What can be learned from Samsung’s “Fast Follow” marketing methods?
It wasn’t too long ago when the iPhone 5 made it’s debut here in San Francisco at the Moscone Center. Nor was it much longer (2 hours) after that debut when Samsung’s CMO Todd Pendleton crafted their first Ad Campaign mocking the iPhone line sitters.
Maybe you remember this?
Or maybe a better example is this.
Right after the Australian Police advised their citizens NOT to use Apple Maps for risk of putting their lives in danger. Evidently some people were being led hundreds of miles in the wrong direction into a ‘desert-like’ environment with no available water. At the time, Apple was under A LOT of criticism from everyone under the Sun. Luckily, Google came in and saved the day on December 21st, 2012 (The end of the world, you remember that day?)
The take away from both of these publicity stunts and ‘parody’s’ as I look at them is: Any smart marketer can use their competitions flaws to their own advantage. This however does require a bit of creativity (as illustrated in the copy of the Banner Ad from the Australian Police incident).
Another good example (that isn’t as notorious) is what Nokia did with their Lumia campaign.
The video cleverly touches on the fact that the new iPhone 5 is still just: Black or White. Nokia visually instills in its audience that: we live in a world of color, their are more options than Black or White.
The kicker is, Apple’s highly anticipated iPhone 5S which is scheduled to release later this year (Analysts predict June) is likely to have 6-8 color options. At the end of the day, pay attention. Ask questions. Be creative.
Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.
