St.Jude Children's Hospital - Social Responsibility

Attention all BMCC students and others who discover this blog:

I am working with St.Jude Children's Research Hospital this holiday season and I want everyone of my classmates to know how amazing this organization and hospital is! The love and attention that the facilities and its employees provide bring a whole new meaning to Social Responsibility.

We hardly ever think of these children or others throughout our day and why would we? Life continues on for us, but some of these children struggle to just make it one more day and our donations and involvement help them survive.

It's hard to make a difference when we have so many things going on in our own personal lives. However, if we take a second and think of all that there is outside of our own lives, we can begin to appreciate the things and life we do have and then, help others who need it.

If you are interested in hearing more about St.Jude, the program I am working on, or giving please email me below. Also, research the hospital and take a tour of the website. Should you decide to give, it's a great way to know what you helped accomplish.

Thanks!

David



Product Concepts. Wait. I have an idea !

          When we think of products, we think of tangible materials in which we, the consumer, can purchase or exchange something for.  Products are in our day-to-day lives and some we even depend on for use throughout. One product that has undoubtedly become a part of this class of products is the cellular phone. Cellar phones, when first introduced, we for business men and woman and people on the go. It was not a device for the everyday American. When, in the late 90’s and 00’s, phone’s started becoming “necessity” that is when Blackberry make some important Product decisions.

          Everything is important when it comes to product. First and foremost: the product itself. The product has to be able to perform and live up to the expectation of the consumer. An expectation made, of course, by none other than the marketer. Blackberry has done a good job at this and continues to develop new products; another facet of the company. 

          Product modification is important for several reasons. One, the product may in fact not be what research and development thought and fail connecting with customers. Second, the product may be great, but one or two features and functions may be outdated, required a modification. With Blackberry, most recently, this was done with the release and modification of the trackball.

          The trackball was the one feature about Blackberry that set it apart. No other device had the trackball and a user –or non-user- knew it was a Blackberry in their possession. The problem, however, is that the trackball feature to navigate on the phone was not durable and many customers complained. After quite some time, in early 2008, Blackberry released the TrackPad and revolutionized the Blackberry once again.

 

          Research in Motion has also extended their product line to include, besides mobile devices, the new Blackberry PlayBook tablet. Many technology professionals and industry insiders anticipate the release of the tablet and see if it says what is says it can do. We’ll see now won’t we? I think it’s a great feat to release the tablet in economic uncertain times, but also, in a market that has been lead by Apple (Ipad) and Barnes and Noble (Nook) since the craze started. This release will create a new product line, and new glimpse into the future at Blackberry. Thank you, Research in Motion.

Check out actor Doua Moua in Blue Blood's on CBS 11-12-10

Actor and personal friend Doua Moua, will appear on CBS' Blue Bloods, November 12th 2010. Episode 8 of Season 1 entitled "Chinatown". Check him out and the show, it seems promising !

More on 'Blue Bloods'...

http://www.cbs.com/primetime/blue_bloods/

Sales Promotion and Personal Selling- Would You Buy Me ?

           For Blackberry, selling products has been growing more and more difficult. With consumers evolving, manufacturers like RIM, have to meet those new customers’ needs and continue to have a good relationship with current customers. Through this process, Sales Promotions and Personal Selling definitely come into play here. As costs of Advertising and Marketing rise through high-traffic channels, companies like Blackberry are turning to a more cost effective way to market: Personal Selling.

Because of today’s Blackberry customer, who is more diverse and eclectic than in previous years, new initiatives and promotions must be outfitted differently; Different sales promotions for different buyers. Several programs are effective however; Blackberry only participates in a few. One use of Blackberry’s promotion strategy is their competitor customers approach. With new devices and manufacturers emerging, the company must be on their toes- constantly. The newest devices released were the Blackberry Torch and the new Curve from the series of the same name. A visible implementation of this strategy is seen with their release of the aforementioned models. As promotions were offered for the device, at comparable prices to similar mobile carriers, competitors were on the same level as Blackberry with regards to price-point.

Rebates are another sales promotion Blackberry and Research in Motion offers. Rebates are given after the initial purchase is made and the documents for the rebate, with a valid sales receipt (proof of purchase), is submitted to the rebates department. With these offers, customers can be comforted that their purchase of the device is a good one given the company’s reputation, quality and price.



Referrals are an important selling strategy that Blackberry and other companies rely on. Word-of-mouth marketing is valuable and caused companies like Facebook, and other businesses to gain national and in Facebook’s case, worldwide acclaim. 

