Mastering the art of Brand Activation

Marketing | 4 minutes to read

24th Apr, 2019

Whenever you step into a store to purchase something, you straightaway encounter thousands of brands competing for your attention. However, amongst the countless products, there are few that instantly grabs your attention, no matter how much focus is put on some other brand.

For instance, you can never confuse a Coca Cola brand with anything else, similar is the case of fast-food chain like McDonalds or even the luxurious car brand like Mercedes.

Did you ever wonder how did these brands become so ingrained in our minds?

Well, it surely did not happen overnight.

Any brand, at least in the initial stage, is nothing more than an idea. And for that idea to become popular and accepted by the market, it has to receive an abundant exposure. This is where brand activation comes in – specifically, it is a process of forming strong and long-lasting, positive emotional connect between the consumers and the brand.

Indeed, if you want to generate leads for your business, then focusing on engaging and targeted brand activation at events is one of the best ways to do it.

Specifically, most popular and effective approach for brand activation is through events that help a brand to quickly reach a wider audience. In today’s saturated market, a new brand cannot expect success without a clearly defined and carefully crafted brand strategy. Eventually, even established brands are now leveraging events for their newly launched products to expand their reach and grow market share.

Strategising your brand activation campaigns

When you want to create a brand activation campaign, the underlying objective should be to develop a face-to-face (two-way conversation) with your customers. It may help rejuvenating/ launching a product and may even build a loyal fan base.

The only caveat is you need to create highly engaging and memorable experiences that strike with your customer
. Here is a list of some of the factors to keep in mind while thinking of a brand activation campaign:

Customer reach: How many targeted customers would the campaign touch?

Brand relevance: Is the activation strategy and campaign significant to the brand’s message and core values?

Return on investment: Can you measure the benefits vs the cost? Are you able to capture customer’s data, like emails, social media followers and other marketing opportunities?

Long term potential: Does the activation campaign give the brand any potential to gain considerable long term benefits?

Integration capabilities: Does the activation campaign have the ability to integrate with other types of marketing channels within the company?

UniquenessDoes your brand have a unique value or selling proposition that gets customers’ attention and make them remember it?

Amplification: If required, is it possible to be able to make certain changes to increase the amplification of the overall activation campaign?

Advantages of brand activation:

  • It helps you interact with your customer directly and receive immediate feedback.
  • It can help rejuvenate a mature brand and revive a dying brand.
  • It enables millennial outreach easily.
  • It can help to reinforce the brand’s positioning in customers’ mind space.
  • It helps to cut through the traditional advertising clutter (TV commercials, Print, Web Ads etc.)
  • It offers an opportunity for customers to try products first hand.
  • It makes your brand more visible.

Implementing a successful brand activation campaign

Experiential brand activation campaigns with right segmentation of target audience ensures a brand stays in the minds of its target audience and gain a significant edge over the competition.

Several factors come into play while mastering the art of brand activation, primarily an audience’s brand perception. Positive brand interactions build a strong connection and encourage customers to use the brand again. Let’s see some of the key factors that are critical during and after organizing an event:

Set targets and measure ROI: It’s always good to have certain targets and have a clear vision of what you want to achieve. With this, it gets easier to measure how worthwhile an event has been.

Follow up: It is important to do post-event email marketing campaigns and divide the leads as per the region so that your Salesforce can focus on them.

Learn with experiences
Trial and error is the key to success. It helps you analyse what works and what doesn’t. It is important to thoroughly evaluate your success after an event, probably you may communicate with everyone involved and work towards the improvements in future.

Be prepared
It is always good to have a backup viz. extra logistics, resources (if someone fall sick last-moment, you need to be able to send someone else). Language barriers can also be a problem. Make sure you always have a point of contact while you are organising these events so if there is anything that goes wrong, you know there is a backup to help out. All in all, think of the worst-case scenarios and be prepared.

Remember, worth of brand activation campaigns is not meant to be measured in terms of sales closed. Instead, they should be viewed as a way to generate awareness and visibility for a brand by creating superb engagement experiences with the target audience.

What are your views on this, let us know in the comments section below.

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