This morning I received two separate emails announcing the arrival of the new iPad. One from its creators, Apple, and another from Best Buy. One did a better job than the other, and it may not be who you think. Ding ding ding ding, ding ding, ding ding, ding… (My dueling banjos impression on paper…thank you! Tip your waiters. Try the veal!)
The email from Apple was exactly what you and I have come to expect from that brand. Simplistic and clean, letting the product do the talking. It was like the Apple Store version of an email. Not one product feature was mentioned. The message? The simple fact of its arrival should be enough to make you want it immediately. They know they’re right in most cases.
Best Buy either didn’t want to assume (because we’ve all heard what happens when you do that) or didn’t feel like they had the fortitude to pull what Apple did. They included some of the new (and admittedly exciting) specs. Best Buy also did a good job of giving reason to purchase an iPad with them. Listed directly below the image of the new iPad were the perks to purchasing with Best Buy. Accessories, a trade-in option, their Geek Squad Black Tie Protection and info on mobile broadband.
Best Buy simply didn’t have the hubris of Apple. They want to make sure their customers are well-informed and can make an educated decision on where to make a major purchase (anything over $20 is major for me). On the other hand, Apple has so far established their brand that they don’t even feel the need to do any more selling.
There are lessons to be learned from both. If you can entrench your brand into every day life the way Apple has, you probably don’t need to do more than show a picture of a new product. That’s no easy task. If you have more competition, like Best Buy, it’s important to make the decision as easy as possible for your subscribers. Best Buy’s method of showing the full package shows the reader that you can rely on them for all your needs. Which ad makes you more likely to purchase a new iPad?