It would appear that re-branding the BlackBerry OS from 4.3.1 to 4.5 is not the only thing the marketing department over at Research in Motion is working on right now.
RIM has started a new ad campaign where they want you to Ask Someone Why They Love Their BlackBerry.
BlackBerry owners can go to the site and share their stories as to why they love their BlackBerrys and there are several videos of featured BlackBerry owners telling there stories.
It’s kind of a cool idea I guess. The main issue I see is that the featured owners all seem to be doctors, authors, TV producers, and successful entrepreneurs, etc. I guess that’s OK if the only demographic you are trying to capture are well to do business professionals. It seems to me, however, that most of these folks already have BlackBerrys.
It would be nice to see featured owners that are school teachers, stay-at-home moms, college graduates looking for jobs, and maybe a factory worker or two. RIM might get a bit more bang for their buck if they target middle class America too…
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The author of this post makes a damn fine point. Research in Motion, if it intends to really compete in the consumer market, has to actually target demographics beyond corporate America with their marketing.
Robb, you do make a great point. The idea of getting people to participate and share their stories is a good one. But yes, if they really want to broaden their base, they need to showcase more than just the upper level professionals.
This marketing has been around for quite a while… but it is a great one.
Not a bad idea, but I wouldn’t mind seeing why Lindsey Lohan loves her BlackBerry. Now that would be more interesting than a factory worker.
Like the post above me said, this is not a new marketing campaign. I’m not sure how long it’s been in use, but I know it was definitely around last May.
It is what we refer to in the business as aspirational advertising. They can get middle class americans to buy into the Blackberry brand by glamorizing it. “If you get this phone, regardless of the fact that you make $50,000 a year, you are just like a young, hip CEO.”
Thanks for sharing
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