Modern marketers are generally certain to be sceptical of a concept like “brand activation.”
In the era of information overload, marketers must distinguish between passing trends and effective business strategies. However, we are here to tell you that brand activation is more than just a trendy term in business.
What Is Brand Activation?
A campaign, event, or encounter that promotes your brand and creates enduring connections with your target audience is known as brand activation. Most brand activations are interactive, enabling customers to interact with a brand and its goods.
Brand activation is sometimes misunderstood or conflated with more generic branding tactics, says HBR. The misconception is understandable because most branding and marketing operations focus on raising awareness and engaging an audience.
But, rather than the overall, continuing branding process, brand activation refers to a particular event or campaign, an isolated experience with the sole objective of enhancing your brand.
Tips for Effective Brand Activation
Let us go over some crucial pointers to have in mind for your upcoming brand activation. These recommendations will assist you in creating the most satisfying experience for your audience, regardless of the approach and environment you select.
Respect Your Audience
Keep your audience in mind while you plan and organise your brand activation. While these advertisements should be entertaining and interesting, avoid anything unpleasant, grating, or off-brand. When in doubt, we advise discussing your idea with a few of your best clients to see how they react.
Humanise Your Brand
Human engagement is the quickest method to develop long-lasting relationships with your target audience. Regardless of your brand activation strategy, it is critical to incorporate actual people who represent your brand.
For instance, a huge billboard on a busy road may make people aware of your company. Nevertheless, a pop-up booth operated by three employees is a much more intimate and successful way to promote your business. Human interaction gives your business a face, humanising your brand and making you seem more relatable and reliable.
Seek and Accept Feedback
Engaging with your audience is at the heart of brand activations. Yet for that interaction to succeed, it must be a two-way street. Your brand should be better understood and appreciated by your audience because of the experience, and vice versa.
Gather feedback before, throughout, and following a brand activation. Use social listening to determine how the public is talking about the campaign. Record positive and negative interactions, whether the activation is a live event or a digital campaign.
We also advise conducting a survey of your audience when the campaign is over. Use their comments to ensure whether the brand activation had a positive result.
Frequently Asked Questions
Still looking for more info? We have compiled a list of FAQs – Check them out.
1. What Is the Importance of Brand Activation?
Your brand will come to life through brand activation, attract new audiences, and change how your current audience views you. Brand activations may also be incredibly powerful with the appropriate strategy; 98% of attendees report feeling more motivated to buy a brand’s products after a brand activation.
2. What Are the Four Types of Brand Activation?
Preparation is key to successful brand activation, possibly even greater than a standard marketing activation campaign or event. Fortunately, modern marketers who want to activate their brands have access to a wide range of solutions. Four types of brand activation include experimental marketing, free trial campaigns, in-store activation, and trade shows or industry events.