I’ve written many times on Corporate Eye about Apple as one of the best examples of a relationship brand around. The brand started out as a cult brand, but today, is one of the strongest relationship brands with loyal brand advocate customers around the world.
Apple knows its customers are loyal and hopes to ensure that loyalty is passed onto the next generation. To do so, Apple has launched a series of Apple Camp workshops at its retail stores in the U.S. The workshops are for children ages 8-12, and each 3-hour session will undoubtedly teach participants how to do some really cool stuff on their Macs. The workshops will be held in all Apple retail stores, but kids can only participate in 2 classes each — ensuring the Apple brand can be experienced by the masses.
According to The Register, classes are filling up fast. It seems Apple parents are thrilled to be given the chance to let their children become Apple brand advocates, too, and since parents have to attend classes with their children, the family’s relationship with the brand can also become a bonding experience. Very clever, Apple.
I have to give Apple props for this marketing initiative. It’s a great way to further the strong relationship with the brand among existing and future consumers. The marketing team knows what one of its brand’s core strengths is — the relationship — and has come up with a unique way to leverage and extend that strength.
Of course, Apple isn’t the first brand to use workshops for children as a way to further a brand’s relationship with entire families. Certainly, Home Depot workshops are intended to do the same thing. However, I have a feeling that Apple will find a way to make this effort work very, very well.
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