Apple’s Strategy To Generate Buzz: Controlled Media Leaks

News | Tuesday January 5 2010 5:23 AM | Comments (0) Tags: , , , , , ,

writes an interesting article about how Apple goes about doing this. John, who himself was previously with Apple as a Senior Marketing Manager reveals that controlled leaks to the press are part of Apple 's strategy to generate buzz as well as study the market reaction to the leaks.
“The way it works is that a senior exec will come in and say, “We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!”
The communication is always done in person or on the phone. Never via e-mail. That's so that if there's ever any dispute about what transpired, there's no paper trail to contradict either party's version of the story. Both sides can maintain plausible deniability and simply claim a misunderstanding. That protects Apple and the publication.”
“. He explains that it could be to not only to study the reaction regarding price-points, but also as a possible way to confuse competitors who might be needing this information for their own product launches. John adds that such leaks also help in getting the crowd to their media event and sometimes result in stock price surges though that is never a reason to leak product information.
. Going by his points on the objective behind Apple 's media leak yesterday as a possible way to gauge consumer reaction, what do you think the Apple Tablet will eventually be priced at? Do you see the final price coming down or will Apple hold the price at $1000? Tell us your opinion in the comments.

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