Tag Archives: Samsung

How brands can convert sales during the Rugby World Cup


This autumn will see the most significant sporting festival to take place in the UK since the 2012 Olympics – the Rugby World Cup, the third largest international sporting event in the calendar. Taking place in England, the home of rugby, the tournament is a golden opportunity for affiliated brands to reach a global audience.

With worldwide partners such as Land Rover and Heineken, these brands will appeal to consumers irrespective of their knowledge or passion for rugby. However, there is also the chance to attract new fans, even if it is just for the duration of the tournament. It’s an opportunity for brands to tap into the feel -good factor that such events can stimulate.

It happened for some nations and brands at the 2014 FIFA World Cup, just as it did at the Winter Olympics – the one and only time in four years people outside of the curling fraternity schedule viewing time to watch and get excited by the sport!

From the brands’ perspective, in addition to the global exposure, it’s an opportunity to extend their marketing campaigns beyond the stadiums and ATL initiatives that they do all year round. On-pack offers, promotional advertising and experiential campaigns all have the capability to get brands in front of a greater consumer audience, taking the tournament and its associated buzz away from Twickenham and sharing it regionally on the high street and in-store.

During the 2012 London Olympics, Samsung created an engaging campaign that extended experiences outside of Elizabeth Park. The leading electronics brand created pop-up ‘Samsung Studios’ focusing on demonstrating the Galaxy S3 and Galaxy Note. Located in some of the UK’s major shopping centres and Heathrow T1, visitors could play with Samsung’s Olympic Games app and enter competitions. No products were sold at the studios, but having entered into an experience, just over a third (35 per cent) of respondents said they were much more likely to consider Samsung.

Dove Men+Care has been involved with rugby for a number of years, implementing experiential campaigns and demonstrating that even the most macho of men do moisturise and aren’t shy of looking after themselves. In the run-up to the tournament, Dove Men+Care is creating a 360 campaign that connects TV, social and ends with consumers being able to win sold-out world cup tickets in-store.

Beyond this engagement and to drive sales, brands need to be conscious of how their carefully devised messaging is translated at the point of purchase and communicated to store staff and shoppers alike. If sales staff are unaware of Toshiba’s (an  RWC world-wide partner) latest product range, or how to sell their products and what the latest promotions are, then that is a lost opportunity. Similarly if shoppers are left non-the-wiser about the latest offers then there is a diminishing of the wider marketing efforts.

To perfect their in-store execution, merchandising and product demonstrations from trained brand ambassadors need to be linked-up at the point of purchase to complete the omni-channel experience.

Brands need to extend the consumer journey from TV and online to in-store for products that are impulse purchases as part of a weekly shop and for more considered purchases throughout the lengthy six weeks of the tournament (17 September to 31 October). Both, through association, create spontaneous awareness for tournament sponsors with everyone watching, rugby fan or not. Let’s also not forget the B2B opportunities affiliated to some of these brands which can realise an even greater return on sales and brand equity.

The Rugby World Cup is an opportunity for brands to reach consumers, mindful not to create any brand apathy, beyond sponsorship deals. It’s a chance for brands to influence people at all omni-channel touch points globally with physical and experiential campaigns as important as online engagement to create excitement and crucially drive sales.


Read more at: http://www.thedrum.com/opinion/2015/08/14/how-brands-can-convert-sales-during-rugby-world-cup

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Make the most of the Shopper Journey this Spring

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With spring cleaning on shoppers’ minds, a fresh wave of potential customers will be coming into store hunting for the best appliances to spruce up their homes and meet their IoT [Internet of Things] needs.

This poses an opportunity for increased sales, so it’s time for retailers to match consumer enthusiasm by entering new categories and stocking this wave of innovative products.

Floorcare and handheld cleaning appliance brands, such as Kärcher and Electrolux, will be taking advantage of this increased consumer demand by releasing above-the-line campaigns and promotions for the spring. Retailers should take advantage of these campaigns as they can drive footfall into store.

Retailers need to complete the customer experience. Make sure your store is properly 
merchandised to draw attention to these hero products. Guide consumers on a shopper journey and convert them into shoppers.

With the economy picking up, consumers are willing to spend that little bit extra to get the best products that will improve their lifestyles, with reduced power consumption and ease of use.
Recent research by Gekko shows that there has been a seven per cent drop in consumer cost-consciousness over the past year. With this in mind, retailers should look to enter new categories and begin stocking innovative products.

