Transcript:
We are now back to the Aquabats today we are going to be talking about revolutionary marketing and we’re gonna be talking about companies like Apple and what made them so successful obviously marketing and advertisement had to play a very crucial role in their success you know so we’re gonna kind of analyze mark Apple’s marketing strategy and kind of see what made them so successful yeah like I said um okay so some of the talk topic points I’m going hit on is Apple’s simplicity in their marketing in this one article oh there was like a study conducted by CB that basically said to sum it up the basis said the most effective way to reach consumers isn’t through like elaborating complex websites or ads but rather just like simplifying the decision making process like I feel like people are just very naturally what’s the word indecisive you know they have a hard time making a choice on something and they just need the the the the purpose of marketing should be to simplify that should be that here here’s why you want to buy Apple here’s the things that you care about that’s it and that’s kind of what lets their success so it’s basically presenting exactly what the consumers need to know while leaving out the rest you know and streamlining stream streamlining the decision making process some of the some of the like things that made apple so extraordinary was they were able to turn the ordinary into something beautiful kind of thing this is an article written by KISSmetrics calm and it basically says like the for an imac just even the simple things like the the build aluminum build on an iMac or MacBook they made a sound amazingly like just spectacular like for the iMac they said the tapered pedestal you know that little thing that stands the iMac on they called it the taper pedestal another victory over clutter the finely tapered aluminum pedestal practically just disappears on the desktop you know it just makes it sound so sleek and amazing designed speakers new speakers deliver louder clear sound with better bass response and less distortions so so feeding off of that like I remember in the past I’m gonna say the past for a reason Apple is the way you would buy and you know an Apple device it was you didn’t have many choices obviously you had for instance iPhone for instance back in the day you had iPhone that’s why it was like a V phone yeah you know that they had and so you had one choice you know iPhone you had one choice iPad you had like at the time you had you had one choice you know a MacBook you didn’t have to probe at the time early days and then you know you only had your choice of you unfortunate you did have a choice and if you want to be a pro for instance you know you had your Mac Pro you know for pro people and your iMac for just the general so you had you had you know you knew exactly what you needed exactly different products for different uses but obviously you know companies other companies would come out and later on and we’re not later on but other companies that you see that makes them a little less is that you know for instance you have like a you know like a you want a 15 in a 13-inch 11 inch this this this you know obviously the Apple doesn’t do that now exactly but you know back in those you know other days you know they they did it that way you know and it and it really you know kind of changed the game and made it may be easy to make a purchase and that’s what it was you didn’t think about it you just showed up to say the Apple stores ride it out played with it and that was it and and to add more onto that it was like the way like another reason what made applesauce successful excuse me was they’re able to communicate in the language of the audience so like his symmetric said it’s basically like they don’t give they don’t bombard the consumer with like talk that doesn’t really make sense then or jargon that really doesn’t make sense I’m like for the average consumer they don’t know what I like what gigahertz is like or processing power like the a7 chip you know they they don’t know about like megabytes or it might be educate on megabytes but this kind of thing for the for just the day-to-day consumer it’s kind of like all cell phones or Mac books or laptops kinda on should be at this pedestal specifications but then they don’t just bombard all their like the the consumer is with jargon like if you look at the apples product page you’ll find that they do discuss about product specifications but it’s like in the technical information it’s really kind of hidden so instead they like make up new phrases or names like edge to edge glass or retina display they’re not gonna give you the resolution of the screen numbers and that’s jargon so they’ll say retina display dress it up in a beautiful name you know right now obviously being yeah you’re are a part in your eye LED backlighting you know they’re not gonna say oh well the LED takes up this amount in the views that you see LED backlight like it’s amazing exactly and and feeding off of the name part even you know in that same article for KISSmetrics yeah yeah KISSmetrics this has become the name so I really like this article in that for instance you don’t buy tissues you buy Kleenex exactly you don’t say that you don’t buy mp3 players you buy an iPod you know it makes it really simple that you’re just buying him you’re buying an iPod which is an mp3 player even off this topic you know when I haven’t I don’t know if you’ve ever like seen in public any time someone has like an Android tablet specifically yes that’s the other big company everyone just wonders it done iPad what kind of iPad is that yeah they don’t they don’t ever acknowledge that