SAM lives on. (Mason MBAs & Innovation Challenge 2010)
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Semifinalist presentation by the W&M Mason Revolutionaries for the 2010 Innovation Challenge! "SAM is Samsung. Samsung has been a significant player in the U.S. electronics market for many years, and by offering a portfolio of top of the line products has won the patronage of the American people. At its core, Samsung is germane in the U.S. culture. The SAM Campaign is designed to encourage people to declare their loyalty to Samsung, not just be patrons of the Samsung products. SAM has been and is what you are looking for. SAM is your best friend. SAM engages the young minded consumer – and young mindedness has no age barriers. Samsung blurs the line between ages and connects all generations. This campaign personifies Samsung as SAM to humanize the brand in the eyes of the U.S. customer. The benefit of doing so is that the customer can connect more deeply with the Samsung via SAM."
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SAM lives on. (Mason MBAs & Innovation Challenge 2010)
- 1. SAM lives n. w&m mason revolutionaries. william & mary mason school of business marcusbryant, seandurkin, gregfitzgerald, angelamikolajewski, vidulashinde
- 2. Imagine. December 10, 2011. Samsung HQ. Agenda: Discuss SAM’s future. 2 hours into the meeting. Passionate debate. Silence. A question is raised. “How did we become culturally relevant?” “I’ll tell you,” someone says, “It was December 10, 2010.” “The College of William and Mary. Agenda: The SAM Campaign.”
- 3. here we g …
- 4. “While Samsung continues to carve a reputation for itself and has maintained its price premiums, it would benefit from better brand consistency, as well as a unified brand promise.” –Best Global Brands 2010, Interbrand
- 6. it’s not what you think. you’ve seen it. you’ve felt it. you’ve heard it. you’re a part of it. it’s not new… that’s why it’s culture.
- 7. Meet SAM. SAM engages the young-minded consumer – and young-mindedness has no age barriers. SAM combines seamless technology with distinctly personal experiences. SAM creates a family of raving fans. SAM is the solution.
- 8. act one: welcome SAM SAM is introduced to society.
- 9. act two: create intrigue high technology meets personal experience. americans see themselves in SAM.
- 10. act three: who is SAM? people will need to know. we will ask them– they will ask each other.
- 11. act four: SAM is Samsung SAM has been here all along. consumers realize they know Samsung by way of SAM.
- 13. metrics of cultural relevance brand equity is measurable net promoter score interbrand global ranking … and so is cultural relevance saturday night live good morning america
- 14. how to test cultural relevance
- 15. you’ve heard about SAM. wait until we tell you about SUNG. w&m mason revolutionaries.
- 16. SAM. Introduce SAM via advertisements in newspapers, at public venues, at social events (for example: sports events), on the web, and through commercials and concept/product placements on television. The goal is to get everyone thinking about SAM. To support the campaign, SAM paraphernalia (for example: Clothing) could also be introduced.
- 17. Create intrigue by creating a personality for SAM. A new set of advertisements talking about SAM and narrating SAM’s story will be introduced at this stage through the channels used in stage 1. Current CSR efforts would be embodied in the SAM branding advertisements and provide a framework for a new flagship social innovation project that gives back to the community, allows consumers to feel like they are helping, educates America, and expands current recycling efforts.
- 18. Ask the question ‘Who is SAM?’. In all advertisements and commercials, the audience will be directed to www.WHOisSAM.com where they will find a countdown to the day when the identity of SAM will be revealed. SAM’s identity will be revealed on www.WHOisSAM.comfrom where the viewer will be directed to the redesigned Samsung website where the following will be unveiled: Samsung’s new Flagship Store New product releases. Result “Person humanizes Brand Brand embodies Person”
- 19. rollout SAM is everywhere. SAMs of note want to know. art. concerts. charity. culture. all presented by SAM.
- 20. looking forward all-new web presence.SAM’s social home and corporate responsibility platform the samsung experience.in your digital or tangible life– SAM will help.
