Samsung Trade Activation Case Study
Introduction
Mobile phone sales is a highly cluttered market, with a large number of brands and models vying for attention from the consumers. In such a market the challenge is to always maintain high TOM scores, for easy brand recognition and thus, sales.
Samsung Electronics, one of the leading manufacturers of mobile phones with around 30% market share, wanted to drive sales through a Trade Activation campaign for which they wanted us to manage the same.
Brief
As part of the Trade Activity, a Van designed with Samsung creatives travelled to different locations over a period of 10 days and generated buzz through an anchor-led activity near Samsung Phone Trade retailers. Quizzes were held and Samsung-branded keychains were distributed to winners. New Products were highlighted and sold on the spot.
Objectives
The main objective of the project was to promote Samsung products and engage with potential customers in various locations. The renewed buzz created through the activity was supposed to drive sales through customer engagement.
Challenges Addressed
● Addressed the challenge of reaching out to potential customers in different locations.
● Trade partner Sales support through Customer engagement
● New Product Promotion at retail level
Target Areas / Location
The activity covered various locations starting from Indore and Gwalior, and traveling to several cities including Shivpuri, Guna, Ashoknagar, Datia, Dabra, Bhind, Ambah, Morena,
Sabalgarh, Shivpur, RAU, MHOW/Pithampur, Dewas, Ujjain, Ratlam, Jaora, Mandsaur,
Neemuch, Raisen, Vidisha, Gaerathganj, Sagar, Damoh, Binnai, Mandibamora,
Hosangabad(Narmadapuram), Itarsi, Betul, and Bhopal.
Target Audience
The target group for this activity was potential customers of Samsung products in the aforementioned locations.
Approach
The methodology and approach involved a van traveling to different locations, distributing promotional materials, and selling Samsung products. The van was equipped with a PA system for playing Samsung ads, audio and other necessary equipment.
The van design creatives used in the campaign highlighted new product launches.
Activities Done
- Leaflet distribution
- Keychain distribution
- Selling of Samsung phones
- Engagement activities at each location
Results
The campaigns successfully generated significant engagement, sales and brand awareness.
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