En route to a party Friday night I dropped by the Apple store, thinking I’d hang around for a few minutes, tap my fingers impatiently, roll my eyes, then give a sarcastic “hoorah” when 8 PM came, and we could buy the thing.
Down the escalator to the store. (I used to park near the department store at Southdale, but now I always park by the entrance closer to the Apple Store. It only makes sense.) The store was closed. The gate was down. A guard stood in front of the darkened shop. Wha? Then I saw the rope. Then I saw the line. People were queued up down the hall around the corner. Waiting. For an operating system.
“How many people did you have last night?” I asked the clerk the next day as he rang up my purchase.
“Eight hundred.”
Ladies and gentlemen, THAT is marketing 101. Create the buzz. Create the desire. Create the scarcity. Keep anyone from getting it. Make the early devotees feel part of the elect. Count down the minutes. Then open the door and watch the money come in.
My wife could not understand what I was talking about. Eight hundred people, lined up at 8 PM on Friday in a shopping mall, for what did you say, a game?”
No. An operating system.
“These people need lives,” she said.
They have them, I explained. They just revolve around operating systems.
“They need real lives. They need children.”
They have them, I explained, and they’re - but I stopped there. Leave it be.
Un ejemplo mas de MacFever… al que nosotros mismos hemos sucumbido. El viernes salio Panther, ayer miercoles nos compramos un iBook (no se crean, el mas barato, aunque con wireless). Si hay gente que con 45 se compra un Porsche (si? quienes?) a mi me ha dado por un juguete innecesario, que me hace bilingue en XP y OS X, y que justifico como forma de empezar la tesis con buen pie. Apenas lo sabemos usar, el wirless tenemos que instalarlo, cada dos por tres le damos a una tecla y nos hace un extranno, y como ven no se poner ni acentos ni ennes. Pero es que es taaaaaaaaan lindo…
La anecdota de arriba, esplendidamente escrita por Lileks, via el Onlineblog del Guardian,
A todo cerdo le llega su Mac …