it’s a tablet your computer which is what it is yes say everything is an iPad just like game consoles to my parents yeah tablet or anything is a Nintendo to my parents yeah even though there’s other companies that do it they’ve dominated the market its they’ve completely destroyed the markets crazy and part of the reason why was is because like the things that I’ve listed and also they extend beyond the purchasing experience like the Apple experience um it doesn’t end at the cash register like kiss masters also said it basically says like they take great care and distinguishing the user experience like even the Apple package for an iPhone those are really highly sought after unboxing videos are so sensational to watch them and open an iPhone because it comes in this amazing just stylistically appealing package you know and it’s also like you’re also entered into the Apple ecosystem now and it’s it builds that brand loyalty that people naturally gravitate towards yeah because if you think about it on when even though if you notice with the iPhone if you’ve had multiple you noticed that technically in the box of pretty much every iPhone except for like the seven going every single box has come with the exact same thing but yet when you go on YouTube when one is coming out or has come out people want to watch it like what’s in the box even though every single box has the exact same thing as a charger a cable a headphone so that’s it and the phone obviously in those manuals but every single iPhone has the same thing except for obviously the 7up which all to have a little little dongle thing yeah but even after the seven all the iPhones come with the exact same thing there’s nothing new but yet everyone come on Hakeem wants to keep watching what what is in it yeah and apparently they spend like just as much time and effort you know packaging the product and they do on the products themselves like it the Apple the for the iPhone the package it comes in even the MacBook it’s very stuff it’s very appealing it’s just very appealing you know and I think part of the reason why Apple is so gravitated towards is because why people gravitate towards Apple so much is because not only it’s the user experience the packaging um the the commercials how simple how like very simplistic Apple is people and it just it builds this brand loyalty and it builds a tribe now there’s a cult of Apple followers you know while we’ve seen the old I saw the old Mac commercials exactly like the 90s or something like that yeah they made it seem like a cult it was like a dark room and when Mac was coming out like they pulled a blind they became really bright and a blind everyone and it was like Mac or something like that I don’t know exactly but it said something like that and I was like as dumb as this looks you know for our current standards back then that was a revolution so feed those people yeah because yeah we’re not saying just Apple does the stuff but they were the ones that we really wanted to push the whole simplicity thing exactly and it propelled a new age of what other people would call fanboys Apple fanboys and David honestly don like dominated in the market now an ordinary-looking apple with a bite on the side is all of a sudden it’s just a terrible company yes such a staple it’s like the first designer phone kinda you know recognize exactly what it is exactly know they’ll make something so that might not look the best they’ll they’ll dress it up and in in the Apple keynotes or press notes or press releases it will make it sound so appealing so this is article here from Sonia magazine actually so this paragraph reads this it says Steve Jobs love of simplicity and design was home when he became a practitioner of Buddhism and obviously Buddhism is about really being simple you know and you know and after dropping out of college he made a long pilgrimage through India seeking enlightenment but was mainly Japanese path of Zen Zen was a deep influence it says the college friend who accompanied Jobs on the trip said you see it in his whole approach to the stark minimalist aesthetics intense focus says I always said Steve Jobs that I always found Buddhism Japanese Zen Buddhism in particular to be aesthetically sublime which is really simple to like simple so basically from the packaging from the design from the marketing it’s actually all pretty simple in fact now like we have other companies like Microsoft now picking up on that with surface and stuff where they’re doing simple packaging even the packaging is designed well it’s not like oh this is a nice computer but it’s gonna be in a crappy box yeah you know we’re not getting that anymore Samsung same thing everyone’s now feeding off of that and so you know clearly something big has changed from that absolutely and you know another reason what makes Apple so great is they leveraged reviews like you’ve mentioned on the previous podcast but when you were talking about your videos and Microsoft and how you used to review tech products well the Apple would honestly give customers like a free trial sample kind of thing where they’ll exchange you know product for a testimonial or a review of their product and they’re happy to give it away it’s like most customers will be happy to get a discount code Apple would be would gladly give you an iPhone review they’re like okay well it’s publicity for us well earlier then I don’t know if it’s the case well I don’t want to jump into it too much but like a lot of companies a lot of starchiness about that kind of stuff yes it’s like there’s been a lot of controversy especially about the the newest stuff that came out eight and eight and ten so I won’t get into that but