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Old 12-26-2006, 06:09 AM   #1 (permalink)
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Smile Pearl Feedback...help please : )

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Hi Guys, I have to write an assignment for Uni in the UK on how to market the Pearl to the UK youth. Would really appreciate some feedback from you guys about how good/bad the pearl is, what you use it for and how old you guys are.... cheers
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Old 12-26-2006, 03:48 PM   #2 (permalink)
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definately highlight the camera and other media features. Say how you can customize the email notifications for every email address that is registered to the BB.....personal and corporate. not sure what else to say for now
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Old 12-26-2006, 03:55 PM   #3 (permalink)
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Quote:
Originally Posted by tippie
Hi Guys, I have to write an assignment for Uni in the UK on how to market the Pearl to the UK youth. Would really appreciate some feedback from you guys about how good/bad the pearl is, what you use it for and how old you guys are.... cheers
A better research method would be to simply read all the threads in here. Lots of info. And it would be more thorough and quicker than waiting for people to repeat themselves in your thread.

Also look at the main page threads talking about Pearl stock, quarter reports, etc. You can jazz up your paper with some actual numbers and reports.

Lastly, note that this has already been done for you. There are articles all over the Net that talk about why RIM developed the Pearl and how it went about marketing it.

Sidenote and Hint: It took three years to develop. RIM developed the Pearl to attract some of those 195 million "casual" U. S. users [meaning non-professionals] to RIM products and services. Marketing efforts have NOT focused on capturing the "teen" segment, those inclined to use a SideKick.

Last edited by SanFrancisco : 12-26-2006 at 04:01 PM.
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Old 12-26-2006, 04:27 PM   #4 (permalink)
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This might be some help to you. This is a comparison chart for all the smartphones T-mobile makes.

http://www.geocities.com/sk3vsbb8100/
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Old 12-26-2006, 04:29 PM   #5 (permalink)
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Hmm, market to UK youth? Well... Lets think.. Like a marketing droid...

Marketing droids don't see people as people, they see them as vast lists of properties. To market to a person, you tune your marketing to match the list of properties of your given market.

The sidekick is heavily marketed toward youth, because its 'fun', and hip and all that. You can't compete with that. So don't aim at the 'regular' youth, market the Pearl as a tool for power users, including power user youth.

Imagine this commercial...

We open on a classroom, a student in slighly punkish clothing sits in the back. He's listening to music on his Pearl. I'd use a band that is 'underground', but getting some media exposure, like OK-GO in the US. The student isn't paying any attention to the teacher.

The teacher is telling the students to write down all the dates that their papers are due, and they are all furiously scribbling in their notebooks. She yells at the student in the back, "Are you paying ATTENTION??" and he pulls one headphone off and says, politely, but with a little smug-ness, "Its already done." We see the screen of his Pearl, and the calendar app is open, with his assignment list already created.

Then we see the student at home, sprawled out on the couch, in the same punkish clothes that indicate that he is independently minded, and its Christmas. He's listening to more music on his headphones connected to his Pearl. Wrapping paper is all over, and younger siblings are writing notes on notecards. Mother asks, angrily, "Aren't you going to write your grandparents a thank-you note???" and the student pulls one headphone ear off, and says, "Its already done.." We see the screen of his pearl, and he's just sending an email to grandma saying, "Thanks for the headphones! I love you!"

Then the final scene, we see him with his friends at a party. Indie rock is playing. The party scene is not debaucherous, IE, no liqour or anything, but is still hardcore, with people wearing crazy clothes and dancing. The look is "independent and extreme", but not "illegal or immoral". The same student is talking with some friends, and they say, "Mate! That girl you were dancing with a few minutes ago was totally into you! You should go find her and get her number!" He says, smiling, "Its already done." We see the screen of his pearl, and there is a text message from him saying, "Want to get some coffee after the party? I know a great joint up the street." and her reply, "I'd love too. :-*"

Closing text, something like, "The new Blackberry Pearl, your life, your pace."

The end.

The whole point is to position the Pearl as the device for youth who want control over their life. Not just for 'chitchat' like the sidekick, but also not for 'teacher's pets' or people with technology fetishes. For the independent youth.

Thats what I'D do, if I were a marketing droid.

peace,
sam
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Old 12-26-2006, 04:32 PM   #6 (permalink)
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*grins* I like that idea
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Old 12-26-2006, 04:33 PM   #7 (permalink)
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hehehehe....i put this thread back up for attention....the joys of hunting for threads with no replies yet
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Old 12-27-2006, 01:16 PM   #8 (permalink)
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Default Cheers

Guys,

All this info is wicked....cheers. I've read loads of other threads and got some really great ideas.

Love the commercial idea... fantastic!!

K x
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Old 12-27-2006, 03:00 PM   #9 (permalink)
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phidauex did all the work for ya.... ha ;)
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