Is the hype over the new Apple iPhone 5s and 5c worth it?

iphone 5c

Hype marketing has been around for quite some time, but no one has been as successful at it in recent times as Apple.

Traditionally, hype marketing conjures images of a product which seems: too good to be true, is in limited supply, is on sale for a limited time or is somehow exclusive (but wait, there’s more!).

It seems that in today’s demanding marketplace, this no longer works – or does it? Is hype marketing working as well as it should?

Look at what happened last Friday – the release of the new iPhone 5s, 5c and the wiz bang new operating system iOS7.

There was plenty of hype – Apple’s launch describes a product that in many ways seems too good to be true. The new phone models are available in many colours, but already in Australia the demand for “gold” phones has far exceeded supply. And as far as exclusivity – iOS7 is only available for use on Apple products.

As expected, there has been plenty of hype: product launch, plenty of media speculation and, of course, Friday’s intense media saturation over the launch.

Apple used to do hype extremely well – it kept tight secrets about the product. However, this release has been deemed newsworthy for at least the last 4 weeks (so much for secrets). More importantly, it seems that the innovation that should be associated with the hype has failed to materialise. New features include a fingerprint scanner to improve security, new colours, a cheaper model (some say that’s what the “c” stands for in 5c – cheap), and a new operating system. As far as I can tell there is no real difference in screen size, battery life or overall performance. These would seem to be top of my list when thinking about buying a new phone, yet Apple seems to have ignored these items.

The main drawcard is the new operating system – it has over 200 new features creating a quicker, easier system to use. However, you don’t have to the latest phone to upgrade to this system. Phones as old as the iPhone 4 will be able to download the new iOS7, lowering demand for the new models.

So, is Apple losing its touch when it comes to Hype marketing?


Susan Botterill, General Manager for Michael Field Pty Ltd.


What is LinkedIn and how can I effectively use it to advance my business?

For most people, LinkedIn is used as an online CV, online address book or a research tool on companies and individuals. Others join groups, post articles, or publish status updates across multiple platforms- such as Twitter, Facebook and LinkedIn.

But it’s simply not enough if you want to grow your business or your personal online brand .

I use LinkedIn for all of the above; but most importantly, I use it as a community builder and value generator.

If you’re after quality- it’s not about the numbers. Many pursue as many connections as humanly possible, showing little discretion in who they connect with. Others may limit their connections to only people they’ve known for sometime, or met face-to-face.

There are two ‘value drivers’ that are key to making connections meaningful.

1. The calibre of the connection

2. The quality of the conversation

Your LinkedIn strategy is not a set-and-forget approach. It necessarily is organic, dynamic and ongoing. So why not take action today with these nine steps and watch your profile grow.

1.Develop a personal and organisational LinkedIn strategy

Determine what you want to achieve through your LinkedIn profile.

2.Establish and/or update your LinkedIn profile to 100%

A completed profile is 40 times more likely to get found. If that means uploading your resume- do it. If that means requesting colleagues to write you a recommendation- do it. Remember to upload a professional quality photograph.

3.Invite friends, employers, suppliers, collaborators and influencers to connect

Remember to be selective in the people you ask- but at the same time, don’t narrow your search down to only friends and colleagues. Connections can be from your industry, groups you share or connection of connections.

4.Ask for testimonials

Ask for a variety of testimonials- from past and present jobs, suppliers and clients. It’s important to have recommendations from people you have reported to, and clients you have worked with. A raving review from the Director of the company you work for is going to carry more weight than a review from someone who worked for you.

5.Join relevant groups

Be selective in the groups you join. Make sure they are groups that relate to your industry/career/business/interests. For more information on LinkedIn groups, go here.

6.Consider starting your own group

Read our blog post on starting up a LinkedIn group for more information.

7.Post relevant, newsworthy links and articles

Encourage discussion and debate, and get involved! Express your point of view in the articles you post, and encourage others to do the same.

8.Ask and answer questions

The more active you are with your network, the more potential you have to form meaningful online client/networking relationships. Importantly, this also provides you with an opportunity to showcase your skills and build credibility as a subject matter expert in your field.

9.Promote your LinkedIn profile on your website, email, blog etc

If people don’t know you have a LinkedIn account, it makes it harder for them to find you. Make sure people are aware- and always let a new colleague/client/friend know that you want to connect with them.


Michael Field, Director at Michael Field Pty Ltd.