Weekend Contest: Market the BlackBerry 8800

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Big contest this week, folks. We’re giving away yet another GPS puck, it’s true. So with a prize of that magnitude, we’re not expecting any half-assed efforts here. There’s been a lot of marketing talk going on lately, so I thought we’d take that route this week and ask you folks, the target audience for RIM, what you would do if you were in their shoes.

This week we ask you: How would you market the BlackBerry 8800? By all means, you can choose more traditional forms of advertising (print, outdoor, TV), or go outside the box with guerilla efforts, or even introduce something as simple as a little direct mail piece - think hard on this one. There’ll be some secondary prizes handed out, but did we mention that the winner will walk away with a BT-359 Bluetooth GPS puck? Yeah, pretty sure we did, so do your best. Contest closes next Thursday @ midnight.

Last week we were talking about RIM’s upcoming appearance at the Barcelona 3GSM Conference. We were kind of interested in the fact that RIM will apparently “officially announce” the 8800 here, but why announce a non-3G device at a conference devoted to the topic. Ah, so confusing. Anyway, Nick wins by default because you’re all not skeptics like us. And he even won by being snarky. Congrats, Nick.

  • Jason

    DATE YOUR PHONE…..MARRY YOUR BLACKBERRY

    I would use this as the slogan. YOu flirt with phones and get a new one every 6 months, but once you get a BB you will always stay with it through thick and thin!

  • Jason

    DATE YOUR PHONE…..MARRY YOUR BLACKBERRY

    I would use this as the slogan. YOu flirt with phones and get a new one every 6 months, but once you get a BB you will always stay with it through thick and thin!

  • http://www.kradest.com/ Krad

    Honestly,

    The 8800 pics and specs look sleek and impressive. I would do a marketing campaign based around three major ideas.

    - Security
    “So Secure the DOD uses it”
    I would get someone like Jack Bauer for advertisements and really beef up the security qualities.

    - Navigation- “True 1-Hand navigation, give the ball a whirl” Do a comparison with a treo or windows mobile device and show quick comparisons how the trackball is key.

    MOST IMPORTANT-
    - Give the 8800 to the top 10 male and female actors today and include Paris Hilton, Evangeline Lilly, Matthew Fox, Patrick Dempsey.

    - Have Oprah introduce it on her show. BINGO! She loves blackberries.

    - Give Pharrell a blinged out one and feature it in hip hop magazines.

    I would also do a magazine and tv blitz of commercials. Have a few commercials showing the device in the real world….

    - emt/ doctor guy responding to a call, pulling up medical history of patient. Zoom out to black and play beaty music like the budweiser select commercials.

    - ceo/father getting off of a g3 to see pics of his baby in the tub and calling… you get it.

    - show angry couple in car, whip out gps capabilites…

    - college student- typing his notes in class and emailing them to his pc…

    tag line should be… “Yeah it can do that too”

    Rim should also make a deal with all wireless partners to offer an additional 50 dollars off the device when you trade in an older blackberry. This trade in should also not have a service charge (verizon).

  • http://www.kradest.com Krad

    Honestly,

    The 8800 pics and specs look sleek and impressive. I would do a marketing campaign based around three major ideas.

    - Security
    “So Secure the DOD uses it”
    I would get someone like Jack Bauer for advertisements and really beef up the security qualities.

    - Navigation- “True 1-Hand navigation, give the ball a whirl” Do a comparison with a treo or windows mobile device and show quick comparisons how the trackball is key.

    MOST IMPORTANT-
    - Give the 8800 to the top 10 male and female actors today and include Paris Hilton, Evangeline Lilly, Matthew Fox, Patrick Dempsey.

    - Have Oprah introduce it on her show. BINGO! She loves blackberries.

    - Give Pharrell a blinged out one and feature it in hip hop magazines.

    I would also do a magazine and tv blitz of commercials. Have a few commercials showing the device in the real world….

    - emt/ doctor guy responding to a call, pulling up medical history of patient. Zoom out to black and play beaty music like the budweiser select commercials.

    - ceo/father getting off of a g3 to see pics of his baby in the tub and calling… you get it.

    - show angry couple in car, whip out gps capabilites…

    - college student- typing his notes in class and emailing them to his pc…

    tag line should be… “Yeah it can do that too”

    Rim should also make a deal with all wireless partners to offer an additional 50 dollars off the device when you trade in an older blackberry. This trade in should also not have a service charge (verizon).

  • pupdog

    oversize 8800’s affixed to bridges, overpasses, sides of buildings, all displaying ‘this is not a bomb, but it could change your life…’

  • pupdog

    oversize 8800’s affixed to bridges, overpasses, sides of buildings, all displaying ‘this is not a bomb, but it could change your life…’

  • stac

    all of this is really nice guys, but we really need to put the 8800 in front of guys in a way that it’s presence will truly sink in. rim should but an 8800 in between a very nicely enhanced pair of bazumbas - the blackberry name/logo squarely between the breasts - with the tag line…

    ‘got blackberry?’ (a play on the got milk campaign)

    and, of course, for all the ladies, we could sink an 8800 in the top of a chippendale-guy’s thong - the blackberry name/logo squarely between a well-defined six-pack - this the tag line…

    ‘do you have this number?’

    heh… ok, so it’d take a small miracle for the canadian folk to step out on the wild side, but these would certainly get me to notice…

    peace all,
    stac.

    p.s. - by the way, ads that concentrate on features don’t get people’s attention folks… sex does. and the 8800 is sex.

  • stac

    all of this is really nice guys, but we really need to put the 8800 in front of guys in a way that it’s presence will truly sink in. rim should but an 8800 in between a very nicely enhanced pair of bazumbas - the blackberry name/logo squarely between the breasts - with the tag line…

    ‘got blackberry?’ (a play on the got milk campaign)

    and, of course, for all the ladies, we could sink an 8800 in the top of a chippendale-guy’s thong - the blackberry name/logo squarely between a well-defined six-pack - this the tag line…

    ‘do you have this number?’

    heh… ok, so it’d take a small miracle for the canadian folk to step out on the wild side, but these would certainly get me to notice…

    peace all,
    stac.

    p.s. - by the way, ads that concentrate on features don’t get people’s attention folks… sex does. and the 8800 is sex.

  • stac

    all of this is really nice guys, but we really need to put the 8800 in front of guys in a way that it’s presence will truly sink in. rim should but an 8800 in between a very nicely enhanced pair of bazumbas - the blackberry name/logo squarely between the breasts - with the tag line…

    ‘got blackberry?’ (a play on the got milk campaign)

    and, of course, for all the ladies, we could sink an 8800 in the top of a chippendale-guy’s thong - the blackberry name/logo squarely between a well-defined six-pack - this the tag line…

    ‘do you have this number?’

    heh… ok, so it’d take a small miracle for the canadian folk to step out on the wild side, but these would certainly get me to notice…

    peace all,
    stac.

    p.s. - by the way, ads that concentrate on features don’t get people’s attention folks… sex does. and the 8800 is sex.

  • squished18

    BlackBerry needs a brand tune. Like the Intel Inside tune. Or the Rogers Communications tune. Even Coke has one with the “always Coca-Cola” tune.

    The tune would be just 1 to 2 seconds long. It would be played at the end of BlackBerry TV and radio commercials. You could even program it to play when your mouse moved over a BlackBerry ad on a web page. Sort of the modern version of a jingle, but shorter and less obvious.

    This way, you get people to associate the sound with BlackBerry. It’s mostly subconcious and almost subliminal at first. But after people have heard it for the hundredth time, they will likely be reminded every time they hear it.

    Starting with the 8800, you could program it as the default start-up sound. So when somebody turns on their new BlackBerry, the people around them hear the BlackBerry sound. This could add to the viral nature of marketing BlackBerry.

  • squished18

    BlackBerry needs a brand tune. Like the Intel Inside tune. Or the Rogers Communications tune. Even Coke has one with the “always Coca-Cola” tune.

    The tune would be just 1 to 2 seconds long. It would be played at the end of BlackBerry TV and radio commercials. You could even program it to play when your mouse moved over a BlackBerry ad on a web page. Sort of the modern version of a jingle, but shorter and less obvious.

    This way, you get people to associate the sound with BlackBerry. It’s mostly subconcious and almost subliminal at first. But after people have heard it for the hundredth time, they will likely be reminded every time they hear it.

    Starting with the 8800, you could program it as the default start-up sound. So when somebody turns on their new BlackBerry, the people around them hear the BlackBerry sound. This could add to the viral nature of marketing BlackBerry.

  • Arizona Glover

    Have Paris Hilton use the product in her next xxx tape ?

  • Arizona Glover

    Have Paris Hilton use the product in her next xxx tape ?

  • http://bwconestoga.blogspot.com/ Mark Hutchison

    I think the challenge in marketing the 8800 (or an new BlackBerry for that matter) is the diversity of the target demographic. BlackBerry use is, no longer, reserved for corporate big-wigs and techies. BlackBerry has become an icon of quality, reliability and style and, as such, we now see BlackBerrys in the hands of all ages and classes of users.

