I don’t know who does market research for BlackBerry in the USA, but the brand is in trouble and I doubt people in the USA are waiting for a physical keyboard. BBRY may own the market, but it is because no other OEM cares to go after such a small market. The big screen phones is what people want, even in Canada. The Aristo/A10 should have been the second USA phone, if not the first. Any QWERTY device should have had more screen real-estate, even if it meant using the Aristo body. My brother in Canada just bought a Galaxy S4, even after I gave him a PlayBook. Had the PB been running OS 10 he might have gotten a Z10, after playing with OS 10 first hand. He says he likes android better. All of my talk about OS 10 was not enough. BBRY Marketing is still a very weak link from research to advertising. He is a stock broker with a boutique clientele. You’d think he would feel more secure with a BlackBerry. Many stock brokers steer clear of BBRY stock. This is, I believe, mainly because of the misinformation they see out there and the lack of communication or correction by BBRY Marketing with on point ad campaigns. Cute jinlge music advertising says nothing about product differentiation/information that matters to people. Clarity is required on what makes OS10, OS 10! This is where the ads need to focus–especially in the USA where BBRY is not APPL and should not have APPL type cute ads. Heck even APPL can properly spend 30 seconds differentiating its product, the IPhone:
Which Ad Do You Like More Apple v. BlackBerry and Tell Us Why, Take Our Poll
Even looking at the minute plus BlackBerry ad in my link above, captions should be placed on the bottom of the frames displaying the key new OS 10 features:1)Time Shift, 2) Balance, 3)Flick Typing, 4) HUB. The captions can easily run under the ad to define the features that no one else offers. Make full use of the screen real-estate. Most people are visual “learners” so define these four key differentiators in captions using a few key words. As an example, what is time shift, we see it in the ad, but would not recognize it as a feature of OS 10, unless we have used OS10. So, as the kid begins to appear start defining time shift in a caption: “Time shift allows multiple frames of a picture in time to recreate the perfect photo” so that when we see the time shift in action image we know what we are looking at and can make a lasting visual connection.
What are you ideas, views on the lack of brand awareness in the USA for the new BlackBerry and its new devices? Let us know in the comments below; we care about your thoughts!
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