When Samsung launched the Galaxy S4 this week, there were definitely some big expectations, with Samsung hoping to knock the launch out of the park and claim Apple’s throne at the top of the mobile world.
They teased the launch with a video that we thought was supposed to be a series, playing up the super big secret they were going to unleash.
They shunned the Mobile World Congress in Barcelona a few weeks ago, so they could hold their own event, which we’re sure they thought would be as important.
They set up two events in New York City, one inside Radio City Music Hall and then a screen in Times Square for the public to look at what was happening inside the warmer event.
And then most people were disappointed.
So, as a Corporate Service Announcement, we’d like to offer some advice to Samsung, and other companies planning product launches, so they can avoid looking dumb.
1) Be Better Than Those You Ridicule
One of Samsung’s latest hobbies is making fun of Apple –– their product releases, their products, their fans, etc. We understand being angry over constantly stupid legal wars, but it is generally a good idea to be better at what you’re making fun of. But when your teaser video gets more of a reaction than the release event that it teases, its time to sit down with your event planner.
2) Humor And Tech Specs Do Not Mix
Nothing’s more painful than jokes falling flat. And in a room full of people more interested in hearing the numbers and acronyms on your feature list, it’s probably best to simply avoid most attempts.
3) Celebrity Cameos Add Nothing
In Samsung’s favor, they didn’t fall for another common announcement trap, the celebrity cameo. Alicia Keys at the BlackBerry 10 did about as much as she is going to do as their creative director. And wasn’t Usher at some Microsoft event in the past few years? It’s not good when your celebrity’s forgettable appearance is more memorable than the product they were supposed to be promoting.
4) Don’t Compensate, Demonstrate
You might think that all of the flashy presentations in glamorous spaces with notable guests imply that your product is worthy of all that, but it can seem like you’re actually covering up for it. Apple gets crap for their events, with matte black stages strolled slowly by solitary tech wizards, but that’s because they want the product and its uses to speak for themselves. They’re bringing some VP from EA out? It’s because no one knows or give a crap who he is, but he’s got pictures and video of the crazy things this new device allows his team to do.
Basically, all the tech companies are big naked emperors. We just prefer the ones who don’t try and impress us with all their drapings.
