Marketing Post #6: Assignment 3 Reflective Post

My last marketing post for my COMM 296 course is a reflective piece, and I now choose to do it on our last team assignment: Assignment 3.

For the project, our team of five had to analyze our chosen company’s (BlackBerry) marketing mix, and then see if it matches the target market we suggest for the company. It was also a video assignment, so we had to find some way to make all our info into a video.

This assignment also required very little new research, as it builds on our two previous assignments. The challenge was to find a suitable way to display our info into a video, while making it interesting to the viewer. We did consider doing the very popular drawing/writing on a board idea, but we thought too many other groups would want to do that. So instead, we decided to film ourselves in a variety of scenarios that mimicked BlackBerry’s Keep Moving ads–except in a negative light. The video making process was a great bonding experience for the team, and became one of the funnest meetings we had together. We went around campus doing silly things (e.g. pretending to hit a group member with a car as he talked on his BlackBerry device), and we had a lot of laughs. It was definitely an unforgettable experience.

A problem we ran into was the fact that none of us were very skilled video editors. We had a basic idea of what we wanted to do: we’ll first show the spoof of our ad, followed by a Prezi presentation with a voiceover describing the slides. To go on from there, we realized we would have to learn how to use Prezi, as well as record voiceovers and piece everything together into a nice video. However, we did have a member who was semi-competent at video editing, and his help on the last part of putting together the whole thing was invaluable (thanks Jordan!).

Overall, although this project took a long time to complete, it was not an unpleasant experience. It did bring us out of comfort zone and ultimately, I think my team and I can all agree that we learned a lot more about BlackBerry as a company.

Blackberry’s Keep Moving ad that we mimicked.
Our idea: To display a variety of individuals who kept moving with their BlackBerry device, but end up running into a lot of dangerous or negative scenarios as they kept moving forward ignoring the consequences. This suggested that we believe that if BlackBerry was to continue targeting the general public (instead of Business and organizations as they formerly did), it was going to be a dangerous move on their part, as they have relatively little market share in the casual smartphone consumer market. 

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