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Back in January, we were invited to a press event by Samsung and Google to get the first real looks at the Samsung Chromebook Plus and Pro. At that event, I was able to speak with some folks from both companies about media attention this new Chromebook effort would receive.
While happy that there were finally some proper treatments given to these Chromebooks (stage presence at CES, booth availability, and now a press event with review units and embargos), my questions went a bit further. How will you (Samsung) be promoting the Plus and Pro? Will they just be under-the-radar devices or will there be some of that famous Samsung marketing money behind these?
I was told, at that time, Samsung was fully behind these devices and we would see proper marketing effort put behind both.
Still Waiting
Five months later, I’m still waiting for that to happen. Granted, the roll out of these Chromebooks was stunted by the delay of Android by Google and I understand that. I’ve seen AdSense ads here and there and both the Plus and Pro are doing well on Amazon. For a Chromebook roll out, that part has done pretty well.
If you remember, there was an early video that was well-produced and showed all the Samsung Chromebook Plus was capable of. That video, while really well done, never really got the circulation it deserved. At just 62,000 views, it is hardly indicative of a large marketing push from Samsung.
TV Still Matters
The truth is, success in the Chromebook world and success in the smartphone world are two very different things. Strong Amazon sales can make for a successful Chromebook roll out. These Chromebooks aren’t going to get Galaxy S8 treatment.
I get that. I do.
I still hold to the fact that we are one – ONE – runaway success device from Chromebooks gaining real consumer appeal. I still hold firm that the Plus and Pro – with Samsung’s marketing machine – could be the combo of devices to do it, too.
I also hold that TV matters in this. Ads that run on television networks are more expensive, but also more pervasive. Sure, DVR has cut this a bit, but we still talk about well-made, well-placed ads on TV. Mixed with spots on YouTube and other streaming services, a wide and sweeping ad push could get these Chromebooks into the spotlight for the millions of people who still aren’t sure what a Chromebook is.
TV matters not only because it is the widest reach, but because it signals Samsung is ready to really put some effort behind this marketing. It doesn’t take much to figure out that only big, important products make it on TV commercial campaigns.
The New Video
And, with all that said, we have this new ad spot. Exactly 30 seconds. Tight, comprehensive, clean and well-executed. This ad looks like something made for TV.
Will it make it on television? I’d fully expect to see this air at some point. How broad the reach will be is obviously a question we can’t answer at this point, but I have to admit I’m excited by this.
Are we finally starting to see the marketing push Samsung promised? Are we going to start seeing a real campaign around these devices?
Only time will tell, but I certainly hope so. These devices hold more consumer appeal than any Chromebook before them, and it is time the general public was made aware that Chromebooks are amazing computers that could serve many of them very, very well.
