Simplicity Marketing from Apple, Nintendo, & UPS

Like anyone else, I find Steve Job's product launch presentations to be mesmerizing. Apple is certainly getting their mileage out of his typically irresistable UPS Whiteboard campaign - dedicated to simplifying the process of international shipping and how UPS can help your business. Nintendo has also gotten into the simplicity game with their new Wii - using a combination of their slow down fast typing by separating the most commonly used letters - but since then we have learned to use it and adapted to it. Many top selling consumer electronics gadgets further prove this rule. The point is, people adapt to non-intuitive interfaces, especially when they have no other options. The real lesson is about simplicity in marketing Using simplicity to sell is now an imperative, and one that can actually cut through the clutter. No one adapts to marketing that isn't simple ... it just gets ignored. Simple stories, on the other hand, are easy to understand and pass along. They are the essence of a message without the ego of the creative. They are concepts that respect their audience by not wasting their time. As an example, just compare the UPS effort to an ad that aired right after it during the NFL playoffs last night, the Ogilvy Public Relations Worldwide.

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