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Nice post.
All of the features you noted, plus bridging with the PlayBook, which in my opinion is the most underrated feature of both BB's and PB's. They also made a big deal about the introduction of video chatting on the PB but never took it anywhere; that's something else that can be emphasized to generate interest.
But the trick will be not only what they advertise, but how they present it. What they did with the PlayBook is a good example of what not to do. What at&t did with the latest Torch commercials is what they need to do more of. They need advertising that will help break the brand out of the image of the stodgy corporate communications device. That won't be easy, but then that's what those advertising agencies get paid all the big bucks for.
One approach would be to illustrate some or all of these features without overtly revealing the brand at first. Present them in such a way that people will view it as something they either need or would really like to have, with enough of a twist to differentiate it from iOS and Androids; then subtly drop the BB bomb. The content of the ads themselves also need to be something that will generate buzz, to get people talking about the ads as much as the products being advertised. That's what I'd do if I were the marketing boss.
12-18-11 12:10 PM - Good ideas. I forgot to mention Bridge, and I agreed it is one of the best features that link the PB and BB. I use it constantly as my primary means to link PB and BB. RIM should promote the "ecosystem" of BB and PB, to counter the "no native email" fud. And the OPTIONS for connectivity, giving flexibility now allowed by other platforms to connect the phone and tablet.Nice post.
All of the features you noted, plus bridging with the PlayBook, which in my opinion is the most underrated feature of both BB's and PB's. They also made a big deal about the introduction of video chatting on the PB but never took it anywhere; that's something else that can be emphasized to generate interest.
But the trick will be not only what they advertise, but how they present it. What they did with the PlayBook is a good example of what not to do. What at&t did with the latest Torch commercials is what they need to do more of. They need advertising that will help break the brand out of the image of the stodgy corporate communications device. That won't be easy, but then that's what those advertising agencies get paid all the big bucks for.
One approach would be to illustrate some or all of these features without overtly revealing the brand at first. Present them in such a way that people will view it as something they either need or would really like to have, with enough of a twist to differentiate it from iOS and Androids; then subtly drop the BB bomb. The content of the ads themselves also need to be something that will generate buzz, to get people talking about the ads as much as the products being advertised. That's what I'd do if I were the marketing boss.12-18-11 12:22 PM - I can see a commercial in my mind: A phoenix rising up from the ashes; As in, a Torch9850 or Bold9930 rising out from a mountain made of android phones, iPhones etc. etc. flies out into the distance on winds of the cell network in search of its disheveled owner in order to restore his/her power as a confident and productive member of society
May be a little too epic for a BB commercial haha but it may be the kind of message they need to send to their loyal customers--awake the sleeping giant.12-18-11 12:28 PM - I've seen quite a bit of this kind of stuff at other sporting events, half-time shows, and what-not. The problem is, about all you see or hear is the brief mention of 'Sponsored by BlackBerry' in the introduction, and nothing else notable to suggest that BlackBerry might be cool -- or to even remember the brand -- after the sponsored segment is finished.Here is the pic...
go Lakers!
Sponsorship is a great way to get the name out there, but they need to finish the job with something memorable for consumers to be able to identify with the brand.
Oh, and by the way ...
Go Celts!!
12-18-11 06:58 PM - First, I don't think there is any "new" commitment to marketing. I think that is just something they said to appease the stockholders. It makes it sound like they are doing something about the problem. Unfortunately, it is not the answer to what ales them. Does anyone here think that advertising is a new idea that just came to them? Of course not!
As for what should be marketed, definitely not features that the public has already decided they don't care about. Marketing Flash to a public who is happy buying devices without Flash is insane. Customer satisfaction surveys tell the tale. Year after year, people are happiest with the devices that DON'T have Flash support. That horse is dead. Don't try to ride it.
Also, advertising security is a bad idea. First, people don't care about it, again, based on the products they purchase and the way they use them. Second, the moment you mention security, people automatically think there is something insecure that you are trying to hide or fix. Better to never mention it. If they are going to mention security, they will have to make a strong case for why it matters to the average iPhone or Android users who goes through their day without every having a real-world problem.
Finally, absolutely avoid trying to sell based on upcoming features. Didn't RIM get enough of that with the people who bought the PB partially based on features that would be available shortly after release? If the product does not do it out of the box, shut up about it! Coming soon, is not a sales pitch. It is a cry for help. Stay away from that.
If they are serious about sinking money into doing more advertising of the current product line, they should just show what they have, show how it works, say that it's a Blackberry, put it behind a snappy beat, and be proud of what it is. Don't mention the competition. Don't try to compare yourself to anything on the market. Don't talk about the future. Here's an example:
"Blackberries are good enough for the smartest people in the world, the strongest governments, and the biggest businesses. It is good enough for the people who are in the know, for the movers and shakers, for those who are in the loop. Are you in?"
"Blackberry!"
I've done a little advertising.12-18-11 10:01 PM
