Samsung's staple campaign offers consumers the chance to trial products and experience product demos, so what impact do activations of this type really have on consumers?
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Samsung on tour: How do product trials and demos really impact consumer purchasing behaviour?
13 Mar 2023
A hugely valued client of ours, Samsung completed its latest tour last week, showcasing its state-of-the-art tech across the UK. The activation by innovation agency Outform, visited 8 shopping centres and universities, each planned and booked with our expert team. Dedicating a significant portion of its marketing budget to experiential, the tech giant has booked countless activations of varying scales with us over the years, many of which by creative agency Cheil UK.
Product trials in the tech industry are crucial, significantly increasing the chance of a sale and customer loyalty, where 25-30% of consumers are more likely to purchase a product that same day if they have had a chance to try before they buy. Purchasing a new tech device is often not a quick decision, usually requiring a large financial outlay, and likely to be used regularly for a number of years. Trialling products allows consumers to make a more informed decision, ensuring it is right for them before committing to a purchase- vital for customer satisfaction, leading to repeat purchases and brand loyalty.
There are multiple benefits of a brand activation versus relying on consumers to trial products in stores. Firstly, it allows the brand to expand their reach, popping up in locations they may not have a presence in already, and creating a buzz around the brand. Additionally, a smart and well designed stand will grab the attention of consumers that may not have planned to visit a tech store or to purchase a new product. Brand ambassadors providing product demos adds enthusiasm and excitement to the experience, as well as significant value to a consumer's understanding of a product's features and benefits, with 69% of consumers believing a product demo to best assist a purchasing decision. An activation is also the perfect opportunity to gather feedback and insight into consumer needs and desires, facilitating future product development.
Planning an activation offering product trials and demos? Visit our Time to connect collection to explore a selection of high dwell time spaces, ideal to optimise consumer engagement.
