BG - H1 2009 CONSUMER ROADSHOW Global report

BG - H1 2009

CONSUMER

ROADSHOW

Global report

July 2009

Our objectives

• Establish Samsung as the leader in LED

– Reinforce Samsung’s leadership status

• Invest in human contact to create quantifiable leads

– Amass CRM property

• Create an interaction and experience with the product & consumer

• Drive traffic instore

• Educate on this new category and its benefits

• Impose LED as part of the TV universe

SHOP

IN STORE

Consumer familiar

Brand Affinity

increased

Purchase

LED STAND

Pre-Purchase Brand XP

with Samsung

Educated & Informed

Brand Preference Driver

CHOICE

Consumer convinced of choice

&PRE-EVENT

Samsung.com

Localised on malls

website

Local press

@ @

CRM

database

Brand contact, preference and XP increased

Locations

Locations in France

LilleWeek 201900 direct visitors

BordeauxWeek 232450 direct

visitors

LyonWeek 223350 direct

visitors

Parisian region

Week 24 & 25

4580 direct visitors

See plans & photos in annex

Communication

campaign

Regional press: Lyon & Bordeaux

½ pageSimple page

Circulation = 411 894

Samsung.com

Present from the 13 May to 19 June

Meriadeck.com

Present 1 week before the event

Vélizy2.com


Rosny2.com


Plan vs real stand

Exterior wall: 3 TV LED 46’

Creation of thematic 3D videos on

- Light (red)

- Environment (green)

- Design (blue)

Interior wall: 3 TV LED 46’’

Trailers

Movies & cartoons

Presentation of 1 Blu-ray

Presentation of 2 sound bars

Product positionning

Desk: 4 TV LED 40’ side by side

Content:

- Product demo

- Widget/wifi demo

- Content demo

- Tv spot

Products positionning

Stand animations: product demo

Widget/Internet demo

Product demoCartoons on

WednesdayDesign

Stand animations: quizz

Daily instant win: a LED candle

From Wednesday to Friday: a Blu-ray player

On Saturday: TV LED

Attract visitors

&

Collect CRM database

Stand animations

DISTRIBUTION OF

4 000 LED brochures

Stand animations: prizes

Blu-ray (BD1600)

Total: 15 Blu ray

TV LED (40B6000)

Total: 5 TV

• 1 manager to:

– Manage 2 hostesses

– Stimulate various important times of the day

– Oversee the smooth process of the operation :

• Resupplying

• Cleanless of the stand

• Safety

– Be a privilegied contact for the Samsung Brand

– Inform visitors about products and offer

• 2 hostesses to:

– Welcome

– Inform visitors about products and offer

– Encourage prize draw participation

• 1 security guard 24 hours a day

Team

Results

Quantative global results

MALLSINTERACTIVE

VISITORS

PARTICIPATIONS

PRIZE DRAW

TRANSFORMATION

RATE

LILLE VILLENEUVE 2 1 900 1 278 67%

LYON PART DIEU 3 350 2 247 67%

BORDEAUX MERIADECK 2 400 1 658 69%

VELIZY 2 2 480 1 626 66%

ROSNY 2 2 100 1 513 72%

TOTAL 12 230 8 322 68,0%

0

500

1 000

1 500

2 000

2 500

3 000

3 500

LILLE LYON BORDEAUX VELIZY 2 ROSNY 2

VISITEURS

PARTICIPANTS JEUCONCOURS

Transformation

rate very high for

this kind of

Event:

72% in Rosny

Visitors of Lyon

were the most

interested by the

prize draw:

+ 3000 visitors

Qualitative feedback

- The originality of the stand > judged as premium

- Very astonished by the design: ultra slim and Crystal Gloss

- Very impressed by the high quality of pictures and very intense

colours

- High interest in the wall mount

- Very interested in the TV LED prize

Consumer Verbatims

« Une telle définition, ça donne envie de regarder la télé plus longtemps »