    The marketing campaign for a new BlackBerry must appeal to a large cross-section of users. In advertising the 8800 it will be important to highlight the elements of the 8800 that have already made BlackBerry smartphone of choice for millions of users:

    - Dependability
    - Simplicity
    - Elegance
    - Style
    - Fun

    These key elements (and perhaps others) have universal appeal and have been a part of the BlackBerry for years. There are two other companies that come to mind with similar user demographics and product appeal: Motorola and Apple. Both companies have done amazingly well in marketing their products across an incredibly diverse user base.

    The first step in marketing the new BlackBerrys will be the campaign slogan. If we look at Motorola and Apple the simplicity and elegance of their slogans “Hello Moto” and “Think Different” embody some of the key elements of the products themseleves. BlackBerry will need to do some work in this department. I have no recollection of any cool BlackBerry slogans (and if you can’t remember it then a slogan has not done it’s job). A few possible slogans that come to mind are:

    “Anywhere? Everywhere.” (a little too generic, but not bad)
    “Connect Everywhere.” (the word “connect” is a little too cold and technical)
    “Touch Anywhere.” (my personal favorite … adds a subtle sexual connotation … hey, sex sells!)

    BlackBerry is, ultimately, a mobile communication device and, so, a slogan must reflect the freedom and mobility of the device.

    The second major component of the marketing campaign will need to be imagery. Here, too, the demographic becomes a challenge. How can one market to students, professionals, engineers, educators, government, etc all at once? Once again, the key elements of the device (Dependability, Simplicity, Elegance, Style and Fun) each possess universal appeal. What I envision for TV and print adds would be snapshots of various scenarios of the 8800 in use:

    - someone in business-class on a plane
    - well dressed people in a bar
    - a woman sliding the device into (or out of) a small purse
    - a man sliding the device into the inside pocket of a suit jacket
    - the device in use with headphones as an MP3 player
    - note-taking on the device in a lecture hall or classroom
    - walking and talking on the device as a phone

    The imagery must all be simple and elegant. Closeup shots of the devices showing clean simple lines. Many different environments should be seen in the backgrounds. The individuals using the device should be of various ages and classes. The multi-purpose use of the device must be clear. In all instances the device should be shown without a case or protector to highlight the portability and durability.

    The technical aspects of the device would not need to be a major component of the marketing campaign. BlackBerry is already well know for its push-email solution (and the layman understanding of push-email has been blurred by competitive solutions in the field). It is more important that the 8800 be seen as the solution of choice for any lifestyle rather than a technically superior device.

  • http://bwconestoga.blogspot.com/ Mark Hutchison

    I think the challenge in marketing the 8800 (or an new BlackBerry for that matter) is the diversity of the target demographic. BlackBerry use is, no longer, reserved for corporate big-wigs and techies. BlackBerry has become an icon of quality, reliability and style and, as such, we now see BlackBerrys in the hands of all ages and classes of users.

    The marketing campaign for a new BlackBerry must appeal to a large cross-section of users. In advertising the 8800 it will be important to highlight the elements of the 8800 that have already made BlackBerry smartphone of choice for millions of users:

    - Dependability
    - Simplicity
    - Elegance
    - Style
    - Fun

    These key elements (and perhaps others) have universal appeal and have been a part of the BlackBerry for years. There are two other companies that come to mind with similar user demographics and product appeal: Motorola and Apple. Both companies have done amazingly well in marketing their products across an incredibly diverse user base.

    The first step in marketing the new BlackBerrys will be the campaign slogan. If we look at Motorola and Apple the simplicity and elegance of their slogans “Hello Moto” and “Think Different” embody some of the key elements of the products themseleves. BlackBerry will need to do some work in this department. I have no recollection of any cool BlackBerry slogans (and if you can’t remember it then a slogan has not done it’s job). A few possible slogans that come to mind are:

    “Anywhere? Everywhere.” (a little too generic, but not bad)
    “Connect Everywhere.” (the word “connect” is a little too cold and technical)
    “Touch Anywhere.” (my personal favorite … adds a subtle sexual connotation … hey, sex sells!)

    BlackBerry is, ultimately, a mobile communication device and, so, a slogan must reflect the freedom and mobility of the device.

    The second major component of the marketing campaign will need to be imagery. Here, too, the demographic becomes a challenge. How can one market to students, professionals, engineers, educators, government, etc all at once? Once again, the key elements of the device (Dependability, Simplicity, Elegance, Style and Fun) each possess universal appeal. What I envision for TV and print adds would be snapshots of various scenarios of the 8800 in use:

    - someone in business-class on a plane
    - well dressed people in a bar
    - a woman sliding the device into (or out of) a small purse
    - a man sliding the device into the inside pocket of a suit jacket
    - the device in use with headphones as an MP3 player
    - note-taking on the device in a lecture hall or classroom
    - walking and talking on the device as a phone

    The imagery must all be simple and elegant. Closeup shots of the devices showing clean simple lines. Many different environments should be seen in the backgrounds. The individuals using the device should be of various ages and classes. The multi-purpose use of the device must be clear. In all instances the device should be shown without a case or protector to highlight the portability and durability.

    The technical aspects of the device would not need to be a major component of the marketing campaign. BlackBerry is already well know for its push-email solution (and the layman understanding of push-email has been blurred by competitive solutions in the field). It is more important that the 8800 be seen as the solution of choice for any lifestyle rather than a technically superior device.

  • http://bwconestoga.blogspot.com Mark Hutchison

    I think the challenge in marketing the 8800 (or an new BlackBerry for that matter) is the diversity of the target demographic. BlackBerry use is, no longer, reserved for corporate big-wigs and techies. BlackBerry has become an icon of quality, reliability and style and, as such, we now see BlackBerrys in the hands of all ages and classes of users.

    The marketing campaign for a new BlackBerry must appeal to a large cross-section of users. In advertising the 8800 it will be important to highlight the elements of the 8800 that have already made BlackBerry smartphone of choice for millions of users:

    - Dependability
    - Simplicity
    - Elegance
    - Style
    - Fun

    These key elements (and perhaps others) have universal appeal and have been a part of the BlackBerry for years. There are two other companies that come to mind with similar user demographics and product appeal: Motorola and Apple. Both companies have done amazingly well in marketing their products across an incredibly diverse user base.

    The first step in marketing the new BlackBerrys will be the campaign slogan. If we look at Motorola and Apple the simplicity and elegance of their slogans “Hello Moto” and “Think Different” embody some of the key elements of the products themseleves. BlackBerry will need to do some work in this department. I have no recollection of any cool BlackBerry slogans (and if you can’t remember it then a slogan has not done it’s job). A few possible slogans that come to mind are:

    “Anywhere? Everywhere.” (a little too generic, but not bad)
    “Connect Everywhere.” (the word “connect” is a little too cold and technical)
    “Touch Anywhere.” (my personal favorite … adds a subtle sexual connotation … hey, sex sells!)

    BlackBerry is, ultimately, a mobile communication device and, so, a slogan must reflect the freedom and mobility of the device.

    The second major component of the marketing campaign will need to be imagery. Here, too, the demographic becomes a challenge. How can one market to students, professionals, engineers, educators, government, etc all at once? Once again, the key elements of the device (Dependability, Simplicity, Elegance, Style and Fun) each possess universal appeal. What I envision for TV and print adds would be snapshots of various scenarios of the 8800 in use:

    - someone in business-class on a plane
    - well dressed people in a bar
    - a woman sliding the device into (or out of) a small purse
    - a man sliding the device into the inside pocket of a suit jacket
    - the device in use with headphones as an MP3 player
    - note-taking on the device in a lecture hall or classroom
    - walking and talking on the device as a phone

    The imagery must all be simple and elegant. Closeup shots of the devices showing clean simple lines. Many different environments should be seen in the backgrounds. The individuals using the device should be of various ages and classes. The multi-purpose use of the device must be clear. In all instances the device should be shown without a case or protector to highlight the portability and durability.

    The technical aspects of the device would not need to be a major component of the marketing campaign. BlackBerry is already well know for its push-email solution (and the layman understanding of push-email has been blurred by competitive solutions in the field). It is more important that the 8800 be seen as the solution of choice for any lifestyle rather than a technically superior device.

  • big hair guy

    How about getting some lite bright panels, a portable power souce, and some timing circuitry and put together a little image of the faceplate you can stick up in public places, oh, lets say bridges, tunnels, army bases, stuff like that?

  • big hair guy

    How about getting some lite bright panels, a portable power souce, and some timing circuitry and put together a little image of the faceplate you can stick up in public places, oh, lets say bridges, tunnels, army bases, stuff like that?

  • scarlett

    Sorry but sex doesn’t sell everyone and offends many. You are overlooking an untapped market. The over 50 non professionals, especially retirees. I’m not retired but I use my BB every day. I take it camping so I can check news and weather and stay in touch with family. I also use it as as a modem for my laptop. I would suggest BB isn’t just for kids or blackberry crosses the generation gap! Like I said granny’s wear pearls too!!!!!

