- CrackBerry User
- 22 Posts
Launch of BB10, consider it to be Worldwide not just US/Europe
I found this article on the web The Bottom of Pyramid Strategy | The great potential of the Bottom of Pyramid and I must say, many of us westernised people just think to narrowly about who has buying power and who is considered the target market ! I really appreciate Thorsten Heinz as CEO, because he knows which potential BB10 has around the globe. And some American analyst should not be the one to tell us what and how the launch is going to happen.
Really looking forward to BB10
- 01-03-13, 08:22 AM #2
Well it made me smile a little (wasn't really worth responding to at the time) when you had North American people talking about advertising during the Superbowl because of the audience it gets - but the thing is, outside North America, it doesn't. They just add up the populations of the countries that take the feed and talk about a potential global audience (they're not alone in doing that). Now I don't say this to have a dig or anything, but sponsoring an Indian one day or T20 cricket match is going to get an absolutely vast TV and radio audience too, but it barely ever gets thought about, because it's not in the US or Europe - a perfect example.
- CrackBerry Genius
01-03-13, 08:38 AM #3
- 3,640 Posts
I think the issue with Superbowl ads is more than just a bias towards north america, it is more to do with a combination of the timing of the sb and the bb10 launch lining up very closely with the need for bb10 to arrest the slide in marketshare over there.
- 01-03-13, 08:44 AM #4
- CrackBerry User
- 22 Posts
Indeed another interesting thought on the topic..I am currently searching for a topic to write my master thesis about. The thing about the Superbowl and BB10 launch creates certain analogies, which I presumably think are more count to an American/European patriotism than just with audiences. I think that it is in a certain way our condescending view upon these countries that lets us assume that their "values" are half important than ours. (with values meaning technological development etc.)
- 01-03-13, 04:37 PM #6
- CrackBerry Abuser
01-03-13, 05:04 PM #7
- 301 Posts
Superbowl ad will help to correct US consumers' mindset on BB too. In UK, Canada, and France BB is diminishing but nowhere near as badly perceived as in US. UAE and SA are still quite strong I believe. So not only will a Superbowl ad reach more people as other posters have said, it will probably be more effective in terms of gaining consumers that couldn't otherwise have been picked out through cheaper advertising methods/carrier influence.
- 01-03-13, 06:15 PM #8
You're misunderstanding me if you think I am criticising RIM should they advertise during the Superbowl. I am not remotely refuting its importance to the US market, nor the importance of the US market itself. I merely pointed out that a western-centric approach generally forgets that you can reach huge numbers of people for things that wouldn't enter a north American mindset. Responding to the initial post, nothing more. Don't read more into it than is there.
- CrackBerry Abuser
01-03-13, 07:40 PM #9
- 229 Posts
Superbowl placement would be great. It doesn't even have to be a commercial more than 45 seconds. I think a dramatic series (2-3) short commercials during superbowl that air chronologically during the game (not during half time) would make more sense, and be more dramatic. Now if they manage to do this, and get some product placement in some of these big movies coming out in 2013, now you are talking.
One of the things I remember the most about Jurassic Park as a youngin' was that they had the Mercedes Benz ML truck in the movie. That was the first time I was old enough to understand product placement; and actually thought it was cool. I wanted that truck so bad as a little 10yr old kid, because no one else had it, and it was in the biggest movie of the year. With all this being said, 27 More Days!
- 01-03-13, 07:52 PM #10
- 01-04-13, 04:51 AM #11
None of which remotely ignores the importance of the event to the US market.
- 01-04-13, 08:26 AM #12
Just curious, what non North American event provides the equivalent exposure for your country of residence? The one where a large portion of the viewers tune in exclusively for the advertising?
- 01-04-13, 08:33 AM #13
All I was doing was making the point that there are sporting events outside of your country - and mine, this is the point! - that get massive audiences too, yet don't appear on the radar for most of us. Hence the example of a cricket match involving India.
