A brand activation is an art of driving consumer action through brand interaction and experiences. In simple terms, it is a face-to-face marketing technique that has the objective of getting consumers to act.
It’s about bringing brands to life via experiences and forming long-term emotional connections with your target audience.
DIFFERENT TYPES OF BRAND ACTIVATION
Brand activation is the umbrella term, however, underneath it sits a few variations. Learn about the 3 variations below.
Experiential Activation
This is also known as engagement marketing, is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience.
Rather than looking at consumers as passive media consumers, experiential activations invite consumers to touch, feel and immerse themselves in your brand. The objective is to create positive and lasting impressions in a consumer’s mind.
For relevance, have a look at this experience we helped Dove create to immerse their customers in their brand.
Sampling Activation
The key with sampling activations is to provide consumers with an incentive for sampling your product. This type of brand activation can be executed by using reward loyalty programs, giveaways, special offers and take away product samples.
These types of campaigns are most effective when executed within shopping malls. I.e. Encourage trial at the activation and incentivise consumers with a coupon. It Is then convenient for them to go in-store and complete the purchase.
View an example of a sampling activation we did for Dove here.
Social Media and Online Content Creation Activation
This is a shorter more impactful activation with the primary goal of creating usable content for online and social media channels.
The benefit of this activation is, it solves the short terms needs of the business through the actual activation and creates longevity as advertising content.
Are you planning a brand activation? Contact us for a free assessment of your requirements.
