Just got back from SXSW. This is part 1 of a 5 part series of recaps I’m going to post about the 2011 SXSW Conference in Austin, TX. I’ll cover brands, products, technologies and overall experience over the next week or so. So, here goes.
Steve Jobs you’ve done it again. Your launch of the iPad2 during the conference was absolutely genius. But let’s not stop there. Apple was everywhere. Let’s dive in and talk about it.
Success of Pop Up Store.
As you’ve probably heard, Apple did a “pop up” store in Austin, TX to sell the iPad2. Incredibly successful…I talked to one of the retail guys as he stood outside the store managing the line. As he told me. Apple did the following:
- Rented an unused retail space for 5 days during the conference, and literally popped-it up a day or two before the event
- Apple NEVER does “pop up” stores. And, this secret was very well hidden within Apple
- Quick mobilization of staff. Even employees didn’t know about it. They were told to simply show up at the store and get ready to work.
- The line was never really that long. I heard from one person who waited two hours, and a friend of mine actually got in there in 2 minutes on Friday night around 10:30
iPad2, SchmiPad2,
You know what? As successful as the iPad2 launch was, there were still plenty of original iPads around. And, I had to look pretty hard to find someone using another tablet. Samsung did a smart thing and put 5 or 6 of their new tablets on a side table in the “Samsung Blogger Lounge” where lots of smart people spend their time, and I never once some someone playing with it. Sign of the times?
Bottom line here was that a good chunk of people were using the iPad- either original or iPad2. It’s the perfect device for a conference like this. Not the bulk and heft of a laptop to carry around for five straight days, but small enough to quickly bang out some notes from a keynote speaker or panelist. (Still don’t believe it? I took a walk down the aisle as a keynote presentation started- here’s what I saw….)
Don’t forget the iPhone
Over the course of 5 days, you meet a lot of people from different backgrounds, businesses, and geographical locations, but one thing still seemed constant- everyone seemed to have an iPhone3 or iPhone4. I know Apple is losing it’s grip on the smartphone category, but you’d never guess it here.
Final Thoughts
SXSW is traditionally a place where brands and agencies spend a lot of money to get noticed. Big sponsors like Chevy, AOL, AT&T, and SAMSUNG probably spent a good chunk of money for signage, events, people, parties and more. All Apple did was rent a store, sell a few million dollars worth of iPads, and let their product do the talking.
Nice work Apple.
No, it’s not a cousin of the ipad, and it’s pronounced ”eye- paaaydio”, not “i -patio”.
It’s a terrific new technology that I love, and talked about a few weeks ago here. But I thought I’d dive a bit deeper and learn more. Earlier this morning, I interviewed the CEO of ipadio, Mark Smith. (good friend Aaron Strout also did a nice review of ipadio here as well)
Have a listen below. (if anything, us Yankees will love his English accent)
We talk about:
- The resurgence of audio use with mobile phones. How businesses and individuals can gather and share real-time content using ipadio. (think news and sports reporting- you instantly produce and share interviews and updates. ESPN, CNN, NYTimes, take notice
- Quite simply, audiocasting, or as they call it, “phlogging”, is a easier, and much more efficient and and inexpensive alternative to video.
- Geo-location and ipadio. The topic du jour. You’ll notice that this podcast originated in the UK.
- Everyone has a smartphone, why not use the smartphone for what it is optimized for?
- And take a peek at Mark’s favorite pastime- how does he fit into this car?!!!
It’s people like Diane Hessan who make me look forward to opening up my computer, firing up Twitter, and listening to her stream of of consciousness. She’s the best of the best when you think of CEO’s on Twitter. I’m honored to call her a friend, a mentor and one of my favorites in the ongoing “7 Habits of Highly Effective Social Marketers” Series. Thanks Diane!
About Diane
I am CEO of Communispace. We help many of the world’s most admired companies listen to, and get insights from, their customers — by building and managing online communities. We have about 100 clients and over 250 employees.
1. What one trait or habit got you to where you are today?
I love to laugh.
2. Your work day just started, what’s the FIRST thing you do and why?
I hang out at the coffee machine with employees and find out what they are working on that excites them – because it inspires me.
3. What makes you efficient with your day?
I have the best executive assistant in Boston. He is patient and super smart, and he anticipates every possible thing that could go wrong with my day.
4. Your Favorite Business book of all time?
First, my 12th grade physics book Concepts like momentum, critical mass, vectors, energy, and force are key to building a growing and profitable company.
Secondly, Customer-Centered Growth, which I co-authored in 1995, because it was an enormous intellectual challenge for an extrovert like me.
Thirdly, In Search of Excellence, written by one of my mentors, Tom Peters, which first raised the notion that some companies are intentionally more amazing than the rest of the pack.
5. 3 things on your desk right now/3 things you can’t live without
My blackberry
my laptop,
and my Red Sox Trivia Calendar (The record for the most strikeouts in a single season is Pedro Martinez in 1999).
6. Habit you want to kick in 2010
When I start our 8:30 a.m. bimonthly all-staff meetings, I say “Good Morning Everyone!”, which really bothers our employees in Europe and Australia.
7. Habit you want to form for 2010.
I want to pick up the phone at least 3 times a week, call a client, and tell them how much we value their confidence in us. I also need to take more vitamins.
