Experiential Marketing | Mall Activations | Corporate Activation | Product Sampling | In-store Activations

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What is brand activation?

In this competitive world where we live in, a brand cannot just rely on providing a good product or service. It doesn’t matter if you have a good product or service to offer until and unless you build your brand enough to ring the bells in customers’ minds. Building your brand essentially requires developing a strong connection with customers and letting customers know sufficiently well about your company and product is the only key to it. That’s where the need for brand activation comes into play.
Brand activation focuses on making your brand the face of a particular type of products. For example if you wish to eat chips you will picture ‘LAYS’ in your mind. That’s what effective brand activation does. ‘LAYS’ have become a representation of chips. Brand activation has so intertwined the two that they can’t be thought of as two different entities. Brand activation can help you ace the competition leaving all your competitors behind.

Brand Activation is a process of spreading brand awareness amongst your target consumers, through engagements and experiences.

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Brand activation steps

A robust Brand Activation strategy needs to be comprehensive with the ideation, analysis & execution phase.

The steps to a thorough process involve:

Identifying the Target Audience

It’s imperative to zero in on the segment of consumers who are highly likely to buy the product.
This requires careful profiling and segmentation of target customers.

Ideation Phase

Creating Strategy to connect the brand with the values it wants to be associated with. For example, McDonald’s is a food-related brand, majorly associated with youth, will adopt activation methods to target the young population and execute youthful promotional campaigns.

Design Implementation

The activation kits will be fragmented keeping the strategy in mind. like for Mcdonald’s campaign, Red & yellow colors would be used as these colors entice hunger.


Proper implementation strategies are put in place with defined timelines, roles & responsibilities, and beat plans chalked out for efficient execution.


Analysis of feedback captured during brand activation at events play a major role in shaping the next campaigns for improved ROIs.

What is Brand Activation?

  • Brand Activation is a process of spreading brand awareness amongst your target consumers, through engagements and experiences.
  • Now, let us say you have produced the perfect product and are raring to hit the market, but there is no buzzword.
    No one knows about your product and it’s virtually dead in terms of consumer demand.
  • There you require activation techniques to create the buzz and get a brand recall and value created.

Prominent Activation Techniques

  • Experiential Marketing
  • Mall Activations
  • Corporate Activations
  • RWA Activations
  • Product Samplings

What is a brand activation agency?

Brand activation companies are experts at brand activation. They design, manage, produce strategies you need to form long-lasting deeper connections with your audience. They can make a huge difference as they have the expertise and resources you might not have to activate your brand. But hiring a good brand activation agency is a task in itself and you need to take care that you select the best one. Even after having hired the agency you need to keep on check if everything is being worked upon as per your expectations or not.

What to look for in a brand activation agency?

  • Communication : You must find out if the agency communicates with transparency or not. A good branding agency will always welcome your queries and concerns. Communication becomes effective when a fine balance is maintained between speaking and active listening. If the agency is apt at both, only then should you consider it as an option. Thus, you need to keep in check if the agency has quick, reliable, and effective communication skills or not.

  • Reliability : Stay alert and avoid agencies having “All show and no go”. Ensure that the agency is reliable and trustworthy. Every small detail must be taken care of like

    • Whether the employees of the agency exhibit punctuality or not.
    • Does the agency exhibit traits like fulfilling its promises? etc.
  • Client List : Going through the client list of an agency will help you analyse the agency’s experience in the field. You can ask for reviews, testimonials, and case studies of their past clients. If they can’t give you any, this will be a real alarming sign that they don’t have much experience and expertise. You can also ask for their longest active clients and so on. Further, if they end up giving you some names of their clients you may contact them and find out how their experience with the agency was? Only after having gone through the experiences of other clients should you decide to hire a particular agency for activating your brand.

  • The record of results : The prime motive behind you hiring the agency is to derive good results. If the agency isn’t able enough to bring in good results, then there’s no point in hiring it. Thoroughly check if the agency has experience enough to satisfy your need.


Experiential marketing is a growing trend that involves marketing a product or a service through experiences that engage the customers and create an emotional attachment to the product/service.
The best example of such marketing is Carlsberg Campaign

Such campaigns create a powerful emotional connect with the consumers and massively improve brand recall.

Tophawks specialises in organising mall activation events, both the traditional way ( with Anchors, FOS, engagement activities) to experiential kiosks placements with concept promotions

For Brands with corporate sector as their prime target segment, Corporate activation events prove to be a great promotional campaign.
Product Sampling is promotional technique used by almost all FMCG brands to get first hand feedback of the product from the target consumers. These brand promotions help a lot in understand favourable market demographics, product modifications and production strategy
In-store Activations are done in modern retail stores with deploying promoters to get insight from walk in consumers about the product, make them aware of the value proposition of product and get the brand recall value high with interactive sessions.

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