If you’re new to brand activation or haven’t yet explored why it’s essential for your business, here’s everything you need to know.
Let’s be honest; the term “Brand Activation” isn’t anything new. But it’s gone from being a meaningless marketing buzzword to a powerful term that has proven to connect brands with consumers in the loud and noisy world of the internet. So, if you’re new to brand activation or haven’t yet explored why it’s essential for your business, keep reading for everything you need to know about this simple and powerful term.
What is meant by brand activation?
The phrase essentially refers to the action of making your brand known to people, increasing awareness and engagement through a brand experience. Any campaign, experience, or event (physical or digital) that allows a brand to interact directly with the consumer is considered a brand activation and will build brand loyalty and a community around the brand’s product and services.
Why is brand activation important?
It’s no secret that the success of any brand depends on loyalty and trust. And there is no better way to build that trust and loyalty than through brand activation. But why? Well, the primary purpose of brand activations is to create a deep and meaningful emotional connection with the consumer. It focuses on the genuine relationship between brand and consumer instead of simply highlighting a product or service – the stronger the bond, the higher the trust, the better the brand.
How do you activate a brand?
With an increasing number of channels and touchpoints come many ways to introduce (or reintroduce) a brand to the world. Here are a few ways to activate a brand:
1. Experiential marketing
One of the most effective ways to activate a brand is to allow the audience to experience the brand firsthand. Enter experiential marketing. With an ability to connect consumers with a brand by becoming a part of it, these activations invite the audience to engage directly with the brand and feel more connected and involved.
2. Promotional Marketing
Promotional marketing is a style of brand activation that promotes a product or service of a brand, raises awareness, builds a customer following, and increases sales. Promotions create demand and can include sales promotions, loyalty programs, win offers, contests, sampling, giveaways, special offers, and digital promotions.
3. Digital Campaigns
A brand activation campaign can take place online or in person. Digital marketing campaigns allow brands to reach audiences far beyond their local physical area. They engage customers and provide businesses with the opportunity to collect data and gain insights on relevant touchpoints that can improve future marketing and sales campaigns.
4. Events and Expos, Launches
Often a forgotten area of brand activation campaigns. Events can take engagement and interactivity to a whole new level. Regardless if your audience is in-person, online or both, you can create authentic brand stories and experiences through creative sensory activations.
Brand Activations relies heavily on participation, which is all about more walk and less talk. We know that engagement trumps reach every time, so building effective brand activation campaigns can really make a difference to your brand and service.
April5 is a specialist brand activation agency in Sydney with over 15 years’ experience, and we work with some of the biggest brands in Australia to create engaging campaigns that deliver results.