GUANGZHOU: Korean manufacturer Samsung is claiming that sales of
its A288 dual folder mobile phone have climbed in Guangzhou following
the launch of a customer relationship marketing campaign, which
identified mamasans (bar hostesses) as the key drivers of sales.
FCBi created the pilot campaign, which is credited with driving sales up
by 185 per cent and doubling Samsung's consumer data.
The agency's regional director, David Crane, said: "It was interesting
that we found the key influencers to be mamasans who work in karaoke
bars in Guangzhou. This helped the client identify its key group. We
also know that the phones were most appealing to young couples so we
used the 'Sun and Moon' theme.
"What was encouraging was that the store dealers wanted to take part in
future promotions."
The campaign used the Sun and Moon creative, similar to the ying and
yang concept, to represent a man and woman; the aim was to position the
phone as a "vehicle for lovers".
The 10-week promotion also offered a series of premiums and incentives
to help drive sales.
"Samsung is taking the internet seriously and this is the first time it
did any CRM in the region. The mobile market in China is huge and there
is a lot of competition because companies are also competing with store
outlets. The focus of this campaign was a return on investment. The
success of the campaign means that it could be rolled out in other areas
in the future."
FCBi tested various media and set up a 'virtual' sales force to develop
incentive programmes.
Samsung China senior marketing manager, G I Yoo, said: "Samsung is
committed to enhancing the relationship with end consumers. With the CRM
approach, Samsung can better understand their needs, and provide them
with excellent products and more personal services.
"The pilot campaign will be a valuable learning experience for the
future direction on our consumer customer relationship management
programme development in the Greater China region."