We can see from the rise in popularity of such products that consumers are willing to pay for the added benefits brought by innovation. Cordless ‘handstick’ vacuums are an excellent example. With space at a premium, handsticks have rocketed in popularity since entering the market in 2013, as people are doing away with conventional vacuum cleaners. The sector is now worth £64 million. With the average handstick costing around £200, consumers are clearly interested in purchasing premium, innovative products, as long as the lifestyle benefits are clear.

The rise of smart appliances will also make a big impact this year, as more consumers become aware and understand that the IoT is no longer a concept, it’s real. With many shoppers looking to replace their outdated appliances as part of the spring spruce-up, electrical retailers should capitalise on the current smart-home trend to increase sales of premium appliances.

Smart appliances, such as the Samsung WaterWall range of dishwashers and Grundig’s MultiSense washing machine, are good examples, incorporating smart technology into everyday appliances. Why not try a new category like the smart home, with products such as the Hive smart thermostat?

What’s important for retailers is to have trained staff that can properly explain these benefits.

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Three massive trends that came out the world’s biggest tech fair

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Daniel Todaro, MD of technology field marketing agency Gekko, reviews his highlights of CES2015

You may have noticed that last week the world’s largest consumer electronics show was in full swing in Vegas: CES 2015.

While most mainstream technologies were announced, many other new technologies were flirted with in and around these announcements – technologies that will undoubtedly come to market within the decade that could change the way we live, commute and wear our technology.

The three big stories were the Internet of Things (IoT), which includes the connected home. Also announced were advances around in-car tech, with innovation nearer than you think, and also the advancement of wearables as fashion statements.

Big commitment to Internet of Things

A large proportion of Samsung’s keynote address at CES was devoted to the Internet of Things. Samsung pledged that by 2020 all of their devices would be IoT compatible, a huge step in the right direction for tech integration. Expect other brands to make this same pledge.

As we move forward, the smart home category will continue to grow, with domestic appliances, TVs and mobile devices playing a big part in connecting devices together. Brands will need to connect their devices to one another to stay relevant enabling us to connect our entire home from one human interface.

Take a look at Hive, the UK’s connected thermostat, controlling your heating and water remotely. It’s available now and an early innovator in this category.

With all this tech, you need power. Enter centre stage the Energous WattUp, winner of the Best Connected Home Product at CES, a wireless power solution that can charge wirelessly our wearables, phones and any other battery powered device in your home. Energous believe it will have the first wave of this product available by the end of the year.

Samsung’s pledge was also important because it promised ‘open’ connectivity. By opening up its devices to other brands, Samsung is leading the way in a true Internet of Things, where all devices communicate with each other, not just those of the same brands.

If other brands take up this pledge, the Internet of Things will make much more of an impact on our everyday lives by potentially connecting all devices together.

In-car tech

Automotive tech once again made headlines at CES, especially with the Audi self-driving car’s two-day, 550 mile journey from San Francisco to Las Vegas turning heads early in the week.

Self-driving innovations took centre stage for many motor brands, with self-parking cars from Hyundai and Volkswagen demonstrating how far self-driving tech has developed in the past year. Mercedes, winner in the Best Automotive Technology category at CES, showed off the F015 Luxury in Motion concept, which the company believe is possible by 2030 – in Mercedes’ words, “our vision is the car as a salon, a lounge you drift from destination to destination in like an extension of your home.”

Undoubtedly parts of this innovation will become reality soon.

The motor category is also another battleground for Apple and Google, here with their respective CarPlay and Android Auto platforms.

Both allow car users to mirror their mobile Operating Systems in their cars, giving access to GPS maps, hands-free calls, music and other apps through the car’s existing screen. Integration opens up many avenues, for example activating car features using Siri.

Whilst some believe these innovations are a further distraction to drivers diminishing passenger/pedestrian safety, cars, like our homes are inevitably becoming smarter.

Fashionable wearables

At this year’s CES we began to see the second generation of many wearable devices, including updated reveals from Sony, LG, Garmin and Fitbit. With the looming release of the unmistakably fashionable Apple Watch, many wearable makers are following suit by developing their own fashion conscious watches and trackers.

Take a look at the Tori Birch range for Fitbit which turns your wearable fitness technology into high end fashion jewellery.

Wearable maker Misfit has teamed up with Swarovski to produce the Shine, a customisable series of fitness trackers disguised at jewellery. Hidden beneath Swarovski crystals, the Shine tracks activity such as steps, swimming strokes and sleep via an accompanying app, and is also the first solar-charging wearable, reflecting sunlight through the crystals.

The Martian-developed Guess Connect looks like a normal Guess watch, but has the addition of small screen which displays caller ID and other alerts, has Bluetooth connectivity, and can interact with Siri or Google Voice commands via an inbuilt microphone in the watch.