Since a majority of Blackberries devices are sold through third party distributors or retailers, Blackberry’s follow-up is done through these parties. When a sale is made through T-mobile for instance, Blackberry may receive the data and information of the customer and the sale itself however, T-mobile deals direct to the customer and thus removing Blackberry or Research In Motion from its involvement in following up with the customer.

Maybe-just maybe- Blackberry get more involved in the selling process. I don’t think removing retailers who “push” their devices and produces should be eliminated, but as a Blackberry owner myself, it’d be nice to share my thoughts about issues or products should I feel inclined to do so. Remove the middle man from the customer service side of things and Blackberry could strengthen its efforts when creating sales promotions and engaging in personal selling. 

Weekly Shout-Out goes to: T-Mobile

I just recently saw this advertisement for T-Mobile's My Touch 4G device. They modeled the commercial after Apple's "I'm a Mac" segments and actually did a great job. Considering Apple has a innovative and creative commercials, T-mobile will get customers and consumers to listen using this model. Shout out to T-mobile.

Check out the video....

Advertising and PR - Blackberry and Beyond

Be Bold. Blackberry. Love what you do on BBM. Being innovative and creative in a company’s approach to consumers is essential for the marketer. The problem is what sells? What captivates and educates the consumer in little time? The fact is in today’s world we, the marketer, have a few seconds to catch someone’s eye or ear and generate interest for a product, service, or brand. Blackberry, has been pouring millions into its advertising and marketing campaigns and has broadened its reach over the past couple of years.

With competitors itching toward leadership in market share, a brand must keep up with the Joneses’ in their advertising initiatives. Until recently, Blackberry was word-of-mouth marketing that started in business offices around the globe and eventually filtered down to the everyday mobile device consumer. No longer can companies count on a word-of-mouth initiative with new products and developments. In order for our market share to be as high as or higher than the competition, we must reach out.

Apple had great success at the beginning of the 21^st century by engaging consumers with bright, fun, and innovative advertisements that generated interest and revenue almost immediately. Blackberry recently did this with the new Curve series and now, the new Blackberry Torch. BBM, or Blackberry Messenger, is a utility unique to devices that enables the user to send unlimited messages of any length to other Blackberry Messenger “buddies”. This gives the owner privacy, efficiency, and other features at lightning-fast speed on the network. This campaign has been quite successful and the use of BBM in media such as television and movies has been an advertising campaign in itself. The Bravo television show “NYC Prep” consistently used the term, “BBM” throughout its season. CW’s “Gossip Girl” also drops the Blackberry Messenger utility as an event for the opposite user: “BBM me.”

          With the release of the new Blackberry Torch, the company is currently using a continuous media schedule and engaging in new product publicity. Media is seen everywhere; especially in the advertising capital of the world- New York. Billboards, subway advertisements, and print all have the brand splattered about in them and momentum is strong.

The fact is the smarter the consumer gets, the smarter we as markets must be to meet their needs and wants. Deciphering the means to which potential customers receive these “signs” is a large undertaking-one that requires research, persistence, and a great amount of risk. To quote one of my favorite shows, “Advertising is based on one thing: Happiness.”

Mobile Magazine Torch 9800 Review - Check it out !

Remember when the BlackBerry Storm was supposed to be RIM’s answer to the iPhone? It didn’t quite enjoy the kind of success that Jim Balsillie and crew would have wanted, but here we find ourselves again with another supposed iPhone killer in the form of the BlackBerry Torch 9800.
The Rogers version of the device is being featured in this review, but it is also available through other carriers both in Canada (Telus) and the United States (AT&T), as well as international carriers (T-Mobile, Orange, Vodafone) around the world. As a brief overview, the Torch comes with a 3.2″ (480×360) touchscreen, slide-out QWERTY keyboard, BB OS 6.0, and a 5.0MP camera.

What’s Inside the Box?
No huge surprises as to what is included alongside the RIM smartphone. The BlackBerry Torch comes along with the usual documentation, user tool CD, cleaning cloth, stereo headset, USB cable, and wall charger adapter. It’s a minor detail, but I do like the design of the charger adapter, as it provides the USB port on the side instead of straight out the back. This makes it easier to use when you have a desk pushed up completely against a wall, for instance.
Unlike other BlackBerry devices that I have reviewed, the Torch 9800 does not appear to come with a carrying pouch. Again, this is a minor quibble and you’ll probably end up buying some aftermarket case on your own anyhow, but it is an interesting omission.