  • scarlett

    Sorry but sex doesn’t sell everyone and offends many. You are overlooking an untapped market. The over 50 non professionals, especially retirees. I’m not retired but I use my BB every day. I take it camping so I can check news and weather and stay in touch with family. I also use it as as a modem for my laptop. I would suggest BB isn’t just for kids or blackberry crosses the generation gap! Like I said granny’s wear pearls too!!!!!

  • paul

    i would market the new hndheld and the RIM “pin” messaging

    The Slogan : “pin me”

    a build up campain

    Billboards all over major cities with “pin me” posted 2 months before launch…people will ask…What is that “pin me” all about?

    also full page mag ads with “pin me”

    then clser to launch, TV spots showing quick peaks of the sexy new fon and “pin me”

    then at launch week add the 8800 and BB logo to the billboards and “pin me” tag line.

    also full magazine ads with the fon and tag line with full feature explaination with carriers

    alot of girls and some guys in tight t-shirts with “Pin Me” on the front and back demonstrating the 8800 at startegic hi traffic locations like wall st or grand central station.

    “pin me” is the tag line

  • paul

    i would market the new hndheld and the RIM “pin” messaging

    The Slogan : “pin me”

    a build up campain

    Billboards all over major cities with “pin me” posted 2 months before launch…people will ask…What is that “pin me” all about?

    also full page mag ads with “pin me”

    then clser to launch, TV spots showing quick peaks of the sexy new fon and “pin me”

    then at launch week add the 8800 and BB logo to the billboards and “pin me” tag line.

    also full magazine ads with the fon and tag line with full feature explaination with carriers

    alot of girls and some guys in tight t-shirts with “Pin Me” on the front and back demonstrating the 8800 at startegic hi traffic locations like wall st or grand central station.

    “pin me” is the tag line

  • Karl

    the blackberry 8800 is going to appeal to a wide array of higher income professionals with a sense of style. One idea is to target high income professional leaders in trade publications. The idea is that the top professionals in status industries carry the Blackberry 8800. Creating an image of such leaders with this device will create the desire among other aspirational leaders in that same industry. For instance, many finance professionals are also highly status conscious. I would launch a series of stylish ads around the slogan, “Style and Power” in publications like Bloomberg Magazine, Economist, FT, Wall Street Journal, Barrons, etc with portraits of top managers demonstrating the unique attributes of the new 8800 and how it makes them stand out.

  • Karl

    the blackberry 8800 is going to appeal to a wide array of higher income professionals with a sense of style. One idea is to target high income professional leaders in trade publications. The idea is that the top professionals in status industries carry the Blackberry 8800. Creating an image of such leaders with this device will create the desire among other aspirational leaders in that same industry. For instance, many finance professionals are also highly status conscious. I would launch a series of stylish ads around the slogan, “Style and Power” in publications like Bloomberg Magazine, Economist, FT, Wall Street Journal, Barrons, etc with portraits of top managers demonstrating the unique attributes of the new 8800 and how it makes them stand out.

  • Stan

    Blackberry’s new year’s resolution:
    - Lose Weight
    - Be more cultured
    - Get a makeover
    - Have some fun

  • Stan

    Blackberry’s new year’s resolution:
    - Lose Weight
    - Be more cultured
    - Get a makeover
    - Have some fun

  • Stan

    Blackberry’s new year’s resolution:
    - Lose Weight
    - Be more cultured
    - Get a makeover
    - Have some fun

  • Christopher Durham

    I would market the blackberry 8800 as the professional’s venture into the consumer market. I would definately market the device through commercials. But I would stick to mainly channels which only broadcast news, politics, and business type news. Without features like Wi-Fi and a camera you can’t market it as a Pearl with a full qwerty because the young audience which you would be able to market that towards is more worried about Q’s, and Blackjacks so they can get the qwerty keyboard but only really use the device to SMS, play MP3s and videos. The 8800 will give business men and women a great business device with just enough consumer type applications that they can suit those needs too. A little bit of music playing in your office while waiting for the next meeting. Catching up on your show that you missed last night during lunch. Those type ideas. I would plaster the 8800 on every cspan and cnn type channel I could. (I would mention more channels of that type but I’ve been deployed to Iraq for the last six months and haven’t seen real tv in a long time.) This way it gets put out to the market thats going to use it. The selling points would be security, and fast secure email. Definately mention the fact that DOD and many politicians use the device. In fact, find a few political figures who actually use one to appear in a commercial. Take the Bush painting with the BB in the background and the video of Dick Channey checking something behind pres. Bush during the state of the union address speech and put both of them in there. These are key to getting other professionals to get on the blackberry bandwagon. Mention something about how 90% of the government use them so why shouldn’t you? Or another twist would be having a Doctor get a pin message in the middle of the night. Pin messaging is a blackberry only function and should definately be mentioned by a Dr or a person managing a small office who has to keep in constant contact with his drivers or salesmen. Both would be great selling points.

    Thats how I would market it.

  • Christopher Durham

    I would market the blackberry 8800 as the professional’s venture into the consumer market. I would definately market the device through commercials. But I would stick to mainly channels which only broadcast news, politics, and business type news. Without features like Wi-Fi and a camera you can’t market it as a Pearl with a full qwerty because the young audience which you would be able to market that towards is more worried about Q’s, and Blackjacks so they can get the qwerty keyboard but only really use the device to SMS, play MP3s and videos. The 8800 will give business men and women a great business device with just enough consumer type applications that they can suit those needs too. A little bit of music playing in your office while waiting for the next meeting. Catching up on your show that you missed last night during lunch. Those type ideas. I would plaster the 8800 on every cspan and cnn type channel I could. (I would mention more channels of that type but I’ve been deployed to Iraq for the last six months and haven’t seen real tv in a long time.) This way it gets put out to the market thats going to use it. The selling points would be security, and fast secure email. Definately mention the fact that DOD and many politicians use the device. In fact, find a few political figures who actually use one to appear in a commercial. Take the Bush painting with the BB in the background and the video of Dick Channey checking something behind pres. Bush during the state of the union address speech and put both of them in there. These are key to getting other professionals to get on the blackberry bandwagon. Mention something about how 90% of the government use them so why shouldn’t you? Or another twist would be having a Doctor get a pin message in the middle of the night. Pin messaging is a blackberry only function and should definately be mentioned by a Dr or a person managing a small office who has to keep in constant contact with his drivers or salesmen. Both would be great selling points.

    Thats how I would market it.

  • http://www.ExecutiveIntent.com/ Kirk Rheinlander

    Industrial Strength and Durability
    Unparalleled connectivity
    Indisputable style
    The new standard in size and performance
    Solid Utility
    Corporate Business Acceptance
    Strong Consumer Features
    Music, pictures, etc.
    Get the best of both worlds

  • http://www.ExecutiveIntent.com Kirk Rheinlander

    Industrial Strength and Durability
    Unparalleled connectivity
    Indisputable style
    The new standard in size and performance
    Solid Utility
    Corporate Business Acceptance
    Strong Consumer Features
    Music, pictures, etc.
    Get the best of both worlds

  • Michael Chong

    The full keyboard blackberries for now is seen as a business device mainly because of its reliabilty. I think that is what you market. Reliability with a sleek new look may even grab the personal users.

  • Michael Chong

    The full keyboard blackberries for now is seen as a business device mainly because of its reliabilty. I think that is what you market. Reliability with a sleek new look may even grab the personal users.

  • Michael Chong

    The full keyboard blackberries for now is seen as a business device mainly because of its reliabilty. I think that is what you market. Reliability with a sleek new look may even grab the personal users.

  • rob

    A play on the “so simple, a caveman can use it.” Instead, have a George Bush look-alike holding an 8800 with his famous goofy monkey-look, and have a tagline of “So simple, a monkey can use it.” Follow this with ads about using Blackberry Maps to locate weapons of mass destruction.

  • rob

    A play on the “so simple, a caveman can use it.” Instead, have a George Bush look-alike holding an 8800 with his famous goofy monkey-look, and have a tagline of “So simple, a monkey can use it.” Follow this with ads about using Blackberry Maps to locate weapons of mass destruction.

  • http://Bush rob

    A play on the “so simple, a caveman can use it.” Instead, have a George Bush look-alike holding an 8800 with his famous goofy monkey-look, and have a tagline of “So simple, a monkey can use it.” Follow this with ads about using Blackberry Maps to locate weapons of mass destruction.

  • Mr. Balts

    If I were RIM I’d appeal to both those who lust for tech & gadgets as well as those who want something sensible. To do this, I’d list the feature sets (for those who look right away), and how it’s important to someone. Primarily this would be to try & emphasize how one could do a lot w/o having to carry multiple devices & maybe save some money in the process.