really into the topic you know yeah obviously you have to be like a pretty big reviewer yeah I mean it’s like there’s a controversy that came up recently actually no one I’ll feed off the topic and kind of speaking with this so there was a controversy in the past not in past like a couple months yeah when an iPhone 10 and iPhone 8 8 plus came out yeah how they gave it to they gave it to youtubers like 7 or so well very few youtubers and they gave them only a week to review it so obviously you’re not gonna be able to do much in a week yeah and so the reviews really kind of biased because they didn’t get to find the true issues of the phones yeah like obviously I of iowa’s 11 right now and I’ve had problems with it insanely smart on Apple’s yeah it’s smart because all the good reviews come out for the positive stuff so then go buy it because they hear the positive stuff yeah so in a way even those dirty marketing it’s still smart still smart you know it’s dirty but smart and obviously later on the the the true reviews come out that like they truly get to sit down with if like a month and they’re like okay this is it but point is like they they handed out their phones I don’t know how it was in the past obviously actually yeah they handed out their phones and they were like here it is to use like to you yeah and you select few I guess I don’t know the backstory like the whole NDA stuff about that stuff but it’s like you select feud over you wanna take a look at it what do you think obviously what the week you can’t really find too many issues with it then everything is positive yeah and it’s interesting when you say that cuz like have you ever seen Mad Men Dondre think I’ve seen it once well Mad Men right Don Draper is the main character and when he sells product or when companies come from him he’s an admin by the way he like for some products he wanted to give that executive feel right give that premium feel to whatever product that he is advertising for Apple is the same thing with their iPhones they give that premium build that premium feel to it to make to make it feel like you have an amazing product you can you know or whatever product you’re using so and they don’t they don’t engage in another reason it’s like they don’t engage in price fluctuations they stick they kind of stick to their own price obviously it’s probably it’s definitely higher much higher than the competition and they focus on unique value purple proposition like you know they expect that you’re gonna buy their product because it has more value than than just the dollar amount you know I’m saying it has that premium you’re now entering this ecosystem you’ve joined this like very loyal fan base and now you’re part of the Apple family so so what I also noticed was trying to get my mind across what I also noticed was that like the simplicity and buying where you have pretty much one device that does exactly the type of thing you need and you’re not thinking about specs honestly too much yeah most people like if you buy a PC a regular PC a not a Mac you you’re thinking about specs most likely regular people are not looking aspects but the other the other half are looking at specs the other few were looking at specs Apple didn’t really doesn’t really talk too much about specs like you said they don’t do like all this display is having a 2700 by whatever display 2.4 by government for its you know they kind of I don’t know about nowadays but I think they they partially do that nowadays but they don’t really tell you the whole resolution they just say this has a Retina display or whatever it’s called super retina really sounds sounds really fancy but it’s just like you know that’s in there that’s right there is it sounds really fancy yeah I want to be fancy so I’ll get an Apple product that’s essentially like kind of like a slogan yeah and think of and and and going back to the whole making the product aesthetically pleasing and making the like the packaging of the iPhone making it really nice it goes beyond just the packaging of the iPhone like if if you ever walk to an Apple store you notice how nice it looks you notice how how engaged Apple employees are it seems like Apple would just specifically pix employees that are passionate and that know a lot about tech it reflects well on pricing yeah and an Apple if you just walk into an Apple store you’ll see all the products displayed nice and orderly you can sample them you can test them out and it’s just get straight to the point Apple Apple represent it will come to you tell you what you need to know and bada-bing bada-boom you get your product so with that you know obviously you go to an Apple store and you know the buying process most of us know the buying process they pretty I don’t know if they are the first out there they’re probably out the first user not the first on anything but it revolutionized my process not just in simplicity but also they in the Apple Store specifically they got rid of the checkout area yeah now all you do is speak to whoever you want pretty much they have an iPad on them or an iPhone and you check out just by talking to them just be like yeah I want to get this watchband and so when they do that they’re like okay let me get this device real quick and then you just swipe your card on the phone or use Apple pay like somehow you know you use it on the phone everyone’s getting my Apple watch I use Apple pay all the time yeah I use it all the time it’s amazing like just double tap the home button yeah and even even that so simplifying payment like we were saying yeah well the whole idea simplification of everything simplifying payment before you know you’re taking out your card you’re