Other offerings from watchmakers intending to join the wearable revolution are Tag Heuer and Fossil.

As predicted, these innovations suggest just how wearables will begin to blend into existing fashion becoming easily mistakable for a normal watch or piece of jewellery. These new wearables will suit any situation, not just the gym.

Smart devices that are both useful for productivity and office-appropriate will only increase the popularity of wearables for health, communication and productivity use.

Interestingly, take a look at CES winner in the Best Offbeat Product category, Belty. Like Nike with its power laces, Belty is a motorised belt buckle – yes, you read that correctly. It slackens and tightens to make you more comfortable, if for example you’ve eaten too much. More seriously, it has tracking capabilities to aid diet and body shape. CES believes it’s a fun, quirky and potentially viral product.

Consumers will ultimately decide the limit to wearable tech and how it intrudes on our lives.


Read more at: http://www.londonlovesbusiness.com/business-news/tech/three-massive-trends-that-came-out-the-worlds-biggest-tech-fair/9567.article

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The shape of things to come

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With the great and the good of the CE world having converged on CES at Las Vegas, what was announced that would or could enhance our lives?

Perhaps the biggest indicator of how we will be encouraged to live sooner rather than later was Samsung, which pledged that all its devices will be Internet of Things-compliant in five years’ time – in other words, products in many rooms of your home that will be controlled from one human interface.

With the UK officially building the smallest new-build homes in Europe, a gargantuan TV may not be on most wish lists, but there were plenty on show. Take LG’s OLED range, with sizes between 55in and 77in with both flat and curved designs. Also revealed was its 77in flexible curved flagship model, which can automatically adjust the curve of the screen to suit any viewing angle, perhaps creating space to let you stand in the room. Seriously though, brands like Samsung, LG and Sharp have created amazing TVs with depth, speed and smart functionality that enable us as consumers to enjoy TV the way we want to – not how broadcasters would like.

Samsung also revealed a number of SUHD TVs, representing its range of Quantum Dot LED TVs. QD technology delivers “the highest colour purity and light efficiency available today”. Benefits include near 100 per cent compliance with DCI (Digital Cinema Initiatives) colour range requirements, with very good quality images, similar to OLED. All the TVs shown come with 4K as standard, 48in being the smallest size.

2014 was only the start for the wearables market. Brands tested the water last year to gain valuable insight into what consumers want, how it should look and how we use it and have now created some amazing second-gen products, such as Garmin’s Fenix 3, Fitbit Surge and Sony Smartwatch 3 Steel.

The connected home in 2015 is going to be big. Nest and Hive have developed propositions that make the concept of the connected home more real to many homeowners. We are on an upward trajectory that will see the CE landscape change in retail, at home and in functionality.

Nest made waves at CES when it revealed its partnership with 15 brands under the ‘works with Nest’ moniker. Further integration of smart-home systems and Apple’s HomeKit integrated connected-home devices were revealed, such as the iDevices smart plug system that can control multiple devices, via Siri, by plugging existing appliances into the mains. There are definitely signs of competition heating up between Apple and Google for smart-home dominance.

Wearables are no longer for the early adopters or niche retailers, it’s a category that will continue to grow and by default we will all be wearing a piece a tech that moulds seamlessly into our lives.

At CES 2014, the Oculus Rift made its debut and stimulated the sector’s interest in VR/wearables. Since then, Samsung, Sony and Google have all made leaps in producing their own VR experiences, which will come to market in 2015. If wearables were last year’s breakout category, will 2015 be remembered at CES as the year Virtual Reality leapt to prominence?

Back to TV and how we stream and consume what we watch when we want and in UHD, which perhaps will be more mainstream on digital platforms. Whether subscription services or free-to-air, the significant change in CE is how we consume our entertainment on a quad-play platform.

Samsung, LG, Sony, Sharp, and Panasonic have announced a partnership with Netflix, Disney, Warner Bros and 20th Century Fox to form the UHD Alliance – a group tasked with setting the standards for UHD content, outlining plans to increase availability of 4K content in coming months, perhaps a good sign of more 4K content to come.

Samsung revealed more details of its improved Tizen smart TV operating system that will power all of its new smart TVs in 2015. The new OS improves on the previous iteration’s features, as well as improving connectivity with devices over wi-fi and Bluetooth. This innovation follows a trend among manufacturers for developing more user-friendly interfaces (UIs), also seen at CES with LG’s WebOS 2.0.

Guy North, managing director of Freeview, agrees: “In general, UIs are evolving and getting simpler and more user-friendly, making it easier for viewers to navigate around the different services, which is a good thing.”

