As the Apple Turns: Scene 959: Sharing the Love (8/22/98)

Sharing the Love (8/22/98)

It's good to see that, despite the iMac's incredibly successful debut, Apple isn't resting on its laurels. While it's certainly a great thing that the iMac broke all kinds of sales records during its first weekend available, Apple's going to need to sell a lot more of them just to recoup the $100 million they're spending on advertising the little blue dynamo. Apple knows that, and and is taking steps to ensure that the "computer that sells itself" still gets a little help in the stores.

Several AtAT viewers who had volunteered to represent Apple at CompUSA stores last weekend wrote in to say that they had received email from Steve Jobs requesting their help again this weekend. That indicates that Apple has identified a very important point: in general, Mac fans know a lot more about Macs than CompUSA employees do. (That shouldn't surprise any of you.) And while Apple enlists the help of Mac fans again, MacCentral reports that head marketing dude Mitch Manditch has embarked on an education campaign designed to prepare retail sales associates to answer the questions most frequently asked by potential iMac purchasers, ranging from concerns about the lack of a floppy drive to what in the system can be upgraded and how. Hopefully, soon Apple won't have to fall back on the knowledge of its user base in order to make sure that customers get their questions answered correctly.

Ladies and gentlemen, Apple is continuing to make intelligent marketing decisions. Please prepare for the coming apocalypse.

SceneLink (959)

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The above scene was taken from the 8/22/98 episode:

August 22, 1998: For those of you who would love an iMac but simply can't afford one right now, start saving those pennies for the Christmas season's price drop. Meanwhile, the number of Wintel users buying iMacs has been grossly overreported, and Apple has plans to educate its retail sales associates as it continues to tap the vast well of knowledge found in its installed user base...

Other scenes from that episode:

957: iJingle iBells (8/22/98) For those who are still whining about how the iMac can't possibly be a consumer success because it doesn't break the $999 price point, we would think that the initial sales numbers should be sufficient to disprove that theory...
958: Truth in Advertising (8/22/98) Hmmm, we've got to say, we're more than a little disturbed by the recent lapse in reading comprehension skills of the press at large. We're speaking of the widespread coverage of ComputerWare's iMac-buyer exit poll, which made its first appearance on AtAT in Thursday's episode...

Or view the entire episode as originally broadcast...


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