(public).sospep.subjects ~ view article ~ blackberry-marketing-concept-taste-test

<h1 style="text-align: center;">blackberry taste test</h1>
<h2>[WHAT]</h2>
<ol>
<li><strong>] AD SERIES - the blackberry "taste test" (ala the cola wars)</strong></li>
<ol>
<li>SCENE: smartphone user is presented with a bb device by "tester",&nbsp;</li>
<li>SCENE: our user "imagines" what a bb is ( thought bubbles float with 'prehistoric device images' from the smartphone caveman days a giant cell, big clunky keyboard, user with grandfatherly image )&nbsp;</li>
<li>+ jokes - "whats a bb?", "didnt they go out of business?", "my grandfather had one of those", "etc"</li>
<li>-- FYI bb perception - (x) % of users don't know bb10 was released, oct 2013, src=</li>
<li>SCENE: our "tester" shows the current bb lineup, featuring the</li>
<ol>
<li>z30 - big touch screen,</li>
<li>q10 - keyboard</li>
<li>z10 - right size,&nbsp;</li>
<li>z3 -</li>
</ol>
<li>SCENE: "tester" does a quick demo of bb feature (sub) set to entice/tease/attract/seduce user</li>
<ol>
<li>-- set 1 - hub, active, removable battery, expandable memory, filesystem, nfc, bbm, movie maker, keyboard, bb balnce -workMode, HIDDEN FEA seamless os updates, encryptions</li>
<li>-- set 2 - ...</li>
<li>-- set 3 - ...</li>
</ol>
<li>SCENE - the OFFER is to "give up/aka trade" their 'current smartphone' and try out/test drive a bb for 30 days, </li>
<ol>
<li>] after 30 days, if they want to switch back, we will thank you for trying us out with a gift of ( $100) OR </li>
<li>] if you want to stay with the BB you can trade up to the BB model of your choice</li>
</ol>
<li>VALUE ADD </li>
<ol>
<li>] transition user info from (device current_phone to device bb_10 )</li>
</ol>
<li>VALUE ADD - * bb training classes&nbsp;</li>
<ol>
<li>] version from ios -&gt; bb</li>
<li>] version from android -&gt; bb</li>
</ol>
<li>VALUE ADD</li>
<ol>
<li>] bb assist - ala amazon lifeline - </li>
</ol></ol>
<li><strong>] AD SERIES - advertise the results of the bb taste test&nbsp;</strong></li>
<ol>
<li>] (# %) of android users switched to bb&nbsp;</li>
<li>] (# %) of ios users switched to bb&nbsp;</li>
<li>]&nbsp;(# %) of other smartphone users switched to bb</li>
<li>] ttl&nbsp;(# %)&nbsp;of users who switched, - &nbsp;&nbsp;</li>
</ol>
<li><strong>] AD SERIRES - we learned&nbsp;</strong></li>
<ol>
<li>]&nbsp;(# %)&nbsp;of users who tried bb&nbsp;</li>
<li>]&nbsp;(# %)&nbsp;of those who went back to their phone, the main reason was ...</li>
<li>] heres what we a looking to do to resolve that ...&nbsp;</li>
</ol></ol>
<div>
<div>-&nbsp;</div>
</div>
<h2>[WHY - objectives ]</h2>
<ol>
<li>] changing perception</li>
<li>]&nbsp;</li>
</ol>
<h2>[WHERE]</h2>
<ol>
<li>] shopping mall kiosk</li>
<ol>
<li>]&nbsp;</li>
</ol>
<li>] sporting event (football tailgate party, hockey intermission)</li>
<ol>
<li>]&nbsp;</li>
</ol></ol>
<h2>[WHEN]</h2>
<ol>
<li>]&nbsp;</li>
</ol>
<h2>[EXAMPLE]</h2>
<ol>
<li>]</li>
</ol>
<h2>[HOW-TO]</h2>
<ol>
<li>] the taste test team</li>
<ol>
<li>]&nbsp;</li>
</ol>
<li>] the taste test kiosk&nbsp;</li>
<ol>
<li>]&nbsp;</li>
</ol></ol>
<h2>[REFERENCE]</h2>
<ol>
<li>] with a goal of 10% of switched users,&nbsp;</li>
<li>] profitability point in units = 100 m annually,&nbsp;</li>
<ol>
<li>gross marger per unit @ , = $40 * 10 million = 400 million</li>
</ol></ol>
<h1 style="text-align: center;">&nbsp;</h1>

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