    - GPS and Blackberry Maps: Show you where you are, shows nearby points of interest, gives you directions on how you can get to your destination, and can do so without needing to be tied to your car: Bye bye Tom-Tom

    - EMail / IM (variety of im connectivity options): Keep in touch with people anywhere at any time w/o having to find time to sit down at the computer; time saved can be spent doing something fun/else: Bye bye wasted time possibly sharing a desktop computer

    - MP3 player: Take your tunes/podcasts/etc wherever you want, etc. Steal^H^H^H^H^H Draw from iPod marketing lines: Bye bye (Zune/Generic) mp3 players

    - Camera (if it includes it): Take photos on the spot, and unlike a normal camera, send them immediately to others: Bye bye typical digital camera need

    - Media Streaming: Listen to podcasts or favorite online radio stations, either on the go or in car. Bluetooth or audio jack provide a limitless amt of options: Bye bye satellite radio & monthly costs

    - RSS Reader: Check out the headlines, reports, & other info on the go w/o having to find time to sit down at a computer: Hello more free time!

    - MicroSD: Use your Blackberry as a personal storage device. Plug it in w/ a USB cable (show picture of one of those retractable portable ones) and access your documents & apps wherever you need. Great for students, professionals, personal use: Bye bye having to carry a separate usb stick.

    - Blackberry Browser/Opera Mini: Surf the web whenever convenient, do price & inventory comparisons before or while @ the store: Hello otherwise wasted time & better price deals!

    Any way you slice it, the 8800 is nearly the Amazon.com of device uses. While it may not yet be the best at each (think iPod), it definately appeals to on demand usability, what it can do in an easier way than if you didn’t have an 8800, and also the savings (either in device, monthly fees, or through informed decision making).

  • Mr. Balts

    If I were RIM I’d appeal to both those who lust for tech & gadgets as well as those who want something sensible. To do this, I’d list the feature sets (for those who look right away), and how it’s important to someone. Primarily this would be to try & emphasize how one could do a lot w/o having to carry multiple devices & maybe save some money in the process.

    - GPS and Blackberry Maps: Show you where you are, shows nearby points of interest, gives you directions on how you can get to your destination, and can do so without needing to be tied to your car: Bye bye Tom-Tom

    - EMail / IM (variety of im connectivity options): Keep in touch with people anywhere at any time w/o having to find time to sit down at the computer; time saved can be spent doing something fun/else: Bye bye wasted time possibly sharing a desktop computer

    - MP3 player: Take your tunes/podcasts/etc wherever you want, etc. Steal^H^H^H^H^H Draw from iPod marketing lines: Bye bye (Zune/Generic) mp3 players

    - Camera (if it includes it): Take photos on the spot, and unlike a normal camera, send them immediately to others: Bye bye typical digital camera need

    - Media Streaming: Listen to podcasts or favorite online radio stations, either on the go or in car. Bluetooth or audio jack provide a limitless amt of options: Bye bye satellite radio & monthly costs

    - RSS Reader: Check out the headlines, reports, & other info on the go w/o having to find time to sit down at a computer: Hello more free time!

    - MicroSD: Use your Blackberry as a personal storage device. Plug it in w/ a USB cable (show picture of one of those retractable portable ones) and access your documents & apps wherever you need. Great for students, professionals, personal use: Bye bye having to carry a separate usb stick.

    - Blackberry Browser/Opera Mini: Surf the web whenever convenient, do price & inventory comparisons before or while @ the store: Hello otherwise wasted time & better price deals!

    Any way you slice it, the 8800 is nearly the Amazon.com of device uses. While it may not yet be the best at each (think iPod), it definately appeals to on demand usability, what it can do in an easier way than if you didn’t have an 8800, and also the savings (either in device, monthly fees, or through informed decision making).

  • CC

    Let’s call it, “BlackBerry Cool.” Slogan: “This is not just your Dad’s blackberry anymore.” Ultra Slim. Have TV ads featuring each feature seperately then merge them together into one just before the launch. For example, Picture a person walking out of an office building talking and typing with one hand, then show them walking into their house and switching to answer there home phone via wifi with their bb 8800. The second commercial could be: taunting the ease of use ie. one hand. Need to cover the style and design with sleek print ads maybe showing only part of the phone and highlighting only one feature at a time in a sense teasing us about all the features.

  • CC

    Let’s call it, “BlackBerry Cool.” Slogan: “This is not just your Dad’s blackberry anymore.” Ultra Slim. Have TV ads featuring each feature seperately then merge them together into one just before the launch. For example, Picture a person walking out of an office building talking and typing with one hand, then show them walking into their house and switching to answer there home phone via wifi with their bb 8800. The second commercial could be: taunting the ease of use ie. one hand. Need to cover the style and design with sleek print ads maybe showing only part of the phone and highlighting only one feature at a time in a sense teasing us about all the features.

  • Roger

    RIM needs to find a way to target users like myself. I am a business power-user that can’t live w/o my Blackberry. I will only use a Querty-based Blackberry because of my preference, but I do want more consumer oriented features. I look forward to the day that I can leave my iPod at home, and be able to plug into my Blackberry for my music.
    The Pearl was a great step forward for RIM, but they dropped the ball for those of us looking for a consumer-oriented Blackberry, but still preferred the Querty-based full keyboard.
    I have gone from a 7750 to a 7250 to a 8703e, so I am a dedicated Blackberry user, but I still carry my iPod wherever I go.
    I would like to see a print ad or poster showing a “before” picture with a 72xx Blackberry, and iPod or mp3 player, and a digital camera, and an “after” picture with simply a 8800…caption could be “Travel light - for business and pleasure. The ultimate business tool meets pleasure: The new Blackberry 8800…”

  • Roger

    RIM needs to find a way to target users like myself. I am a business power-user that can’t live w/o my Blackberry. I will only use a Querty-based Blackberry because of my preference, but I do want more consumer oriented features. I look forward to the day that I can leave my iPod at home, and be able to plug into my Blackberry for my music.
    The Pearl was a great step forward for RIM, but they dropped the ball for those of us looking for a consumer-oriented Blackberry, but still preferred the Querty-based full keyboard.
    I have gone from a 7750 to a 7250 to a 8703e, so I am a dedicated Blackberry user, but I still carry my iPod wherever I go.
    I would like to see a print ad or poster showing a “before” picture with a 72xx Blackberry, and iPod or mp3 player, and a digital camera, and an “after” picture with simply a 8800…caption could be “Travel light - for business and pleasure. The ultimate business tool meets pleasure: The new Blackberry 8800…”

  • zac brown

    A catchy tune playin while a hand holding a blackberry is the main focus of the screen. The hand, screen and background change but the bb stays…slowly zooming out showing all different people around the world being connected together through their blackberrys and the aps on the….a high power exec, wife, kids, field techs, clients, teachers, market managers and consumers…blackberry; connecting people with…people (the slogan)

  • zac brown

    A catchy tune playin while a hand holding a blackberry is the main focus of the screen. The hand, screen and background change but the bb stays…slowly zooming out showing all different people around the world being connected together through their blackberrys and the aps on the….a high power exec, wife, kids, field techs, clients, teachers, market managers and consumers…blackberry; connecting people with…people (the slogan)

  • Ruth

    I think we need to go with adverts on the big screen.

    Have a couple on hiking up a mountain, they are obviously in the jungle. Alone…they get to the top and they are at the RIM of a volcano. The girl looks at the guy, sort of fear, sort of excitement. He whips out his blackberry and instantly calls his friends, sends pictures. We see them all over the world, at work, home, in the cars receiving these awesome pics. Within minutes they have thier blackberry’s, with GPS attached, heading off to the RIM.

    And the Slogan is “Stand on the RIM of excitement!”

  • Ruth

    I think we need to go with adverts on the big screen.

    Have a couple on hiking up a mountain, they are obviously in the jungle. Alone…they get to the top and they are at the RIM of a volcano. The girl looks at the guy, sort of fear, sort of excitement. He whips out his blackberry and instantly calls his friends, sends pictures. We see them all over the world, at work, home, in the cars receiving these awesome pics. Within minutes they have thier blackberry’s, with GPS attached, heading off to the RIM.

    And the Slogan is “Stand on the RIM of excitement!”

  • Ruth

    I think we need to go with adverts on the big screen.

    Have a couple on hiking up a mountain, they are obviously in the jungle. Alone…they get to the top and they are at the RIM of a volcano. The girl looks at the guy, sort of fear, sort of excitement. He whips out his blackberry and instantly calls his friends, sends pictures. We see them all over the world, at work, home, in the cars receiving these awesome pics. Within minutes they have thier blackberry’s, with GPS attached, heading off to the RIM.

    And the Slogan is “Stand on the RIM of excitement!”

  • Kevin

    as part of a viral marketing campaign, pour boxes of blackberries around metropolitan areas, at the doors of companies who use Blackberrys, and at public parks and such. “The 8800 is coming. Blackberries aren’t just Business anymore”, or something like that.

  • Kevin

    as part of a viral marketing campaign, pour boxes of blackberries around metropolitan areas, at the doors of companies who use Blackberrys, and at public parks and such. “The 8800 is coming. Blackberries aren’t just Business anymore”, or something like that.

