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Samsung Goes After Enterprise Market with Mobility Campaign

Campaign Demonstrates How Samsung Can Meet all of a Company's Needs

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Samsung Electronics is making a big push into the enterprise market with a new campaign, "Ready for the Next Big Thing," which features its new Galaxy S6 Edge mobile device and related services.

Samsung enterprise ad
Samsung enterprise ad

The campaign, including print and online, was created by 72andSunny, Los Angeles and New York, which also handles Samsung's consumer advertising. The budget was undisclosed.

"Historically, we really haven't done a great deal of enterprise marketing -- we did more targeted advertising," said Ed Abrams, chief b-to-b marketing officer at Samsung Electronics America, who has been with the company since August. Previously, Mr. Abrams was VP-demand generation at IBM's software middleware group.

"This is one of the first times, from a mobile perspective, we have had a distinct campaign for business and not simply used our consumer advertising to carry over into the b-to-b space," he said. "We have grown our product portfolio and our partner base, as well as our ability to deliver services. We are ready to go out and talk aggressively to the market about what we can do to help businesses of all sizes succeed."

Samsung's mobile portfolio now includes smartphones, mobile device management and solutions for security, employee productivity and workflow management.

"We have a very broad set of competitors that include technology product manufactures, services companies and solution providers," Mr. Abrams said. "We are really looking to effectively differentiate ourselves against all of those competitors by showing how we can serve the totality of what businesses need."

He declined to name specific competitors, but in the enterprise smartphone market Samsung competes primarily with Apple and BlackBerry.

BlackBerry has been making its own concerted push into the enterprise market, last fall launching a campaign called "Work Wide," which portrayed BlackBerry as a serious business tool, offering security, mobility and connectivity.

Samsung's campaign highlights the new Galaxy S6 Edge smartphone and four key components: security, employee productivity, multi-tasking and the physical appearance of the device.

"We want to visually demonstrate that life is better through the Galaxy S6," Mr. Abrams said.

The ads highlight different Samsung solutions, such as security and productivity tools, and show workplace scenes with the smartphone serving as a window into the scene. For example, one ad shows an office building at night with dark windows, with a Galaxy S6 superimposed on the image, lighting up the office and showing employees at work on different tasks. The headline reads, "Power your enterprise through our most powerful processor."

Another ad shows a production line with an employee packing up crates and checking inventory supplies on his smartphone, to demonstrate the Galaxy's multi-tasking capabilities.

Print ads are running in publications including Bloomberg Businessweek, Forbes, Fortune and the Wall Street Journal. Online ads are running on CNN.com, Bloomberg, Fortune, Inc. and more targeted tech sites. The campaign also includes social media and content marketing.

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