swiping it could get read by a fingerprint like grabber and a car grab or whatever it is what they call it especially around here and then you lost your card information stuff because someone jacked your number and they’re spending other things absolutely now you use your fingerprint or nowadays with the iPhone 10 using your irises I think face ID and your your which is apparently more security yeah and so it makes it simple in that you’re paying for things and so you just bring out your phones if you already have anyway just even don’t out the home button and then you just put it up to the device that has the support and then BAM all you do that’s all you do you’re on your way well and it’s so simple you’re not like taking out the car wallet it’s find your card in your wallet like I have to do and then you have to make sure hopefully like the chip works on the card or the trip began thing doesn’t work and then you swipe and then sometimes gives an error and also no you just tap and it goes yeah and it’s like they do all these things right and another thing that they do I think one of the most current one of the most current like revolutionary advertising strategy that they have is they develop like an aura kind of a mystery around their products you know and I’m getting a lot of for my this information that I’m getting is from entrepreneur calm anybody says like the Apple creates a mystery about what they’re gonna do next in the product launches so they keep everything under wraps they keep every single thing on the wrap so when they create this iPhone the only thing that you’re gonna get a hint of is when they make mock-up versions of the iPhone to sent to case companies they want to build a case for the iPhone or you know and it’s like I don’t know if you’ve recently seen this one YouTube video of this little girl it went training on YouTube and sparked a lot of controversy about but keep going yeah so this little girl her dad I wouldn’t say little girl I would say it’s it she’s like a teenager teenager late teens I would say her dad who’s an engineer for Apple by the way that’s really hard to be high it really is and it probably pays an amazing amount yeah she was an apple cafe they have a belief was in the headquarters well mistaken but they have might have been California they have I think that’s where that quarters is actually yeah it’s Calif yeah but they have this cafe where you come and see you know will you come and eat it’s like a buffet stock and they really nice food tastes delicious she went there took out her took her dad’s iPhone 10 his dad cuz her his like her dad paid for the food or sorry paid for the food using his employee card on the iPhone 10 the card reader he just wants to see if it would work she took it out and started videotaping it videotaping the different apps the the new emoticons neurology yeah which are yeah animations with emojis using the iris scanner she took it out and record her on her vlog uploaded the video all of a sudden apparently was a violation of Apple’s rules as much as as as sorry as she was and as much as they loved her dad as an employee because he was an amazing amazing engineer Apple has to keep this policy alive they have to be strict in order because if they compromise for one person they have to compromise for the other employees there was a leak in the Apple company they had to fire him they fired her dad now it went trending on YouTube she made an apology video she was really sad and sorry but Apple made that move and it tells you how much they keep things under wraps and it adds to the mystery of Apple and the marketing power and that’s one of the amazing aspects of Apple that helps them sell their product is that they keep everything a mystery yeah I guess it’s like I don’t know if they were the first I honestly like I don’t know about this but I’m gonna say it anyway um so if you see if you’ve if any of you guys have been under like have you seen those Apple in the announcement card thing that they send to people who are invited to go to whatever and they’re like or like for instance if there’s any Apple announcement that’s a that becomes officiated by Apple on their website you’ll see like um the date that is gonna come out or the announcement is and they’ll be like there’s so much more to see or something like some pun relating to the new device or whatever thing they’re about to announce and it’s it’s directly related to it but it’s something that like when you watch a podcast like that’s specifically for Apple they that can be their whole podcast is like what does this what does this design mean you know like if you look it up right now like you just look for an Apple event whatever it’s called a card or something like that preventing it’ll it’ll often be like that’s the thing that you see on like and gadget and like the verge and a bunch of places and try to go to image or something yeah yeah and that’s what you’ll see and they’ll be like yeah like that right there so you’ll see it flashed on or if you’re listening like there’s this there’s an Apple logo here and you’ll see like maybe a design in the logo whatever it is which that design could be for instance the corner of an iPhone that they are announcing or a device they’re announcing there’ll be a certain color on it um it’ll look for instance the Apple announcements used to have a police to have like a 3d ish design you know the logo of Apple used to be 3d ish and then it became flat recently the moment it became flat it’s when iOS I think was iOS 4 or 7 I don’t know exactly went flat yeah and so in that announcement they changed the design of the logo to be like flat before like what’s going on why