The most sought after target market, hands down, is the 18-24 age range. Either still in school or fresh out, the majority are still feeding off Mommy and Daddy (hopefully not in the literal sense), and they’re looking to fork over their hard-borrowed money for anything that’ll nudge their social status that much higher.
Having used to work for a wireless carrier, I saw the cell phone trends come and go (or stay well beyond their welcome – I’m talking to you, Razr), but rarely did I have one of those 18-24’s ask me about the BlackBerry.
I’m not saying it’s a necessity for this crowd to be carrying one. Heck, I’ll even promote delaying it a little bit so that they can enjoy growing up instead of being connected from the get-go. BUT! If RIM is looking to make it in the consumer market, this is the group to tackle. The Pearl’s done an alright job as we’re seeing a lot of fresh faces “j/k’ing” and “lol’ing” over at the forums. But how exactly will RIM get over their suit and tie styles and get to the popped collar and seashell necklace crowd?
Throw traditional advertising out the door right now. Print and TV can only do so much, and if you’re trying to target kids who need (read as: really want) to be connected, chances are they’re not sitting still long enough for a 30-second TV spot to really grab them and get BlackBerrys into their headspace. If you’re going to put a device into an 18-24’s hand, you need to do it yourself – virally.
Get in the schools during orientation with some ultra-hip staff members and give some hands-on time with a BlackBerry to students who’re looking to fit in. Go to events where these young up-and-comers are doing their up-and-coming and show them what a great tool this is and how it can help them in their day-to-day. RIM – if you want these kids as your own, treat them as such. Make them feel like they matter.
I’m just shooting from the hip here, but I’d like to hear what the younger readers have to say. Out of curiosity, what did or what would it take to get a BlackBerry in your hand? And for the older demographic – what are your thoughts on the ‘Berry lifestyle appealing to a younger crowd? Opinions are always more than welcome at BBCool. Feed me your best.