Have you seen the recent Samsung Galaxy S3 advertisement where the two young men transfer data by touching their two phones in front of the iphone 5 purchasing line? Here we will evaluate whether Samsung has an effective marketing strategy with these advertisements.
Marketing or advertising, you need to create information that your customers find interesting and worth talking about and remembering. This advertisement certainly achieves this goal, don’t you think?
Let’s evaluate other keys to effective marketing strategy in this advertisement:
Be relevant to your target market
Keep in mind that one message does not fit all. It starts with knowing your target market. Here the target market are millennials and are featured prominently in the ad.
Define your positioning
Your positioning is your frame of reference. Make comparisons to your competitors if you can. Galaxy certainly knows who its major competitor is and takes him head on as it strategy. A good move we believe.
Grab and hold viewers’ attention
… with interesting information. Keep in mind that people don’t watch ads … they watch what interests them. Your ad messages must be interesting to your target communities. This message certainly grabs and holds attention based on a novel, new feature.
Define a value proposition
One that truly discriminates you from your competition. Give your customers reasons to select you. Maybe not the most significant new feature, it does illustrate Samsung as a company that is a technology leader, which is their objective in our opinion. For more information on value propositions, see our article on building the best Unique Selling Propositions.
Make messages simple
Ones that the reader will quickly understand. Keep in mind that pictures are far more valuable than words. Creating customer curiosity does get any simpler than this, does it?
Make ad a component
Make it a component of an integrated marketing campaign. There are a series of similar ads in this campaign … all geared to address the S3’s discriminators compared to Apple’s product.
Consider the end state values to your customers
Customers and particularly the target customers are looking for new technology features. No reason to buy without theseÂ and the marketing strategy certainly is addressing this end state in our opinion.
Samsung Galaxy S G4 has recently been released. Read an evaluation of the product launch marketing strategy.
Remember, it is not what advertising does with the consumer; it is what the consumer does after viewing the advertisement.
After looking over these enablers and Samsung’s Galaxy S3 marketing strategy, we believe they have created a very effective marketing strategy. What do you think?
What are some of your experiences with advertising as a component of an integrated marketing campaign?
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Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
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