Samsung 2006 Annual Report Download - page 55

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The success of the Samsung Experience has drawn the attention of
both journalists and academics, who see the showroom as a case
study in experiential marketing. The New York Times has carried
numerous articles describing in detail the place where New Yorkers can
go to see and play with the latest digital technology and products from
Samsung. Columbia University now offers an Experiential Marketing
course for corporate executives and brand managers, and a visit to the
Samsung Experience in New York is one of the course requirements.
The Gallery Samsung in Moscow was renovated in 2006, and
the new facilities include a showroom, conference room, and business
lounge. In 2006, around 200,000 Russians come here to try out
some of the most famous premium items. The aggregate number of
visitors has reached more than half a million, making this the foremost
showroom in Russia.
In the future, we will strengthen our ties with art, education
and tourist organizations to further develop the reputation of our
showrooms and brand shops around the world.
The Samsung brand at airports, gateways to world travel
Airports continue to grow in importance as marketing venues. In 2006,
we installed 1,300 large-screen monitors at London’s New Heathrow
Airport, which serves more passengers a year than any other airport
in the world. We believe targeting Heathrow is a very effective way to
elevate brand awareness, considering that London is scheduled to
host the Olympics in 2012.
The international airports at Dallas, Santiago, Hong Kong,
Lagos, and Incheon are already equipped with Samsung LCD or
plasma screens, while Schiphol (Amsterdam) as well as Mexico City
International will soon be added to the list. Gigantic cellular phone
displays have been erected at more than twenty international airports,
including Charles de Gaulle International (Paris) and Sheremetyevo
Airport (Moscow), and additional displays will be installed in Cairo,
Istanbul and Toronto.
In December 2006, we marked our 10th year of cellular phone
sales in the US by setting up fifty Samsung Mobile Stations inside JFK
International in New York. Travelers were able to recharge their mobile
phones, laptop PCs and other digital products free of charge at these
stations. We are planning more diverse marketing activities at airports
in the future to foster public trust and brand recognition.
A company that cares for local communities
Our cause marketing effort includes donations to and fundraising for
foundations and other organizations. In this way, we fulfill our corporate
social responsibilities, thereby enhancing customer value and pride
while helping to improve local communities. We established the “Four
Seasons of Hope” program, “Hope for Education” essay contest and
various other events. Even more ambitious projects and expanded
community service activities are planned to do more for those who are
in need around the world.
4. Doha Asian Games Sponsorship
(Qatar National Olympic Committee Building)
During the Doha Asian Games, we promoted the Samsung brand by displaying
large advertisements at airports as well as on vehicles and billboards throughout
the Middle East. The massive wrap advertisement all across the face of the
Qatar National Olympic Committee Building caught the interest of many people,
and during the games, the structure was nicknamed the “Samsung Electronics
Building.”
5. Samsung Mobile Stations
We set up stations at JFK International for travelers to recharge their handheld
digital products free of charge. The response was even better than expected,
which indicates the need for such services. Consequently, similar stations have
been installed in the international airports in Los Angeles, Atlanta and Dallas.
6. Gallery Samsung in Moscow
Our large-scale showroom gives Russians a chance to experience digital products
first-hand. We have also sponsored the Bolshoi Theater and Hermitage Museum
as part of a marketing approach that positions Samsung as a culture-friendly
brand.
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