Form Factor, Size, and Comfort
The Torch is a little bigger than I expected, but that could be because I’m coming from the perspective of the much slimmer Nokia E71. There is a fair bit of “heft” to the Torch, both in terms of weight and just how it feels in your hands. You get a sense of a quality product, but it’s a little too big for my tastes.
Interestingly, when I held it next to the original BlackBerry Storm, I found the overall dimensions to be quite similar. If you’re a Storm person, you’ll feel right at home with the Torch. It still has a touchscreen, but it doesn’t “click” in like how the first-gen Storm did.

Slide-Out QWERTY Keyboard
I very much prefer physical keyboards, so I thought the Torch would provide the best of both worlds, much like how I thought the same of devices like the Palm Pre. In theory, it’s a decent idea if you’re okay putting up with a little bit of a thicker profile.
By and large, this mechanism works well for the Torch, but this comes with a caveat. It is a RIM keyboard, but it is narrower than what you’d find on the Bold or the BlackBerry Curve. This is because it has to make way for the slider channels on either side. The resulting ridge on either side also takes away from typing comfort. Even so, the keyboard works quite well and I appreciate its inclusion.

Introducing BlackBerry OS 6.0
The new operating system from Research in Motion will get pushed out to its other devices, but the BlackBerry Torch is where OS 6.0 is being highlighted. This is especially true because of the touchscreen interface.
For me, the biggest improvement is how the “dock” works on the home screen. By pulling on the dock, you can determine whether it shows one, two, or three rows of icons. Pull it up all the way to access the full list of applications.
Further still, you can swipe horizontally to move between different categories of apps, like downloads, media, and favorites. In an increasingly app-centric smartphone world, this increased organization and customization is certainly appreciated.

The 5.0-Megapixel Digital Camera
The Torch comes with direct uploads to YouTube, as well as pre-installed Facebook and Twitter applications. For these kinds of uses, you’ll want to have a decent camera and, by and large, the Torch’s five-megapixel shooter delivers.
As can be expected, its low-light performance leaves much to be desired. You really do need to use the flash when the lighting is less than ideal. The low light picture is grainy and lacking in detail, but a similar picture with Flash turned out quite well. RIM has jacked up the contrast and saturation, it seems, as the colors really “pop” off the screen.

Conclusion
When I read that the AT&T version of the BlackBerry Torch 9800 was getting less than favorable reviews, I wasn’t all that surprised. RIM has come up short in several areas, but it manages to survive because of its increased security and close corporate contacts.
For my part, I can see how the Torch has its share of shortcomings — like the low resolution display — but it’s still a very solid smartphone. Combining the large touchscreen with the physical keyboard is a great “best of both worlds” solution for people like me. The build quality is great, as always, but it’s definitely on the bulkier side of things.
The browser renders websites quite well, but you will need to zoom in to get reasonably legible text. The RIM keyboard is fairly good, aside from its slightly smaller size and the ridges on the edges due to slider rails. And it’s nice to see that RIM  finally came to their senses, having BlackBerry App World, Twitter, and Facebook pre-installed on the device, as well as the Social Feeds amalgamator. BB OS 6.0 is more aesthetically pleasing too.
The BlackBerry Torch 9800 currently sells for $199 from Rogers with a qualifying three-year contract, or $199 with a two-year contract on AT&T.

Retailing Per a Class Discussion

After a class discussion, my mind still spins on the subject of retailing. The shift of retailers over the years has been drastic for some and static for others. With competitors battling it out for the highest ownership of the market, companies have to make the right decisions when it comes to stores.

Apple made a smart decision while other computer stores were closing down to build an image and experience. Small boutiques that once occupied shopping centers and malls now stand alone and continue to thrive. On the other side of the spectrum, many a store has closed after its opening due to many factors. Stores operate effectively when the communities around them find the products useful, and affordable. The fact that 50 percent of specialty stores go out of business after one year is intimidating to entrepreneurs. However, should a company or business have a good or services that are needed or attractive, this risk is worth the taking.

In a day where technology is constantly evolving, retail stores continue to thrive. Blackberry, with very little brick and mortar stores, may be hesitant to begin opening stores to avoid the risk of failure. This is unfortunate given blackberry shares a very even market share with iPhone which has done very well under the Apple umbrella.

I envision a sophisticated, innovative and inviting store with Blackberry products. Departments could be split into divisions: Business, Gaming and Entertainment, and Blackberry World. The business division could provide products, support and solutions for businesses and give companies and business men and woman a place to call home. The gaming and entertainment would be ground zero for all things entertainment. The social media user's best friend and contained all in one place. Blackberry World could be the place for the everyday user. Everything you want in a phone from the company who is the leader in mobile technology.

