三星 on why 它 chose to take risks 和 ‘fight complacency’在手机危机期间

三星’s global marketing boss says innovation 和 a focus on emotionally-driven marketing has helped the 牌 bounce back following a difficult 2016.

去年绝非易事 三星 with exploding phones 和 product recalls hitting the 牌 和 它 s reputation. But in such a competitive smartphone market, slowing down or taking a more risk averse approach was not an option for the 牌.

Even at the height of the Galaxy Note 7 scandal, which the 牌’美国首席营销官马克·马蒂(Marc Mathieu)说 “he wouldn’希望任何营销商”, 三星 continued to invest in innovation.

Speaking to 营销周at the 戛纳狮子节, 三星’全球整合营销负责人Pio Schunker说:“召回发生时,我们正在制造Galaxy S8。大多数其他公司会撤回并采取更软的措施。大多数公司本应谨慎行事[但是我们没有’t].

“It wasn’我们一直在谨慎对待,但我们正在与消费者一起观察市场中正在发生的事情,并且知道现在是时候真正强调我们是谁,并通过产品做到这一点。

“为了闪耀光芒,您必须与自满的敌人作斗争。”

Ultimately the 牌 停止生产麻烦的Galaxy Note 7 更换手机后也开始着火,此后一直在进行恢复任务。

采取自信的态度

Schunker feels this confidence 和 conviction in 它 s approach has helped 三星 repair some of the 牌 damage created by the controversy.

He believes 它 has been helped too by the shift 三星 made two years ago from functional, product-led marketing to a more human 和 emotional focus, which has enabled the 牌 to build more meaningful 和 stable relationships with consumers.

阅读更多: Samsung’顶尖的移动营销商‘human first’

He says the 牌 recognised that “仅销售该类别的产品是不够的”因为人们将购买决定基于 首先考虑品牌,然后再考虑 产品及其功能。

例如,他指出了 brand’s ‘Sink’广告系列(上),通过一个男人遇到一个女孩并等待她打电话的故事,展示了防水的Galaxy S7,但是当她最终 当他尝试接听电话时,他将电话放在水槽中。

This approach was quite a departure for the 牌, which in the past would have focused more on the technology than what 它 means to consumers. Schunker says 它  “helped us define our 牌 voice”.

This segued into the 牌’去年夏天的里约奥运会(Rio Olympics)活动,再次走上了一条更感人的路线。它’一种引起消费者共鸣的方法 as 它 was 三星’的活动,超过麦当劳等赞助商的活动’和可口可乐 活动期间的主导对话.

因为消费者在情感上更喜欢三星“human level”, claims Schunker, they view the 牌 more favourably. And 它 is this foundation that has helped the 牌 begin to bounce back.

“It built a cushion,” he explains. “因此,一旦发生Note问题,我们就可以更快地恢复,因为那里存在透明性,我们承担了责任。一旦我们开始交流,我们就可以[以更大的速度]脱颖而出。”

The 牌 has certainly recovered from a sales perspective considering 它 entered this year with 三年高利润, but 它 has been harder to repair 牌 damage.

三星继续领先于YouGov’s对于移动制造商而言,其BrandIndex指数在过去一年中下降了统计显着性2.1点,至30.6。同时,它的壁橱竞争对手苹果公司(Apple)已获得2.7分,但仍远低于三星(22.5分)。

品牌建设

Following the debacle 三星 shifted quickly into 牌 building mode, which Schunker says has been critical.

“我们谈到了质量保证。 [我们所有’ve done since], so ‘新常态‘ 和 ‘Ostrich’, has been part of a massive 牌 building effort that we continued from the Olympics.”

肖克认为,这次最新运动也象征着奋斗和决心 the 牌 has experienced.

//www.youtube.com/watch?v=hjKd24UCPYY

“’Ostrich’就整个过程而言,对我们来说是一个隐喻,” he explains. “梦想,失败和梦想随后开始。三星从未停止大胆,也从未说过唐’做到这一点。 [高级团队]提出了一些问题,以确保我们正确地了解了市场动态。我们想真正了解消费者的情绪,并确定与之相关的地方,然后转向有关该品牌的更大讨论。”

避免被打扰

在这样一个竞争激烈的市场中,创新至关重要,尤其是在华为和中兴等新兴企业加快步伐并抢占市场份额的时候。

朔克说:“As a premium 牌, you’ve got to compete with the premium 牌s but you’我们还必须拥有产品创新,以赶上像您一样快速移动的玩家。

“它必须超越营销。当您拥有了解并参与产品创新和开发的品牌精神时,您要推向市场的东西要比品牌宣传更大。它’从长远来看,这种组合将是我们的制胜法宝。”

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