# How Human Behavior Shifted Samsung’s Business Strategy Around Television

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=U151zOnIHFU
- **Дата:** 23.11.2020
- **Длительность:** 17:03
- **Просмотры:** 19,726
- **Источник:** https://ekstraktznaniy.ru/video/17627

## Описание

The future of television is about to get much more interesting thanks to consumer behavior throughout 2020. In a recent episode of "Marketing for the Now", Gary sat down with Samsung's VP of Integrated Marketing in Home Entertainment, Grace Dolan, to talk about the interesting year Samsung has had due to COVID-19. Grace shares a ton of interesting insights from Samsung around human behavior from this year, specifically around the increased demand for screens/televisions and how this shift in consumer behavior is being implemented into Samsungs strategy moving forward. If you got any value from this, leave a like and subscribe to the channel for similar videos every week... Enjoy!
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## Транскрипт

### Segment 1 (00:00 - 05:00) []

and what's been the scalable or workable uh system most privileged aspect of it challenging aspect you've got your perspective i just want to be happy don't you our next guest is grace nolan samsung's vp of integrated marketing for their home entertainment division grace oversees consumer retail and trade marketing across the television audio and consumer i. t businesses she leads the way in cultivating foundational partnerships for the ustv business with xbox netflix and espn and instilled a brand mission to lead through service to gamers streamers and sports fans in pursuit of their passions and according to our back to school study 75 percent of gen z responders are saying that they influence their parents purchasing habits and particularly in tech grace i'm hoping you can share a little bit more about that i would like to hi grace how are you by the way i'm great how are you all good on the record i know her survey says 75 i'm i gary vaynerchuk believe it's 100 it is fascinating to watch uh kids voices in homes compared to 30 40 years ago grace great to have you i hope you and your family are well um there was something when i was uh you know the team does an incredible job for me prepping for these but i'm 100 improv but out of respect because i'm like man they put in so much work i started feeling you know i took this vacation and i'm like how can i be better i'm like i feel a little guilt that the team puts in so much work hours and hours for these things and then i come on and just wing it and there so i decided to glance i've gone from nothing to a glance and in that glance i saw that samsung's talking a lot about adding boundaries families adding boundaries uh ad boundaries during this time transforming their homes i thought that was super fascinating and was dying couldn't wait to get to you and hear what that meant and what you're seeing so let's start there okay so first of all i think it's awesome that you don't listen to your team and you go off on the rails because i'm the same way and it's amazing it's very liberating so i'm with you um and by the way on a record that has nothing to do with my team that is my own personal shortcomings i think it's your strength but my shortcomings so my team's and i'm sure your teams are legit but go ahead fire away 100 no my team is all smarter than me but you know whatever anyway um so let's talk about boundaries um it's really like cobit has like brought so many insights to our team you don't realize in a typical day how many rooms and environments that you go through right so like imagine you wake up in your room you travel through your house to get out the door you like go to the gym and then you go you know grab a coffee and you go to work or your kids go to school and that night you might go to dinner at a restaurant and basically covet happened and all those rooms and environments went away every single one of them right like no more movie theaters no more anything and then you were home in the same house with your family 24 hours a day and people really started i mean we were as animals humans adapt and we started pivoting and really leaning towards technology and our screens had a huge role in that so they started looking to us for entertainment for learning for fitness for all of those things to take the place of movie theaters and your office and your classroom um and it was really cool because i feel like when you talk about technology you know people get so tied up in features and that's not why we exist right like this to us was not like a just a business opportunity but it was a call to service like a reminder of our purpose to create technology to help people and we like we came to task man like we had like probably the coolest thing that we launched um was the outdoor tv which wasn't supposed to launch for months later and we're like people are canceling their vacations they're no longer getting on planes and going to spain or going you know like they're not even going to the shore because who knows what the airbnb situation is going to be right so how do we create that experience in your backyard how do you start entertaining people in open spaces and we el like we escape escalated and advance the launch of this product so that we could create an additional room in your space um but we did that with the content in our tvs with we did that with new tvs coming out with our lifestyle brand i mean it's been a it's just been a tremendously challenging time but very cool right like this is why we exist totally understand

