Marketing Awards Blog

How Stevie Awards Winner MAC Presents Used Social Media for AT&T and Samsung

Posted by Michael Gallagher on Wed, Aug 21, 2013 @ 03:39 PM

MAC Presents of New York, New York USA won the Gold Stevie® Award for Small-Budget Marketing Campaign of the Year in the communications and marketing awards categories of the 2012 Stevie Awards for Women in Business, the world's top honors for women entrepreneurs, executives, and the organizations they run.  (Another MAC Presents campaign also won a Gold Stevie for Small-Budget Marketing Campaign of the Year in The 2013 American Business Awards.) The entry deadline for the 2013 Stevie Awards for Women in Business is August 28 - get the entry kit here.)

Here we look at the highly successful AT&T/Samsung sponsorship that MAC Presents put together with the New York fashion label rag & bone.

For the launch of the Samsung Galaxy Note, AT&T and Samsung wanted to target the creative, fashion-forward mobile consumer, who would not only want the latest in advanced technology but would also view the device as a fashion accessory.

A custom promotion solution was needed that would establish a Galaxy Note social community within the fashion world during New York’s Fashion Week. Ideally, this social platform would integrate the phone into the daily life both of a fashion designer partner and of respected fashion bloggers.

The Ideal Collaboration

MAC Presents worked with AT&T and Samsung's marketing teams to select the ideal designers for them to collaborate with, and to create the unique marketing that would effectively reach the Galaxy Note's target audience.

MAC Presents developed a custom program that enabled AT&T/Samsung to partner with rag & bone, one of today's leading fashion brands based in New York City. To help reach the Galaxy Note’s influential target audience, MAC Presents worked with rag & bone to create an exclusive case for the Galaxy Note device.

The Galaxy Note was integrated into rag & bone’s 2012 fashion show during New York Fashion Week with signage and an exclusive, branded VIP area backstage. Additionally, influential fashion bloggers such as Bryan Boy, Leandra Medine, and Susie Bubble were given Galaxy Note devices to use for posting to their blogs and tweets during New York Fashion Week.

Comprehensive Media Plan
MAC Presents developed a comprehensive media plan that included print, outdoor, and online advertising as well as social media and public relations outreach. Bus shelter advertising was utilized to promote the partnership in key locations around New York City.

All creative featured the still photography of New York-based photographer Danny Clinch. Danny also shot a :30 commercial for the Galaxy Note featuring rag & bone's designers Marcus Wainwright and David Neville. The pair also hosted a private Galaxy Note launch party in New York City that included a performance from Band of Horses. With many celebrities in attendance, the event attracted millions of press impressions.

MAC Presents’ combined media outreach efforts garnered over 114,000,000 million consumer impressions.

Online Campaign

An extensive online campaign was implemented to increase awareness of the collaboration between AT&T/Samsung and rag & bone. MAC Presents partnered with fashion publications Front Row Daily and WWD to create rich, online advertising opportunities. Additionally, MAC Presents partnered with Billboard.com to reach the fashion, music oriented consumer.

Facebook Advertising

A daily Facebook advertising plan was put into effect to launch the campaign and build awareness of the Samsung Galaxy Note.

In total, over 4 billion consumer impressions were garnered through online efforts.

Marcie AllenThe Value of Social Media

Marcie Allen, president of MAC Presents, comments: “Social media has opened up brand involvement beyond tour sponsorships.” Allen points to MAC Presents' launching of Nokia Music with AT&T through a sponsorship with Green Day that has garnered more than 165 million social media impressions, as well as a Gold Stevie in the 2013 American Business Awards. “All the programs we put together in 2012 were heavily based in social media,” she says. “There has to be value. You have to be able to measure and track sales. You can do that with social media.”

Inspiring Women

“As a woman in the music industry, recognition in the Stevie Awards has proved an effective tool for me to encourage more women to enter this industry,” continued Allen. “As someone who has been in the music industry for 18 years, I want to inspire women and show them that anything is possible.  All power to the Stevie Awards for Women on its 10th Anniversary!”

About Marcie Allen
Marcie Allen is President of New York City-based sponsorship and fulfillment agency MAC Presents. Allen leverages her eighteen years of music industry experience to negotiate high profile sponsorships between the world’s leading brands and artists. Allen has executed partnerships on behalf of brands including Jeep, Microsoft, Samsung, CITI, AT&T, and Nokia.  She is a seven-time nominee and two-time winner of Billboard Magazine's Concert Marketing and Promotion Award. Allen was named to Billboard’s Women in Music in 2010, 2011, and 2012 and Billboard’s 40 under 40 in 2013.

In April 2013, The White House honored Allen as one of their Hurricane Sandy "Champions of Change." The event highlighted people and organizations directly involved in response and recovery efforts following Hurricane Sandy. Allen directed a documentary short, “Beach 119,” about her efforts in Rockaways, New York, after the storm.

Prior to starting MAC, Allen owned and operated MAD Booking & Events, which booked and produced music festivals across the country including On the Bricks in Atlanta, GA. Allen is on the board of directors for Musicians on Call and the TJ Martell Foundation.

About MAC Presents
MAC Presents is an award-winning sponsorship and fulfillment agency based in New York City that executes partnerships between the world’s leading brands and artists. With expertise in the music industry, MAC creates authentic brand connections that produce unique experiences and ignite consumer passion.

