Mumbai, India (27.05.2019)
What is Brand Activation?
Brand Activation is a revolutionary way of creating brand awareness of the product among the people. It is relatively a new marketing discipline, but is already bearing fruit for the companies who have vested their resources in it. The brand activation, through multiple campaigns, tries to infuse a new life into the products and create a connection with the consumers. This helps in creating a more outreach among the consumers that eventually uplift the brand image. Companies offering brand activation services make use of several campaigns and platforms, like- Housing Societies, Malls, Schools, and Colleges etc. The campaigns are strategically designed to carry out prolific results.
Does a Business need Brand Activation?
In the current market scenario, a lot of brand options are available to consumers for a given product. These brands fight hard to acquire a considerable amount of market share in order to survive and grow. Brand activation, therefore, becomes the need of the hour for these companies. Through its innovative and unique methods, it makes any brand more connected to the consumers and helps to develop a connection. With a more outward approach, brand activation creates more awareness among the customers that eventually leads to an increased market share of a company.
Methods of Brand Activation
• Product Sample Campaigns: This is a direct method of creating brand awareness as the companies engage directly with the consumers by distributing their products. It provides an effective platform for the brands to receive feedback about the product that has been or is newly created. The insights offered by the consumers can be taken into account by the brands to make necessary changes in their product if required. The schools, colleges, and societies are mostly targeted to carry out this campaign. This campaign provides a platform for the new product launch.
• Experiential Marketing: This is a more technologically enhanced platform for brand activation as the products or services are showcased through virtual & augmented reality. As the name suggests, the consumers get to experience all the features of the product. It is a very effective method of doing brand activation as the innovative methods employed by the brands leave a lasting impression of their products to the consumers.
• In-Store or Mall Activation: Another method available for companies to create brand awareness is through In-store or mall promotions. This again, provides an experiential element to the consumers as they are having the opportunity to interact with the offered products. It also provides the opportunity to receive feedback about the product, which is of paramount importance to any company.
• School Contact Programs: Children today are huge influencers. Kids represent an important demographic to marketers because in addition to their own purchasing power (which is considerable) they influence their parents’ buying decisions and are the adult consumers of the future. To effectively market to children, advertisers need to know what makes kids tick. Marketers need to plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime relationships. According to the Center for a New American Dream, babies as young as six months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos.Hencee, brands are highly recommended to take up school activations to promote their products. This is because school contact programs can benefit kids in multiple ways. Not only are the cost beneficial but also gets large number of targeted audience and creates greater impacts.
Brand Activation Advantages
• Brand activation brings about a fresh change in the marketing practices that attract more consumers. The innovative and creative ideas employed leave behind the age-old conventional methods and yield more positive results for the brand.
• The methods used for brand activation offer a more direct approach with the consumers. Various brands organize promotional events in schools, colleges, societies, and malls as they see it as an opportunity to increase the interaction with their potential and focused customers.
• Brand activation is quite different from traditional marketing methods in terms of its approach. It has a more direct reach toward the customers and therefore, produces lasting results. The experience created by brands with consumers leaves a lasting memory in their mind and hence longer engagement is anticipated.
• Brand awareness is the most important thing for any company today. For a given product, there are several companies lined up today. Hence, it is very important to create proper awareness among consumers. The promotional activities performed by companies in malls or in stores provide them a much-needed exposure to huge customer density.
What are the Brand Activation Best Practices?
• A proper budget should be devoted to brand activation as it is a very important part of any brand’s marketing plan. With ample resources and budget available, brand activation can successfully yield positive results.
• A market test should be carried out in order to make sure that the brand activation campaigns follow the market trends that often fluctuate.
• Brand activation data should always be maintained so that one can measure how the marketing campaigns are affecting the brand with their popularity and sales.
• The campaigns for the brand activation must be designed sensibly and innovatively that must appeal to the consumers. It must create a lasting image of the brand in the consumer’s mind.
• A brand activation agency must be hired by the companies to help them with marketing strategies. The agency consists of experts who work diligently towards achieving the goal of making any brand gain more outreach among the consumers.
What do you need to avoid?
• It is very important to design campaigns that align with the brand strategy. Unaligned campaigns can have huge repercussions, creating a negative brand image.
• The benefits offered by brand activation should not always be measured by the companies in terms of additional sales. It is an effective tool for creating more product awareness by promoting two-way dialogue with potential customers. Rather than monetary benefits, it is more effective towards creating an emotional connection between the consumer and the brand. This makes the customer engaged with one particular brand for a prolonged duration.
To visit Company Official Website go through below mention link,
https://victortango.in/