Today’s competition in virtually every industry makes marketing an indispensable tool for improving sales. In a world in which all companies struggle to meet the needs and expectations of their potential customers, there are certain brands that stand out from the rest. How do they do that? Apple and the launch of its different iPhone models is a good example of success.

His conferences are one of the main culprits of the great impact of the brand. The Cupertino company has been able to use the events in which it presents its products to perfection since, unlike other competitors, they only hold one event a year, thus creating great expectation.

On the other hand, the brand knows how to play very well with ads whose key term is aspiration. Surely you have ever wanted a product but, for some reason, you have not been able to obtain it. Precisely this happens with the iPhone since, due to its high price, it cannot be easily acquired by any user. This process gives added value to the phone by the consumer.

The launch of the iPhone and the entire subsequent campaign therefore revolves around the marketing of expectations and that is what we are going to talk about in today’s post.

The role of needs and expectations in marketing

As a potential customer, we all have specific needs and expectations regarding a specific product that you want to purchase. In other words, there are a series of conditions that will directly influence you when choosing an item or not.

Each user goes through the different phases of the sales funnel and their expectations about the different products increase or decrease depending on what they need, as well as what they discover in their research phase.

The different actions carried out by the different companies, such as influencer marketing or social ads, help to increase this favorable expectation around the product, as is the case with the iPhone launches, or to lower expectations if a product is not achieved. good campaign.

What is expectation marketing?

When a brand proposes its marketing strategy, there are many ways to deal with it. You can do this through aspirational marketing, product endorsement, inspirational, etc. Among all these options is the marketing of expectations.

Expectations Marketing is one that plays with the consumer in such a way that it increases their expectations of a product exponentially.

Once you have purchased the product, you have to assess whether or not that initial idea you had in mind corresponds to reality. Does it meet your needs and expectations? It may be the case that the degree of satisfaction generated is negative, which means that the product has not reached the initial expectations, falling below them.

For this reason, Apple mixes this type of marketing with the aspirational. Not only does it create hype around your product launches, it makes them something people aspire to; into a status symbol.

In this way, users not only buy a phone, they buy intangible values ​​that will always meet those expectations much faster than the phone itself.

How to create needs and expectations?

Drawing attention and creating expectation in the public through the different online marketing channels are weapons that not all companies use but, given the results, they are one of the most influential factors when it comes to attracting potential buyers.

As an example we have the Apple presentations in which, after months and months of rumours, they make the news of their devices known to the public. After so many days of talk and unknowns, the curiosity to know the characteristics of the new iPhone makes its presentation have a global following.

However, using this type of strategy is not something that is limited exclusively to a few companies. Currently, and even more so, with the rise of online marketing, many actions of this type are affordable for all types of brands.

Guerrilla marketing

It is an advertising strategy in which a series of unusual techniques are used, requiring a small investment to reach the maximum amount of public possible.

It tries to surprise consumers by carrying out actions that, sometimes, are not even considered as advertising by a large part of the users, so it is even more effective.

Viralization of content

Undoubtedly, this method is currently one of the most popular, especially thanks to Facebook and its ease of sharing content. Surely you have ever found the same publication shared over and over again by your friends on your wall, be it a video, a news item, a rumour, etc. It tries to create in users the need to inform the rest of the people in their environment about the product or brand.

The quality of these actions and, above all, their originality is what will drive users to share the content among their circles of friends, family, etc.

In addition, this strategy stands out for being especially economical, being more a matter of ingenuity. The potential customers that can be reached if you manage to create viral content, in some cases, can be equivalent to an advertising campaign valued at thousands of euros.

Exclusive campaigns

In this case, the brand focuses on a very specific product, which it tries to make known to a large number of the public. Normally, this type of campaign is used to promote an item that is little known but that, in a relatively short period of time, is expected to be in great demand, as was the case with smart watches a few years ago.

These campaigns are also carried out with the so-called star products. They are those that are booming and all market agents have their sights set on them. This is the case of the iPhone, which draws the attention of the competition, users, distributors, etc.

Techniques to generate expectation

When a new product is launched on the market, the great priority of the company is to make it known since, no matter how striking its characteristics may be, if potential consumers are completely unaware of this article, sales can be a complete failure.

However, brands can anticipate this process, using a series of techniques to publicize their releases even before they go on sale. In this way, companies ensure that you, as a customer, already have certain expectations about what that particular product can bring you.

  • Rumors : The release of information allegedly leaked by an employee causes the public to start talking about the product long before it hits the market.
  • The information drip : It is a more elegant version of the previous technique. It is the company directly that gives the information officially. They only give a couple of strokes that do not reveal great secrets of the product but it tells enough for users to want to know more.
  • Countdown : A date is chosen for the launch of the product and reminders are given for a time before.
  • Advance notices : Users are informed of what is going to happen. In the countdown, the days until something is reported, but with this technique the process is simply explained before it happens. For example, you notify users of a live broadcast that will take place the next day so that everyone is there to see it. Then you notify them of a collaboration with a magazine, so that they buy it. And so you promote all the actions before they happen, thus generating great expectations in a considerable number of people.


We all know how iPhone launch events work. Every year thousands of people are waiting to learn about the features of the new model of Apple phones.

It is a type of strategy that works very well for this brand, but can also be used in other types of smaller businesses. Users need to meet their needs and expectations, and you can do it not only with your products but also with your marketing campaigns.