Luister naar je doelgroep! BlackBerry Ping

06. jun, 2010 315 Comments

Luisteren naar je doelgroep is een ding waar marketeers dagelijks mee bezig zijn. Deze feed back vervolgens de organisatie in sturen zodat product en dienst worden aangepast naar de wensen van de doelgroep is de volgende uitdaging. Deze week had ik een gesprek met een 20 jarige stagiaire die diverse werkzaamheden voor ons gaat verrichten. Ik vind het dan altijd aardig om in de belevingswereld van zo’n 20 jarige te kruipen en eens aan te horen wat bij de leeftijdsgenoten ‘hot’ is. Erg aardig omdat wij, 40 plussers, het maar al te vaak hebben over de jonge generatie zonder af en toe eens middenin die doelgroep te gaan staan. De marketingmensen van Vodafone, KPN en T-Mobile doen niet anders natuurlijk maar in de zakelijke software doen we dat denk ik maar heel weinig. ‘Hyves is voor jonge tieners, mailen doen we als we met een vriendenclub een afspraak willen maken en Twitteren is MSN voor ouderen…’ goed, daar mogen wij het mee doen. Wij vol van Twitteren en denken dat we ons aansluiten bij de jonge generatie die het op haar beurt links laat liggen. Leuke constatering.

Dan mobiele telefoons. De jeugd heeft op steeds jongere leeftijd de beschikking over een mobiel echter de financiën laten soms wat te wensen over. Overigens kunnen 40 plussers daar ook wat van maar dat is een ander verhaal. BlackBerry heeft verdraaid goed ingespeeld op deze constatering. Het mooie is, het klinkt zo voor de hand liggend, de jeugd die zich suf sms’t waarbij de ouders financieel moeten bijspringen omdat de telefoonrekening de spuigaten uit loopt. Ik ben zelf totaal geen BlackBerry fan maar dit is een staaltje van knap en consistent product marketing beleid. BlackBerry is namelijk enorm populair onder jongeren omdat ze daar met elkaar kunnen Pingen hetgeen staat voor gratis sms’en. Ondertussen komt het Pingen tevens op Android en iPhone ter beschikking waardoor deze gebruikersgroep zich alsmaar verder uitbreidt. Maar Pingen staat inmiddels voor BlackBerry dus qua positionering is dat prima. Wat is hier nu zo knap aan?

  • BlackBerry was een puur zakelijk product en zakelijk merk en weet op deze manier de jonge generatie, de consument  te bekoren
  • als je naar de producten van BlackBerry kijkt heeft men voor deze exercitie richting de jonge generatie geen noemenswaardige aanpassingen aan het product zelf gemaakt, ze zijn nog steeds zwart, niet roze en hebben allemaal een toetsenbord
  • Blackberry is heel dicht bij de jongeren blijven staan met hun belevingswereld, dus niks geen chatten, delen van ervaringen met anderen, social media integratie en wat al niet meer, puur gratis sms’en op een manier zoals ze dat gewend waren
  • Blackberry heeft Pingen lading weten te geven door focus terwijl de concurrentie allang gratis messaging apps aanboden

Eigenlijk zijn de laatste 2 nog het mooiste. Het geeft aan dat mensen in het algemeen houden van zekerheid, een vertrouwelijke omgeving en bereid zijn te veranderen maar met hele kleine stappen. Met mensen in het algemeen bedoel ik niet de innovators en early adopters maar juist die grote massa. Iemand bij BlackBerry heeft zich sterk gemaakt om niet al teveel fratsen en franjes aan het Pingen te hangen. Laat de ervaring precies zijn zoals de jeugd sms gebruikt en inzet en alleen dan is het vergelijk met traditioneel sms te maken maar dan wel gratis! Chapeau want reken er maar op dat diegene is overstelpt met allerlei ideeën om de app nog socialer of hipper te maken. Ik ben zelf totaal geen BlackBerry fan maar vind het geweldig om te zien hoe met goed luisteren en goed inleven een groot merk als BlackBerry in Europa de jeugd, de consument weet te triggeren.

Auteur: Mark Appel

Geen categorie, Inspiratie
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315 Responses to “Luister naar je doelgroep! BlackBerry Ping”

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