The most fire Oscar since the photo behind: Samsung big event Marketing

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Introduction: Mention of Apple, many people will associate with design and innovation. When it comes to Samsung, many people think of it as advertising and marketing. In 2013, Samsung's marketing spending hit a record. If the lack of excellent products, even the same as Samsung's marketing experts can not tell the moving story.

At this year's Oscars ceremony, in addition to Leonardo once again with the winner of the past, the audience to relish the most may be the star of the incident: in the ceremony, the host DeGeneres led Meryl Streep, Julia Roberts and Brad Pitt and other stars came to a photo of themselves. This is dubbed "the most expensive photo of Oscar history", and the number of Twitter messages forwarded by this photo has been recorded.

But careful viewers later discovered that this was actually part of Samsung's marketing campaign: The Stars ' self-portraits are the Samsung Galaxy Note 3. Interestingly, after returning to the locker room and finding nobody, Allen was again using his iphone.

Marketing as a first strategy

When it comes to Apple, many people associate it with design and innovation. When it comes to Samsung, many people think of it as advertising and marketing. In 2013, Samsung's marketing spending hit a record. According to Enders Analysis analyst Bennedict Evans, Samsung's advertising and other marketing spending was close to $14 billion trillion in 2013, surpassing Google's acquisition of Motorola Mobility, up to 3 times times the value of HTC, or even a year's worth of GDP in Iceland.

So in recent years, why does Samsung want to increase the cost of marketing? In short, this is to increase the brand of Samsung or specific products in the minds of users, that is, the so-called "Mind Share."

"Samsung has developed the best Android phone," a consensus in the industry before 2013. However, the performance of Galaxy S4 last year changed the industry's view. In contrast to HTC One and iphone 5, the phone didn't stand out. On the other hand, the rise of Huawei, LG and ZTE has created more pressure on Samsung.

Industry insiders point out that before 2013, Samsung's success model is a large screen + operating system from the United States. But with the screen size almost to the limit of one-handed control, and the difference between the Android system is very difficult, unless there is a revolutionary breakthrough, Samsung's product improvements in the space is less and less. Therefore, the focus of market competition has shifted more to price and brand recognition. Samsung's hugely expensive marketing strategy is a powerful weapon in promoting brand awareness.

The composition of marketing activities

Samsung's marketing budget consists of 4 parts: a marketing Development fund allocated to the plant, a brand image budget for the company's overall image, an office fund allocated to the sales department (3% of the previous year's revenue), according to Quora, a former Samsung employee. And the cost of global marketing operations for special marketing campaigns.

As opposed to traditional advertising and other content marketing, event marketing has become more and more concerned about the field of Samsung, including the popular entertainment activities and sports sponsorship. Samsung, for example, is the sponsor of this year's Oscar presentation, and Samsung has been sponsoring the Oscars for 5 years.

There are still a lot of sponsorship activities like Samsung, which in the past 1 years have included:

-Samsung was the official sponsor of the 2014 Sochi Winter Olympics wireless communications. It has been reported that Samsung donated Galaxy phones to athletes and asked the recipients to cover up the Apple logo on their personal iphone. In addition, Samsung has been a sponsor of the past 8 summer and Winter Olympic Games.

-Before Brazil's World Cup, Samsung invested heavily in 11 world football giants such as Lionel Messi and formed a "Galaxy 11" team to promote its products such as Galaxy Note 3.

-In the second half of last year, Samsung signed a 3-year sponsorship contract with the NBA, worth 100 million dollars.

-In 2013, Samsung launched the theme "You never think of the next second" during the "Super Bowl" contest called the American Gala.

The advantages of event marketing

Compared with traditional advertising, event marketing can often achieve better results. In the current market, advertisers need to grasp all available opportunities to develop relations with consumers, enhance the brand image, to win the recognition of potential consumers. The current consumer is not just focusing on a particular brand while making a shopping decision. and large events provide a rare opportunity to help advertisers promote the company's products, vision and characteristics.

As you can see from this year's Oscars, event marketing offers many advantages:

1. Large events such as the Oscars, the Grammy Awards, the Super Bowl, the World Cup and the Olympics are often impressive and will be hotly discussed for a long time. Therefore, advertising with these large events can often have a lasting and profound impact.

2. Large events usually have audiences of a particular audience, such as movie enthusiasts and groupies who correspond to the Academy Awards, so targeted marketing is more likely to resonate with users. When a user sees a favorite star using a particular product, the resulting advertising effect is self-evident.

3. Through the combination of social media, the marketing of these large events stimulates user interaction and forms viral transmission. This is reflected in the spread of the star's Twitter message from the photo shoot.

4. Self-portrait everyone will play, but many people have not seen such a big star in the field activities of self-portraits. This year's Oscar-winning star-Self gives people a glimpse of the cute, loving side of the big star. Such marketing arrangements can easily lead to user empathy, making people agree on the products they use based on their recognition of the star.

The effect is debatable

Samsung is no doubt the master of the marketing campaign. With just one simple marketing arrangement, the relevant Twitter message forwarding hit a record high. Samsung has been the most successful social video brand in 2013, according to market research firm Unruly, and its marketing video has ranked first in the market.

Users ' sharing of Twitter messages and advertising videos is a big measure of the social economy, reflecting user involvement and activity. But can such marketing drive product sales and performance growth? That may not be the case.

Samsung smartphone sales growth is slowing as a result of a lack of revolutionary breakthroughs. In addition to hardware parameter enhancements, the Galaxy S4 is not significantly different from the Galaxy S3, and the Galaxy S5 released last month highlights the motion feature, a strategy that remains controversial and has a proven effect.

Interbrand executives at the world's largest brand consulting firm have pointed out that continued ad spending may be the best strategy when the brand lacks a clear positioning. However, the long-term maintenance of such large advertising spending will not yield much. While no other company has been able to outperform Samsung in advertising, the effectiveness of these ads is questionable.

In short, if the lack of good products, even the same as Samsung's marketing experts can not tell the moving story. And if the product is unattractive, then it is easy to show the stars on the stage to use Samsung, Taiwan and then change back to other mobile phone embarrassing situation.