The iPad Effect – Loyal Brand Followers
Huge sales tallied over last week for the iPad, hitting the mark at 450,000 units sold with a whopping 600,000 ibooks downloaded. Some bloggers called it iPadurday, the official release day of the iPad in New York City. According to Media Bistro’s Galley Cat Blog, who was LIVE on-scene with video from the lines of crowds outside on Saturday providing great dialogue, some Kindle users were making the switch over to an iPad. Interesting to also note, the feedback their blog followers responded with about the iPad kindle app.
The publicity buzz, blogs, loyalists, sales, enormous consumer presence at the stores during the product launch, begs the question: what did iPad do to garner such impressive results? Did they have some huge publicity plan in place? Did their marketing team stay up all night sending out emails or making posts to their Facebook page? The truth is: Apple has a great product and loyal brand consumers who love Apple and couldn’t wait to get their hands on the highly-anticipated iPad. Apple’s brand evangelists did a lot of the work for them; loyal customers want to be the first ones to talk about it, own it, tell others how remarkable it is and how they have to own one. That’s the power of loyal brand followers (A.K.A., brand evangelists).
What are you doing to help brand evangelists be loyal to you? Are you equipping them with a good product (your book, services, etc) and giving them valuable information to share and quality material to spread?
The book industry is not going anywhere. Nor is the sky falling. But they way people will continue to read books will be forever changed. So will the sale price. Kodak built printing machines inside convenient stores when the 5mm film cameras were replaced by digital cameras. Now Kodak is into the business of printers inside the home, battling for brand evangelists in the ink wars. The iPad makes great sense for back-listed books, but major publishing houses are struggling, most of all, with the price war.
As things unfold, one thing remains clear: sales will still lean heavily on having a good book to read. A good book to take to the mass market, and loyal readers who will tell their friends…and tell their friends…and tell their friends.