An iPad: It’s the gift that keeps on giving! That’s the perspective that Apple has adopted with their most recent newsletter mailing. It echoes the message that Amazon has been advertising recently (see my post from last week) and it’s a compelling story. For anyone who can afford to spend £399 on an iPad on a whim — or a throw-away event such as Valentine’s Day — I think this is acutely good marketing.
If you’re budget is £20 then perhaps some nice flowers might suffice. But if you’re looking to shock-and-awe your other half (or, if you’re like me and looking for any excuse to buy cool technology), then this marketing messaging could well pay dividends. Apple has kept things neutral — however Amazon adopted a rather brazen approach, assuming that anyone reading would be male. Or, at least, specifically targeting males (e.g. “Buy her a Kindle.”)
I reckon a lot of women would be seriously impressed by the arrival of an iPad on 14th of February, as apposed to some beautiful flowers. And if goes both ways. If you’re looking for something to buy for your chap, surely you can’t ever fail buying an iPad or a Kindle Fire for them?
However spare a thought for the poor florists who are less than impressed with this marketing. Valentine’s Day used to be exclusively about (crazily expensive) flowers and (crazily expensive) paper cards. Now, as far as Apple and Amazon are concerned, it’s about (crazily expensive) consumer electronics.
My view: If in doubt, buy her an iPad. If she’s got an Android phone, buy her a Kindle Fire. Job done.