is why is the Apple logo flat that’s not what their logo looks like it’s 3d oh and obviously when the announcement came on they were like iOS whatever now it’s flatter you know like it is now and stuff like that it took on this current design yeah and so you know it’s it’s the teasing of things that attract absolutely people to become curious it expects your curiosity it feels your emotions and that you’re like man I wonder I’m curious and then once you finally get the try you’re like oh yeah and then you’ll be like oh my god absolutely that’s a perfect segue to their next marketing strategy always take from entrepreneur calm well so a lot of this information is taken from entrepreneur calm but we’re also playing I want to spin too of course it basically they they what we’ll do the commercials right is they show people having fun having a great time have been really happy with their Apple products like their iPad their MacBooks their their iPhones and it appeals more to emotion than it does to then them showing like oh but we have 2.4 gigahertz and already display it’s like yeah they do make commercials like that but yeah they’re wrong um they make a lot of commercials like that with a sleek design and but they again they use language that appeals to consumers retina display LED backlit that kind of thing mm-hmm I mean and go ahead go ahead and they do post they do both specifications but it’s it’s like things that consumers can really grasp on like it’s now 20% faster with my 10 ship you know that kind of thing they don’t say exactly how fast they just say 20% faster yeah exactly we need to know and it says you know they they they appeal to emotions like enjoyment inclusion that kind of thing so then like other people like me and you can share their content Wow take a look at new apples new commercial and then the reviewers show exactly how faster how amazing the thing was exactly I feel like they have a balance of both word it’s like they they hit that viral phenomenon where they speak on they speak on political issues like inclusion emotion if you see a lot of companies doing this nowadays where they’ll make commercials like I don’t know if you see an Airbnb commercial recently that had like the face of all these different people from all walks of life like some man with a full beard wearing a turban a Muslim lady wearing a hijab and then a black person wearing a hat or like they had like all these different people from all different walks of life and they had one frame where it was like rapid changing of people’s faces right even yeah yeah and it basically propelled this motion of like inclusion you know acceptance and it appealed to everybody’s social values and that kind of sparked a viral trend we’re like oh look at this amazing commercial we’ll start sharing it now so so feeding off of that as well so in the past um let’s say let me see the past is the 3d Apple logo days in the 3d Apple logo days if you saw the commercials like we’re saying the very beginning we’re like there’s like a blind it’s like a no it’s like an auditorium or something like that or a room and it’s dark and also nyan veal the Mac you know the Macintosh thing yeah and when they do it’s like they’re I call it the revolutionary phase of them like in that or almost like the Apple call revolutionary phase and that every commercial they had at the time was like a brand new thing is coming because at the time you know personal computing was like either have a giant box that takes up most of the room you didn’t have a small thing for yourself which it wasn’t small in these ties but you know small for the time and so you had you had just like a design of yet a commercial that I’ll describe it you had an Apple commercial where I think it was in a dark room and it was pitch black and was a bunch of people sitting in rows almost like you’re at church or something they were watching a screen and also and I think I think some blinds opened up and it reveals like the Mac logo or the Macintosh and then when you do that people are like going crazy because it’s like he’s like oh my god you know something fresh and brand new was coming out which at the time it was actually fresh and brand new yeah and so when they did that um it really like people were like I want to get a Mac I want to be fresh brand new I want to do this so again it’s it’s like the clothing trend thing where it’s like you see someone popular do it or you see you see someone stylish do it rather yes and then you want to be like stylish too so you’ll get that thing yeah and that’s how they feed it off yeah and and also like I don’t know if you’ve seen the Apple commercials that do both specs of the iPhone they’re incredibly visual incredibly visual like I don’t know if you’ve seen one of their recent commercials where they have the iPhone and then they have one 3d rendering where they break apart the iPhone and look at them all the different components like the speaker’s break apart from the iPhone the this the screen breaks a part from the iPhone and then it snaps back together and it’s like it does it in slow motion it’s like this incredibly visual visual representation of the phone that you have in your brain it’s like you know it’s like wow I understand this product you know so with that like the specifics of the commercial now that I have it he was actually 1984 yeah that was the announcement of the first Macintosh yeah that you could take home and it’s like it starts off and described it it starts off with a group of people walking through a tube swims like a dystopian future they’re walking rutube like a cult like very no and like they they’re just marching through and like a girl comes in