Brand Activation is a process of spreading brand awareness amongst your target consumers, through engagements and experiences.
Brand activation steps
A robust Brand Activation strategy needs to be comprehensive with the ideation, analysis & execution phase.
The steps to a thorough process involves:
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.
Creating Strategy to connect the brand with the values it wants to be associated with. For example, McDonalds being a food related brand, majorly associated with youth, will adopt activation methods to target young population and execute youthful promotional campaigns.
The activation kits will be fragmented keeping the strategy in mind. like for Mcdonalds 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?
Prominent Activation Techniques
What is a brand activation agency?
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 which involves marketing a product or a service through experiences that engage the customers and create 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.