Stewart Henderson
Vice President of Marketing
Digital Imaging Division for Samsung Opto-Electronics America, Inc.

Market research has shown that with all of the advanced features that manufacturers are packing into point and shoot cameras these days, consumers can be intimidated when looking to purchase a new camera. Not surprisingly, this intimidation can manifest itself at specialty retailers, where potential buyers may be inundated with too much information if they are not well-versed in digital photography. Conversely, when shopping at a big-box retailer, consumers may not be able to speak to anyone to get enough information about their options.

To address this issue, Samsung found an innovative solution to educate the camera buying public in an unobtrusive manner and in relaxing environments. Last month, a fleet of six BobCar Mobile Showrooms hit the streets of New York City and Boston, starting at the summer hotspot Hampton Beach, NY. The Samsung Mobile Showrooms, easily maneuvered onto sidewalks and other high-traffic areas, also hit events like the Live Earth Concert at Giants Stadium, The Today Show’s Morning Concert, and baseball games at Yankee Stadium and Fenway Park. While attending these events and participating in leisure activities, consumers had the opportunity to see, touch, and experience the latest cameras offered from Samsung. The mission for the attending staff was more to provide information versus closing on camera sales. This of course, enabled passer-bys to linger and learn without feeling the pressures of someone attempting to close a sale (as consumers made the choice to purchase, there was a wireless internet connection that allowed them to do so via local partnered retailers).

The Mobile Showrooms are more approachable and user-friendly than larger promotions staged from 18-wheelers, where products are often viewed from afar or behind glass.

“The opportunity for the placement of the Mobile Showrooms in the future is virtually endless,” said Stewart Henderson, Vice President of Marketing, Digital Imaging Division for Samsung Opto-Electronics America, Inc. “The BobCars can be included at local store grand openings, town fairs, and pretty much any size event one can think of. In fact, the BobCars were even included in the Cape Cod 4th of July parade.”

“People were initially drawn to the cameras by their design, mega pixels, and zoom features,” said a Samsung Brand Ambassador. “But once they looked at all the options, they wanted to know more about face-detection, image stabilization, scene-modes and other features, which Samsung is at the forefront of.”

Visitors were able to get a hands-on demonstration of features available in the L series and NV series of point and shoot cameras at these Mobile Showrooms. The NV series boasts an innovative Smart-Touch interface, eliminating the bevy of buttons that can confuse and intimidate users, along with large LCD screens, and other advanced features. The L series features a wide array of in-camera photo- and movie-editing features and a number of fun features, like creating a composite, adding photo frames, highlights, and more, all without the use of Photoshop.

With consumer promotions such as the Samsung Mobile Showrooms, it won’t be long before people associate Samsung digital cameras with the expertise that is already associated with Samsung’s consumer electronics line.

Samsung Experience