Concepts are easy. Implementing them is a different story. I hope that Blackberry and other businesses take the risk and create a moving experience in the retail world.

Retailing- A visit to AT&T

     Upon a recent visit to the AT&T store on the Upper West Side of Manhattan, I understood more about retailing. The implementation and backbone of the business and its products occurs at these locations and this specific establishment is considered a specialty store. AT&T Inc. is the largest provider of fixed telephony in the United States, and also provides broadband and subscription television services. AT&T is the second largest provider of mobile telephony service in the United States, with over 85.1 million wireless customers, and more than 210 million total customers. (Wikipedia)

     When I first entered, I was greeted by a sales person, assisting another customer, which made me feel welcomed even though the associate was pre-occupied. We know that the retailer became a large hit with the release of Apple’s Iphone in early 2007.My company’s phone is also sold here, Blackberry, which excited me due to the new release of the Blackberry Torch.

Promotions were available on most models, both Iphone and Blackberry devices, with a two-year contract for services. The prices were higher on devices that offered internet, multimedia, and other features but phones of lesser advances were few. The fact is consumers want a phone that works, but one that has many features. I found less than a handful of phones that were moderately priced and those devices weren’t much beyond a phone with keys.

Customer service is important and AT&T prides itself in providing its customers premier customer service. On store level, there is a designated Service Desk for assistance with defective devices, interrupted service, or any other issue the customer may be having. I lost my Blackberry a couple months ago and remember going into my carrier’s store. The staff was not only accommodating, but assisted with trying to locate the lost/stolen phone and reestablishing my service. Although my service was via Tmobile, AT&T had a very similar setup on store level. 

Beyond the top two players in this store, the products and services offered were mixed and varied. A phone was represented for each market based on cost, performance, and user-friendliness. Truly it’s a smart move of the retailer to offer the products of not one, but many cellular manufacturers. This enables the store to attract customers from every market possible. Manufacturers, although for a majority do not have a physical store, can be comforted that a retailer such as AT&T and others can promote, and strengthen the brands overall awareness. 

Blackberry and RIM currently only have a handful of stores, of which one in Farmington, MI is the only one in the United States. A store was also opened in Beijing, China recently. An interesting fact about Blackberry stores is most that have been implemented, have folded shortly after. On the other hand, a Blackberry store called BlackStore in Caracas, Venezuela makes Venezuela one of the biggest BlackBerry consumers in the world. Blackberry can learn a bit more about the retail world. By choosing select cities in which a high percentage of consumers use Blackberries, stores can be placed. Locations can effectively attract new customers, troubleshoot problems, and educate the surrounding communities about Blackberry-its products and brand.

New Blackberry Playbook Leaked

Analyzing Marketing Opportunities

In a day in age when consumers are analyzing every detail about a good or services prior to purchase, marketers have to get smarter. They know the consumer will search about the product using both external and internal searches. Most will avoid marketing controlled informational sources due to the fact that marketers use this source as a persuasive tool for the product. Sites like Rotten Tomatoes and others are common when reviewing products or services.

This being said, consumers of Blackberry products are similar in some aspects and different in others. Individuals who did their research on Blackberry products tend to be new customers. Blackberry has done a superb job of retaining customers each year with newer products and devices. The new customer is new to this and may be skeptical on the device, the service, and the overall experience.

Crackberry.com, a famous site catering to Blackberry users and fans, is guilty of the aforementioned Marketing Controlled Information Source. A site like Crackberry, although personally enjoyable and informative, cannot be a valid persuasive tool for new customers learning about Blackberry. Cnet.com is a more reputable source for consumer reviews and gives potential customers an un-biased review of the device, service, and carrier.

Due to technology’s place in our everyday lives, it comes as no surprise when most consumers turn to blogs for answers too. Opinion leaders or those who influence others tend to voice their opinions via the web and are not afraid of their POV.

There are many factors when it comes to buying a phone, let alone a Blackberry. Many consider a phone a necessity when realistically, it is still a want. This distinction is discussed in depth and is a part of Maslow’s Hierarchy of Needs. In order to remain a successful brand, Blackberry must keep up with the market and continue to investigate and research what consumers hold as necessity, want, gratification and other important factors.

Developing A Global Vision: Global Marketing Strategy

     With newer markets holding untouched opportunity today, marketers are taking advantage of every possibility they can to reach every consumer. With technology comes the ease of reaching these markets faster, more efficiently, and in their native language with little effort. What about the current market? How do we retain their business and  loyalty: The internet.

