What is Brand Activation?

Brand Activation is an art of bringing the brand to life by designing various innovative experiences that drive consumer action. It is one of the best processes to make the brand known to the market and the target audience resulting in an increased awareness and customer engagement.

Examples and Types of Brand Activation

Type of Brand activation 1 – Product Sampling Campaign

In this method, brands reach out directly to the target audience at the desired locations and distribute free samples of the product that is yet to be launched or has been newly launched in the market. It is one of the best ways to promote the product and gather the firsthand feedback from the consumers.

Red Bull that is one of the renowned non-alcoholic beverage had undertaken the product sampling campaign at various corporate offices especially call centers and KPO’s by distributing free cans of the drink to the employees as the drink is known for boosting the energy levels that is the specific requirement of the call center employees working long hours and night shifts.

Going further, the beverage giant also sponsors various sports events in and around the world targeting sportsmen who are in a constant requirement for energy booster non-alcoholic beverages.

Type of Brand activation 2 – Experiential Marketing

With the latest and modern technological advancements, the technique of experiential marketing and branding has come into the picture and has worked wonders for the brands to showcase their products and services through virtual and augmented reality.

Many of the real estate developers showcase their project along with amenities, facilities, and other features by displaying 3D walkthroughs, virtual videos that takes the viewers on the journey of the show and sample apartment, and setting up innovative stalls and kiosks at various trade shows and exhibitions on the national and international level making the experience quite a memorable one for the consumers that results in sales growth and brand awareness.

Type of Brand activation 3 – In-Store or Mall Brand Activation

This marketing measure is followed by luxury car giants by hiring an open space at a famous mall and displays the newly launched actual car to the consumers. This activity is undertaken over the weekends or during the sale period at the mall as it results in major footfall. The consumers can actually experience all the features of the car, run a test drive, and gather all the information on the product to necessitate their purchase decision.

Features of Brand Activation

• The main objective of Brand Activation is not to provide impetus to the sales growth but is to create brand awareness and customer engagement that arises the brand consciousness in the minds of the customers resulting in the loyalty.
• It is not a one man’s job but teamwork; hence, it is also important for the brand to hire a great agency onboard that specializes in the Brand Activation ways and techniques taking due care every minute intricacy driving the success of the campaign.
• It is a vital part of the marketing mix that comprises of product, price, promotion, and place; hence, it is essential to plan and strategize the Brand Activation campaign by working out the available resources and budgets in hand for the optimum returns on the investment.
• It is always viable to test the campaign before the final roll-out as its core fundamental is working in the live environment with the live audience. It is prudent for the campaign to be cohesive with the changing dynamics of the market and the taste of the consumers.

Importance of Brand Activation

1. Innovation

The Brand Activation campaign cuts through the conventional marketing techniques and brings the factor of novelty and innovation on the table that attracts more customers and enables earning the label to the brand that is modern and ground-breaking in its approach and reaches.

2. Direct Reach

The marketing tools such as digital campaigns, social media promotions, print and television advertisements along with other methods take time to gather and judge the reaction of the customer towards the products and services offered, but the Brand Activation campaigns are very indifferent from the above mentioned as it helps the brand reach, talk, and share the required information with the consumer directly on one-to-one basis. It not only saves the valuable time but ensures the optimum utilization of the resources involved.

3. Feedback from the Consumer

It is one of the best ways to get the feedback from the consumer on the products and services offered by the brand by undertaking sampling campaigns. By getting the firsthand and primary feedback, the brand can always tweak its offerings and take corrective measures.

4. Brand Awareness

There is an increased level of brand awareness in the market as a whole and in the minds of the consumers as the Brand Activation enables the direct contact and engagement with the consumers. It facilitates the position of the brand as the one that tries our novel and modern methods of promotion and marketing.

5. Brand Positioning

With the direct reach, engagement, and experience that the consumers have with the brand during such activations, it results in the reinforcement of the brand in their minds.

6. Ripple Effect

As discussed in the earlier part, Brand Activation is an integral part of the marketing mix and such campaigns provide the necessary impetus to the other online and offline marketing and promotional campaigns conducted by the brand creating a ripple effect.

7. Long-Term Effect

Brand Activation campaigns are quite distinctive from the traditional and other ways of promotions and with the fundamental of the direct reach and interaction with the consumer, its elements remain in their mind for a long time resulting in higher engagement and loyalty.

Considering the changing business dynamics and the slack market environments, it is quite necessary for the brands to cut through the saturation and come up with ideas and tools to enhance the visibility in the market and curate the top position in the minds of consumers. And Brand Activation is one of the best techniques to attain the objectives of awareness, customer loyalty, and higher sales.