Brand activations are marketing strategies designed to help consumers form connections with products or services. The main goal of brand activation is to encourage new and old consumers to ultimately make a purchase. And it works! About 91% of consumers are more likely to purchase a brand’s product after participating in a brand activation experience. If you’ve done the research and have been toying with the idea of brand activation, you must know and understand the strategies for creating a successful brand activation project. Here are some popular types worth knowing.
Social media engagement
Social media engagement has become a crucial part of any good marketing strategy. Without any engagement, social media is just what it is, media. However, people are not using social media for one-way conversations. They are seeking to interact with other people and brands.
Social media tends to play a role in much larger brand activations. It can create awareness and generate buzz through written and visual content. But you can also use it as a strategy on its own, especially if a large chunk of your target audience is online. You can organize social media contests, quizzes, and polls with your brand to engage your audience while building a sustainable relationship.
Experiential marketing
Experiential marketing is probably the best way to launch or activate a brand, as it gives people the opportunity to experience it for themselves. It is used to help consumers interact with a product or service and build a relationship with the brand. One of the best advantages of an experiential marketing campaign is that it can drive word-of-mouth advertising, the oldest and most effective form of traditional marketing. When consumers are more loyal to your brand, they will recommend it to family and friends. You must create a memorable brand activation that is immersive and exciting enough to create an organic buzz through networks.
For better results, it might be best to work with an experiential marketing agency with the right skills and resources to help you execute this method of brand activation.
In-store brand activation
Another type of brand activation is through in-store events or advertising campaigns. This is a common type of brand activation strategy, as your brand engages with consumers right at the point of sale. It also has a higher chance of increasing your purchases because most customers who enter your store will have money and access to your products.
This type of brand activation is best undertaken during sale periods, holidays, and weekends where foot traffic around your store would be more than usual. It gives consumers the chance to try out products and receive direct information about the product before purchasing. Ensure that you get creative with advertising if you plan on organizing an in-store brand activation.
Building and developing a successful brand is a gradual process. Brand activations and other initiatives play a huge role in building your brand. It will help improve your customer relationships and change how your customers perceive your product or service. There are several other types of brand activations that you should also check out to help you engage better with your customers.