Samsung has already seen strong sales of its new Galaxy S5 smartphone, selling 11 million handsets in the first month, and now the company is looking to increase sales of the device in the UK with its latest marketing push.
Samsung is taking over Heathrow’s Terminal 5 for the next two weeks, the terminal will get a new name and will now be called ‘Terminal Samsung Galaxy S5’.
Marketing Strategy at Heathrow
Samsung will be putting up various signs and adverts around Heathrow’s Terminal 5, in an attempt to get passengers of Heathrow’s busiest terminal to buy their latest smartphone. This marketing strategy is not just about renaming the terminal; it involves a comprehensive rebranding effort that will be hard for travelers to miss.
“The initiative includes all signage throughout the Terminal Samsung Galaxy S5 terminal – at the entrance and drop-off locations, in the lounges, at security and at the gates. In addition, all 172 digital panels in the main terminal, gate rooms and baggage reclaim areas will feature the rebrand ‘Terminal Samsung Galaxy S5’ and images of the Galaxy S5 smartphone.”
This means that from the moment passengers arrive at the terminal to the time they collect their baggage, they will be constantly exposed to Samsung’s branding. This kind of saturation marketing is designed to keep the Galaxy S5 at the forefront of travelers’ minds, potentially influencing their purchasing decisions.
Impact and Expectations
Samsung must have a serious marketing budget for their Galaxy S5 smartphone, and this latest initiative at Heathrow is a testament to their commitment to maintaining their market position. The company is clearly aiming to capitalize on the high foot traffic at one of the world’s busiest airports. With millions of passengers passing through Terminal 5, the potential reach of this campaign is enormous.
It will be interesting to see if their latest marketing stunt helps boost sales of the handset in the UK. Previous marketing efforts by Samsung have included high-profile advertisements and sponsorships, but this is one of their most ambitious campaigns to date. By targeting a captive audience in a high-traffic area, Samsung is betting that the increased visibility will translate into higher sales.
Moreover, this campaign could set a precedent for future marketing strategies, not just for Samsung but for other companies as well. If successful, we might see more brands taking over public spaces in similar ways to promote their products.
In addition to the immediate goal of boosting Galaxy S5 sales, this campaign also serves to reinforce Samsung’s brand presence in the UK. By associating their flagship product with a major international hub like Heathrow, Samsung is positioning itself as a global leader in the smartphone market.
Overall, this marketing push at Heathrow’s Terminal 5 is a bold move by Samsung. It demonstrates their willingness to invest heavily in innovative marketing strategies to stay ahead of the competition. Whether or not it will pay off in terms of increased sales remains to be seen, but it certainly has people talking.
Source The Verge
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