Editor's Notes
- Thanks for taking the time to listen. -intro-must have a quality product and way to effectively connect it to consumer. There are creative ways to connect consumer and innovative ways to distribute that message. So, we’ll start with the importance of educating and connecting with consumers through brand marketing-our idea. SAM. A brand campaign that connects to consumers and makes your product notable / relevant.-phased rollout. Way to infiltrate. -metrics for cultural relevance-open it up for Q&A
- This is a branding campaign. Need a sustainable campaign that doesn’t need to be completely redesigned with each new product. SWOT Analysis. Datamonitor. This new movement, formally recognized as The SAM Campaign, will make a dramatic difference in the company’s market because it will connect with the consumer on an emotional level that no other brand in this market segment has attempted or accomplished. The campaign’s effectiveness lies in its embodiment of the universal characteristics shared by all Americans. Its approach is to go beyond the typical high-tech target market and find attributes that illuminate the fundamental qualities that unite all Americans. The campaign’s primary purpose is to make the customers realize how Samsung products are already an integral part of their lives. Secondly, the campaign will also emphasize how Samsung not only offers products that customer’s desire, but also respects the customers freedom to choose.The bottom-line of the SAM campaign is driven by the concept of getting more bang for the marketing buck. By taking historic marketing campaign budgets and directing them towards innovative advertising channels, social responsibility initiatives, and real-world “brand experiences,” Samsung can build deeper and more meaningful relationships with customers than those forged through traditional marketing means. SAM will engage customers, drive brand awareness and product demand, and ultimately revolutionize Samsung’s brand perception in the consumer electronics marketplace.
- In marketing, "branding" is closely related to the word "positioning." Branding helps consumers connect. Product marketing shows how a product is used. If you want to be culturally relevant, consumers need to connect and recognize what they are using. It’s time for the next step. You’re #19 (Best Global Brands 2010, Interbrand). It’s time to differentiate, to stand out.
- It’s been done before…sorta…but if so, it’s because it works. 'I'm a PC' Marketing Pays Off for Microsoft, OEMsMarch 16, 2009 6:18 PM --http://www.microsoft-watch.com/content/marketing/im_a_pc_marketing_pays_off_for_microsoft_oems.htmlNews Analysis.Microsoft and its partners are reaping big rewards from the $300 million Windows marketing campaign. [Editor's Note: Please read the companion post at Apple Watch. Together, the two posts offer full analysis of February Windows PC and Mac sales data and six charts (three per post).]That's my conclusion after reviewing February U.S. retail PC sales data released by NPD on March 16. Apple's steep U.S. retail sales declines continued in February, comparatively worse than January's already dismal showing. Meanwhile, Windows PC sales continued their recent year-over-year growth rally. GOT A TIP OR RUMOR?The contrast is startling. U.S. retail Windows PC unit sales rose 22 percent year over year in February compared with a 16.7 percent Mac sales decline. By revenue, Windows PCs posted modest 1.4 percent growth, compared with a stunning 23.3 percent Mac revenue decline. It's not a Mac bloodbath, but massacre. The biggest influencer: marketing, as I interpret the data. Around September, the U.S. economy officially hit crisis state, with consumer spending dropping in nearly every category over the subsequent five months. Around the same time, netbooks started a big sales surge, in the fourth quarter doubling sales from all the rest of 2008, according to IDC. But something else happened in September: Microsoft launched the first wave of "I'm a PC" commercials as part of its "Windows. Life Without Walls" campaign.
