Whenever you purchase any product that comes with a tag of a popular brand’s name, do you ever ask yourself, why you trust the brand so much? We tend to hold huge brands in our deepest regards and give them a lot of value. Did you ever realise why does it happen so? A brand doesn’t achieve such level of confidence amongst the masses unless and until it doesn’t make an attempt to reach out to their customers. Mere production of goods and services doesn’t excel any brand if they do not resort to promotion and marketing. However, when it comes to any kind of launch then just a couple of promotional activities don’t do any good to the brand. It needs quite a lot more than that, so that it breaks the clichéd clutter of millions of ads and mailers that exist in the sphere of marketing. One such promotional method is activations. It is a type of marketing tool that used for bringing about a vast level of customer engagement and instilling the awareness of the upcoming brand in their head. Activations - Basics Activations are achieved by hosting an event, a small scale program or probably a game show. It can be done anywhere and everywhere unless and until it guarantees a massive customer engagement of the right target audience. Activations can also be done through the means of sampling, in-store retail marketing, sponsorships and experimental events. Before Doing Activations Activations are done for the sake of exposing the, to-be-established brand to the public. However here, just the product isn’t launched. Along with the just the physical product, also the principles and the though behind the product is launched. The established image of the new product brand is let out to the masses and activations are done to boost that. Thus, before you jump off for any kind of activation activity, it is necessary to chalk up all the components, physical as well as moral. Activations also encompass building the brand figure of the new product, decide and establish its core values and its market position such that it benefits the company at its best. Brands must find some or the other way to cut through the competition and reach their customers to gain the desired success. For that precise marketing positioning, forming a perfect band image and exposing it to people on the right time and in right place is of the utmost importance, which can be achieved well by activations if everything is planned right. Key Principles of Activations Let’s take a look at the key principles of activations that can ensure you a fabulous campaign facilitating you to have a great exposure for your to-be-launched brand. These principles are,
Activation Strategies
Live experimental events are used by major brand round the globe to instil their brand into the customer’s mind by banking on the attraction or emotional engagement they create through personal experience activities. These events are such that they give chance for the people to try the brands product, ask all the questions that they head gets full of after using the product and participate in some events that make them feel as being the part of the brand. This can be well achieved by blending physical as well as digital experiences together, of the customers that may get exposed to the activation done by the brand. The customers can participate in little games that can be hosted in public places, or may be part of a concert that may be sponsored by the brand. This accounts for the physical part of the experience. Remember that the event hosted by the brand must cover anything and everything that they use in the brand’s colours and its logo. Right from the performing stage to the branded mineral water bottles, those are positioned in the venue of the event. In the digital aspect of the activation, the brand can come up with games, apps and simulator software that can make the users part of the brand. They also resort to the social media and promote their physical part of the activations done by them, so that they are heavily exposed to the billions of people who access internet now and then. These two, combined together reach out to the target audience of the brand on multiple levels such as emotional, rational as well as psychological, such that the brand gets vast exposure and people get aware about it in no time. Promotional Marketing Activation isn’t just about games and events. It’s also investing a bit in your customers so as to get them linked to you. Well, which marketing tool can do this job well other than promotional products? Promotional products are not ordinary products. They are special products made by the brand for the sake of marketing. They are products that bear the brands name, it logo and basic contact details, which may be painted or printed on them. Brands give away these products for free during activation events or probably just to increase the awareness of the brand. These products work really good in giving a brand wide exposure. Everyone loves a free gift and so if any brand is giving free gifts then who is going to miss it? The brand also benefits from it. If they give a fantastic promotional product, everyone who gets it is going to use it and while they use it, others are going to get exposed to it, as well as to the brand’s name and logo embedded on it, thereby advertising the brand effectively. There is a wide range of promotional products to choose form. A brand can have bags, t-shirts, pens, pen drives, caps, etc. as they promotional products. However, care must be taken while choosing one because the chosen product must suit the personality of the brand and must reflect its image rightly to the customers. In Store Retail Marketing In store retail marketing is like a hand to hand battle that is fought between the brands in the retail store. It is the factor that can turn tables for any brand as it has the power to influence the decisions of the customers and get them to switch the competitor brand.
For this to work in your favour, the brands have to resort to the best quality well designed posters and other means of promotions that are installed in the stores which can help influence the customers and drive them towards buying from the brand. Advantages of Activations
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