Today’s a special day for all Mac users worldwide. Obviously, I am referring to the launch of Tiger; the world’s most advanced operating system to quote Apple. Today’s also a special day for all Mac OS software engineers as they get a free marketing lesson. Indeed, the launch of 10.4 can teach you a lot about software promotion or exactly how to make a lot of sales without spending a single cent on advertising.
The month of April has been a positive hit for Apple’s PR team. I dare you to consult any leading Mac or non-Mac related website, newspaper or magazine and not find one mention about Tiger. It’s crazy… A “Tiger†search in Google News brings up hundreds of articles about Apple’s anticipated OS. No news piece related to tigers (the real cat). This shows the extent of the huge coverage.
It’s amazing… before even the software started shipping 3 hours ago, it’s already a best-seller at Amazon, the world largest Internet retail store. Amazon.com sells all types of software. Since 90% of computer users are Windows users and if we assume that 90% of Amazon.com shoppers are Windows users (of course, this deduction is for illustration only, the reality is different I am certain) then you can see how crazy it is that a software used by supposedly 1% of a site’s customer base becomes a best-seller before it’s even officially launched!
It’s really mind-boggling.
Have you ever seen any ad promoting Tiger? Personally, I have not. And no, those little banners on Apple.com or affiliated sites do not count. So basically, Apple.com got a number one hit without digging in its advertising pockets.
If by the above example you still do not see the power of PR in selling your software, I give up on you and I am not sorry for being this blunt!
And do not even think that Apple got so much publicity for Tiger because it’s a huge established company and that you with your small software business do not stand a chance. I have an answer for you. Apple did not go in business being a super cool, deep-pocketed company with a cult following when it was a huge company that it is today. It started small in times when tech life was harder (for example, you had to convince people that they needed a computer!)
Interestingly enough, you can ride the Tiger publicity wave. Hundreds of PR savvy people already are. As a matter of fact, I am joining in and so should you. Don’t sleep… this one of the few times when getting media coverage about you, your software and/or your company is easy. Stay tuned…
Side note: personally, I will update to Tiger in 3 months minimum. I will let my partners and friends be the “guinea pigsâ€. I shall never forget the hell I encountered when I was one of the first to switch to 10.3. Hey… there’s a story with publicity potential! Let’s see how I could use it to get media coverage.
