Dubai's Apple Store is marketing its iPhone and iPad range with digital art workshops that let participants sample in-store products. While Apple Store locations are traditionally set up as testing facilities that let visitors try out new products, this marketing strategy takes the idea of product sampling to new heights.
Appealing to digital art enthusiasts -- from Instagram users to budding painters -- Apple's digital art workshops teach participants iPad drawing and painting techniques and feature tips and tricks for professional grade iPhone images.
Understanding the importance of a consistent brand identity and the power of experiential marketing, Apple successfully promotes its in-store product range while profiting from workshop participants. The brand's Millennial appeal is a result of smart marketing strategies like this simple yet highly effective example that cuts marketing costs while boosting sales.
Digital Art Workshops
Dubai's Apple Store Hosts Art Workshops With In-Store Devices
Trend Themes
1. Digital Art Education - Online digital art workshops can provide accessible learning opportunities for beginners or professionals interested in expanding their skill sets.
2. Experiential Marketing - In-person, hands-on workshops allow brands to provide tailored brand experiences and connect with their target audience at a deeper level.
3. Mobile Device Empowerment - Mobile devices with creative software or capabilities provide opportunities for people to explore their creativity through digital art and photography without needing to invest in expensive hardware or software.
Industry Implications
1. Technology Retail - Technology retailers can leverage hands-on workshops to increase foot traffic and sales while educating customers about their products.
2. Art Education - Art schools and academic programs can integrate digital art education into their curricula, expanding their offerings and attracting more diverse students who are looking to explore digital media.
3. Photography and Design - Photography or design-focused companies can offer digital art workshops to their clients, creating more opportunities to connect and upsell products or services.