  • Chris Rowan

    If RIM is aiming for wide consumer adoption ON TOP of hardcore business users, there is only one way to go: promote the 8800 as ultra hip with a nod to “business” so the business users don’t write it off as a sell out.

    I’d use a large budget getting the sexy device in front of eyeballs. Show it in “hip” situations. Cool people would be doing cool things with their 8800’s.

    Then end each spot with these cool people doing a little business - the pretty girl at the club might acutally be an attorney who polishes off a deal between dances, etc.

    The slogan would be “seriously cool.”

  • Chris Rowan

    If RIM is aiming for wide consumer adoption ON TOP of hardcore business users, there is only one way to go: promote the 8800 as ultra hip with a nod to “business” so the business users don’t write it off as a sell out.

    I’d use a large budget getting the sexy device in front of eyeballs. Show it in “hip” situations. Cool people would be doing cool things with their 8800’s.

    Then end each spot with these cool people doing a little business - the pretty girl at the club might acutally be an attorney who polishes off a deal between dances, etc.

    The slogan would be “seriously cool.”

  • http://www.sharepointbuzz.com/ Kanwal

    Besides all the big marketing campaigns that all other companies are doing … why not doing something viral…

    Target the net generation. Go out on the streets. And ask people if they recognize the new blackberry. Record their responses and put it up on youtube and a few other sites. Get on diggnation. Spend little but intelligently and you can have the social media marketing this for you. Possibly even send a few of these to bloggers. Have them review it they can then decide to send it back to you or give it away on their blogs. … similiar to what microsoft did with ferrari laptops preloaded with their new Windows Vista

  • http://www.sharepointbuzz.com Kanwal

    Besides all the big marketing campaigns that all other companies are doing … why not doing something viral…

    Target the net generation. Go out on the streets. And ask people if they recognize the new blackberry. Record their responses and put it up on youtube and a few other sites. Get on diggnation. Spend little but intelligently and you can have the social media marketing this for you. Possibly even send a few of these to bloggers. Have them review it they can then decide to send it back to you or give it away on their blogs. … similiar to what microsoft did with ferrari laptops preloaded with their new Windows Vista

  • Roshahn

    Blackberry 8800 the best thing since sliced bread. This thing will change your life. Target everybody that uses a cell phone that needs a handset with everything on it. Just Git er Done!!

  • Roshahn

    Blackberry 8800 the best thing since sliced bread. This thing will change your life. Target everybody that uses a cell phone that needs a handset with everything on it. Just Git er Done!!

  • Tony

    stick with the traditional ad’s…billboard, web, mag, etc. but also a commercial during the super bowl.
    It could go something like this…business people acting like teenagers at meetings and conferences texting each other back and forth, taking photos or looking at videos…and a typed statement “not your father’s blackberry”, or “business as usual”

  • Tony

    stick with the traditional ad’s…billboard, web, mag, etc. but also a commercial during the super bowl.
    It could go something like this…business people acting like teenagers at meetings and conferences texting each other back and forth, taking photos or looking at videos…and a typed statement “not your father’s blackberry”, or “business as usual”

  • Tony

    stick with the traditional ad’s…billboard, web, mag, etc. but also a commercial during the super bowl.
    It could go something like this…business people acting like teenagers at meetings and conferences texting each other back and forth, taking photos or looking at videos…and a typed statement “not your father’s blackberry”, or “business as usual”

  • Alan

    Massive consistent video advert.

    The 8800 personified! No primary actor only the 8800 & extras.

    The ads are clean simple and singular activity focused. Light & fresh.

    Begin with SuperBowl half-time.

    Individual Separate Ads:

    1.) Taking an incoming e-mail, scrolling its way through the text. Replying with keyboard speed.

    2.) Stopping in for a cup of coffee (at a coffee house)
    Sitting down checking an RSS feed.

    3.) Listening to a large audience presentation and upon hearing something striking, sending out a PIN to initiate an active response.

    4.)The IT professional receives a sever critical message, and the 8800 responds with a SMS to correct the issue. While continuing its leisurely activity.

    5.) A meeting room with other personified phones. One needs to respond to a message, but because of its screen size & keyboard it fumbles. The 8800 also receives a call from its admin. and doesn’t take the call, but responds immediately with a direct message which it easily types out.

    6. The real-estate 8800 is with clients looking at a property and submits an offer (via PIN) to the owner, who immediately replies with a counter offer (shows from its point of view.) The clients then respond with their answer.

    7.) The 8800 awakes from its packaging. New, clean, fresh. It unwraps itself & powers on. Runs through the menu. Displays its bright color screen. Quickly configures e-Mail. Sets owner information. Finishing out with the perspective dissolving to a title page.

    -end-

  • Alan

    Massive consistent video advert.

    The 8800 personified! No primary actor only the 8800 & extras.

    The ads are clean simple and singular activity focused. Light & fresh.

    Begin with SuperBowl half-time.

    Individual Separate Ads:

    1.) Taking an incoming e-mail, scrolling its way through the text. Replying with keyboard speed.

    2.) Stopping in for a cup of coffee (at a coffee house)
    Sitting down checking an RSS feed.

    3.) Listening to a large audience presentation and upon hearing something striking, sending out a PIN to initiate an active response.

    4.)The IT professional receives a sever critical message, and the 8800 responds with a SMS to correct the issue. While continuing its leisurely activity.

    5.) A meeting room with other personified phones. One needs to respond to a message, but because of its screen size & keyboard it fumbles. The 8800 also receives a call from its admin. and doesn’t take the call, but responds immediately with a direct message which it easily types out.

    6. The real-estate 8800 is with clients looking at a property and submits an offer (via PIN) to the owner, who immediately replies with a counter offer (shows from its point of view.) The clients then respond with their answer.

    7.) The 8800 awakes from its packaging. New, clean, fresh. It unwraps itself & powers on. Runs through the menu. Displays its bright color screen. Quickly configures e-Mail. Sets owner information. Finishing out with the perspective dissolving to a title page.

    -end-

  • Jon Hardmondy

    I think I would hit a new medium. Why not get some TV spots? Whether or not to use celebrities is up in the air, but something along the lines of Blackberry for work and for play… Feature the camera and other ‘fun’ aspects as well as the security and enterprise integration!

  • Jon Hardmondy

    I think I would hit a new medium. Why not get some TV spots? Whether or not to use celebrities is up in the air, but something along the lines of Blackberry for work and for play… Feature the camera and other ‘fun’ aspects as well as the security and enterprise integration!

  • George

    TV Commercial: 30 year old male at a business meeting viewing a pie chart on his BB and then an e-mail pops up from a girl “See you at 7″.

    Next scene the guy is using blackberrymaps to navigate to a location.

    Next scene the guy is in jeans and a shirt at a trendy bar sending an e-mail to his boss, he presses send and girl walks in.

    Image: Revolving Blackeberry 8800. Slogan Blackberry 8800 “Work where you live, live where you work.”

  • George

    TV Commercial: 30 year old male at a business meeting viewing a pie chart on his BB and then an e-mail pops up from a girl “See you at 7″.

    Next scene the guy is using blackberrymaps to navigate to a location.

    Next scene the guy is in jeans and a shirt at a trendy bar sending an e-mail to his boss, he presses send and girl walks in.

    Image: Revolving Blackeberry 8800. Slogan Blackberry 8800 “Work where you live, live where you work.”

  • Mike Ross

    History of Communication
    Prehistoric man-apes throw spinning bones in the air (like 2001 Space Odyssey) that turn into-not the monolith-the 8800. Maybe something with cave painting/petroglyphs…life is better.

    Moses gets frustrated on Mt. Sinai trying to remember what to put on the Stone Tablets (maybe with one of the Commandments subtley in the backround reading “Thou shall not annoy others by talking too loudly on your phone.”) — whips out his 8800 to check his ToDo list…life is better.

    Alexander Graham Bell tries to call Watson but can’t recall the number-check the Contacts in the 8800 (edit: I guess that’s similar to the last one-oh well.). Gets connected and Watson invites him to party…life is better.

    Video? DW Griffith ‘Birth of a Nation’, Al Jolson in ‘Jazz Singer’, Disney’s Mickey Mouse in ‘Steamboat Willie’ — scroll ‘em and watch on the 8800. Order a movie online…life is better.

    Life is Better with the Blackberry 8800.

  • Mike Ross

    History of Communication
    Prehistoric man-apes throw spinning bones in the air (like 2001 Space Odyssey) that turn into-not the monolith-the 8800. Maybe something with cave painting/petroglyphs…life is better.

    Moses gets frustrated on Mt. Sinai trying to remember what to put on the Stone Tablets (maybe with one of the Commandments subtley in the backround reading “Thou shall not annoy others by talking too loudly on your phone.”) — whips out his 8800 to check his ToDo list…life is better.

    Alexander Graham Bell tries to call Watson but can’t recall the number-check the Contacts in the 8800 (edit: I guess that’s similar to the last one-oh well.). Gets connected and Watson invites him to party…life is better.