Samsung announced a partnership with Sony to have PlayStation Now games streaming through selected Samsung TVs in early 2015, bringing limited gaming content to homes without PlayStation consoles.
There were scares in 2014 about cloud sharing and the privacy issues surrounding exactly where those personal photos get stored and who has access apart from you and those hackers. Fear no more, because having your own cloud and uploading to your data storage device is now possible and these are peripherals I guarantee we will all own, either as new or to replace an ageing device.

There are lots of products coming to market and some to meet the needs of the style-conscious among you – from LaCie’s 1TB in Gorilla Glass designed by Pauline Deltour, and Seagate, which has released two wi-fi-enabled portable hard drives that act as personal cloud storage devices.

Toshiba announced its simple Canvio Basics drives and sharing-friendly Canvio Connect II model – a 3TB drive that lets you access files from anywhere via the internet, but there’s no wi-fi connection, so you can’t share files independent of a PC. Samsung also announced a new SSD [sold state] portable hard drive, the T1 with very quick data-writing speeds, available in 250GB, 500GB, and 1TB models, but unfortunately this does not include a cloud storage option.

Streaming is mainstream now, but for those who don’t want a subscription, there is Sling TV (not to be confused with Sling Box) that enables you to stream on multiple platforms, including mobile devices with no contract, instead using a pay-per-view model. Currently only available in the States, will a similar service soon enter the UK market?

When it comes to the brains that make our mobile devices work, Nvidia announced its new Tegra X1 ‘super chip’ for mobile devices, powerful and energy-efficient enough to bring PC-grade graphics to handheld devices, challenging Qualcomm’s Snapdragon, where we’re seeing a battle between these and Intel to dominate the smartphone chipset market.

In summary, smart-home innovations sat front and centre at CES 2015. While prominent at CES 2014, in 2015 the category was given a dedicated exhibition space – a good indicator of how far the smart home category has come in the past year.


Read more at: http://www.ertonline.co.uk/Default.aspx.LocID-05nnew3md.RefLocID-05n03s004.Lang-EN.htm

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Mobile World Congress Plays Backdrop to the Telecoms’ Brand Fight


As the great and good of the mobile world gather in Barcelona for this year’s GSMA Mobile World Congress, an event attended by none other than Mark Zuckerberg fresh on the back of his WhatsApp purchase, what will a crowded category of brands announce next?

Samsung, Apple, LG, Blackberry, Sony, Nokia, Huawei, Motorola and the list goes on. The number of mobile brands out there is large, so how does this mass of brands gain affection? Samsung has just launched a brand marketing platform in a bid to become the ‘most loved brand,’ while this year we’ve seen Huawei ink a partnership with Arsenal. The opportunities for these brands to overstep each other are limitless, so who will win this aggressive marketing match?

You don’t have to look far to see evidence that the world of successful, high-end smartphone makers is shrinking to a few major contenders dominated by Apple and Samsung – while other important brands, like BlackBerry, LG and Motorola, fade in prominence or struggle to compete. Still, lesser known brands have a chance to grow, even thrive, in emerging markets. Lenovo is picking up steam in China, the most important growth market there is; and, even though they’re on the brink of extinction, BlackBerry phones are still selling throughout Africa, South America and the Middle East. ABI Research says that smartphone penetration is at 20 percent out of a global population of 7.2 billion people. Looking at it another way, smartphones accounted for a little over half of all mobile handset sales in 2013. That means there are a lot of people who will be shopping for their first-ever smartphones, people who perhaps aren’t as focused on brand loyalty as they are on value.

So what are these brands doing to gain market share? Sponsorship is a core strategy for many of these brands. Huawei hopes its tie-up with Arsenal will boost awareness of the brand in the UK. It had a 0.9 per cent share of the UK smartphone market in November, according to comScore, putting it 9th in the rankings behind brands including Samsung, Apple and BlackBerry. That is also well behind its global share, which Strategy Analytics estimates at 5 per cent in the third quarter.

Then, there are the beloved celebrity endorsements that catch many an eye. However, it remains unclear whether they have helped some of these ailing tech businesses. HTC had been struggling, but hoped that its signing of Iron Man star, Robert Downey, Jr., last year for a two-year deal could turn things around. In picking a big-name actor to not only front its campaign, but also help shape it, HTC is following a well-trodden path; however, the endorsement has failed to attract at a high level as its net income fell by more than 90 per cent last quarter.

