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Editorial: Samsung has understood

Editorial: Samsung has understood

I know that Samsung has got it. I know that he understood why I attended the presentation of the latest products and saw how organized the launch. I saw how he tried to keep hidden until the last a product that promises to be the technology product of the year. I saw, I observed, and I have drawn conclusions. They say that Samsung has realized at last.

It is not philosophical considerations of complex concepts of marketing or corporate communications, product promotion or creation of the same. None of this. It is management of product information and product stessoprima, during and after launch.

Samsung has realized an essential fact, extremely simple yet rarely applied and that schematized in three simple rules:

  • the product must be kept secret until the presentation,
  • present with major events,
  • and launch it on the market shortly after this.
  • Miss news before the presentation and launch the product even months after its announcement that it can not be bad: and inevitable that in both cases going to subside completely the element of curiosity and novelty which is so closely tied to the success of a product .

    If I do know a product and follow the development and inevitable that I'm less curious than the product itself. When is the official announcement, so it is normal that the user is not impressed and does not have that in the juvenile and called "monkey" to get him to buy the product.

    The same is valid for the marketing: if a product is launched too over the announcement inevitably loses interest, because in the meantime leaving other competing products and you can be tempted by the competition, then opting for other devices.

    Submissions must be made in a big way and with events that are special. The events themselves must be very well organized and memorable events themselves must be of events for the technological world.

    Keep secret a product to your ad and begin its marketing within a short time and is synonymous with success and Samsung has got it right. It is sufficient to observe that were launched the Galaxy S III, Galaxy Note II and Galaxy Note 10.1 to realize that Samsung applies exactly to these three simple golden rules – with great profit!

    Part of the success of the company koreana and due to this strategy, as well as other factors. For example, the after-sales support, the introduction of additional functionality, positioning and treatment of age premium products, the establishment of a "club premium" for those who have top of the range, the presentation of a new model for year-end (the Galaxy S II and was presented one year after the Galaxy S, and so the Galaxy Note II with the Galaxy Note, etc) … Everything contributes to enhance the image and make the products sought after and desired by users.

    All this has not been included for anything from LG, for example. The Optimus Vu and was announced in February, but not in and out on the market that already there and the Optimus Vu 2. The Optimus G, however, completely loses its attractiveness: all of its features are explained on as they are developed, extinguishing the curiosity of users. Updates are constantly late and in limbo (who said "Optimus Dual?"). In short, a complete disaster – just hearing the views of users to realize this.

    The ASUS Padfone, instead, a unique product of its kind, even if ASUS has unveiled a year before its commercialization has not lost interest because it was unrivaled. In this case you can afford to delay and "overdriven", but we must in any case be very careful.

    These are just a few factors to be taken into account in a speech much broader and much more complex, but to help you understand the success of Samsung and the failure of many other companies.

    This article is not intended to be a manual of marketing, because this is not my field, however, and a series of reflections and analysis that I think can be found and shared by others. It is important however to know your opinion and what you think, then I invite you to write your opinion in the forum thread.

    Note: This article and an editorial and, as such, reflects the opinion of the writer without wanting to take a number of objective news or news of events. It and an article which details the personal opinions of the writer and, as such, is not objective and may be contrary to the opinion of the reader. We invite all readers to comment using the appropriate tools while maintaining respect and civility.

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