Why Samsung Are Loving Experiential Marketing This Year

By September 26, 2016General

From search-based advertising, to social media marketing, newsfeed displays, and native ads, the amount of messaging the average online consumer experiences every day has exploded, making it increasingly difficult for brands to truly make an impact and connect with their audience through common channels.

For a company to be successful in today’s world, they need to create a message that stands out amongst the thousands of other options a user experiences each day – that’s where experiential marketing comes in.

In a period when most consumers either completely ignore the advertisements they see thanks to banner blindness, or go out of their way to avoid marketing whenever possible, companies are being forced to seek out new ways of creating a relationship between themselves, and their customers.

That’s just one of the reasons why Samsung – one of the biggest smartphone developers on the market today, have turned their attention wards experiential marketing.

Samsung Uses Smartphones to Explore Experiential

Chief marketing officer for Samsung Electronics America, Marc Mathieu, recently announced that the company is focusing its efforts towards the experience-based side of marketing, in an effort to reach out to their consumers on a level that they believe to be more engaging, and authentic.

According to Mr. Mathieu, the draw behind experiential marketing for Samsung comes from the fact that this particular advertising strategy focuses on revealing a “truth” to your audience that helps them to better interact with you.

As part of their strategic approach to the world of experiential, Samsung have recently opened a showroom and event space within New York City, known as “Samsung 837”. The concept acts a playground for technology, providing a space wherein consumers can explore and experience products, while being inspired to share what they do on social media.

The idea is to create an authentic experience where customers and fans of the Samsung brand can learn more about what the company has to offer, while ensuring that the experience is still interesting enough to convince customers that it’s worth talking about.

Betting on Experiential Marketing

Most savvy Samsung customers may have also noticed that alongside their interest in experiential marketing, the company has also begun to place an increased focus on the popularity of virtual reality.

Not only are they now developing their own VR hardware to sell on the market, but they’re also beginning to use that VR as a way of demonstrating their products to people in various locations.

For Samsung, an interactive and experiential experience is all about proving to their customers that their products really are capable of amazing things. It’s a focus on showing, instead of telling.

Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442, or email us on info@hotcow.co.uk.