Samsung Explains Why It’s Betting on ‘Experiential’ Marketing
PHOTO: ASSOCIATED PRESS
In an era when many consumers are actively trying to avoid advertising, marketers are increasingly searching for other ways to reach customers.
That’s one of the reasons Samsung is increasingly turning to “experiential” marketing and social media, according to Marc Mathieu, chief marketing officer at Samsung Electronics America.
“Marketing used to be about creating a myth and telling it, and now it’s about finding a truth and sharing it,” Mr. Mathieu said on this week’s WSJ Media Mix podcast.
For example, Samsung opened its own event space and showroom in New York City in February called Samsung 837, which it describes as a “technology playground.” The space is in part designed to let consumers experience its products but also to inspire them to share their experiences there on social media.
“We need to make sure that whatever we do and whatever we put out there is authentic, and at the same time is something interesting enough that [consumers]are going to want to pick it up but also share it. It’s one of the things that pushes us to create marketing that is not just about telling but experiencing,” Mr. Mathieu said.
Samsung is also betting big on virtual reality, manufacturing and selling VR hardware but also using VR to demonstrate its products at various events and at Samsung 837.
“When people experience our products thought VR they fundamentally have an experience about Samsung they want to share,” he said.
This article first appeared in www.wsj.com