- SAM is Samsung. Samsung has been a significant player in the U.S. electronics market for many years, and by offering a portfolio of top of the line products has won the patronage of the American people. At its core, Samsung is germane in the U.S. culture. The SAM Campaign is designed to encourage people to declare their loyalty to Samsung, not just be patrons of the Samsung products. SAM has been and is what you are looking for. SAM is your best friend. SAM engages the young minded consumer – and young mindedness has no age barriers. Samsung blurs the line between ages and connects all generations. This campaign personifies Samsung as SAM to humanize the brand in the eyes of the U.S. customer. The benefit of doing so is that the customer can connect more deeply with the Samsung via SAM.SAM will be portrayed as a genius with a generous heart. SAM will parallel Samsung’s dedication to technical excellence and innovative ingenuity to better serve customers. SAM is also friendly, pleasant and sociable. This welcoming attitude; reflects Samsung’s mass appeal, and diverse product base. SAM connects. The SAM campaign will change the status quo and revolutionize the relationship between consumer and brand. SAM targets young-minded people in the U.S. market who oblige performance, seek individuality, and envision personal fulfillment. For them, SAM is a companion who helps to clarify, efficiently navigate, and guide them through the ever-changing technological landscape by using the most innovative and diverse product offering available.SAM sustains. SAM is a marketing campaign that also gives an identifiable home to existing Samsung corporate social responsibility efforts. Current CSR efforts would be embodied in the SAM branding ads. The average U.S. market consumer prefers to patronize companies with altruistic missions or initiatives, because these activities illustrate a humanity and conscience with which consumers relate. Companies that recognize this trend will succeed in the 21st century. Currently, social responsibility sectors in most companies are a separate entity of the company with little tie to the business side. The SAM campaign allows Samsung to lead the industry effort in moving corporate social responsibility from a segment of business to integrated within the business. This is how companies will need to operate in the future, and Samsung can be a leader in this space.
- For branding to work, the identifying marks (logos, product pictures, name, individual products, etc) of the brand or product line AND what the product stands for need to be driven home simultaneously through frequency and clarity to the consumer. This should be the longest stage of the campaign.http://www.samsungfuturetv.com/-- this site is pretty cool… they’re letting people post little blurbs and ideas for Samsung tv apps, and you can read what everyone has written. Additionally, they’ve mixed in some social media promotion stuff with all the user generated comments. Might be a good idea to have an awareness of this site for the presentation on Friday… especially since this is kind of in line with SAM (consumer experiences, social meets technology, etc)… maybe we could reference it as a step in the right direction for Samsung, and encourage them to do more things like this with SAM. Just some thoughts!
- Commercial is just one way to roll this out. Should be a heavy focus on sponsored event, new media, publicity, community hosted events (CSR).The Future of Advertising | Fast CompanyLike a beetle preserved in amber, the practice of advertising has sat virtually unchanged for the last half-century.The ad business became an assembly line as predictable as Henry Ford's. The client (whose goal was to get the word out about a product) paid an agency's account executive (whose job was to lure the client and then keep him happy), who briefed the brand planner (whose research uncovered the big consumer insight), who briefed the media planner (who decided which channel -- radio, print, outdoor, direct mail, or TV -- to advertise in). Then the copywriter/art director team would pass on its work (a big idea typically represented by storyboards for a 30-second TV commercial) to the producer (who worked with a director and editors to film and edit the commercial).That was then. Over the past few years, because of a combination of Internet disintermediation, recession, and corporate blindness, the assembly line has been obliterated -- economically, organizationally, and culturally.
- The main costs of implementation behind SAM will be driven by large-scale social responsibility activities, procurement and placement of mass media messages, and the creation of original interactive online content. A Samsung-sponsored corporate citizenship initiative will yield immediate benefits in the form of positive media attention and increases in perceived brand value, in addition to the marked societal improvements thanks to Samsung’s efforts.
- Examples: U.S. Entrepreneurs sellBarack Obama clothing sold during his campaign. U.S. Entrepreneurs sell Apple Logo clothing
- Sam-sponsored eventsSAM presents art, SAM is the anonymous donor for some charity events, SAM puts on free concerts and shows in public placesSAM presents these social, CULTURALLY RELEVANT events
- SAM sustains. SAM is a marketing campaign that also gives an identifiable home to existing Samsung corporate social responsibility efforts. Current CSR efforts would be embodied in the SAM branding ads. The average U.S. market consumer prefers to patronize companies with altruistic missions or initiatives, because these activities illustrate a humanity and conscience with which consumers relate. Companies that recognize this trend will succeed in the 21st century. Currently, social responsibility sectors in most companies are a separate entity of the company with little tie to the business side. The SAM campaign allows Samsung to lead the industry effort in moving corporate social responsibility from a segment of business to integrated within the business. This is how companies will need to operate in the future, and Samsung can be a leader in this space.