October 6, 2011 - If anyone ever questions the success of Steve Jobs, they simply need to remember that he took a company from a market cap of $2 million all the way to $354 billion. This man was a visionary that foresaw the amazing potential of computers, and knew just how to market them to the world.
Apple's current marketing strategy started in the late 90s, was nothing short of brilliant. The company focused on innovation and simplicity as it began to roll out powerful new products like the iMac, the iPod, iTunes, and the MacBook. In more recent years, the company released massively successful products like the iPhone, iPod Touch, and iPad. In addition to Apple's catchy advertisements and slogans, a major marketing tool was the Steve Jobs keynote address.
The influence of those press conferences cannot be understated. The initial frenzy created by product reveals often caused the device to be sold out, which in turn gave owners of Apple devices a sense of exclusivity. Suddenly, Apple products became a status symbol.
Other companies have tried to match this same keynote address effect, but no one has seen the same success as Jobs. It's unlikely that the world will ever see a CEO with that same ability and charisma again, but those looking to imitate should attempt to use the following methods.