Brand Activation.
It is almost guaranteed that a term like "brand activation" will inspire some skepticism among marketers of the 21st century. It is becoming increasingly difficult for marketers to separate flash-inthe-pan trends from business tactics that provide real value to their business in the age of information overload. It's important, though, to keep in mind that brand activation is much more than just a buzzword within the industry. Historically, it was considered a bonus for a brand if it resonated with its audience on a personal level, but that has changed significantly over the years. In the modern-day and age, business success is determined by the ability to build connections with people. Purchasing decisions made by B2B companies are affected by personal value twice as much as business value. A brand's connections with its target audience need to be built deeper, more personal. This is what brand activation is all about. In this article, we're going to offer some tips and examples on how you can run a successful brand activation campaign, alongside some
explanations of why activation is a valuable branding strategy. But first, let's get started!
How Do You Activate A Brand?
Activation of your brand is the activity of generating awareness for your brand and building long-term relationships with your target audience through a campaign, event, or interaction. There is an increasing number of interactive brand activations, allowing audiences to interact directly with a brand. It is often misconstrued or confused as to what brand activation is or whether it is associated with more general branding strategies. Most branding and marketing initiatives are indeed focused on the pursuit of awareness and the connection to an audience, thus the confusion is easy to understand. Instead of the general, ongoing process of branding, brand activation is an isolated campaign or event that elevates your brand. Brand activation is one of the most important aspects of brand building. It's hard to believe that your company launched yesterday only a few hours ago. While you know the audience you are trying to reach, it is unlikely that they are familiar with your brand, and those who are aware of your branding are not connected to it in any meaningful way. You need to make an impact as soon as possible to launch your brand. The key to success is to make an impact as soon as possible. For your audience to be excited about your company, you have to give them a reason to be interested in it. Put simply, brands are activated when they share valuable content. There is nothing better than creating a lasting emotional connection between a brand and its target audience, and this can only be achieved by engaging in one-off, in-person activities, experiences, and interactions. Activating your brand is one of the best methods of being noticed by new audiences, garnering attention from your existing audience, and changing how they perceive your brand. Brand activations can be
remarkably effective if they are done correctly - 98% of participants believe that their reactions after attending an activation increase the likelihood that they will purchase the product.
Activating a brand in four different ways.
The preparation for brand activation can take as long as or possibly even longer than the typical marketing or event activation. Fortunately, modern marketers who desire to activate their brands today have an array of options at their disposal, allowing their brands to be as active as possible. Find out which marketing strategies are most effective for your brand today.
1. Marketing experiences. A brand uses experiential marketing to engage its audience by creating a real-life, immersive experience. There are many experiences a brand can offer its customers, and these experiences don't necessarily include its products or services, but they also include the values and sentiments the company holds dear to its heart. For example, if you were promoting software that required editing photos, you might want to leverage experiential marketing to achieve your goal. Suppose you created a pop-up photo booth where people would be able to take photographs with their friends and receive edited images to take home after they took the pictures. A campaign such as this will generate interest in your brand and will help drive awareness of it to your target audience, all while providing a fun and engaging experience to your customers. It is common to see live participation in experiential marketing campaigns as part of larger events that are part of a larger show. It is also worth noting that the technology behind virtual and augmented reality has also created opportunities for digital experiential marketing. From the convenience of their own homes, your audience can stay in
touch with your brand through virtual tours, games, and interactive content.
2. Free trials and samples are available as part of the marketing campaigns.
One of the most effective methods of promoting a brand is by using a sample campaign. It is straightforward: you give potential customers a chance to try your item for free to see if they love it and decide to spend money on it, or similar products from your brand. You must remember that there is a right way and a wrong way to execute a sample campaign. You can't remember how many times you have fought against over-eager shopping mall vendors who tried to force a free energy drink on you or try to force random knickknacks into your hands. I find it to be an unappealing experience, and I am not inclined to visit or even remember the brand in question. Consider your environment before accosting strangers in a less-thanideal setting, rather than accosting them in an unsuitable environment. It is important to consider upcoming events that your target audience will attend if you would like to conduct an in-person campaign. Fortunately, digitally orchestrating such a sample campaign is much easier than ever before. Send a surprise sample of one of your products to a list of customer addresses and let them know that you are thinking of them. Specify in the message that you would like your free sample to be shared on social media so the recipient can see it and get involved. A simple email campaign offering a free trial of your product can work just fine if your company sells intangible products like software and technical solutions.
3. Activating your brand in-store is a great way to promote your products. Brand activation is all about connecting your brand to your target audience and establishing strong connections between them. The headquarters of a business is the perfect venue for brand activation. It is most commonly used by retailers and other brands that cater to B2C customers. During their events, they provide their customers with accommodations like food and drink, as well as allowing them to see and sample their products. To achieve this goal, we would like to leave people with a newfound appreciation for the brands and their treatment of their customers as a result of their experience. B2B brands, however, are less likely to engage in this type of brand activation. This is understandable - desks and cubicles are not exactly acquainting you with the same sense of wonderment as a brick-andmortar store. An office setting can still be used as the basis for a successful on-site activation. Adding a cookout event outside your office to celebrate the start of the summer might be a fun way to engage your target audience. You will be able to spend a considerable amount of time with the people who are responsible for creating, marketing, and sales of your products while enjoying complimentary hot dogs and hamburgers throughout your store.
4. Trade shows and events for the industry. It is crucial to note that industry events and trade shows can both be excellent avenues for activating your brand. These events boost brand authority and introduce your brand to new audiences, whether you book booth space at a trade show or host a live seminar. Furthermore, a trade show is a perfect opportunity to try other brand activation techniques, such as experiential marketing and the distribution of free samples.
Every business can acquire quality leads that convert at a maximum rate from several B2B lead generation companies. In order to stand out from the crowd, our team of experts specializes in generating leads and we provide full support to every company. Finding quality leads is much easier now if you need them for your company. You can reach us just by checking out our website.