BlackBerry's Major Marketing Challenge

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Alan A. Reiter
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Re: BlackBerry marketing
Alan A. Reiter   3/24/2013 9:07:28 PM
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Hi John,

I, too, am Keys-less when it comes to knowing anything about her music. I prefer classical, new age, soft rock, Dixieland, and a little pop. Give me music before 1900, Andrea Bocelli, Enya, Simon & Garfunkel, Billy Joel, Queen and I'm pretty much set. I'll also listen to ABBA and show tunes, for which my girlfriend(s) have given me no end of grief!

However, I do explore other music through Pandora and Songza.

I remain a huge fan of BlackBerry keyboards and prefer to carry a BlackBerry Bold because of the keyboard for entering e-mails and other text and an Android phone for everything else, including the large screen and quantity/quality of applications.

For the past several years BlackBerry has sold more phones to consumers than enterprises. Frankly, I think BlackBerry is still the best choice for enterprises that value security and privacy above all else. But unless BlackBerry captures a significant number of consumers, it will be relegated to a niche player, if it even survives as an independent company. So BlackBerry's attempt to be cool with Alicia Keys is understandable, but probably a waste of money.

I'm surprised Neil Gaiman is working with BlackBerry. He doesn't seem the whore type, like a celebrity, and he's a geek icon (as is his wife, musician Amanda Palmer).

As for Nokia, I'm sure they've had celebrity endorsements in the past, but I can't remember any. They have been extremely active in the music and fashion community as well as in social networking and courting bloggers.

Several years ago Nokia had a bloggers program where bloggers were sent phones on a regular basis. I was part of the program, and Nokia never tried to influence my writing. They were very above-board as are the BlackBerry people.

It really is a tremendous shame about Nokia, which for many, many years has spotted trends and engaged in a huge amount of research around the world. Nokia "got it" before other handset vendors. They saw what would happen, but for a variety of reasons during the past several years they couldn't transform their perspicacity into brilliant products.

JohnVerity
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Re: BlackBerry marketing
JohnVerity   3/24/2013 7:23:32 PM
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Hmm, I will have to check in on Ms. Keys, see what she is up to. I have no clue, none whatsoever, about what her music is like or who she compares to, even what genre she is in. Call me clueless. And BlackBerry-less, too. 

It does seem like a stretch, have a pop singer be the brand spokesperson for a corporate communications device, even if the device is trying, so to speak, to break out of the mold and get hip.

One wonders if Nokia will try this route, too. Has it ever aligned itself with pop starts this way? Never had a need to before, I suppose. What a shame that company is in such a mess. 

Alan A. Reiter
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Re: BlackBerry marketing
Alan A. Reiter   3/24/2013 3:58:00 PM
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Hi John,

Alicia Keys has asked her fans to submit photos of themselves via BlackBerry's "Keep Moving" Web site. The photos selected will be used in videos she'll show on stage when singing a special song during her "Set The World on Fire" tour that started this month.

JohnVerity
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Re: BlackBerry marketing
JohnVerity   3/24/2013 2:05:42 AM
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So, almost a month later, I wonder if anything has come of Ms. Keys and her gig at Blackberry. Anyone know? Has she accomplished anythign?

cmophil
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Re: BlackBerry marketing
cmophil   3/11/2013 11:06:22 AM
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Good to know. I'll keep my eye out for any more unexpected iPhone sightings.

Alan A. Reiter
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Re: BlackBerry marketing
Alan A. Reiter   3/4/2013 4:02:07 PM
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Hi henrisha,

As I wrote, I think BlackBerry wasted its money running the Super Bowl commercial and I thnk they also are wasting their money on Alicia Keys. However, the commercial is over and can be judged, but Keys' work with BlackBerry has just started, So perhaps Keys will surprise everyone, including me, and do things to justify her fee.

Alan A. Reiter
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Re: BlackBerry marketing
Alan A. Reiter   3/4/2013 3:58:43 PM
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Hi henrisha,

Actually, Alicia Keys used her iPhone to post a tweet after she was hired as the "global creative director." She claimed her Twitter account was hacked.

Alan A. Reiter
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Re: BlackBerry marketing
Alan A. Reiter   3/4/2013 3:56:35 PM
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Hi cmophil,

At the launch of BB10 and the two handsets, BlackBerry's CEO Thorstein Heins introduced Alicia Keys as the "global creative director," which is, supposedly, more than just a paid spokeswoman. We'll see if anything comes of it.

henrisha
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Evangelist
Re: BlackBerry marketing
henrisha   3/3/2013 11:52:00 AM
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I feel like BlackBerry is wasting their money with Keys as well. But I guess we'll have to wait and see, I guess. I agree though, that the Super Bowl commercial was a huge dud for me.

henrisha
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Evangelist
Re: BlackBerry marketing
henrisha   3/3/2013 11:50:21 AM
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From what I've read, people were saying that Alicia Keys used Instagram on iOS. So yeah, she was posting from an iPhone, but I think this was before the deal with BlackBerry. I hope for BB's sake that she does have the sense to do what she's being paid for and not embarrass them to further financial ruin.

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