article

blackberry taste test

[WHAT]

  1. ] AD SERIES - the blackberry "taste test" (ala the cola wars)
    1. SCENE: smartphone user is presented with a bb device by "tester", 
    2. 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 ) 
    3. + jokes - "whats a bb?", "didnt they go out of business?", "my grandfather had one of those", "etc"
    4. -- FYI bb perception - (x) % of users don't know bb10 was released, oct 2013, src=
    5. SCENE: our "tester" shows the current bb lineup, featuring the
      1. z30 - big touch screen,
      2. q10 - keyboard
      3. z10 - right size, 
      4. z3 -
    6. SCENE: "tester" does a quick demo of bb feature (sub) set to entice/tease/attract/seduce user
      1. -- set 1 - hub, active, removable battery, expandable memory, filesystem, nfc, bbm, movie maker, keyboard, bb balnce -workMode, HIDDEN FEA seamless os updates, encryptions
      2. -- set 2 - ...
      3. -- set 3 - ...
    7. SCENE - the OFFER is to "give up/aka trade" their 'current smartphone' and try out/test drive a bb for 30 days,
      1. ] after 30 days, if they want to switch back, we will thank you for trying us out with a gift of ( $100) OR
      2. ] if you want to stay with the BB you can trade up to the BB model of your choice
    8. VALUE ADD
      1. ] transition user info from (device current_phone to device bb_10 )
    9. VALUE ADD - * bb training classes 
      1. ] version from ios -> bb
      2. ] version from android -> bb
    10. VALUE ADD
      1. ] bb assist - ala amazon lifeline -
  2. ] AD SERIES - advertise the results of the bb taste test 
    1. ] (# %) of android users switched to bb 
    2. ] (# %) of ios users switched to bb 
    3. ] (# %) of other smartphone users switched to bb
    4. ] ttl (# %) of users who switched, -   
  3. ] AD SERIRES - we learned 
    1. ] (# %) of users who tried bb 
    2. ] (# %) of those who went back to their phone, the main reason was ...
    3. ] heres what we a looking to do to resolve that ... 
- 

[WHY - objectives ]

  1. ] changing perception
  2. ] 

[WHERE]

  1. ] shopping mall kiosk
    1. ] 
  2. ] sporting event (football tailgate party, hockey intermission)
    1. ] 

[WHEN]

  1. ] 

[EXAMPLE]

  1. ]

[HOW-TO]

  1. ] the taste test team
    1. ] 
  2. ] the taste test kiosk 
    1. ] 

[REFERENCE]

  1. ] with a goal of 10% of switched users, 
  2. ] profitability point in units = 100 m annually, 
    1. gross marger per unit @ , = $40 * 10 million = 400 million

 

Details Photos Edit more

Details

ID: 1904

NAME: blackberry-marketing-concept-taste-test

DESCRIPTION: ]taste test ala the cola wars - offering up consumers a chance to try out the blackberry 10 program

AUTHOR: article.author/s

EDITOR: article.editor/s

PUBLISHER: article.publisher/s

STATUS: Write

PRIORITY: 0

OWNER ID: 75

Content Photos Edit more

photos

page_photo

actions

Email Email-Owner SMS and