Make us feel special

I know it's been awhile since Apple announced that it would give a $100 credit to the iPhone early adopters after deciding to drop it's price so quickly. I've been meaning to mention what a great marketing opportunity this would have been for Apple. I've read elsewhere that some marketers were suggesting a commemorative T-shirt or something that would have made the early adopters feel and look special. Giving $100 when someone just lost $200 is a nice gesture, but still leaves a bad taste in their mouths. When you're in such a situation, where there is very little you can do to reverse the situation, try finding a way to turn the negative into a positive. Those early adopters didn't care so much about the $200. They were willing to spend it. I mean, anyone willing to spend a lot of money on a new piece of equipment like that is doing it because the love the brand and want to set themselves apart. So, help them meet that goal. A t-shirt with a gift certificate would have left a completely different feeling afterwards. Now imagine that customer wearing a shirt that says, "I was one of the first" or something like that. That's feeling special.

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