Despite its new CEO promising a renewed focus on marketing, Research In Motion hasn’t been known for effective campaigns of late. The company launched a sizable advertising blitz earlier this year that focused on its new BlackBerry Bold smartphones, but the commercials had no apparent impact on smartphone sales in key markets including the United States. Late last month, RIM and its Australian marketing agency Tongue began a campaign that takes a different approach to raising brand awareness, though it’s one we have seen numerous times in the past: bash Apple and its customers. More →
Research In Motion’s increased marketing efforts centered around its “Be Bold” campaign in North America have not paid off according to Canaccord Genuity. Sales of BlackBerry 7 smartphones, and specifically the BlackBerry Bold 9900 and Curve 9360, were poor in February, Canaccord analyst Mike Walkley wrote in a research note late Sunday night. “Our February checks indicated weak sell-through trends for BlackBerry 7 smartphones despite increased marketing efforts,” Walkley told investors. “With very strong share gains for the iPhone 4S, increasingly price-competitive Android smartphones, improving Windows smartphones, and the likely March 7 launch of the iPad 3, we anticipate increasing competition across all of RIM’s products during 2012.” Read on for more. More →
Research In Motion released the first set of commercials from its new “Be Bold” advertising campaign on Thursday and while the ads feature new faces, they are nearly identical to the campaign RIM has been running for months. The Waterloo, Ontario-based smartphone vendor was quick to point out that the team of four awkward superheroes that starred in an infographic RIM recently posted were not part of its upcoming advertising blitz, but perhaps they should have been. RIM’s new ads feature BlackBerry devices in real-world situations and they do a good job of showcasing key features like BBM. What the ads are not, however, is different or memorable. RIM’s new CEO Thorsten Heins named the company’s marketing strategy as one of the first orders of business he plans to address in his new role. With an exciting new breed of devices like the BlackBerry London on the horizon, marketing and advertising will be more important than ever for RIM as the company continues struggling to maintain its footing in key markets. A pair of Be Bold ads can be viewed after the break. More →
Research In Motion’s newly appointed CEO Thorsten Heins said during his first day on the job that hiring a new marketing boss and revamping the company’s marketing strategy was among his first orders of business. If some of us were unsure why finding a new CMO and revamping RIM’s marketing efforts are such a priority, this new campaign should help clear things up. RIM on Monday introduced four new cartoon superheroes who will help the company spread the word about its products. Gogo Girl can save the day with her “brilliant strategy, a smile or a spatula,” Max Stone is “tough, proud and a little wild,” Justin Steele is “always ready to stick up for his friends and Trudy Foreal is “not afraid to call it as she sees it.” We’re not afraid to call it like we see it either, and we sincerely hope this new cartoon superhero campaign dies on the vine. RIM’s super infographic starring The Bold Team follows below.
UPDATE: RIM posted a note to its blog on Tuesday to clarify that The Bold Team is not a part of its new advertising campaign. More →