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FCP-X – Apple’s most successful launch ever?
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Definitely a better creative approach than making it an enemy.
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[Jim Giberti]Definitely a better creative approach than making it an enemy.
And who is making it an enemy, exactly? I agree with Mike here and this loyalty that borders on an almost religious awe for a software company is quite puzzling. I don’t think anyone is actually angry at FCPX, but angry at Apple for so gleefully playing with people’s livelihoods and making them make a choice between editing platforms by EOLing FCP7.
Both you and Bill need to stop with the ridiculous hyperbole.
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Bill it was a joke and you are way too aggressive in your tone.
I understand that you’re angry about FCP X but take it down a notch or three. -
Just because you keep repeating that mantra doesn’t mean you are correct.
you are way too aggressive in your tone. I understand that you’re angry about FCP X but take it down a notch or three.
reads as “you don’t agree with what I say so you must be taking it personally.”
These kinds of remarks don’t help anything, Jim.
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Indifference is hate – perfected over time. It is the form of hate that requires the least energy.
It’s not like Apple needs to create buzz.
In a business’ life cycle, the “any kind of press is good press” only applies to the beginning stages, when “brand awareness” is critical to marketing.
That worked best when people had limited access to other people’s reactions/experiences with a product. (Not so much anymore, when researching anything takes less than 5 minutes, and brand awareness is quickly converted to appreciation for Consumer Reports or Rotten Tomatoes for saving your a$$.)[The only exception I can think of is in entertainment, where negative news about a tiger mauling a trainer might enhance the sense of danger to be experienced at a circus – for instance. But that’s because the product being sold is tied to the negative concept of danger. No one goes to a circus to see what’s “safe.”]
Once a business matures, or even becomes a stock darling, negative press is just bad. Once you’re at the front of the pack, the only place left to go is backwards. Especially when creating friction with your client base. Every mature business works at maintaining a structure that encourages repeat client activity – since the repeating customer is the most cost-efficient means of maintaining cash flow, while also having the subtle benefit of offering “word of mouth” promotion at the grass-roots level. Unless, as some have hypothesized, your client-base has become too “high maintenance,” in which case you lose them to save money. But that doesn’t fall under marketing, but rather a change of strategy.
Can you show me one established company that pissed off its client-base, and reaped financial rewards as a result? Even if it’s only 10% of the client base, which through marketing and pricing can be recovered, it’s not exactly the 10% you wanted to drop, not from a marketing perspective, especially.
Look at this another way. Prior to the launch of FCP X, an ad campaign by Avid saying they’re committed to supporting the professional editor would have looked lame. Now, thanks to Apple’s “successful launch,” their competitors can practically say anything that references client appreciation and loyalty, and make tremendous headway as a result.
Successful? I guess that depends on asking for who?
Prior to FCP X, competitors’ claims on “loyalty” and “appreciation” would be sadly pedantic. Post launch, such comments are actually refreshing.The title to your thread was provocative – a good marketing ploy for generating comments. The activity in this forum has been slowing down.
You do know why, don’t you.
Indifference, my friend. Indifference.
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One could argue that IF the unlikely event that Apple were to listen to all the buzz and complaints about the new version, AND quickly come out with a road map of near future upgrades that complies to the wants of the forum of users – yes then they will gain reputation of actually caring about their users, and that would be extremely succesful for both parts.
– No Parking Production –
2 x Finalcut Studio3, 2 x MacPro, 2 x ioHD, Server w. X-Raid
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Communication implies commitment.
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You are insulting his dear friend Apple.
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