RIM should trade The Boy Genius Report for CBTV
4 August 2008I know that Research in Motion (RIMM:Q) needs no help on the marketing front, but here’s a simple idea, and it plays into Jimmy’s love for all sports, including the Toronto Raptors.
If you watch this clip, you’ll see that NBA All-Star Chris Bosh (on CBTV via YouTube) was lamenting the release of the iPhone three weeks ago. He wants a 3G phone, too. Chris allowed that he was a BlackBerry user, and was excited to trade his Curve for the new Bold when it came out.
Here’s the idea. Rather than focus the release of the hot new product on the online handset and techie blogging world, such as The Boy Genius Report (see prior post “Jimmy mustn’t read blogs” July 23-08), why not set up a “VIP” service to get the new releases in the hands of the very people that truly drive consumer behaviour in certain niche quarters?
If I read the BGR review of the Bold, I might fuss about overheating and not bother trading up from my 8700. But if I was a trend-follower, and Chris Bosh was flashing it on ESPN from the U.S. Olympic training camp in Las Vegas, I might line up at the Rogers outlet on day one.
And there are people like CB4 in every part of the ecosystem:
- former U.S. VP Al Gore and the Green Brigade
- Senator Barack Obama and, well, a majority of American voters
- Jennifer Aniston, Jessica Simpson and the rest of the “A-List” Hollywood / US Magazine set
- the Squawk Box anchors on CNBC
And, despite what Countrywide Financial has found, there’s nothing wrong with having a “VIP” desk to promote the brand and handle certain high profile customers.
Air Canada perfected it decades ago: it’s how they handle politicians. If you are a Halifax-area Member of Parliament and you are standing deep in a security line-up and about to miss your flight, just call the toll-free “VIP” line and an Air Canada staffer will come and pluck you out of oblivion. It works wonders.
The fact that Air Canada is federally regulated has never caused anyone heartburn, so why shouldn’t RIM try the same thing and manage their VIPs? Seeing Chris Bosh in a forlorn state over a smartphone is too much for a Toronto Raptor fan to bear.
There’s more buzz to be had from Senator Obama, rather than BGR, carrying the Bold four weeks early. And with CB4 in China for the Olympics, sending him two Bolds - the 2nd one being for Yao Ming - would have been a killer idea given the growing relevance of China to RIM’s growth plans.
Over to you folks in the ‘Loo.
MRM
(disclosure - I own RIM)
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3 Responses to “RIM should trade The Boy Genius Report for CBTV”
August 4th, 2008 at 11:04 am
Tsk, tsk. We see right through you Mark!
You just want to get your grubby little hands on one of those Bold and Beautifuls before the rest of us…
(disclosure - I own grubby little hands)
August 4th, 2008 at 4:44 pm
The folks at RIM took your advice earlier this summer.
The “chosen one” is John Mayer, and he even has his own mini site on the blackberry.com domain:
http://www.johnmayer.blackberry.com/index.php?
Based on a blog post of his, it would seem he was sporting an early version of the Bold as early as May!
http://blog.honeyee.com/john/archives/2008/05/16/index.html
August 9th, 2008 at 11:08 pm
The folks at RIMarkable run a sight that shows the Bold in the hands of Hollywood celebrities, in advance of its public release. Beyond John Mayer, there are more!
http://celebrityblackberrysightings.com/