BlackBerry wants you to think that it has changed. Its Black Friday deal demonstrates it hasn’t. It’s bad news for the Waterloo, Ontario based company and is yet another example of how the company continues to get its PR and marketing wrong – to the detriment of the company.
The company is offering iPhone users up to $550 if they switch to a Passport on of after December 1. The chances of persuading many to ‘trade up’ is slim. iPhone users are unlikely to switch – and $550 incentives is not going to be enough to persuade those that could be swayed to give up their shiny i device.
If BlackBerry had a clear business and communications strategy designed to bring users back to its devices, it would realize that iPhone users are not their target audience. The company should, instead, be offering entrepreneurs and small businesses incentives to choose the BlackBerry passport. These are the people who will get most value from the companies devices. They are also customers that, once captured, are likely to be long-term and loyal.
Until BlackBerry figures out who its customer is, understands the value it delivers to them, develops a long-term strategic plan to communicate this to them, and build long-term mutually beneficial relationship with them the company will continue to flounder.
Read more about BlackBerry’s Marketing and Public Relations Disaster
Startup and SmallBiz PR and marketing tip: focus on the people that value what your do, rather than chasing those that don’t.