In today’s digital era, consumers are increasingly bombarded with impersonal advertising and communication initiatives. In a context like this, it becomes more and more important to engage in non-traditional marketing actions and add them to your 360° campaign to maximize your results. One of these non-traditional marketing actions is brand activations.
Brand activation allows a brand to have a privileged moment with the consumer one-on-one to showcase the features and advantages of a product. The attention span is much longer for these types of experiences than for a 30 second TV ad or web banner. Plus, in these situations, the consumers choose on their own to dedicate their time to you (your brand). It is therefore less intrusive and more holistic, which is why this marketing strategy is capable of altering consumer behavior in a positive manner.
Brand activations require the implementation of an action plan, which details the interactions and image that are necessary in order to portray the desired brand identity. Apart from defining your brand strategy, you have to make sure that your interactions drive this strategy in order to deliver an experience that is not only satisfactory, but also memorable.
If you’ve just launched your brand, chances are you know who your target audience is but they probably don’t know who you are yet. In order to get the word out and propel your brand awareness, you have to do something remarkable and get people excited about your brand. You have to create a meaningful connection with your target group and generate engagement. The best way to do this is to activate your brand – aka bring it to life. This will help you reach your customers and shape how they perceive you.
Did you know that the majority of brand strategies are not implemented correctly? This is why brand activations are an integral part of the brand-building process. In this article, we walk you through the definition of brand activation and explain its process, benefits and much more. We also give you some examples of successful brand activations to inspire your future activations.