Interactive – Samsung Challenge
How do you stimulate salespeople and consumers to learn more about a technical product’s benefits? Why should you buy an HDTV, DLP, LCD or Plasma television, and what are the differences?
Strategy
Utilize the Samsung website to educate salespeople – in many large appliance stores/departments there is high turnover, resulting in a lack of comparative product knowledge. Ritta developed a series of launch kits to Samsung retailers that included pocket-size “cheat sheets” to provide quick information referrals, and clever “grabbers” to promote learning more about Samsung’s new products in order to win prizes. In one campaign, a supply of webdecoders were included in the launch kit; a contest sent salespeople to the Samsung website, and after answering a series of product questions, they could access a special screen. By placing the webdecoder card over the screen, they instantly discovered if they had won a new TV – but they had to learn the answsers about the products before they could gain access to the special screen.
Results
The webdecoder contest proved extremely successful, bringing a much larger number of hits on the Samsung training website. And Samsung TV sales have soared – currently surpassing Sony as the industry leader.
