Challenge
Samsung is a monster brand. Number one in televisions. Number one in smartphones. Literally one of the ten most powerful brands in the world according to Interbrand*. Consumers love the brand. And for ten years, they’ve loved the home appliances. But those appliances have only been available directly to consumers through retail channels. In 2016, Samsung entered the highly competitive, and potentially highly rewarding, builder channel. Their goals were aggressive: to be #1 just like every other category they’ve entered. Morrison was tasked with helping Samsung establish themselves among builders, builder distributors, remodelers, architects, and designers. We were up against many well entrenched competitors, and we were building it all from the ground up.
Solution
In concert with Samsung and industry experts, Morrison developed the Samsung Builder Appliance Program. The strategy revolves around seven key strategic advantages Samsung brings to the builder experience. Leveraging the power of the brand—as an innovative technology leader—the campaign focuses on the Samsung customer base that already exists, the passion they have for the brand, and how the builders can benefit from that. Morrison then went on to develop a robust B2B media plan and lead management program.
Results
After executing an integrated marketing campaign consisting of traditional, digital, and social media, numerous collateral pieces, sales apps, a dedicated builder microsite, and a campaign of automated marketing emails, engagement benchmarks were met. The media efforts generated 14.4 million impressions, and as of September 2017, the builder site had received 18k sessions and 1,200 sales leads. As a result, 100% of Samsung’s sales goals were met, and the brand remained #1 in market share. The road to success has been established, and considering Samsung’s determination and consumer brand loyalty, it would be foolish to bet against them.
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