I bought the iPod few months back and I registered it on their website.
Few days back, I got this mailer from them and obviously it made me happy that I own an Apple product. I might or might not buy the iMac but I am happy that someone out there cares (even though it's an automated, unmonitored mailbox)
Your iPod is the beginning. Discover the rest.
Marketing at its very best. Hats off to Steve Jobs and team. There are few observations.
Customization. The mailer could have addressed me with my name.
Value. Some kind of discount (even 5%) on purchase.
Time bound offer. Buy within next 30 days and get a discount.
Spreading the word. Send this to your friends and help them get discounts.
Q: Why would someone register a product on the website?
ME: Because Apple offered a free no-questions asked tech support for a year.
Apple: They get to collect data about users and preferences. In some cases it also helps them to check on piracy and smuggled items.
Q: Was registering hard? Was it fun?
ME: No, just enter the ipod serial number, enter your email address and that’s about it. Any customer initiated activity should be simple, fun and fast.
Apple: They just needed to make a simple small form where you are not asked useless questions unless they know a user. First time interaction should be fun, easy and simple.
Q: Was the actual support as good as they promised?
ME: Had problems with the ipod. They exchanged it without even asking a question.
Apple: Another way to keep customers happy.
Shankar on Steve Jobs