     RIM and Blackberry have done their homework by creating the easiest platform to which marketers can reach their audience. The newest member of the strategy team is not a human and does not have a 401 K. The answer is found on the web with sites like Handango for Blackberry and other devices. Consumers now have the availability and option to update, customize, and add software and application onto their device like never before. This is a distribution effort that has been working for other mobile carriers in recent years and continues to show positive results each quarter. Blackberry has now developed its own application superstore, Blackberry App World, and it has been successful on its own since its release. 

     Blackberry continues to branch out in their marketing efforts; they even brought on a new advertising agency in June of 2010 called, The Next Door who would be responsible for their global campaign. This collaboration will enable the company to have access to large markets and the populations that are growing in them. 

     It seems as though Blackberry’s strongest market besides the United States is China and the Far East. China is excelling in technology development and creating software and products at a rate faster than any other on the planet. A majority of Blackberry’s exports go to places like China due to demand and dependability of the server. Blackberry, though many would think these days, manufacturers their devices mostly in Canada and has very few objectives bringing production and distribution away from Canada. I like to think of Blackberry as the Apple of Canada. 

     Blackberries, much like the fruit, are found across the globe due to development, outreach, and strong relationships being built in newer markets to establish the brand abroad. With competition strong, it is necessity to maintain the objectives and goals internally, while supplying the consumer with the good and service they expect with a name like Blackberry.

BlackBerry Torch 9800 Review

The Marketing Environment - Cool, Calm, Collected

 

Imagine an atmosphere of extreme success, longevity, and developments. This environment is ideal for any entrepreneur or small business in the market yet; few ever achieve this heightened success. One such company who has grown tremendously and still maintains strong market share: Blackberry. In this environment, marketing is an essential and crucial necessity that has been utilized from the creation and development of Blackberry by Research In Motion.

When Blackberry set out in the late 90’s, it wanted to create a user-friendly device that enabled the consumer to run 24-7; and that it did.  The target market for the brand was traditionally business professionals and the everyday cellular user was not a part of their market. Fast forward 15 years and you’ll find Blackberry has opened its target market to Generation Y and beyond. Helping them to hold their established and loyal customers and gain a deeper market penetration for new customers in a competitive environment.

Consumers want a phone that works and works well. Performance is crucial and if you intend on having any bit of success, you should start at product development. Research in Motion has invested a considerable amount of money and time into this area. With product development, goods have the ability to reach newer markets, ultimately creating new initiatives and objectives within the organization.

Blackberry, most recently, teamed up with MetroPCS to offer the Blackberry Curve and service, giving Blackberry a new market: Low Income families and individuals who couldn’t afford the old Blackberry price tag. Until recently, devices still had a hefty price tag affixed to them thus distancing themselves from consumers who couldn’t buy. By providing the Blackberry device and services with MetroPCS, Blackberry joined the 2.8 Core Market consumers and 4.6 million customers and was able to tap into an even larger consumer base. Considering 51 percent of MetroPCS’ customers are under 34 years of age, Blackberry made a smart move in this effort.

The environment is simple at Blackberry and anyone that is a part of the organization can attest to this. Devices are faster, thinner, and cheaper than in times past and loyalty is formed through those efforts. Holding fast to core values and objectives while serving the consumers needs is equally profitable and successful with Blackberry. As long as their marketing environment is strong and creative, they will continue to blossom.

In Deepwater: Social Irresponsibility

We would imagine that corporations and businesses in today’s world would uphold social and moral standards but that isn’t always carried through. Some corporations emphasize their involvement in the community, dedication to reliable products, and social responsibility. The most recent blunder in the media happened approximately 250 miles southeast of Houston, in 4,132 feet of water on the Deepwater Horizon Oil Rig.

After the rig had caught fire, 13 crew members abandoned the rig and were rescued with no major injuries. The same cannot be said about the 11 crew members that lost their lives in April 2009. The break in the pipe released oil into the gulf destroying eco-systems, harming wildlife, and drastically halting the surrounding local fishing industry.



A disaster like the Deepwater Horizon rig cost millions of dollars and angered many around the globe. This sort of action, although not foreseen, was irresponsible on BP’s behalf who managed the rig. The irresponsibility wasn’t related to the disaster itself, but by the response of former BP CEO Tony Hayward on the event. It seemed that his interests were ultimately with the rig and BP, not with the environment it was destroying.

People were outraged by the lack of social sympathy shown and quickly voiced their outrage. Hayward, as of October 1^st 2010, will no longer be the CEO of BP and some credit this happening to Hayward’s irresponsibility. This is a perfect example of how corporate irresponsibility can be found in one’s negligent actions or reactions and not always from defective or harmful products on the market.