By Richard Scarlett
In an age where we can log on, double click, then put our feet up and wait for our groceries, books, gadgets and clothes to be delivered directly to our doorstep, it strikes me as all the more amazing that some people are still prepared to descend upon a given shop come rain or shine, queuing for hours upon hours, just to get their hands on the latest and greatest new thing.
Yes, despite the comforts of online home shopping, there are still those among us who crave the instant gratification and assurance of being ‘one of the first owners the UK’.
And of course, impatient consumers are a PR dream in more ways than one, because round-the-corner queues generate their own hype and buzz. Whether it’s the opening of a new Primark, the lure of the latest Sony Playstation or the launch of a limited edition Kate Moss/Cavalli/Madonna/Kylie range at a popular high street chain, a salivating crowd is a great photo op for the press.
However, the numerous headlines ahead of the launch of the iPhone, promising ‘huge queues’ and a ‘surge of customers’, were perhaps a little premature, as the reality fell somewhat short of spectacular.
Aside from a hardcore of Apple worshippers at the flagship outlets (here’s four of them complete with branded umbrellas), you could have been forgiven for thinking that the day of it’s UK launch was much like any other at the Carphone Warehouse, O2 and other iPhone stockists – and that’s hardly surprising.
Strong marketing and PR couldn’t disguise the fact that the iPhone isn’t a limited edition, it’s already been available for six months on the internet, and the teething troubles faced by Stateside early adopters may well have convinced many potential buyers that it just wasn’t worth the hassle.
At the risk of upsetting the Apple cart, I don’t think its marketing strategy completely worked this time. And the deliberate choreography of a ‘stunt crowd’ is, well, a little bit desperate and beneath a brand that’s usually so slick in its communications.
Staged events such as this are thwarted by the fact that consumers are increasingly refusing to be pawns in PR’s bid for buzz-generation. Having already seen the problems associated with first generation products or the inevitable price drop a week after launch, could it be that we might be learning to put the crazed-mob tendencies behind us and actually become more patient?
I guess we’ll have to wait until the launch of the ‘next big thing’ to find out.
Agreed, while i wouldn't mind an iPhone it certainly doesn't warrant the level of attention it has garnered so far.
Good work on finally changing the that Whatever woman and we should play again soon
Posted by: Tim Hoang | 03 December 2007 at 17:07