When strolling around the mall, have you ever asked yourself how did this brand become so trustworthy?? It takes years of advertising and branding activation ideas techniques to reach this point. So, the question is how they made it large? All this is possible through effective advertising that create a memorable impact on the prospects, once people started to like your product they will be the one to advertise it. Many companies made use of consumer brand activations that distinguished them amongst the cut-throat competition. Although, activation involves brand positioning that unveils assets by giving a spotlight to the long-term benefits of the products.
Talking about the current scenario, in order to build popularity, many leading brands are making use of activations that foster customer engagement. The major aspect of brand activation is to develop personal connection of the customer to brand. Businesses nowadays understand that they must find right ways to reach out to the potential customers.
This involves in-store marketing where signage, display, demonstration or live presentation is put into use to grand the attention of prospects. In-store promotions have evolved to be the biggest fads in recent times, as it is directed towards more customer sales and attaining loyal fan base.
What are the metrics for brand activations?
When you are willing to create a campaign based on brand activation, the primary concern should be to develop a two way interaction which is memorable. There are certain areas of concern that one must keep in mind:
- Consumer accessibility
- Brand relevance
- Long-term impact
- Amplification etc.
Steps to be taken for brand activation
1) Deciding what you want from the customers— For this, you must articulate your goals, most importantly the costs of activation and the ideology behind it is going to decide the fate of campaign
2) Identifying the target audience—Remember, your clients are smart, they very well know what you are selling and what you are expecting in return, so make sure to program the event in such a way that you target specific people
3) Putting ideas to work— Its important to think beyond the benefits you are going to get from an activity, activation must influence the customers to take the next step
4) Finding ways to promote your project—creating activities that are more related to what you are promoting is more important than in order to avoid a hole in the pocket. Asking the customers for their contact details would help your business development team to generate solid leads
For a successful activation, don’t just look through the success rate by analyzing others; strategize events based on your own observation and studies. Your primary concern is to connect your brand emotionally to the prospects and motivate them to choose the right path.