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.