    Video? DW Griffith ‘Birth of a Nation’, Al Jolson in ‘Jazz Singer’, Disney’s Mickey Mouse in ‘Steamboat Willie’ — scroll ‘em and watch on the 8800. Order a movie online…life is better.

    Life is Better with the Blackberry 8800.

  • Matt N

    Slogan: The 007 of blackberry devices.

    Take a seen from a James Bond movie and 007 using the device.

    I would market the 8800 like a James Bond device. The stealth of a cellphone but the adavnced technoligies even James Bond would approve of. The unit would come in handy in the hands of Jmes bond with it’s bulit in camera for taking those special pictures and built in gps for tracking his every move.

  • Matt N

    Slogan: The 007 of blackberry devices.

    Take a seen from a James Bond movie and 007 using the device.

    I would market the 8800 like a James Bond device. The stealth of a cellphone but the adavnced technoligies even James Bond would approve of. The unit would come in handy in the hands of Jmes bond with it’s bulit in camera for taking those special pictures and built in gps for tracking his every move.

  • Sam

    I’ve been thinking about this for a while, and I’ve got some great commercial ideas. The Blackberry is a productivity device, but while they are adding lots of ‘lifestyle’ features like media players and cameras, people don’t think of them as something outside of business. The pearl started to change this perception, and the 8800 could seal the deal.

    But RIM hasn’t been marketing much, and certainly not to some audiences that could buy a lot of devices.

    Here is the concept: Hip, rebellious people, who are making waves, and getting things done, without following in everyone else’s footsteps. They buck tradition, by doing things better.

    Youth advertising: Aim at the 16-22 year old market. Not the jock kids, or nerd kids, but the kids who listen to indy music, wear crazy clothes, and are still smarter than their teachers.

    TV commercial: Young man with crazy haircut and punky clothes sits in back of classroom. He’s listening to some hip music, something people have heard, but isn’t ‘mainstream’, like OK GO. He looks bored as he fiddles with his 8800. Teacher points at the blackboard, and tells everyone to write down the dates of their next exams. Other students paw through their bags looking for schedule books. Teacher yells at student in back of class, “Young man! You had best write this down if you expect to succeed in my class!” and he looks up, and says, bored, but a little smuggly, “Its already done.” Then we flash to the screen of his BB, and the dates are already in his calendar.

    Same student at a party. Loud music is playing, and things are obviously a little crazy, but not downright immoral. His friends say, “That girl you were dancing with is totally into you! You should get her number!!” He replies, “Its already done!” Flash to his BB screen, and you see a text message thread “Blow this joint and get some coffee down the street?” and her reply, “I’d love to, see you in a minute. :-*”

    Etc. The point is to make it clear he’s a rebel, but is the master of his own life. Succeeding, but on his own terms.

    Other TV spots for other age groups could focus on the same concept. A business man in a nice suit, but crazy sneakers, leaning back in his chair at a meeting. A stuffed shirt boss says, “Jensen, are you listening?? Make sure you contact the Roger’s about that contract!” and he says, “Oh, I already did that.” Flash to his BB screen, and you see an email from Roger saying, “Thanks for your fast reply, I’d be happy to meet with you to discuss the contract details.”

    An exasperated husband paces in the kitchen during breakfast. He’s obviously stressed out. He says to his wife, “Ok ok, so Jenny has a doctor’s appointment, Scott has his soccer game, we’ve got the PTA meeting and 4, and and and….!” and his wife, confident and calm, holding her BB, says, “Don’t worry, its all taken care of.” Flash to her BB screen, and she flips through her todo list and her calendar, everything neatly planned.

    BB users aren’t trend followers, they are trend setters. They don’t fit the mold of society, they break out of it, and do things a better way. This concept can be applied to any age group. It doesn’t have to be a ‘kids phone’, or a ‘business phone’, just a smart device for smart people, no matter where they are.

  • Sam

    I’ve been thinking about this for a while, and I’ve got some great commercial ideas. The Blackberry is a productivity device, but while they are adding lots of ‘lifestyle’ features like media players and cameras, people don’t think of them as something outside of business. The pearl started to change this perception, and the 8800 could seal the deal.

    But RIM hasn’t been marketing much, and certainly not to some audiences that could buy a lot of devices.

    Here is the concept: Hip, rebellious people, who are making waves, and getting things done, without following in everyone else’s footsteps. They buck tradition, by doing things better.

    Youth advertising: Aim at the 16-22 year old market. Not the jock kids, or nerd kids, but the kids who listen to indy music, wear crazy clothes, and are still smarter than their teachers.

    TV commercial: Young man with crazy haircut and punky clothes sits in back of classroom. He’s listening to some hip music, something people have heard, but isn’t ‘mainstream’, like OK GO. He looks bored as he fiddles with his 8800. Teacher points at the blackboard, and tells everyone to write down the dates of their next exams. Other students paw through their bags looking for schedule books. Teacher yells at student in back of class, “Young man! You had best write this down if you expect to succeed in my class!” and he looks up, and says, bored, but a little smuggly, “Its already done.” Then we flash to the screen of his BB, and the dates are already in his calendar.

    Same student at a party. Loud music is playing, and things are obviously a little crazy, but not downright immoral. His friends say, “That girl you were dancing with is totally into you! You should get her number!!” He replies, “Its already done!” Flash to his BB screen, and you see a text message thread “Blow this joint and get some coffee down the street?” and her reply, “I’d love to, see you in a minute. :-*”

    Etc. The point is to make it clear he’s a rebel, but is the master of his own life. Succeeding, but on his own terms.

    Other TV spots for other age groups could focus on the same concept. A business man in a nice suit, but crazy sneakers, leaning back in his chair at a meeting. A stuffed shirt boss says, “Jensen, are you listening?? Make sure you contact the Roger’s about that contract!” and he says, “Oh, I already did that.” Flash to his BB screen, and you see an email from Roger saying, “Thanks for your fast reply, I’d be happy to meet with you to discuss the contract details.”

    An exasperated husband paces in the kitchen during breakfast. He’s obviously stressed out. He says to his wife, “Ok ok, so Jenny has a doctor’s appointment, Scott has his soccer game, we’ve got the PTA meeting and 4, and and and….!” and his wife, confident and calm, holding her BB, says, “Don’t worry, its all taken care of.” Flash to her BB screen, and she flips through her todo list and her calendar, everything neatly planned.

    BB users aren’t trend followers, they are trend setters. They don’t fit the mold of society, they break out of it, and do things a better way. This concept can be applied to any age group. It doesn’t have to be a ‘kids phone’, or a ‘business phone’, just a smart device for smart people, no matter where they are.

  • John

    Sell it to the non BES business customer that wants more bells and whistles on their blackberry.

  • http://bbcool John

    Sell it to the non BES business customer that wants more bells and whistles on their blackberry.

  • TJ

    Show this text flashing on the TV ad’s intro screen:
    “Blackberry 8800: One Step Ahead/Forward”

    The camera then cuts to various instances of people on the 8800 utilizing all of its features, while other people on lesser/other devices are shown walking or stumbling behind them as they awkwardly try to keep up.

  • TJ

    Show this text flashing on the TV ad’s intro screen:
    “Blackberry 8800: One Step Ahead/Forward”

    The camera then cuts to various instances of people on the 8800 utilizing all of its features, while other people on lesser/other devices are shown walking or stumbling behind them as they awkwardly try to keep up.

  • Julie

    BLackberry does it again, Sleek thin and all you need built into something you all need. Never mind your conventional computer that those were the days I would also put the flinstones in it Yabba dabba do …. In with the new and show and enlighten the world with the new 8800 …

    I would grab some people in the 25-35 age groups that have never used one and get them to play with it for a bit and give the honest true feleings of the style the feel and the look and impress them all that no longer are you tied to a chair your on the go now :)

  • Julie

    BLackberry does it again, Sleek thin and all you need built into something you all need. Never mind your conventional computer that those were the days I would also put the flinstones in it Yabba dabba do …. In with the new and show and enlighten the world with the new 8800 …

    I would grab some people in the 25-35 age groups that have never used one and get them to play with it for a bit and give the honest true feleings of the style the feel and the look and impress them all that no longer are you tied to a chair your on the go now :)

  • Julie

    BLackberry does it again, Sleek thin and all you need built into something you all need. Never mind your conventional computer that those were the days I would also put the flinstones in it Yabba dabba do …. In with the new and show and enlighten the world with the new 8800 …

    I would grab some people in the 25-35 age groups that have never used one and get them to play with it for a bit and give the honest true feleings of the style the feel and the look and impress them all that no longer are you tied to a chair your on the go now :)

  • Christopher

    The easiest way to market it would be to put it in the hands of people we know and let it be known that these widely known people use the 8800. I’m talking actors (we see pics of them holding BBs all the time now) Politicians (like the gov bush painting, Dick channey typing on something behind bush), Business professionals, etc. Get the device out there and let it be known that everyone wants emails now, not whenever your device chooses to poll the server. If people think the Blackberry 8800 is the “it” device, they will definately seriously consider it for their next purchase.

