EMS DAY 2 – WHAT WE CAN LEARN FROM SAMSUNG 837
"DELIVER IMMERSIVE EXPERIENCES THAT BEG TO BE SHARED” – Zach Overton
As a huge fan of tech and the ways it is enabling better experiences, I near sprinted to Zach Overton’s presentation on ‘The New Experiential Playbook’. Vice President of Customer Experience & General Manager of Samsung 837 (their flagship New York store), I was eager to understand the role of Experiential for the tech giant and see what framework they use to deliver their exceptional brand spaces & experiences.
Whilst I could easily repeat his entire presentation (I’ll resist the urge, I promise) there were a few key notes that will undoubtedly influence the way I approach the development of experiential campaigns with our team this year.
Firstly, I was a big fan of the repositioning of our role as "Experiential Marketers" to “Experience Architects”. Whilst I would normally be the first to roll my eyes at a new buzzword for the industry, this phrase perfectly encapsulates the level of involvement that is required to deliver a break through experience. The strategy, the set design, the location, the audience, the end to end experience… every single element needs to be carefully crafted and curated to ensure you deliver an immersive experience that ladders up to a consistent and compelling narrative.
From a retail perspective, it was also extremely interesting to hear the thinking behind the development of Samsung 837 and its role in Samsung’s marketing mix today. The team developed their flagship store with a distinct shift in approach from transaction to interaction and is the gold standard for letting experiences authentically deliver product benefits, without the need to ‘tell’. Samsung didn’t just create a store, they created a space for people to connect and experience their products. Hosting anything from concerts, to cooking classes and fitness events... the team are creating moments of pure delight for consumers, all with tech at their core. The results are there to support this approach too. Over 790,000 people passed through the store in its first Summer; and where most retail stores are struggling to drive foot traffic to store, Samsung tickets many of its events to avoid overcrowding! Impressive to say the least.
Following the VR workshop, it was especially exciting to see how Samsung has begun to leverage its VR technology to elevate and create one of a kind experiences. From their “a moon for all man kind” activation through to their absolutely mind blowing live theatre & VR collaboration with Punch Drunk for the New York Film Festival… I can’t wait to see how they push the boundaries next.
A brilliant speaker passionate about the art of experiential marketing, this has easily been one of the highlights of the conference. Now, please excuse me whilst I attempt to persuade Samsung to open a Sydney flagship.
Hungry for more experiential inspiration? Don't forget to grab your tickets to the POPAI Professional Development series in June & July where I will be co-presenting on the latest experiential trends. Tickets available here.