Brand activation influences consumer behavior and purchases intent by utilizing marketing communications. The objective is straightforward: through various types of brand interaction, raise awareness, foster customer engagement, and increase sales. A simple in-store display or a sophisticated integrated marketing campaign can serve as brand activation. Additionally, brand activation and offline marketing agencies use brand activation to enhance the introduction of new products, foster client loyalty and increase customer lifetime value.
It is ideal to think of brand activation as a process with four essential elements:
-Brand Messaging – How you convey the narrative and value of your brand.
-Brand Experience – How you demonstrate to customers how they can utilize your good or service regularly.
-Brand Activation Tactics – The methods and strategies applied to carry out the previous two principles.
- Ways to implement brand activation
Brand Activation is a broad term that encompasses the actions taken by a brand to achieve its business objectives. Brand activation and offline marketing agency use actions that range from traditional and traditional, i.e. remarketing, email marketing, or social media campaigns, on the one hand, to more innovative ones, such as in-store activation, events, or PR/events.
These different activations are further differentiated along their targeting/reach approach (i.e., individual vs. mass; online/offline). As these approaches can differ, they also lead to appropriate marketing outcomes for each type of brand activation.
The brand activation agency and offline marketing agency use these 3 types of brand activation techniques:
-Event-driven (e.g., conferences, product launches)
-Branded content (e.g., video series, editorial posts)
-PR campaigns (e.g., media pitches, press releases)
- Event-driven
Companies employ PR campaigns, events, and branded content to increase sales as powerful marketing strategies. Building awareness, client involvement, and customer love were the main goals of the business events. The products themselves must be useful to businesses in addition to being visually appealing. Building awareness, client involvement, and customer love were the main goals of the business events. The products themselves must be useful to businesses and visually appealing.
- Branded content
Brand activations are a powerful marketing strategy for increasing customer acquisition. Using content marketing, you may give your customers something of worth. Additionally, it can increase customer involvement, brand awareness, and trust. The PR strategies assist you in obtaining media attention that increases your blog and website traffic.
- PR campaigns
Brand activation is used in various contexts and is often confused with marketing activity or event planning. To clarify, brand activation refers to activating a brand through communication, engagement, and experience.
A good example of this type of activation would be when Nike releases an ad campaign that includes specific messages about their company and products while also showing how they are used by famous athletes such as Lebron James. This shows people what Nike stands for and how it can benefit them in real-life situations.
Although many brands use brand activations, they tend to fall into two categories: traditional and innovative. The former is more about awareness, whereas the latter aims at generating leads for sales or conversions. These two approaches can be further differentiated by their targeting/reach approach.
- Key strategies to promote customer awareness and engagement
Brand activation roles in driving consumer engagement and awareness Brand activation is a strategic marketing tool that can help drive consumer engagement and awareness. It does this by creating relevant, memorable experiences for consumers and delivering them in a way that’s consistent with your brand’s story.
Brand activation agency and offline marketing agency do campaigns that typically take place in-store or at events where consumers have an opportunity to interact with your products or services. Activations often involve the use of promotional materials like posters, displays, and signage. Brand activation can be used to drive consumer engagement and awareness in a number of ways. Here are just a few examples:
-To create excitement around your product or service launch, run an interactive contest where consumers can enter for the chance to win something like a free year’s subscription.
-Use social media influencers with large followings on platforms such as Instagram, Facebook, and YouTube to promote your brand’s message through paid posts or product placement opportunities.
-Host a private event inviting select influencers to attend and test your new product or service. This will help generate buzz and excitement around the launch, especially if it’s hosted in an exotic location like Bora Bora or Hawaii.
-Create an engaging social media campaign that encourages consumers to share their stories or experiences with your brand. -Use an event space to host a live experience where people can interact with your product or service and get an in-person taste of what it’s all about.
-Host a community event that brings together influencers, bloggers, and local media members.
-Use branded merchandise such as T-shirts with your company logo on them to give away as prizes or incentives.
-Create a pop-up store in a high-traffic location to create awareness and drive foot traffic.
-Host an event at a local business or community center where consumers can learn more about your company, its offerings, and the value it brings to their lives.
