Iâ€™m no advertising specialist, and so I wonâ€™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; thereâ€™s that old clichÃ© 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; itâ€™s the only way to connect with the consumer market, who as noted before, have high demands on their time. Youâ€™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 itâ€™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?