The Samsung LED t.v. billed as the thinnest flatscreen of its kind at 1.2" inches with a processing capacity of 240mhz. The most advanced HDTV technology contained in a razor-thin silhouette according to the company website. Of course everyone has seen the commercials for this newest innovation in media viewing technology during the NBA Playoffs. Not only did Samsung decide to launch a commercial media blitz during prime time, but they also decided to initiate a mall tour comprised of six flatscreen LED in 12 markets ranging from New Jersey the home office of Samsung to the western coast to showcase their new gem. The programs main intent was to engage consumers into possibly looking at the new LED t.v.'s as their next choice if the time came in which they were in the market for a new t.v. or just needed to have the newest in media displaying technology. But in an economy that is just starting to pick up is anyone really in the market for a t.v. which starts off at $1,600USD for their entry level model 6 Series at 32 inches.
Now of course the new t.v.'s have the latest in bells and whistles such as Motion Interpolation which analyzes two or more frames to create an intermediate frame, the 7 and 8 series have internal flash memory libraries and also have the ability for internet connectivity. Along with a 5 million to 1 contrast ration on the 8 Series and Edge LIT technology. With all of that said how do you market a $1,600 dollar television that no one is in the market for given the financial state of the economy. By just showcasing the televisions in a mall setting does nothing but create colorful eye candy in malls that already have flatscreens on display for advertising agendas through either Viacom or other advertising agents. I think the 2009 Samsung LED TV Mall Display could have better been utilized if they were set up as actual viewing stations for nationally televised events such as the playoffs or used as a medium to showcase their brightness by showing a preview for the latest summer blockbusters with branded seating areas. Instead of a six television kiosk where the only draw to the whole display was a fold out glossy postcard that has verbatim the same information that could have been seen on the website.
Like most marketing initiatives these days whether it is a sampling promotion or a product demostration most of these ideas are thought about months in advance with total disregard to demographic or the right premiums to give to the future consumer. Even with the current set up of the mall display tour by Samsung there should have been a real premium that would have delivered the message and appeal of this new slick and ground breaking televisions such as a branded USB pen, or regular USB device that would have been functional because of its use as a storage device that would have also contained company coordinated information.
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