ThoughtPiece: Marketing the Pearl

10 Comments

I’m no advertising specialist, and so I won’t make specific suggestions as to the content of any ad campaign, but as launch date nears, here are my thoughts on what RIM needs to do with regards to marketing:

1)Get it right the first time; there’s that old cliché about how you have only one chance to make a first impression, and that is doubly true with consumers, where you are competing against a myriad of other options for their time and attention. I define the window of first impression as extending from the time the Pearl launches throughout the holiday season. That time period will be critical to the long term success of RIM in the consumer market.

2)Keep it simple; it’s the only way to connect with the consumer market, who as noted before, have high demands on their time. You’re not selling to corporate IT types where you can lay out all sorts of technical specifics in lengthy meetings.

3)Focus the message on what consumers want: a fun, easy to carry and use phone with all of the features. Back this up with the rock-solid reputation of Blackberry.

The device is a winner; the price of $199 is right. Now it’s just a matter of execution in the highly competitive consumer market. Of course, the carriers of T-Mobile and Cingular will be partners with RIM in the marketing effort. I hope that they are up to the task. The Pearl deserves nothing less than the best in terms of marketing.

So, thoughtful readers, what do you think? Do you have any specific suggestions as to how to market the 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?