### Segment 2 (05:00 - 10:00) [5:00]

um i'm just gonna get to the thing that's super on my mind what was the thing that ryan reynolds did can you help me here like i don't have all the context but it's like seemed super interesting and he's always super clever so just to educate the audience on what happened and me myself on that matter yeah no it was cool that was probably one of our more fun projects um what a talented guy so we were working with netflix last year we have a ton of really great partners and we were sponsoring um a you know the launch of their new movie 600 grand which featured ryan reynolds and we were thinking as a team we've been working with adam and eve our creative agency and we're brainstorming like what can we do with ryan that you know could elevate our you know interactions with this younger audience and honestly he's like as a-list as a guest right like i can't afford him so we're like what if we did something with aviation gin we brought him on we pitched an idea he didn't respond we're like it's dead and then he came back all of a sudden was like oh this is kind of funny but why don't we change it to do this and honestly it was the fastest i think we've ever moved and we move at the speed of technology like we're fast everything we do is fast um but we turned around everything probably within a week so finalizing scripts getting all the approvals all the way it's like with a gym company so this has to go like all the way up to our ceo and our risk people and everybody and we had to produce it shoot it and ship it out and it was just awesome and what a fun team um so yeah we got it out we got over a million um you know interactions likes comments on twitter within probably a day so just a lot of yeah it was very cool let's go back to the back-to-school theme where is samsung seeing its kind of intersection with education like purchasing trends um you know what are you seeing like what kind of insights can you give us in the audience yeah so here's the thing covet hit and when situations like a global pandemic you know because we've all been through like seven or eight of them um when they happen people just start holding on to their wallets right they get nervous and we were completely setting ourselves up for for some slowness for some you know softness within our business and all of a sudden we started seeing the category grow and it was growing and growing faster and then it's honestly to date it's been growing in the pretty impressive double digits for a flat category it was a surprise but the reason was because again the boundaries the rooms you know people were having their kids from college come back and they needed another screen for the second bedroom or the third bedroom they needed a new screen because they're trying to learn from their virtual classroom and teachers don't present off with powerpoint right like it's not like they have a beautiful like 20 font screens for the kids to look at on their their mobile devices you know they're writing and you cannot make out a thing and so they're casting onto bigger screens students are and and you know parents who are trying to balance their own work with what their kids were doing were also buying an extra screen so that they could keep an eye out on what it is that their kid was watching while they were trying to work so i mean it's everybody's changed everything has changed and everything that they're doing right now is to make things work we all thought that this was going to be temporary and now we're settling in for another round of it in the fall um so what are the ways that you know technology brands and brands in general can help parents that's the only you know consistent question that we're asking ourselves what else can we do beyond hardware you know there are things that we can do with ui right so we have free content we have content for kids we have child protect protected um you know features so that sometimes you're using the tv as a babysitter and they're not being set free i mean the ipad and and the and the television have become an incredible babysitter for many yeah but how can you curate that experience with your tv to be not just paw patrol 24 hours a day which is what my kids would do let's talk right so let's so let's talk about connected everything i think something that you know that samsung has done extremely well is that you know internet of things connectivity across the board because that will allow you to curate better thoughts on that and kind of the advancements you've been making in that universe yeah so i we've been doing this