Tags: communications awards, marketing awards, stevie awards, women awards, women in business awards, women executive awards, samsung, mac presents, at&T

How Marketing Award Winner CCS Solidified Samsung's #1 Brand Position

Posted by Michael Gallagher on Mon, Mar 28, 2011 @ 01:33 PM

  

With The American Business Awards entry deadline coming up on March 31, we look at Creative Channel Services in Los Angeles, California, which won Stevie Awards for Marketing Team of the Year, in the marketing awards categories, and Best Training Web Site, in the web awards categories, in The 2010 American Business Awards

Since 1995, Creative Channel Services (CCS) has provided retail-marketing support to some of the biggest names in consumer electronics (CE). CCS created and manages the CyberScholar Retail Network, which provides online training to CE and home-appliance retailers across the United States and develops high-impact field marketing teams.

Andy Restivo“Retail is a people-driven business, and it’s great to be acknowledged for an incredibly talented, best-in-class group of brand ambassadors,” said Andy Restivo, CEO and president of CCS. “The entire CCS team works hard to help each of our clients win at the critical ‘moment of purchase,’ and we are extremely proud that the team has received recognition for the innovation, creativity, and tremendous results they have produced.”

The agency’s focus on field activities is evident in that fewer than 100 of its 500-plus employees work from the company’s Los Angeles headquarters. The majority of employees work exclusively in the field.

In-store Eyes and Ears
CCS’s Samsung brand ambassador teams represent the manufacturer’s consumer electronics, home appliances, mobile electronics, and information technology products in the U.S. retail market. Performance is measured by how the category-specific field teams increase market share, brand awareness, and product sales for Samsung, the No. 1 CE brand in the world. Team members visit national and regional retailers, engaging shoppers directly, delivering assisted-selling support, providing product-knowledge training, collecting market intelligence, and serving as the in-store eyes and ears for manufacturers.

According to Vida Roozen, vice president and general manager of CCS’s Field Business Unit and leader of the Samsung field team for 11 years: “CCS is successful on behalf of our field clients by building close working relationships with retail salespeople, ensuring that frontline people understand our clients’ products, and reporting store-level trends that help to drive marketing plans and product development."

CCS-Samsung team members leverage relationships and individual creativity to secure millions of dollars of shelf space and to optimize in-store displays. The team also promotes Samsung at industry events such as the International Consumer Electronics Show.

The CCS-Samsung team has provided Samsung for several years with the timely intelligence it needed to move its business forward. It continues to capture thousands of points of market-research data every day at the store level to keep Samsung informed of what is happening at the point of sale. 

Award-Winning Achievements
The eye-popping 2009 achievements of the CCS-Samsung Team included:

  • Record home-appliance sales at national and regional retailers
  • Digital-imaging sales up by more than double at specific retailers
  • 30-percent-higher sales at stores covered by the CCS-Samsung Team versus uncovered stores
  • No. 1 market share for LCD and PDP displays, 50-inches or larger
  • No. 1 market share for Blu-ray and Home Theater products
  • TV sales increased by 16 percent
  • Digital A/V products grew by 78 percent
  • Online training participation increased by 189 percent

Samsung was ranked No. 1 in a J.D. Power customer satisfaction survey for:

  • Refrigeration (five years consecutively)
  • Dryers (two years)
  • Washers
  • Overall laundry pairs (two years)

Training by the Numbers
CCS won the Stevie Award for Best Training Site for the second consecutive year for its retail-training site, CyberScholar.com, which is the flagship site of CCS’s CyberScholar Retail Network. CyberScholar consolidates complex product knowledge into easy-to-understand, always-accessible content that empowers retail employees to assist consumers competently and confidently.   The numbers continue to be impressive:  More than 10.6 million trainings were completed on the network in 2010.

The CyberScholar Retail Network now reaches approximately 250,000 retail salespeople, is a key training element at 13,300 stores, and delivers product information from 50-plus manufacturers.

Want to win Stevie Awards for marketing as Creative Channel Services did?  Check out our free tipsheet, 10 Tips for Winning Marketing Awards in the 2011 Stevies.

About Andy Restivo
Andy Restivo is one of the original founders and architects of CCS. Through his leadership and entrepreneurial vision he has fueled CCS’s transformation from small start-up to a leading marketing-services agency with a talented and passionate group of professionals functioning in a culture dedicated to success, a powerful list of world-class Fortune 500 clients, and a member of the world’s largest and most successful marketing communications services conglomerate.

About Creative Channel Services, LLC
Creative Channel Services (CCS) is a leading retail-marketing agency that improves sales and profitability for its manufacturer and retailer clients. Through the company’s proprietary CyberScholar Retail Network® and exclusive retail partnerships, CCS’s unique approach to in-store marketing solutions accelerates client sales performance by connecting brands with 13,300 stores and 250,000 retail professionals who recommend and sell products to up to 3,000,000 customers each day. Established in 1995 and headquartered in Los Angeles, CCS is a part of Omnicom Group Inc. (NYSE: OMC), a leading global advertising, marketing, and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. Contact CCS at [email protected] or 310-665-9900 to learn more about its field marketing and online training support.

Tags: business awards, marketing awards, samsung, creative channel services, awards marketing, marketing award