"All marketing needs to reach your. You need to find new and unique ways to reach your segment. The era of just going to mass marketing is over," Gupta said.
BlackBerry will drive sales of its Z10 handset by demonstrating the product to customers at over a hundred cafes across India.
In April, BlackBerry staff offered to demonstrate the device to all customers who entered 130 Barista and Cafe Coffee Day franchises in Delhi, Mumbai, and Bangalore, BlackBerry India Marketing Director Ashish Gupta told ZDNet.
Over 70 percent of cafe goers actually consented to a demonstration, Gupta said. This exceeded the company's projections of a 50 percent conversion rate.
Of these, one in ten actually asked BlackBerry to contact them about purchasing the device. He said that from this group, 82 percent actually proceeded to.
While Gupta wouldn't provide a number of sales, he said the campaign facilitated 22,000 demonstrations. The BlackBerry executive added that some of the customers actually invited the BlackBerry staff to drink coffee with them.
The company will soon expand the project to Lucknow, Kolkata, Ahmadabad and Pune.