Samsung is firing back at their biggest rival, Apple, thanks to their experimental marketing department. Consumers can now use Samsung’s devices during a trial period, and it won’t cost them a penny.
While Samsung does not have any retail stores in the United States, they have opened up a pop-up store in Manhattan called the “Galaxy Studio”, with four more locations opening soon in Dallas, Houston, Los Angeles, and Santa Clara. At these locations, consumers can try their new products – for free. All customers have to do is put down a $350 (refundable) deposit and they can enjoy and of the participating products for free for 21 days. The products included are the Galaxy 5S, the Note3, and their new wearables – the Gear smartwatch and the Gear Fit wrist device.
In a statement by Melissa McNutt, senior manager of experimental marketing for Samsung, "Our trial program offers consumers the convenience and accessibility to explore and test Samsung Galaxy products in their own environment, enabling them to experience the incredible things they can do with our products and make educated decisions prior to purchase.”
Samsung has not stated how long this promotion will last, but this provides a rare opportunity for consumers to try out products before buying them. Samsung is also giving the customers an opportunity to try new service providers, with the company footing the bill.
What is unique about this marketing tactic is that Samsung does not plan to advertise its existence through TV or print campaigns, and they’re not sharing what marketing is in fact being done either. As of March of this year, Samsung claims 27% of the smartphone market in the United States, compared to Apple, which claims 41.4%.
If you’re interested in trying out one of Samsung’s devices, the Manhattan location has been open since May, and consumers will have the chance to visit the other four locations starting this July.
Would this marketing campaign entice you to try Samsung’s products, and possibly even switch devices completely? Let us know what you think in the comments!