    Something as simple as a commercial with the Vice President video of him checking something behind President Bush and then the caption saying, “Even the vice president was impressed with the new blackberry 8800″ would make the 8800 sell like crazy.

  • Christopher

    The easiest way to market it would be to put it in the hands of people we know and let it be known that these widely known people use the 8800. I’m talking actors (we see pics of them holding BBs all the time now) Politicians (like the gov bush painting, Dick channey typing on something behind bush), Business professionals, etc. Get the device out there and let it be known that everyone wants emails now, not whenever your device chooses to poll the server. If people think the Blackberry 8800 is the “it” device, they will definately seriously consider it for their next purchase.

    Something as simple as a commercial with the Vice President video of him checking something behind President Bush and then the caption saying, “Even the vice president was impressed with the new blackberry 8800″ would make the 8800 sell like crazy.

  • Christopher

    The easiest way to market it would be to put it in the hands of people we know and let it be known that these widely known people use the 8800. I’m talking actors (we see pics of them holding BBs all the time now) Politicians (like the gov bush painting, Dick channey typing on something behind bush), Business professionals, etc. Get the device out there and let it be known that everyone wants emails now, not whenever your device chooses to poll the server. If people think the Blackberry 8800 is the “it” device, they will definately seriously consider it for their next purchase.

    Something as simple as a commercial with the Vice President video of him checking something behind President Bush and then the caption saying, “Even the vice president was impressed with the new blackberry 8800″ would make the 8800 sell like crazy.

  • Josh

    Whoever says sex doesn’t sell and offends many is in complete denial. In todays world of business image isn’t everything but it is a good chunk of it. I would do a commercial and add campaign based mostly on how the BB8800 can take an everyday joe schmo and turn him into a pin stripe suit wearing italina model. Like a comic book store owner who opens the box to his new BB and once it touches his hand he goes into a morph to super business owner mode. he exits his store and immediately is greeted by beautiful models who Bluetooth him their numbers in a comic book sort of laser way. He then enters his limo and drives through the city seeing himself on billboards advertising his highly successful of all thing comic book store. Have him get an email from some celebrity and then after that have the limo crash and he wakes back up in his comic book store…….yeah it was all a dream. Have him get an email from his wife asking him to get milk on his way home……..and then as he’s locking his door to the store have one of the super models walk bye and say hey and his name just to make him smile and make the whole thing somewhat real…………..thats what blackberry needs to do. Most everyone in business knows about its function now sell its style its time.

  • Josh

    Whoever says sex doesn’t sell and offends many is in complete denial. In todays world of business image isn’t everything but it is a good chunk of it. I would do a commercial and add campaign based mostly on how the BB8800 can take an everyday joe schmo and turn him into a pin stripe suit wearing italina model. Like a comic book store owner who opens the box to his new BB and once it touches his hand he goes into a morph to super business owner mode. he exits his store and immediately is greeted by beautiful models who Bluetooth him their numbers in a comic book sort of laser way. He then enters his limo and drives through the city seeing himself on billboards advertising his highly successful of all thing comic book store. Have him get an email from some celebrity and then after that have the limo crash and he wakes back up in his comic book store…….yeah it was all a dream. Have him get an email from his wife asking him to get milk on his way home……..and then as he’s locking his door to the store have one of the super models walk bye and say hey and his name just to make him smile and make the whole thing somewhat real…………..thats what blackberry needs to do. Most everyone in business knows about its function now sell its style its time.

  • mandy

    We have all kinds of Device in stock and they are brand new.
    Sidekick III Mda Also available are Amplified Phones like:-
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    SUPERPRINT PRO 80 GOLD
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    Conditional
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    mandybeck123@yahoo.com

  • mandy

    We have all kinds of Device in stock and they are brand new.
    Sidekick III Mda Also available are Amplified Phones like:-
    Dialogue JV-35
    Dialogue XL-50
    Dialogue CL-40 Cordless
    Crystal Tone Plus
    ClearSounds 40XLC - Black
    StarPlus 45
    Uniden 4248 Cordless - Black
    CapTel - Captioned Telephone

    Speech Amplified Phones
    Basic Speech Amplified Phone HC-SPAMP
    Dialgoue XL-30 with outgoing voice amplifier
    Remote Control Speakerphone RC-200
    TeliTalk Speech Aid Telephone

    Voice Carry Over (VCO) and Combination TDD Phones
    Uniphone 1140-Phone/VCO/HCO/TDD
    CapTel - Captioned Telephone
    Ameriphone VCO

    Telecommunication Devices for the Deaf (TDD)
    SUPERPRINT PRO 80 GOLD
    SUPERPRINT PRO 80 with Large Visual Display (LVD)
    COMPACT TTY/C
    Superprint 4425 w/ASCII
    PocketComm

    TDD for the Blind
    Braillephone

    Signaling Devices
    Clarity Tone Ringer (Auditory)
    Ring Elite (TR-75)(Visual)
    ClearSounds HT-CL1 (Combo - Auditory/Visual)
    VibraCall Ring Signaler (Tactile)
    CONVENTIONAL (analog)
    PROGRAMMABLE (analog)

    The best awards and adV specialties supplier on the Net
    auctioning-Sidekick and Ipod
    many on-line mobile telephones. Wholesale & Retail Ship From: NIG · To
    Worldwide {Since2003}
    Conditional
    E-mail:
    mandybeck123@yahoo.com

  • mandy

    We have all kinds of Device in stock and they are brand new.
    Sidekick III Mda Also available are Amplified Phones like:-
    Dialogue JV-35
    Dialogue XL-50
    Dialogue CL-40 Cordless
    Crystal Tone Plus
    ClearSounds 40XLC - Black
    StarPlus 45
    Uniden 4248 Cordless - Black
    CapTel - Captioned Telephone

    Speech Amplified Phones
    Basic Speech Amplified Phone HC-SPAMP
    Dialgoue XL-30 with outgoing voice amplifier
    Remote Control Speakerphone RC-200
    TeliTalk Speech Aid Telephone

    Voice Carry Over (VCO) and Combination TDD Phones
    Uniphone 1140-Phone/VCO/HCO/TDD
    CapTel - Captioned Telephone
    Ameriphone VCO

    Telecommunication Devices for the Deaf (TDD)
    SUPERPRINT PRO 80 GOLD
    SUPERPRINT PRO 80 with Large Visual Display (LVD)
    COMPACT TTY/C
    Superprint 4425 w/ASCII
    PocketComm

    TDD for the Blind
    Braillephone

    Signaling Devices
    Clarity Tone Ringer (Auditory)
    Ring Elite (TR-75)(Visual)
    ClearSounds HT-CL1 (Combo - Auditory/Visual)
    VibraCall Ring Signaler (Tactile)
    CONVENTIONAL (analog)
    PROGRAMMABLE (analog)

    The best awards and adV specialties supplier on the Net
    auctioning-Sidekick and Ipod
    many on-line mobile telephones. Wholesale & Retail Ship From: NIG · To
    Worldwide {Since2003}
    Conditional
    E-mail:
    mandybeck123@yahoo.com

  • mandy

    We have all kinds of Device in stock and they are brand new.
    Sidekick III Mda Also available are Amplified Phones like:-
    Dialogue JV-35
    Dialogue XL-50
    Dialogue CL-40 Cordless
    Crystal Tone Plus
    ClearSounds 40XLC - Black
    StarPlus 45
    Uniden 4248 Cordless - Black
    CapTel - Captioned Telephone

    Speech Amplified Phones
    Basic Speech Amplified Phone HC-SPAMP
    Dialgoue XL-30 with outgoing voice amplifier
    Remote Control Speakerphone RC-200
    TeliTalk Speech Aid Telephone

    Voice Carry Over (VCO) and Combination TDD Phones
    Uniphone 1140-Phone/VCO/HCO/TDD
    CapTel - Captioned Telephone
    Ameriphone VCO

    Telecommunication Devices for the Deaf (TDD)
    SUPERPRINT PRO 80 GOLD
    SUPERPRINT PRO 80 with Large Visual Display (LVD)
    COMPACT TTY/C
    Superprint 4425 w/ASCII
    PocketComm

    TDD for the Blind
    Braillephone

    Signaling Devices
    Clarity Tone Ringer (Auditory)
    Ring Elite (TR-75)(Visual)
    ClearSounds HT-CL1 (Combo - Auditory/Visual)
    VibraCall Ring Signaler (Tactile)
    CONVENTIONAL (analog)
    PROGRAMMABLE (analog)

    The best awards and adV specialties supplier on the Net
    auctioning-Sidekick and Ipod
    many on-line mobile telephones. Wholesale & Retail Ship From: NIG · To
    Worldwide {Since2003}
    Conditional
    E-mail:
    mandybeck123@yahoo.com

  • Mark McDowell

    I suggest a BlackBerry leaning in the center of a beautiful bowl of sexy……blackberries!
    Slogan: Blackberries are full of vitamins and can be addicting.