« C’est beau ! Regarde l’épaisseur… »

« Enfin une télé avec une connectique internet, à quand le disque dur intégré ? »

« C’est chouette une télé qui respecte l’environnement »

« Quand s’arrêteront-ils ? »

« Samsung, ils sont fort pour le design ! »

« T’en aimerais bien un comme ça pour regarder tes matchs de foot ! »

« La finesse du téléviseur est incroyable. On dirait un tableau ! »

« L'image est d'une netteté captivante, les couleurs sont superbes, il y a une nette différence avec les autres écrans »

« Très chic, le lecteur Blu-Ray mural ! »

Distribution feedback

- A noticeable development of the traffic for Samsung household

products in almost all stores, during the operation

- Notification of an increase of inquiries on LED TV Samsung during

the presence of the Roadshow

- Appreciate the fact that our host knew the product very well

• Involve the distributors:

– place PLV (indicating dates, place and animations planned) on Samsung products in-store 1 month before

the event

• Develop interactive animations in the main distribution network (Fnac, Darty, Carrefour, Auchan) during the presence of a Samsung stand in the malls

• Enlarge the geographical scope

Points to improve - next time

Uniqueness: No other similar event from rival brand

Highly Premium stand: an eye-catching stand which stimulated the curiosity of the public

Malls: highly frequented and strategically chosen

Contented Distributors: our presence helped sell products through deeper product information/experience

Trained staff: motivated staff, real ambassadors for the Brand

Daily animations: creating product experience vs product exposure

High value prize: +8000 names amassed

Key success points

Samsung new LED TV awareness goal reached

Product Experience developed

Annexes

STAND - LILLE

LILLE - FIGURES

LILLE

DATE VISITEURS PARTICIPANTS

Mercredi 13 mai 400 231

Jeudi 14 mai 300 177

Vendredi 15 mai 450 313

Samedi 16 mai 750 557

TOTAL 1900 1278

0

100

200

300

400

500

600

700

800

M ercredi 13 mai Jeudi 14 mai Vendredi 15 mai Samedi 16 mai

VISITEURS

PARTICIPANTS

Transformation rate: 67%

LILLE – location in malls

STAND - LYON

LYON


Mercredi 27 mai 950 620

Jeudi 28 mai 750 549

Vendredi 29 mai 750 508

Samedi 30 mai 900 570

TOTAL 3350 2247

LYON - FIGURES

0

100

200

300

400

500

600

700

800

900

1000

Mercredi 27

mai

Jeudi 28 mai Vendredi 29

mai

Samedi 30

mai

VISITEURS

PARTICIPANTS


LYON – location in malls

STAND - BORDEAUX

BORDEAUX - FIGURES

BORDEAUX


Mercredi 3 juin 300 292

Jeudi 4 juin 600 375

Vendredi 5 juin 550 340

Samedi 6 juin 950 651

TOTAL 2400 1658

0

100

200

300

400

500

600

700

800

900

1000

Mercredi 3 juin Jeudi 4 juin Vendredi 5 juin Samedi 6 juin

VISITEURS

PARTICIPANTS


BORDEAUX – location in malls

STAND – VELIZY 2

VELIZY 2 - FIGURES

VELIZY 2






TOTAL 2480 1626

0

100

200

300

400

500

600

700

800

900

M ercredi 10 juin Jeudi 11 juin Vendredi 12 juin Samedi 13 juin

VISITEURS

PARTICIPANTS


VELIZY 2 – location in malls

STAND – ROSNY 2

ROSNY 2 - FIGURES

ROSNY 2






TOTAL 2100 1513

0

200

400

600

800

1000

1200

Mercredi 17 juin Jeudi 18 juin Vendredi 19 juin Samedi 20 juin

VISITEURS

PARTICIPANTS


STAND – location in malls

THANK YOU !

BG - H1 2009 CONSUMER ROADSHOW Global report

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