you know with orange hands on and like breaks he’s like running across with a with a hammer this is a weird it’s very weird you know I wish I could play it but he breaks a hammer and it’s almost like a cult literally you can said literally they look long and she’s coming through to be like let’s break the cult mood and then you know going this fast-forward a little bit me see she’s gonna like hoisting him I was like shocked putting the hammer a little bit let me see hammer toss let’s see she breaks it she breaks the screen that the person’s talking at and everyone’s like you know 24 Apple computer will introduce Macintosh and you’ll see why 1984 yep and those are the nails of the retro color days with Apple logo so that introduces people’s and access like by the releases retro colors like basically with the Apple logo with like the with a bunch of colors rainbow yeah and it was like you see that commercial and even you were like that’s a weird commercial you know but it was a weird time at the time because we had bigger devices at the time yeah and now after that you know obviously Microsoft and a bunch of people come along and now we get every device is portable yeah when you make when you make a product when you hype it up so much and lives up to even sixty percent of what it was hyped up to be mmm that’s enough that will already propel it you know yeah so Apple makes this this this this bed frame I guess you can say our foundation of just amazing product and then they deliver on it you know sure might not be the certain elements of it might not be as good as competitors at times but still it’s it’s you’re not buying you’re buying so much more than the product like I said you’re buying the experience of having an Apple product and that’s that’s what differentiates themselves so much from from other companies now you see Samsung starting to catch on oh yeah have you seen the like feeding off of that not just Apple but like if you saw the surface hub commercial like on the service hub Microsoft and filled that oh yeah it appeals to so many of our emotions it was insane like hear like the music in it was was like it was on Twitter they posted like a 30-second thing of it yeah and it was it was an amazing commercial and I was like wow and you see it Samsung starting to build on a lot of intestate especially with with you know getting testimonials from influencers or other people that want to review their product now they’re partnering up with a lot of youtubers like Casey nice hosting conferences with youtubers you know making the influence her influencers happy to be more engaged in their product now you see like in floor is like iJustine you know Apple fangirl gravitating towards Apple and become I mean gravitating towards Samsung becoming a little bit more comfortable with that with Samsung and by the way it wasn’t surface of a surface studio yeah I said that already but make sure yeah yeah and that and that pretty much is like the elements that lead to Apple’s marketing successes they build an experience right they appeal to emotions and the they build they build brand loyalty they look out for loyalty as opposed to uh as opposed to anything else you know and they communicate in the language of the audience on their problem they’re in there and they’re advertising they don’t use all these complicated words they create new words Retina display super Retina display as two edged glass and all those different things justifying their price all those different things you know dressing normal elements to make it more beautiful all these different things lead to an amazing product and leads to massive success as we can see as you can see Apple being a very dominant company yeah and that’s what leads to success because so so what we’re saying here is you know we’re not saying Apple is 100% of the perfect company absolutely no no there’s companies now that are obviously way better than Apple at this point but yeah argument yeah so we’re not saying that the perfect company obviously companies have fed off of the way that did their things which is amazing in fact we’re just saying that Apple revolutionize a lot of a lot of ordinary things yeah and they made they pop in in my words they kind of brought emotion into marketing that’s a good thing to say they brought emotion into it not to say not to say that it didn’t exist before yeah just to say that’s what paid it people paid attention to it all yeah they matched emotion with tech products yeah so it’s just you know as an amazing thing yeah so any final thoughts on Apple Apple’s amazing revolutionary marketing strategy oh no I think I summarized in that last line right there they brought emotion into it I think I think we summarized all seven plus key strategies taking from kiss match entrepreneurship entrepreneur and that pretty much sums it up like you know that’s that was the the podcast on revolutionary marketing strategies and I’m using Apple as an example and he has pretty much anything else you want to add a plugin oh no no not really yeah it’s got it make sure you guys stay tuned um keep up with our podcast on youtube.com slash aqua black that’s youtube.com slash aqu abl ack make sure you listen to our podcast now on itunes on the podcast app on your iphone every iPhone has it gonna be available on Spotify very soon as well as stitcher stitcher radio it’s now available on Spreaker um make sure you follow us on Twitter to get updated on any recent videos youtube twitter comm slash aqua black x AQ ABL ack x mystery falls on instagram MJ underscore slam insanity underscore SL am and yeah we’re getting drier friday yeah peace
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