### Segment 3 (10:00 - 15:00) [10:00]

connected home thing for years yep um i think what we're trying to do is take it way past incremental to completely change the role of the tv so what we've been seeing in years past is like okay i can connect my watch to my phone i can maybe connect that experience to my tv and connect you know some of the content that we're seeing you know within the screen so that it's a little bit easier to aggregate we're kind of doing it all so it's all going to just blow up the incremental little lines are going to go away and then everything is going to be connected so you know we talk about you know changing the role of tvs right so it's not just about finding a show to watch on friday night now it's about saying what your preference is for how you're going to spend your friday night so maybe you're going to be working out meditating maybe you're going to be watching a movie or binging a series and the tv our universal guide now offers all of that right so it offers various genres of content various levels of interactivity with the content it's no longer just a one way you taking a show absorbing the show eating popcorn and then turning it off and going right now you can do things with the tv and imagine you can do even more in the future and that that's really our vision but you know one of the things that we do is to take that experience and elevate the the ease with which you're consuming that content right so you know when you think about going to the movies it's not just the movie itself that's great or bad that makes you have a good or bad experience right so it's how good the movie is how comfortable your seat was in the theater you know whether the sound and the quality of the visual experience was good getting to the theater whether there was traffic and the decision on which movie to pick before you got to the theater like all of those things impact the quality of your date night right at the end of that night so samsung is saying like forget all that stuff let's just make everything easier let's give you a kick-ass screen with an amazing audio setting let's give you an aggregator a universal guide that says okay we know you like these things let me aggregate your content across the entire universe of content so it's not just it's like netflix on steroids right so netflix will take all their content and say hey you like this type of content go watch this samsung's tv will take the content across ott broadcast a world of content including our own free channels and say hey go watch this tonight and we're going to do it on a kick-ass screen and we're going to take all the decision-making away and we're just giving you a great experience there's that piece of connectivity um and then i think probably the other really interesting piece and i think i just i apologize yeah i uh i want to get this in and we're going to run out of time because it's by far ah sorry no sorry nothing i'm sorry but i gotta get this thing because i think it's gonna bring a ton of value and i think it's a really cool thing to talk about you are a dynamo and i'm sure everybody's seeing it i'm reading the comments you've got a lot of things going on and you are going through all of this with three children at home i think it'd just be fun back to like me trying to always find a fun potpourri of like different things that might bring value talk about on a personal level like you know how you're navigating this with three what are the ages like what's been the dynamics what's been the highlight what's been the low light and what's been the scalable or workable uh system most privileged aspect of it challenging aspect so okay i'm so glad you don't mind giving me an excuse to talk about my kids because i love my kids everybody loves i don't know if i wanted to go here but i was like you know what this will help so many people and i just was feeding off your energy i'm like [ __ ] she's gonna go there yeah i'll go there i mean my kids are awesome i you know we did this little promo and they were like we're gonna be famous like oh you're gonna be so famous legit um but so my kids i have three kids there i have two boys seven and five um my five-year-old just graduated from pre-k yesterday so and then i have a two-year-old little girl um and like honestly i think i'm a really grateful person in general so i like hope it happened and we're like oh my god we got so lucky and the reason is because we had just moved and we're like oh good thing we got into this house before covid and i was traveling a ton for work and i was like wow i guess i get to not miss all these really cool things happening in my kids lives and also i have an amazing husband

### Segment 4 (15:00 - 17:00) [15:00]

right like brian brando and kudos like i'm lucky to have that infrastructure and a support network with my family like i know that those are all points of privilege um and i and i'm every day just grateful that we're all surviving together but yeah it's a balancing act right like my kids they will come into meetings be like i don't like that like in a creative review with an agency you'd be like okay that's enough guys like that's really cute go away and we're making it work but we're doing it the same way everyone is doing it and there's nothing special it's just we're grateful to have those moments what's been the funniest thing like did the like the five-year-old like poop on you while you were on a zoom with executives like literally the funniest thing what is the funniest thing oh there's a couple things um there have been meetings that have been um walked in on pantless and with little kid pantless also oftentimes mean underwear lists that's right there were a couple of those occasions um really loud fighting in the background or funny jokes fart jokes there was a comment about dynamic flatulence in a meeting that was a total joke and you could hear like it was just it's just there's a lot of it it's constant it's fun though and it's cool to work for a company where everybody's just kind of like yeah you know that's yeah that's just what's happening it's cool yeah thank you for your incredible energy grace youtube watcher what's up it's garyvee first of all thank you so much i hope you're doing super well during these times uh i also want to ask you please subscribe because my commitment and exploration of youtube is about to explode stories polls more content more engagement more surprise and delight this is the time to subscribe i hope you consider it and i hope i see you soon