Scheduled for a total of 15 sessions, 1-2 times monthly since last April
LG Premium Kitchen Appliance Experience Marketing Lecture
LG Electronics is strengthening its experiential marketing for premium kitchen appliances.
On the 29th, LG Electronics announced that it will more than double the number of 'LG DIOS Cooking Classes,' where customers can cook using LG premium kitchen appliances themselves, compared to last year. Starting with the first class in April, a total of 15 cooking classes will be held this year, with 1 to 2 sessions each month.
An instructor is cooking using the LG Dios Microwave Oven at a cooking class held by LG Electronics on the 26th at CJ The Kitchen in Jung-gu, Seoul. [Photo by LG Electronics]
Throughout the year, LG Electronics will operate cooking classes in collaboration with four partners: ABC Cooking Studio, O'Kitchen Studio, CJ The Kitchen, and Royal Melting Club. In the spaces where each partner conducts the cooking classes, LG DIOS induction electric ranges, microwave ovens, dishwashers, and other LG premium kitchen appliances will be installed, allowing customers to use them directly during the lessons to prepare food.
Reflecting customers' desire to experience products before purchasing, LG Electronics has expanded its experiential marketing. According to LG Electronics' own survey, 37% of customers cited 'direct experience' as the top consideration when purchasing a product. This was followed by checking video reviews on platforms like YouTube (11%) and searching online articles (10%).
The cooking classes are conducted according to quarterly themes, and customers who wish to participate can check the schedule and themes on the LG Electronics website and apply.
Yoon Sung-il, Senior Vice President and Head of Kitchen Solution Marketing at LG Electronics Korea Sales Division, said, "We will continue to expand various experiential marketing efforts so that more customers can feel the differentiated customer experience of LG kitchen appliances that make cooking enjoyable."
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