The problem is that there are so many brands out there and the ones that are winning the match are those that have strong brand identities. Whilst Apple focuses on experiences for customers rather than sponsorship and celebrity, the brand keeps consumers at the heart of everything it does, allowing it to anticipate what they want next, breaking new ground in design and performance. Samsung’s products are equally as good (just look at the recently launched S5) and the brand’s marketing approach, a large investment set to drive brand loyalty, is as scientific as its nearest rival. A “brand dependence” index revealed at CES suggested that more people are dependent on the Samsung brand than any other in consumer electronics. As part of its brand strategy, it has invested heavily in social engagement and that too is paying off as it clearly knows its audience and how to target it. With EE in the UK announcing a 68% increase in 4G customers, consumers want a handset which not only compliments the network, but also meets their needs – whether this be functionality, speed or style.

For brands on the periphery to succeed, there needs to be some deep-seated consideration taken in what the brand stands for and what its target audiences are. The brands out there at the moment seem to be clambering after everyone rather than taking a step back and establishing a concrete outlook into the future and where they want to be. Nokia, which – we don’t need to be reminded – is now owned by Microsoft and oddly launching an Android device, is a great example. As with any demographic, brand is everything. For a category that we cannot live without in this connected world (where our smartphones get thinner, get larger in screen size and become not only phones, but also cameras and media devices), these brands could possibly transform their businesses by holding back on the random star endorsements and sponsorships until they know who they’re targeting.

The land grab opportunity is huge and everyone attending MWC this week knows the value of a 1% global decline in emerging markets as predicted by GfK, but who will dominate and buck this predicted trend in our brand-fickle world?

Written by Daniel Todaro

Read the full article at http://www.brandingmagazine.com/2014/02/25/mobile-world-congress-2014/

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Europe’s Warm Embrace to Advertising


I understand the importance of a uniform approach for global brands, ensuring the same message, feel and equity is experienced by consumers whether they’re in Bangkok, Bombay or New York. However, on a recent trip to the style capital of Europe Milan, I experienced a global brand that successfully tapped into a region where style and brand are paramount.

As marketers we must not only make our brands inspirational but also accessible to all and in Milan, Samsung has tapped into a demographic you may have never thought possible through some particularly clever use of technology.

The Ambrosiana Gallery in Milan’s Duomo district was once the studio of Michelangelo and displays not only the works of the great man, but precious artwork in a remarkably beautiful and ancient setting. Samsung however, has cleverly added a unique modern twist through the use of technology, integrating smart phone functionality as a means of interpreting the art. Next to each piece is a magnetic/electronic chip that gives visitors more information when they place their smartphones over it.

In this instance it’s about the art that you’re viewing but – to Samsung – it’s about you engaging with the brand and experiencing the technology as a portal bestowing you entrance. For some it’s a revelation and I’m guessing that for many of the visitors who make a point of using the feature, it is just that.

What better way for a brand to show that it understands the consumer than by placing a campaign in a venue that is synonymous with the city’s characteristics and fits the perception of Milan. Samsung not only takes into account the consumer demographics within the city, but also uses a variety of publicly-available information to create a picture of how well-suited the city is to the brand. Beyond Samsung this model is adaptable for virtually any type of product. For a fashion label, I am sure a place like the Ambrosiana Gallery would make a beautiful home for greeting fashion-conscious consumers. A depiction of understanding for the cultural life of cities makes all the difference when analysing whether a brand’s campaign is relevant or not.

You only have to read the stats to know that Italy is a place of adland freedom, with a huge Samsung advert adorning the side of the city’s iconic Duomo Cathedral as it undergoes renovations. Could you imagine Samsung creating something like this in the UK, a Christmas installation in St. Paul’s Cathedral? In the UK, our heritage buildings are fiercely protected and they would certainly lock their doors to a brand’s knock. In Italy however, advertising can be found on buses, trams, buildings in glorious Technicolor lights, allowing brands to speak to their target audiences, even when they least expect it. Rules, whether right or wrong, are abandoned. Brands have a luxury of freedom that they don’t have in other countries.

Italians are I suppose, used to a heavier level of brand messaging. Just look at the production values of national TV (in particular any transmitted by a Berlusconi company). The advertising is plentiful and sometimes even better than the programme being watched! With this in mind, are Italians (or European’s in general) more accepting of consumer electronic brand advertising as they know what they want and their maximum price point for quality products or specific brands?

Subsequently I believe this has resulted in a market where brands are not commoditised and able to sell at a price point that enables a margin and sustainable, profitable growth as opposed to crowded categories with brands trading at a loss and eventually abandoning the category altogether.

Could this be why so many UK retailers have unsuccessfully succeeded in Europe and beyond?

Image credit: Leonard Ambrosiana 

Read the full article at http://www.brandingmagazine.com/2013/11/25/europes-warm-embrace-advertising/

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