before is not a plus, take a lot of dollars to educate the Marketplace.
- Take an existing business. Can you make it faster, better, cheaper?
LOKISM Dan’s perspective
- I don’t want a challenge.
- You want to pick an easy win.
- You want a High margin business
- A 10% margin doesn’t give a lot of room for mistakes
- Find an existing demand with bad competitors, customer experience or marketing
- Make it better
Boxing metaphor Why would you fight Mike Tyson if you could fight a 10 year old boy and get the same prize.
3. Apple Strives To Deliver Unique and Outstanding Experience from the Moment of Contact
5th Ave Store New York City
Outstanding customer experience
What are you really buying?
- Access to Apple’s ecosystem
- If you use Apple you become cool
When you buy a Mac, you join a community. You don’t just own a computer, you become part of the entire Apple ecosystem.
Apple creates an experience through their retail outlets.
Deliver value far beyond the thing that you sell
- What you do is not who you are.
- I can do marketing, but I’m not a marketer
- I wrote a book, but I’m not a writer
- I just use these tools in my business
Why do I choose the Vancouver club for my meetup?
- The Environment, Ambiance, Experience
- How would it change if it was done at McDonalds?
4. Apple has very wisely taken an overall look at what the computer market is, figured out what they really want to do with their computers and built their platform around that.
“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” – Steve Jobs
iTunes is brilliant
- iPhone: Front end offer
- iTunes: Back end offer
What can you offer client for cheap to get your foot in the door?
- Free game → end up spending $150
What can you do to directly leverage your customer base to increase your back-end?
LOKISM: Go where the money is flowing and then just stand in front it.
What is the front end offer of your business?
- Make it easy for them to buy. Then leverage your customer base
- Can you offer other peoples services and take a cut.
- Lead people to your back end
- Does Apple just sell you one thing
Dan Lok’s Books
(Buy one of Dan Lok’s fantastic books with these links to help support my FREE note taking service)
5. Apple is absolutely shameless and relentless about self-promotion.
AKA. They Promote The Shit Out Of It
Most companies go out of business because of obscurity.
“Visibility is more important than ability.”
You are a personal brand
- Attention is the new currency in business
- Most companies fail because they don’t get attention
- Marketplace doesn’t know they exist
- How many FB, tweets are you sending out
- Are you cutting through the clutter?
- How can you stand out?
Steve Jobs has been positioned as the iconic celebrity in the Apple world.
- People are willing to pay more for the connection with the person of elevated status and perceived celebrity. Perception is reality in business.
Japan vending machine
- Watch an advertisement get a free Coke
- They want your attention. It’s more valuable than money
- An example of shameless promotion
- Who doesn’t know who Donald Trump is?
Best time to do marketing is when you’re busy not when you’re desperate
- Visibility is more important than your ability
- That doesn’t mean that you should sell crap
- Non-stop domination/ personal branding
- It’s easier when deals come to you
- Cut through the clutter and stand out
- Build a personal media platform, FB, YouTube, podcast
What is a personal media platform?
- Something you do that serves greater needs of others
- Televisa meets big name CEOS through her platform
How many platforms do you have?
- Problem with Personal media platforms is it’s slow. Long-term strategy.
- Consistency 6 months – 1 year
- start now
- I plan to create 300 – 500 videos in a couple months
- You want to do more than competitors
- Dominate them
For Small business
- Leverage other people’s credibility
- Get on other people’s platforms
- Do this as much as possible
- Never stop promoting your brand
- No such thing as overexposure
- Promote business every day
3 keys for a small business
- Be somebody
- Be somewhere
- Do Something
Meet people you don’t know somewhere
- Help them out. Be a giver.
- Find that unpredictable miracle
- Ranked #12 New and Noteworthy on iTunes
How A 27 Year Old Built A $600K Business In 2 Years With No Prior Experience
Wilson Lee is the CEO of Wun2Free Entertainment. It is his mission to bring smiles to the faces of people across the globe by organizing events that foster an atmosphere where guests can create memories that last a lifetime. Under his leadership, Wun2Free Entertainment has acted as the mind behind some of the most successful entertainment endeavors in Canada. Wilson Lee is the CEO of Wun2Free Entertainment. It is his mission to bring smiles to the faces of people across the globe by organizing events that foster an atmosphere where guests can create memories that last a lifetime. Under his leadership, Wun2Free Entertainment has acted as the mind behind some of the most successful entertainment endeavors in Canada.
- Started working at the night market in an Ice cream booth
- In school developed entrepreneurial spirit
- Worked 2 years at Shaw
- Got an opportunity to work at a Bubble tea place in Richmond night market
- Wanted to start his own thing
- Challenge was getting the venue
- 3 months back and forth market with the owner
- Sold him on the idea with persistence
- Start 4 booths
- Hired uncle to help build games
- Flew to China to source products
- Ask around when he got there
- Excuse: I don’t know how to do it
- FIGURE IT OUT You don’t need to know how to do something before you do it
- Went from 8 staff to 20 staff
- Built a portfolio
- Approach the PNE let me be a part of you
- Was always camping out at the PNE with my measuring tape and camera
- Use Leverage to get success
- Believe in yourself
- You started with nothing so what’s the risk.
- You gotta hustle
- Nobody is going to care about your business more than you
How do you manage generation Y?
- Make work fun
- Know how to motivate them
- Be a cool boss, have fun outings, fun nights
A Perfect Business doesn’t exist
- Turnover is inevitable
- You will cycle through a lot of people but will get a handful of high-potential workers
- Keep them close
- Treat your best talent really good
- Do what you love
- Spend more money where it matters
Talk to the right people in your industry
- Vancouver is branded as the boring city nothing to do
- Create super wow experience for your customers
- Get Strategic partners to help promote you
3 Biggest Mistakes What did you learn?
- I don’t believe in mistakes.
- Just do it.
- Be persistent.
- Ask 100 people.
Bee Hive Game
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