RIM's Guerilla Marketing - It's Working
I just want to take a moment to admire the extremely well choreographed launch campaign that Thor, Frank, and team have put together so far. The buzz in mainstream tech media is palpable. These publications all happened within the last few days, and they've been covered elsewhere in CrackBerry, but I just want to summarize them here as a pre-cursor to my admiration:
BlackBerry 10 is the smartphone platform I am most excited about for 2013 | ZDNet
I'm Ready to Buy a BlackBerry Again | TechnoBuffalo
10*Reasons To Hope For BlackBerry 10 - Forbes
BlackBerry 10 demand strong at Rogers, carrier confirms | BGR
The Complete BlackBerry 10 Video Walkthrough: Surprise, It's Neat
And they just keep rolling in. These are not no-name blogs, and many of them were known "RIM-bashers" in the past. I have to say, I've followed tech for a while and I've never seen any launch of a new platform with this kind of unanimous acclaim. Not the original iPhone. Not even WebOS. And certainly not Windows 8.
But as Thor said, we won't see "above the ground" fireworks (big TV ads etc) until after the launch date, which leads me to believe BB10 will have a spectacular launch well beyond any naysayer's expectations.
- CrackBerry User
01-10-13, 03:51 PM #2
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- 01-10-13, 03:57 PM #4
I agree and I have to say I'm impressed of what RIM has accomplished in such a short amount of time. You have to consider that these publications, especially BGR and Zdnet, were extremely negative towards RIM just a few months ago. They've made the bloggers feel special by showing them unreleased hardware and signing NDA with them.
They've got the Developers excited, they've got the carriers excited, they've got the media excited... Now they just need to get the consumers excited and we have a winner on our hands!
- 01-10-13, 04:03 PM #6
- 01-10-13, 04:09 PM #7
Re: RIM's Guerilla Marketing - It's Working
For all you that thought that there was a negative biased towards RIM, those outside of the fanboi bubble seen it for what it was, calling a spade a spade. RIM had made blunder after blunder and pretty much beat themselves up, so of course the media would write about that..its what they do. Now that RIM is seemingly on the comeback, that will be in the news. However, I can guarantee that if RIM announces on the 30th that phones wont be available for another 2-3 months, then guess what..the press will eat them alive for that, and rightfully so.
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- 01-10-13, 04:13 PM #8
Yes, we had that other thread today concerned that RIM wasn't doing enough to raise public awareness of BB10. I think the kind of media coverage that BB10 is starting to get is worth considerably more, because it actually serves to rehabilitate RIM's image.
Personally, I think RIM has done absolutely everything it has needed to do. And if the rumor is true that Rogers has already pre-sold its whole initial allotment, then clearly the word is getting out to SOMEBODY.
- 01-10-13, 04:26 PM #13
- 01-10-13, 04:26 PM #14
The more I think about it, the more it seems that RIM knows exactly what they're doing with BlackBerry 10. Very excited to see what else they've got in store 20 days from now!
- 01-10-13, 04:30 PM #15
- 01-10-13, 04:31 PM #16
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01-10-13, 04:35 PM #17
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Yeah, that's not guerilla marketing, that's just online media folks jumping on to what they see will be popular in the near future. What Beats Audio pulled off at the last Olympics...now that's guerilla marketing.
- 01-10-13, 04:37 PM #18
When Heins claimed back in May that BB10 would have a revolutionary keyboard experience, I actually, literally groaned, wondering a) if this was another "leapfrog moment" and b) even if it wasn't, would anyone care? Fast forward to the last Dev Alpha update, and guess what? It actually IS that good! Good enough that Gizmodo gushed over it, and wished it were available on iOS and Android.
Even better, the keyboard isn't the only cool feature. I guess the point I'm trying to make is that RIM is very carefully managing expectations here, with an aim to exceeding them. So far, it's worked brilliantly.
- 01-10-13, 04:40 PM #19
Can't make good (positive/recovery) marketing with a poor product. So this demonstrates two things :
1. RIM has made an impressive product
2. RIM has learned how to promote it
And damm, this sounds really good
See Forbes' interview of Frank Boulben for an insight into RIM's thinking. They've been seeding "influencers" with devices at various stage of development, and much of what you see now is premeditated.
But let's not argue semantics, that's not the point of this thread.
- 01-10-13, 08:43 PM #24
Just watched the gizmodo video again. When they showed the alarm clock feature that the device backlight turns on slowly when the alarm goes off read the subtitles in the video.
"i don't know how good it will be compared to a phillips sun alarm though"
Gizmodo, has it really come to that point? Your worst nightmare. BlackBerry 10 is so good that you have to compare a software feature to a purpose built, one use product??? That's all you've got? God forbid the ascending screen brightness wakeup alarm feature isn't as good as on an actual alarm clock that has a massive light built in.
- 01-10-13, 08:51 PM #25
It goes to show that RIM does not need to spend millions on advertisements or really big displays like Microsoft (or NVidia for that matter) to get
somecritics talking positively...
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