ThoughtPiece: Marketing the Pearl

10 Comments

BlackBerry Pearl

Everything we’ve learned so far about the upcoming new Blackberry 8100/Pearl model suggests that it will be an amazing device and one that could be a breakthrough product. But a great product deserves a great marketing campaign.

As RIM transitions into the consumer market, there is one guiding principle that separates marketing to consumers from marketing to businesses:

When you sell to the enterprise market, you largely appeal to logic.
When you sell to the consumer market, you largely appeal to emotion.

How well RIM can appeal to the emotional side of buyers largely will determine the success of their consumer line.

To some extent the marketing of the Pearl has already begun. Consider what RIM already has gotten right:

1)They’ve used the power of viral marketing and created a buzz surrounding the device before it is released. RIM may or may not have intended for this, but thanks to people like Boy Genius, it’s happening. Early adopters are becoming product evangelists before the product is even released.

2)They’ve chosen a good name for the device. Most people relate to and remember a simple word more so than some model number designation. I think the word “Pearl” is an inspired choice for the name. It’s simple, easy to remember, implies a high status, matches the looks of the device, and goes great with the name “Blackberry” as in “Blackberry Pearl.” But here’s the real stroke of genius behind that name: it will have appeal to the female market, yet without alienating the male market. Women will finally have a tech product without some nerdy name, something that they can be proud to say they own.

3)They’ve created a device with a great design. The design will drive consumer impressions. The Pearl seems to get it right. It’s small and thin and has been compared to a RAZR and even an iPod Nano in form. That’s pretty good company to keep. A potential buyer will look at the Pearl and receive a strongly positive first impression.

BlackBerry Pearl

  • George

    They’re not going to keep the Pearl name, it’s going to be designated the 8100. Just like how the Electron became the 8700.

  • George

    They’re not going to keep the Pearl name, it’s going to be designated the 8100. Just like how the Electron became the 8700.

  • Aaron

    George: Are you sure? I think the pearl is more than the electron or the charm.

    Take a look at this picture:
    http://img103.imageshack.us/img103/4386/blackberrypearlvz3.jpg

    It clearly says BlackBerry Pearl Reference Guide.

  • Aaron

    George: Are you sure? I think the pearl is more than the electron or the charm.

    Take a look at this picture:
    http://img103.imageshack.us/img103/4386/blackberrypearlvz3.jpg

    It clearly says BlackBerry Pearl Reference Guide.

  • http://www.rimarkable.com/ Robb (RIMarkable)

    Aaron is right George. The new CameraBerry will be called the BlackBerry Pearl. I believe the codename for the 8100/Pearl was actually the Stealth.

  • http://www.rimarkable.com Robb (RIMarkable)

    Aaron is right George. The new CameraBerry will be called the BlackBerry Pearl. I believe the codename for the 8100/Pearl was actually the Stealth.

  • Jism Monkey

    Pearl is the name. They have a ton of internal names for each device.

  • Jism Monkey

    Pearl is the name. They have a ton of internal names for each device.

  • Decent

    As a relatively non-tech minded individual, can anyone confirm what a t mobile store manager seemed to be suggesting to me. That is, you will be able to link this device not only to internet e mail accounts like hotmail, but also to personal e mail accounts like mine which is set up as (e.g.) decent@decent.co.uk and which I manage via outlook?

  • Decent

    As a relatively non-tech minded individual, can anyone confirm what a t mobile store manager seemed to be suggesting to me. That is, you will be able to link this device not only to internet e mail accounts like hotmail, but also to personal e mail accounts like mine which is set up as (e.g.) decent@decent.co.uk and which I manage via outlook?