- 01-04-13, 08:47 AM #16
- 01-04-13, 09:15 AM #17
For the record, I didn't ask what event gets equal coverage as the Super Bowl where you live. I asked what is your equivalent to the American event. For example, does the Tour de France garner the level of viewership in France, as the the Super Bowl does in the US? I know that it does not, but what is that sport in your country of residence? I'm asking for the sake of asking, because I'm curious, not because I'm adding to the worldwide marketing campaign discussion for RIM (sarcasm). What event in your country do viewers tune in to, so they may watch and enjoy the commercials? You cannot possibly say every sporting event and be serious.....
- 01-04-13, 09:30 AM #18
I don't think there is an equivalent in terms of the advertising. Truly I don't think there is. When I read people talking about the importance (and cost!) of advertising in the Superbowl, I don't think there's any kind of comparison. Now, you would know this better than me as to whether it's a reasonable point they make, but I've seen people write here that Superbowl adverts are part of the TV experience, and it's absolutely, totally the opposite here. It's when people go and make a cup of tea, go to the loo, do absolutely anything except watch adverts. In the advertising industry it's a known phenomenon that the British are incredibly hard to gain the attention of for television commercials, because for cultural reasons we loathe being sold to.
And this is why, when you have something that captures the national imagination, and is shown on multiple channels, people will watch it on the BBC rather than the commercial channel - without fail and without exception, the BBC will dominate the ratings. No adverts there you see...
- 01-04-13, 10:00 AM #19
Yes, advertisement spots are grossly expensive, but are also planned and produced with their significance in mind. The following day, even the morning news programs will recap the "top ten" commercials of the event. No other sporting event comes close, no other televised event can think of attempting this level of interest.
So for RIM to capitalize on this opportunity, so close to launch is just golden because it's the only time, especially early in the game, large amounts of potential buyers will be listening to what they (RIM) have to say. That doesn't mean an American recognizing the opportunity, is dismissing the importance of advertising elsewhere. Nor does it mean they think a Super Bowl ad is worldwide reaching and the end all be all.....
RIM won't be the first, and surely won't be the last (should they even decide to advertise via the Super Bowl) to debut a new product with a kick rear ad during the Super Bowl.
- 01-04-13, 10:06 AM #20
Can you answer for what a cricket match is like in India? IPL viewing figures for example? The importance and cost of advertising for said IPL matches?
- 01-04-13, 10:41 AM #21
Well, let's see.....
Does the IPL have any competition events in the UK?
Does the NFL have any competition events in the UK?
Should I repeat myself, advertising during the Super Bowl is not the end all be all for BB10 marketing, and Americans don't expect it to be....
- 01-04-13, 10:54 AM #22
Nope, you've managed to take offence where no slight was intended. Well done. But you have amused me by deciding to know what this British person was thinking - physician, heal thyself.
It is entirely true that the Superbowl is not a big event outside the US. Why do you seem to think that it is? It's massive domestically for you, and great. But internationally? No. Relatively few sports are truly global, football is, and so is basketball. That's about it. American football is not an international sport to any extent. As for the point about adding up the populations of those countries showing it, that's entirely true. And again (sorry, you obviously took this as a personal slight) they're not alone in doing it that way. I've seen idiotic claims for the FA Cup in England on the same basis.
The questions you ask are pretty irrelevant to the points I was making since I wasn't talking about RIM specifically - something you said further up yourself, but now apparently you are. You do seem to want to shift the debate to suit your own individual post at any given moment.
To go back to the very first point, it talked in general terms about outside north America and Europe. Quite why you are bringing the UK into it is beyond me, last time I checked it was definitely in one of North America or Europe.
Oh and by the way, yes the IPL timing is spot on. But you don't know what the IPL is do you? Which is precisely the point. There's no reason why you should know what it is. It doesn't appear on your radar because cricket is something that has no interest to Americans. Same applies to Europeans with the sole exception of the English.
- 01-04-13, 12:37 PM #23
There I went, breaking my own rule....... how could I have been so foolish to allow this to happen. Shame on me for not recognizing what this was sooner.
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