  • Mark McDowell

    I suggest a BlackBerry leaning in the center of a beautiful bowl of sexy……blackberries!
    Slogan: Blackberries are full of vitamins and can be addicting.

  • Mark McDowell

    I suggest a BlackBerry leaning in the center of a beautiful bowl of sexy……blackberries!
    Slogan: Blackberries are full of vitamins and can be addicting.

  • sesostris

    Plain and simple

    “it’s not a cell phone, it’s a PEARL”

  • sesostris

    Plain and simple

    “it’s not a cell phone, it’s a PEARL”

  • sesostris

    Plain and simple

  • sesostris

    Plain and simple

  • wrestlingmom515

    Let’s face it, most children are more technological than parents these days. I have 2 different ways that Blackberry should market the 8800.

    1. What youngster doesn’t like to play with their parents cell phone or PDA? In fact, a lot of kids have their own now, but one way to get it out there would be to have a miniature model of it as a toy in a Happy Meal at McDonalds. Everyone eats at McDonalds and all of the little kids love to play with the toys they get. If they had a play Blackberry 8800 to play with and could tell their parents how “cool” they were, there would be alot of parents wanting one for themselves.

    2. Another way to market it would be to get it out into the schools for the students to use for hands-on. As a teacher, I would love to have about 10 of them in my classroom. I can think of at least fifteen ways my students could use them during Math, Reading, Science, and Writing and then all of them would want one at home also. Just a thought

  • wrestlingmom515

    Let’s face it, most children are more technological than parents these days. I have 2 different ways that Blackberry should market the 8800.

    1. What youngster doesn’t like to play with their parents cell phone or PDA? In fact, a lot of kids have their own now, but one way to get it out there would be to have a miniature model of it as a toy in a Happy Meal at McDonalds. Everyone eats at McDonalds and all of the little kids love to play with the toys they get. If they had a play Blackberry 8800 to play with and could tell their parents how “cool” they were, there would be alot of parents wanting one for themselves.

    2. Another way to market it would be to get it out into the schools for the students to use for hands-on. As a teacher, I would love to have about 10 of them in my classroom. I can think of at least fifteen ways my students could use them during Math, Reading, Science, and Writing and then all of them would want one at home also. Just a thought

  • Cristi Mariean

    I got the new 8830 and it simply rocks!

  • Cristi Mariean

    I got the new 8830 and it simply rocks!

  • RCinATX

    The 8800 definately needs a ‘cool’ name that appeals to its business target audience. Today all ‘hot’ phones need a cool name. Maybe hire Donald Trumps daughter as pitchman…

  • RCinATX

    The 8800 definately needs a ‘cool’ name that appeals to its business target audience. Today all ‘hot’ phones need a cool name. Maybe hire Donald Trumps daughter as pitchman…

  • RCinATX

    The 8800 definately needs a ‘cool’ name that appeals to its business target audience. Today all ‘hot’ phones need a cool name. Maybe hire Donald Trumps daughter as pitchman…

  • Manbhar

    Merry XMas! BlackBerry Xmas!!!

  • Manbhar

    Merry XMas! BlackBerry Xmas!!!

  • http://zaray.info/bjs-wholesale Hillary

    Thanks for your project. I like this site. KEEP IT UP..

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  • http://www.hatgelakas.com/ Peter

    How would I market the 8800?
    If it really is the greatest, who better to start marketing it to than a techie - MIT, Caltech, WPI, RPI, …etc. Turn it into a tech status symbol and the rest of the world will follow.

  • http://www.hatgelakas.com/ Peter

    How would I market the 8800?
    If it really is the greatest, who better to start marketing it to than a techie - MIT, Caltech, WPI, RPI, …etc. Turn it into a tech status symbol and the rest of the world will follow.

  • http://www.hatgelakas.com Peter

    How would I market the 8800?
    If it really is the greatest, who better to start marketing it to than a techie - MIT, Caltech, WPI, RPI, …etc. Turn it into a tech status symbol and the rest of the world will follow.

  • http://www.thehansens.com/ Dave Hansen

    Have a TV commercial of someone in the front row of a major football game such as the playoffs or the superbowl, watching their blackberry more than they are directly watching the game. The person would absolutely be identified as a sports fan with a painted shirtless body, a painted face, a huge foam hand with the index finger pointed up (for number 1), and a blackberry in the other hand for statistics, other game information and replays.

  • http://www.thehansens.com Dave Hansen

    Have a TV commercial of someone in the front row of a major football game such as the playoffs or the superbowl, watching their blackberry more than they are directly watching the game. The person would absolutely be identified as a sports fan with a painted shirtless body, a painted face, a huge foam hand with the index finger pointed up (for number 1), and a blackberry in the other hand for statistics, other game information and replays.

  • http://www.thehansens.com/ Dave Hansen

    By the way, it would be nice if the guy with the painted face and body sitting in the front row of the payoff game holding the blackberry was me.

  • http://www.thehansens.com Dave Hansen

    By the way, it would be nice if the guy with the painted face and body sitting in the front row of the payoff game holding the blackberry was me.

  • Constance Hopkins-Bailey

    The 8800 should be marketted to all ages from teenagers to adults. Fun stuff but also thing that simplify your everyday life. My Space capibilities, spreadsheets, easier sync with windows vista, and video camera (to capture special momments). The average middle class individual knows what they want and will pay for something that makes then feel important. Make the price reasonable,from the start. T-Mobile has reasonable family plans and data plans so it can be a phone for the entire family to have and enjoy. Plus everyone sees T-mobile’s comercials. I own a BB Pearl and if the price was more reasonable my teenager would have one too.
    “My BB with RIM Technology Completes Me…
    It’s Who I Am”

  • http://myBBwithRIMtechnologycompletesme... Constance Hopkins-Bailey

    The 8800 should be marketted to all ages from teenagers to adults. Fun stuff but also thing that simplify your everyday life. My Space capibilities, spreadsheets, easier sync with windows vista, and video camera (to capture special momments). The average middle class individual knows what they want and will pay for something that makes then feel important. Make the price reasonable,from the start. T-Mobile has reasonable family plans and data plans so it can be a phone for the entire family to have and enjoy. Plus everyone sees T-mobile’s comercials. I own a BB Pearl and if the price was more reasonable my teenager would have one too.
    “My BB with RIM Technology Completes Me…
    It’s Who I Am”

  • http://homepageonline.com/ Conrad

    8800 Needs a ‘catch name’ like the ‘curve’. This will give you instant ‘brand model’recognition based on it’s most innovative feature(s). Instead of just calling it 8800, the WiPhone? Watch out apple!!

  • http://homepageonline.com/ Conrad

    8800 Needs a ‘catch name’ like the ‘curve’. This will give you instant ‘brand model’recognition based on it’s most innovative feature(s). Instead of just calling it 8800, the WiPhone? Watch out apple!!

  • http://homepageonline.com Conrad

    8800 Needs a ‘catch name’ like the ‘curve’. This will give you instant ‘brand model’recognition based on it’s most innovative feature(s). Instead of just calling it 8800, the WiPhone? Watch out apple!!

  • Robert Bockenkamp

    “Blackberry…A Proud Past…A BOLD Future”

    That would be the slogan. I would have several phones from past to present above the slogan showing the advances in technology and the longevity of the brand name.

  • Robert Bockenkamp

    “Blackberry…A Proud Past…A BOLD Future”

    That would be the slogan. I would have several phones from past to present above the slogan showing the advances in technology and the longevity of the brand name.

  • Robert Bockenkamp

    So who won??

  • Robert Bockenkamp

    So who won??

  • Alan Dunn

    If the 8800 is anything like my new 8320 curve it should be very easy to market. My Curve is the first smart phone I’v had and I’m very impressed with the ease of use. I get alot of comments on the phone. MArket it the same as you did with the Curve 8300 series!

    Alan Dunn

  • Alan Dunn

    If the 8800 is anything like my new 8320 curve it should be very easy to market. My Curve is the first smart phone I’v had and I’m very impressed with the ease of use. I get alot of comments on the phone. MArket it the same as you did with the Curve 8300 series!

    Alan Dunn

  • Victor DePratti, M.D.

    The 8800 has it all. The genius of Blackberry is in its finest form, including a valuable GPS capability from the get go. Mapping/Navigation with GPS is the only way to go. Combined with the other now famous Blackberry functionality, the 8800 is a winner.

  • Victor DePratti, M.D.

    The 8800 has it all. The genius of Blackberry is in its finest form, including a valuable GPS capability from the get go. Mapping/Navigation with GPS is the only way to go. Combined with the other now famous Blackberry functionality, the 8800 is a winner.

  • http://www.watch-spongebob.com/ Spongebob Squarepants

    Like to watch Stargate Atlantis episodes and also Lost. I found your blog on google and read a few of your other posts. I just added you to my Google News Reader. Look forward to reading more from you in the future.

  • http://www.watch-spongebob.com Spongebob Squarepants

    Like to watch Stargate Atlantis episodes and also Lost. I found your blog on google and read a few of your other posts. I just added you to my Google News Reader. Look forward to reading more from you in the future.

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