You’re not the only one who considers these two common techniques of brand management very similar if not the same. It’s easily mistaken but there is a difference.
THE DIFFERENCE BETWEEN BRAND ACTIVATIONS AND EXPERIENTIAL MARKETING
Brand activations are known for “seamless integration of all available communication means in a creative platform.” Thus, the consumer engages with the brand to see the brands “value”.
Whereas Experiential Marketing is, “creating a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.”
To put it simply, brand activations are creating a trustworthy relationship between the brand and the consumer and experiential marketing is showcasing the brand to the consumer with an exciting experience.
WHY YOU NEED BRAND ACTIVATIONS?
Activation refers to “activating” trust, loyalty and interest. Brand activations leave the consumer with a strong impression – one you’ll want in a bombarded advertising world. This impression leaves consumers with a strong and favorable opinion about the brand because of the personal interaction.
The purpose of brand activations is to build or start the client relationship with the opportunity to tell the consumer that your brand really is who it promises it to be. It’s an opportunity to express the brand’s values in different ways. For example, digital, experiential, PR and traditional advertising.
EXPERIENTIAL MARKETING: BRAND ACTIVATION’S FUN COUSIN
Experiential Marketing is a sub-set of brand activations. Except it’s a lot more exciting and creates something worth talking about. It’s about creating an experience that doesn’t directly relate to the product or service. It involves the consumer personally and in a memorable way which adds to the evolution of the brand.
As the digital world takes over and the consumers move along with it – we are starting to realise that it’s becoming less about the product and more about the overall experience the brand can offer. Experiential marketing offers this live experience which is real-life incarnation of how your brand acts, speaks and engages with the consumer.
Some examples of experiential marketing gain a lot of talkability and help in shedding a positive light on the brand.
Just as Carlsberg did.
If you need help with your next brand activation or experiential marketing campaign – Get in contact with us today.
