How iFixit Uses Teardowns As Marketing 3.0

This is internet marketing par excellence. Not only are the teardowns creating genuine news for the tech press, they are efficiently executed and beautifully documented. The photos are superb, and the walkthroughs are clear and informative. Best of all, Wiens is a genius at sending the media timely and informative emails about the teardowns that all but write the stories for reporters.

Fascinating stuff. Flying to Newark to get the new 5th generation iPod Nano and get it torn apart and photographed and online before anyone else and only “monetizing” this in selling parts. Marketing has come a long way baby.

If You Love Your Gadgets, Tear Them Apart

Photographing and documenting the teardown process, then, is mostly a marketing tool for these businesses to gain media attention and exposure in an effort to attract customers. IFixit, for instance, regularly sends tech publications (including Wired.com) their teardown observations and free photographs for use in articles.

I have to agree, the quality of the photographs is excellent, perfect for use in articles.

[via Jon Moss]