Apple, Not Obama, Is My Marketer Of The Year

Obama’s campaign just won “Marketer of the Year” from the Association of National Advertisers. Here’s how the group voted:

  1. Obama: 36.1%
  2. Apple: 27.3%
  3. Zappos: 14.1%
  4. Nike: 9.4%
  5. Coors: 8.7%
  6. McCain: 4.5%

You have to give Obama a lot of credit for successfully using social media and digital marketing techniques to reach the grass roots constituents and raise a ridiculous amount of money: $150 million in September!!! I outlined several good the things in the Obama campaign in my post Five Lessons From Clinton/Obama Battle.

But even with all of that cash flowing into the Obama campaign, it wouldn’t have been my first pick on the list. Who would have been my number 1? Apple.

Apple has done an amazing job with Mac and iPhone marketing. The Mac ads are fantastic; delivering clear, on-brand messages (Mac is fun, Vista is broken) in a fun and memorable way. The iPhone marketing campaign has created enormous buzz around the iPhone experience, pushing people to actually switch wireless carriers. In addition to the product-specific campaigns, Apple does a great job of blending its product design, store experience, and Genius service into the marketing mix.

And, we can’t forget that Apple is successfully outmarketing companies like Microsoft, HP, Dell, Verizon, and RIM (Blackberry). These are major consumer brands. Obama, on the other hand, is only out-marketing McCain who has significantly less resources.

The bottom line: Apple is my marketer of the year (P.S. I’m also a huge fan of Zappos)

Written by 

I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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