LG Electronics is banking on its cross-category ‘Something Better’ campaign – a thematic “umbrella” approach to brand promotion which spans the company’s home entertainment, home appliance and mobile communications categories – to take it to the next level in the U.S. marketplace.
“We have three business units in the U.S., and have planned the same campaign running across all three,” said Peter Reiner, senior vice president, marketing for North America. “Our goal is to make it easy for the consumer to understand and purchase products.”
To that end, LG is planning to arm its retailers with an arsenal of sales aids on the showroom floor. “In-store communications are very important to us,” he said. “We’ll have displays with pushbuttons that highlight features requiring explanation, like 240Hz, LED, and broadband, so they will be able to choose the right TV for them.