Blackberry s direct marketing strategy 2 pages

Blackberry’s direct marketing strategy should focus on its existing customers. There are a few reasons for this. Naseri and Elliott (2011) have showed that social connectedness is one of the most important variables for success in direct marketing. Blackberry’s existing customers interact with one another easily through the proprietary messaging platform. It is easy, therefore, not only for Blackberry to interact with its customers directly through multiple platforms, but for direct marketing programs to be disseminated through the company’s audience by the audience members themselves through their existing social networks. Blackberry can increase internal sales to existing customers by encouraging them to purchase additional services, but also to become evangelists for the company through their social networks. This creates a spinoff effect when targeting one customer could result in many customers receiving the message, if the promotional campaign is effective.

The direct marketing program, because it is focused on existing customers, should have two components. The first is that Blackberry should attempt to generate additional sales for the company’s products and services through this program. The audience is already captive, and Blackberry should extract value from this group. The company can also foster greater brand loyalty by unlocking more value for its customers — the more they get out of owning a Blackberry the more likely they are to purchase another Blackberry in the future.

Don't use plagiarized sources. Get Your Custom Essay on
Blackberry s direct marketing strategy 2 pages
Just from $13/Page
Order Essay

The second component of the direct marketing campaign is that Blackberry should have programs that provide incentives for existing customers to bring in their friends and family to the Blackberry family. If existing customers are incentivized to become evangelists for Blackberry, this could increase sales of Blackberry devices, both to customers who are purchasing their first smartphone and to customers of other devices.

This aspect of direct marketing is therefore aimed at reaching non-customers via the existing customer based, by focusing on the features and the ways that Blackberry can help the existing customers connect with people, as long as those other people are also Blackberry customers.

Blackberry has a healthy balance sheet, is liquid and has a lot of cash at its disposal (MSN Moneycentral, 2012). Nevertheless, RIM is nowhere near as well-capitalized as major competitors like Apple and Google, so it must spend its marketing dollars carefully. The direct marketing program, therefore, needs to deliver strong results without costing the company much. The cost of sending out SMS or e-mails to existing customers is relatively low, so the real cost lies with whatever incentives are part of this program. The direct mail incentives, therefore, should be relatively minor, and be less than the marginal revenue generated by a single new customer. This will keep this aspect of the program profitable. Given that the budget for direct marketing is going to be relatively small, it should be a self-sustaining program.

Lastly, the direct marketing program should support the broader program objectives, and tie in with the messages that are being sent in the other elements of the marketing program. The direct marketing unit should therefore send its plans to central marketing command in order to ensure that there is consistency in the messages being sent to the market.

Works Cited:

MSN Moneycentral. (2012). Research in Motion. Retrieved March 21, 2012 from

Naseri, M. & Elliott, G. (2011). Role of demographics, social connectedness and prior Internet experience in adoption on online shopping: Applications for direct marketing. Journal of Targeting, Measurement and Analysis for Marketing. Vol. 19 (2011) 69-84.

What Will You Get?

We provide professional writing services to help you score straight A’s by submitting custom written assignments that mirror your guidelines.

Premium Quality

Get result-oriented writing and never worry about grades anymore. We follow the highest quality standards to make sure that you get perfect assignments.

Experienced Writers

Our writers have experience in dealing with papers of every educational level. You can surely rely on the expertise of our qualified professionals.

On-Time Delivery

Your deadline is our threshold for success and we take it very seriously. We make sure you receive your papers before your predefined time.

24/7 Customer Support

Someone from our customer support team is always here to respond to your questions. So, hit us up if you have got any ambiguity or concern.

Complete Confidentiality

Sit back and relax while we help you out with writing your papers. We have an ultimate policy for keeping your personal and order-related details a secret.

Authentic Sources

We assure you that your document will be thoroughly checked for plagiarism and grammatical errors as we use highly authentic and licit sources.

Moneyback Guarantee

Still reluctant about placing an order? Our 100% Moneyback Guarantee backs you up on rare occasions where you aren’t satisfied with the writing.

Order Tracking

You don’t have to wait for an update for hours; you can track the progress of your order any time you want. We share the status after each step.


Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.

Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.


Trusted Partner of 9650+ Students for Writing

From brainstorming your paper's outline to perfecting its grammar, we perform every step carefully to make your paper worthy of A grade.

Preferred Writer

Hire your preferred writer anytime. Simply specify if you want your preferred expert to write your paper and we’ll make that happen.

Grammar Check Report

Get an elaborate and authentic grammar check report with your work to have the grammar goodness sealed in your document.

One Page Summary

You can purchase this feature if you want our writers to sum up your paper in the form of a concise and well-articulated summary.

Plagiarism Report

You don’t have to worry about plagiarism anymore. Get a plagiarism report to certify the uniqueness of your work.

Free Features $66FREE

  • Most Qualified Writer $10FREE
  • Plagiarism Scan Report $10FREE
  • Unlimited Revisions $08FREE
  • Paper Formatting $05FREE
  • Cover Page $05FREE
  • Referencing & Bibliography $10FREE
  • Dedicated User Area $08FREE
  • 24/7 Order Tracking $05FREE
  • Periodic Email Alerts $05FREE

Our Services

Join us for the best experience while seeking writing assistance in your college life. A good grade is all you need to boost up your academic excellence and we are all about it.

  • On-time Delivery
  • 24/7 Order Tracking
  • Access to Authentic Sources
Academic Writing

We create perfect papers according to the guidelines.

Professional Editing

We seamlessly edit out errors from your papers.

Thorough Proofreading

We thoroughly read your final draft to identify errors.


Delegate Your Challenging Writing Tasks to Experienced Professionals

Work with ultimate peace of mind because we ensure that your academic work is our responsibility and your grades are a top concern for us!

Check Out Our Sample Work

Dedication. Quality. Commitment. Punctuality

All samples
Thesis/Thesis chapter
Research paper
Essay (any type)
creating a Code of Conduct
View this sample
Research paper
Week 1 Journal Assignment
Undergrad. (yrs 3-4)
Human Resources Management (HRM)
View this sample
Research paper
Cultural Intelligence Presentation
View this sample
Research paper
Communicable Disease
View this sample
Research paper
Mental health
View this sample
Essay (any type)
Personalized Glossary of Research and Assessment Terms
View this sample

It May Not Be Much, but It’s Honest Work!

Here is what we have achieved so far. These numbers are evidence that we go the extra mile to make your college journey successful.


Happy Clients


Words Written This Week


Ongoing Orders


Customer Satisfaction Rate

Process as Fine as Brewed Coffee

We have the most intuitive and minimalistic process so that you can easily place an order. Just follow a few steps to unlock success.

See How We Helped 9000+ Students Achieve Success


We Analyze Your Problem and Offer Customized Writing

We understand your guidelines first before delivering any writing service. You can discuss your writing needs and we will have them evaluated by our dedicated team.

  • Clear elicitation of your requirements.
  • Customized writing as per your needs.

We Mirror Your Guidelines to Deliver Quality Services

We write your papers in a standardized way. We complete your work in such a way that it turns out to be a perfect description of your guidelines.

  • Proactive analysis of your writing.
  • Active communication to understand requirements.

We Handle Your Writing Tasks to Ensure Excellent Grades

We promise you excellent grades and academic excellence that you always longed for. Our writers stay in touch with you via email.

  • Thorough research and analysis for every order.
  • Deliverance of reliable writing service to improve your grades.
Place an Order Start Chat Now